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

Book Description

A modern, completely updated guide to effective event marketing

As the events market becomes increasingly saturated, it is essential for a successful event professional to understand the use of strategic marketing plans. Events are everywhere—in the U.S. alone, there are more than 2,500 music festivals a year, for example, while the UK hosts over 70 different beer festivals each year. In such a crowded market, how can the event planner ensure that his or her event stands out? Marketing expert Chris Preston has the answers in this second edition of Event Marketing. From the basics of promoting an event to the use of events as marketing strategies themselves, Preston provides straightforward advice and information on all the latest Event Marketing techniques. 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 a conceptual and practical standpoint, and provides information on sponsorship and corporate branding. The book covers marketing for all types of events, including festivals, corporate and association events, and social functions, and a full chapter on digital Event Marketing covers all the latest e-marketing strategies. Case studies provide real-world examples of successful marketing efforts, while Discussion Questions for each chapter provide opportunities for further exploration of key concepts. As marketing becomes an increasingly important skill for event management professionals, this completely revised second edition of Event Marketing will be a must-have for working professionals, students, and aspiring event planners everywhere.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. DEDICATION
  5. CONTENTS
  6. FOREWORD
    1. The Potential and Paradox of Events in the Twenty-First Century
  7. SERIES EDITOR FOREWORD
  8. PREFACE
    1. Solving Problems and Avoiding Problems
    2. My First Experience of Event Marketing
    3. A Brief History of Events
    4. How This Book Will Help You Effectively Market Events
    5. The Next Frontier for Event Marketing
    6. Will They Come?
  9. IN APPRECIATION OF
  10. Chapter 1: What Is an Event and What Is Event Marketing?
    1. Creativity, Excitement, and Enthusiasm Are Prerequisites
    2. The Intercommunications Context of Modern Marketing
    3. Events as a Marketing Tool
    4. The Transformational Experience of Events
    5. The Marketing Mirror
    6. The Value of Events to the Economy
    7. A Variety and Diversity of Events
    8. Events Are Becoming Everyday Occurrences
    9. The Scope of Event Marketing Activities
    10. CHAPTER SUMMARY
    11. CHAPTER DISCUSSION QUESTIONS
    12. USEFUL WEBSITES
  11. Chapter 2: The Evolution of Event Marketing
    1. The Evolution of Marketing
    2. The Development of Event Marketing
    3. Trends in Event Marketing Evolution
    4. CHAPTER SUMMARY
    5. CHAPTER DISCUSSION QUESTIONS
    6. USEFUL WEBSITES
  12. Chapter 3: The Theory and Practice of Event Marketing
    1. The Need for Strategy
    2. Event Strategy Formulation
    3. Organizing Information
    4. The Why, Who, When, Where, and What of Event Marketing
    5. The Six Ps of Event Marketing
    6. CHAPTER SUMMARY
    7. CHAPTER DISCUSSION QUESTIONS
    8. USEFUL WEBSITES
  13. Chapter 4: Sponsorship and Cause-Related Event Marketing
    1. Understanding the Perspective of the Event Sponsor
    2. Event Sponsorship Practicalities
    3. Cause-Related Event Marketing
    4. CHAPTER SUMMARY
    5. CHAPTER DISCUSSION QUESTIONS
    6. USEFUL WEBSITES
  14. Chapter 5: E-Event Marketing
    1. Why Focus on E-Marketing?
    2. Technological Convergence
    3. Web Page Requirements
    4. Contextualizing Online Marketing
    5. Web Analytics
    6. Diffusion of Innovation in Social Networks
    7. Online Network Contact Points
    8. Online Tactics
    9. CHAPTER SUMMARY
    10. CHAPTER DISCUSSION QUESTIONS
    11. USEFUL WEBSITES
  15. Chapter 6: Entertainment and Festival Event Marketing
    1. Festivals and Human Identity
    2. Festivals and Entertainments
    3. Entertainment in the Twenty-First Century
    4. Festival Marketing Fundamentals
    5. Appraising Festival Performance
    6. Festival Marketing Basics
    7. Festivals and Social Networking
    8. CHAPTER SUMMARY
    9. CHAPTER DISCUSSION QUESTIONS
    10. USEFUL WEBSITES
  16. Chapter 7: Corporate Event Marketing
    1. Corporate Culture
    2. The Role of Events in Internal Corporate Marketing
    3. Other Types of Corporate Meetings
    4. Internal Corporate Event Inclusiveness
    5. Media Interest in Corporate Events
    6. Corporations and Event Branding Potential
    7. Cause-Related Events
    8. CHAPTER SUMMARY
    9. CHAPTER DISCUSSION QUESTIONS
    10. USEFUL WEBSITES
  17. Chapter 8: Association, Convention, and Exhibition Event Marketing
    1. Associations and Corporations
    2. Trade Associations
    3. Fraternal Associations
    4. Religious Associations
    5. Professional Associations
    6. Online Associations
    7. CHAPTER SUMMARY
    8. CHAPTER DISCUSSION QUESTIONS
    9. USEFUL WEBSITES
  18. Chapter 9: Social Event Marketing
    1. Producers and Consumers
    2. The Management of Life Events from Cradle to Grave
    3. Events for Society
    4. CHAPTER SUMMARY
    5. CHAPTER DISCUSSION QUESTIONS
    6. USEFUL WEBSITES
  19. Chapter 10: Future Forces and Trends in Event Marketing
    1. The Event Marketing Trajectory
    2. Trends in Twenty-First-Century Event Marketing
    3. CHAPTER SUMMARY
    4. CHAPTER DISCUSSION QUESTIONS
    5. USEFUL WEBSITES
  20. Chapter 11: Event Marketing Case Studies
    1. IMEX Versus EIBTM International Business Tourism Trade Show
    2. The Birthday Event of Malcolm Forbes (1919–1990)
    3. Olympic Games Partners Event Marketing
    4. Sports Illustrated Fiftieth Anniversary
    5. Ethos Marketing by Starbucks
    6. The Gap (Product) RED Launch
    7. Coca-Cola Product Launch
    8. Virgin Galactic Enterprise Launch
    9. Professional Convention Management Association Fiftieth Anniversary
    10. National Football League Fan Fest
    11. Fjällräven Classic
    12. App Exhibition Marketing: The Jewish Museum, New York
    13. Destination Marketing by Festivals: The Edinburgh Experience
  21. Resources
    1. Media Distribution Services
    2. Event Marketing Associations/Societies
    3. Media Tracking Services
    4. Bibliography
    5. Event Marketing Periodicals
    6. Electronic Marketing Services
    7. Facility/Venue Resources
    8. Useful Websites
  22. INDEX