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The Event Marketing Handbook: Beyond Logistics and Planning
By
Allison Saget
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. 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; and, myriad tricks of the trade from industry insiders, such as event producers, management companies, exhibit houses, and event moguls.
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