Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions

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9780470891070: Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions
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A modern, completely updated guide to effective eventmarketing

As the events market becomes increasingly saturated, it isessential for a successful event professional to understand the useof strategic marketing plans. Events are everywhere—in theU.S. alone, there are more than 2,500 music festivals a year, forexample, while the UK hosts over 70 different beer festivals eachyear. In such a crowded market, how can the event planner ensurethat his or her event stands out? Marketing expert Chris Prestonhas the answers in this second edition of Event Marketing.From the basics of promoting an event to the use of events asmarketing strategies themselves, Preston provides straightforwardadvice and information on all the latest event marketingtechniques. The book begins with sections on what "event marketing"really means, and how the field has evolved throughout time.Preston then explores event marketing strategies from both aconceptual and practical standpoint, and provides information onsponsorship and corporate branding. The book covers marketing forall types of events, including festivals, corporate and associationevents, and social functions, and a full chapter on digital eventmarketing covers all the latest e-marketing strategies. Casestudies provide real-world examples of successful marketingefforts, while Discussion Questions for each chapter provideopportunities for further exploration of key concepts. As marketingbecomes an increasingly important skill for event managementprofessionals, this completely revised second edition of EventMarketing will be a must-have for working professionals,students, and aspiring event planners everywhere.

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From the Back Cover:

The Wiley Event Management Series

Practical guidance for launching highly visible event marketingcampaigns

The new and fully up-to-date Second Edition of Event Marketingoffers a complete set of tools, strategies, and best practices fordesigning every phase of a successful, integrated marketingcampaign for any event—from small conferences and expositionsto giant fairs and festivals.

Designing a campaign that attracts attention, motivates peopleto attend, and achieves the goals of the event organizers requirescreativity, effort, and the kind of informed guidance you'll findhere. Event Marketing covers every form of promotion, advertising,and public relations, in both traditional and online media. Thisedition has been thoroughly revised and expanded to include thevery latest on social media and online marketing, consumer behaviorpatterns, and corporate sponsorships. Modern case studies andexhaustive resources make it ideal as both a textbook for studentsand as an everyday resource for working practitioners.

Features include:

  • In-depth coverage of promotions, advertising, PR, and bothtraditional and online marketing strategies, as well as budgetfinancing

  • Detailed case studies and analyses of marketing plans forspecific events, such as conferences, corporate meetings, largefestivals, and more

  • The very latest in current trends and innovations, includingdigital marketing strategies and social media

  • Comprehensive appendices offering online resources and links toevent marketing associations and societies, media trackingservices, electronic marketing services, and more

About the Author:

CHRIS PRESTON is the program leader of marketing for QueenMargaret University's School of Business, Enterprise andManagement, in Edinburgh, Scotland. He has extensive experience inthe academic world of marketing and events as well as a commercialmarketing background at the corporate level.

The late Leonard Hoyle Jr., CAE, CMP, authored the first editionof this book. He was the dean of the American Society ofAssociation Executives' School of Management, served as chairman ofthe Convention Industry Council, and was an adjunct professor atThe George Washington University.

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