The Event Marketing Handbook: Beyond Logistics & Planning

Event marketing is big business: U.S. corporations invest more than $300 billion a year in every kind of event-from webinars, tradeshows, product launches, and golf hospitality functions, to user groups and customer conferences. In The Event Marketing Handbook, industry expert Allison Saget shows marketing professionals how to maximize return on investment for the dollars their companies spend on events. She believes that event marketing is a strategic, dynamic discipline linked to a firm's business objectives and sales goals. The key, according to Saget, is a great BLT-Brand Recognition, Lead generation, and Thought Leadership. In this A-to-Z guide, Saget shows professionals how to drive results through integrated marketing activities, such as advertising, direct mail, and public relations. She also answers crucial questions like: "How do I reach my target audiences?" "Why and when should we use celebrities at our events?" and "How do I plan a press and analyst program within an event?" Packed with case studies, planning templates, sample time frames, event programs, and names of associations, The Event Marketing Handbook is designed for every marketer who wants to think strategically, remember the fundamentals, plan carefully, and achieve results. Beginners and seasoned veterans alike should own this book. Highlights In The Event Marketing Handbook, readers will discover: •An end-to-end process, from planning through measurement •Cautionary advice to help them avoid pitfalls and problems •Myriad tricks of the trade from industry insiders, such as event producers, management companies, exhibit houses, and event moguls.

Allison Saget is president of her own marketing consulting firm that helps clients reach their key business objectives through events. Her knowledge and expertise led her to develop and create EventBLT™ -- a strategic approach that integrates Brand Recognition, Lead Generation and Thought Leadership in order to shorten the sales cycle. This own and dominate framework allows companies to concentrate on their target audience while minimizing the logistic requirements to be more creative thus contributing to the bottom line. Accomplished marketer, "brand-a-holic," author and speaker, Allison has a deep expertise in strategy and messaging, as well as the planning and implementation of external and internal events, product launches, executive functions, sales meetings, sports & arts hospitality initiatives, tradeshows/conferences, partner programs, PR & analyst efforts, online campaigns, sponsorships, strategic philanthropy and stockholder meetings. In her 25-year marketing career, Allison has created, designed and managed well over 1,000 events, as well as worked in advertising, television, collateral design & production, logo merchandising and direct marketing. Her clients and work experience have included such companies as: salesforce.com, Accenture, TeamHealth, NQ Mobile, DocuSign, Uptime Institute, The Exordium Group/CareFusion, Oracle, SAP, StarCite, Tektronix, Omniture, Right Hemisphere, Ashley Furniture HomeStores, Grand Furniture, NVIDIA, mental images, Procore Technologies, Baker Hughes, Harcourt Achieve, Unisys, SABA, TSS/IBM, Asera, DigitalThink, TWIKI.NET, Mint.com, Karmasphere, EMI – artbronze.com, Cloudmark, Kefta, Chordiant Software, Digital Island, Softmart, Micrografx, Global Knowledge, carclub.com, Ensoniq, Cardinal Business Media and USA Cable Network. Allison's mantra is: Event Marketing is all about facilitating, easing, opening, accelerating and shortening the sales cycle. That’s it!