Product Description

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

Product Details

• Amazon Sales Rank: #332484 in Books
• Published on: 2006-01-01
• Released on: 2006-01-01
• Original language: English
• Number of items: 1
• Binding: Paperback
• 320 pages

Review
"Allison presents ideas event pros can use to help clients develop and improve brand recognition, generate leads and maximize ROI." -- -Special Events Magazine

Through her "EventBLT" approach, Saget shares with event professionals exactly how to reach their desired sales goals and objectives. -- -Campus Events Professional

Review

About the Author
Allison Saget is president of her own event marketing consulting firm that helps clients reach their key business objectives through events.   In her 20-year marketing career, she has created, designed, and managed well over 1,000 events, and worked in advertising, television and direct marketing.  Her clients have included Harcourt Achieve, Oracle, SAP, Tektronix, and Cardinal Business Media.

Customer Reviews

Exceptional Value
Finally a book has arrived that creates semblance and understanding to effective event marketing for companies in need. I stumbled upon Allison Saget's Event Marketing Handbook during a recent search online. I was responsible for coordinating our first major event and being a start-up company we could finally honor our founding 500 businesses for their support. The success of this event was imperative. Our congressman arrived and cut the red ribbon. Using all the templates and tools from the Event Marketing Handbook, I was congratulated by the President of the company for my insight and ability to follow through with a task, that was considered unparralled to anything else we have done thus far. I highly recommend this book for any company that wishes to create the best event EVER!

A Great Resource for Marketing and Sales
This book is comprehensive and full of practical detail. Most importantly it provides a strategic approach for events. You'll reference this book for years.

One of the best on the subject
If you are in charge of an event from the small half-day seminar to the week-long trade show you know you have to do your marketing right or it just won't be a success. This book focuses on the marketing aspect of such events and is packed with lots of creative ideas. The author even includes several excellent templates you can use to help organize your event and keep you focused on the goal. The last chapters bring all the information from the first part of the book together into a cohesive unit. Some of the areas covered include dealing with vendors, budgets, schedules, and even the details of various seating arrangements. If you are putting on an event, even if you have done it successfully before, you will find a lot of useful information in the pages of The Event Marketing Handbook and it is highly recommended to everyone both new and experienced.