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.
