By C. A. Preston
As the occasions industry turns into more and more saturated, it's crucial for a winning occasion specialist to appreciate using strategic advertising and marketing plans. occasions are everywhere—in the U.S. by myself, there are greater than 2,500 track fairs a yr, for instance, whereas the united kingdom hosts over 70 varied beer fairs every year. In any such crowded industry, how can the development planner make sure that his or her occasion stands proud? advertising professional Chris Preston has the solutions during this moment version of Event Marketing. From the fundamentals of marketing an occasion to using occasions as advertising ideas themselves, Preston presents effortless recommendation and data on all of the most recent occasion advertising innovations. The e-book starts off with sections on what "event marketing" rather potential, and the way the sphere has advanced all through time. Preston then explores occasion advertising innovations from either a conceptual and useful viewpoint, and offers details on sponsorship and company branding. The ebook covers advertising and marketing for every type of occasions, together with fairs, company and organization occasions, and social services, and an entire bankruptcy on electronic occasion advertising covers the entire most modern e-marketing options. Case experiences offer real-world examples of profitable advertising efforts, whereas dialogue Questions for every bankruptcy supply possibilities for additional exploration of key strategies. As advertising turns into an more and more vital ability for occasion administration execs, this thoroughly revised moment variation of Event Marketing might be a must have for operating pros, scholars, and aspiring occasion planners all over the place.
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Extra info for Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions (The Wiley Event Management Series)
PRODUCT The successful event marketer is at first the consummate student of his or her product. The product may be an educational program, a county fair, or a full-fledged convention. It may be a reunion for a fraternal organization or a corporate product launch. If you are marketing the event, there are essential elements as shown in Figure 1-4 that you must know and questions you must ask of the event sponsor. 1. What Is the History of the Event? Many veteran marketers will attract participation because they can sell the celebratory essence of the event.
Ch01 3/13/02 7:21 AM Page 25 Research and Analysis investigation, but not necessarily have been direct participants in the event being studied or even users of your product. The reasons they do not participate may be more enlightening than the reasons others do. In a relaxed atmosphere without the distractions of telephones or entertainment, the group focuses on your issues under the guidance of a facilitator. The facilitator must also have knowledge of the topic in question, but should enter without a preconceived agenda or objective.
Wherever the association convenes, volunteer attendees are enlisted to go into the community; grab paint cans, hammers and nails, rakes and brooms; and rehabilitate a playground or a building. Not only is this attractive to local newspapers and television and radio stations, pictures and stories of this goodwill effort appear throughout professional journals. The positive results are priceless. Therefore, the convention itself becomes a platform for expanded credibility, goodwill, publicity, and far-reaching recognition of the association.