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

by C.A. Preston

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.

Paperback

First published October 10, 2012

Reviews

[Ami]

Orginally got this book for a university module on social medias affects on live event marketing. Got the book for Chapter 5 E-Event Marketing. Really good eye opening chapter. However I plan to read the rest of the book.

[Joey Green]

The information in the book is of quality and it accurately represents the Event industry, but the sentences are unduly verbose and stretch on far too long. It seems as though the author had a thesaurus open while writing it, trying to make it sound more interesting by replacing understandable words ("corporate leaders" with "corporate functionaries", and the use of the word "touted", which should never be used in while describing promoting and event), which although sounds rather interesting is not what should be found in an educational text because it is far too vague. The word choice is quite distracting and does not enhance the understanding of the subject. Authors who try to "enliven" (word used to describe training events in the corporate event industry should) their information writing by using synonyms for widely understood language, is only doing a disservice to the students (me).