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

The Wiley Event Management Series

Practical guidance for launching highly visible event marketingcampaigns

The new and fully up–to–date Second Edition of Event Marketingoffers a complete set of tools, strategies, and best practices fordesigning every phase of a successful, integrated marketingcampaign for any event from small conferences and expositionsto giant fairs and festivals.

Designing a campaign that attracts attention, motivates peopleto attend, and achieves the goals of the event organizers requirescreativity, effort, and the kind of informed guidance you′ll findhere. Event Marketing covers every form of promotion, advertising,and public relations, in both traditional and online media. Thisedition has been thoroughly revised and expanded to include thevery latest on social media and online marketing, consumer behaviorpatterns, and corporate sponsorships. Modern case studies andexhaustive resources make it ideal as both a textbook for studentsand as an everyday resource for working practitioners.

Features include:

In–depth coverage of promotions, advertising, PR, and bothtraditional and online marketing strategies, as well as budgetfinancing

Detailed case studies and analyses of marketing plans forspecific events, such as conferences, corporate meetings, largefestivals, and more

The very latest in current trends and innovations, includingdigital marketing strategies and social media

Comprehensive appendices offering online resources and links toevent marketing associations and societies, media trackingservices, electronic marketing services, and more

Foreword Liz Bigham viii

Series Editor Foreword Dr. Joe Goldblatt, CSEP ix

Preface xi

In Appreciation Of xviii

1 What Is an Event and What Is Event Marketing? 1

2 The Evolution of Event Marketing 27

3 The Theory and Practice of Event Marketing 49

4 Sponsorship and Cause–Related Event Marketing 87

5 E–Event Marketing 111

6 Entertainment and Festival Event Marketing 137

7 Corporate Event Marketing 163

8 Association, Convention, and Exhibition Event Marketing185

9 Social Event Marketing 211

10 Future Forces and Trends in Event Marketing 231

11 Event Marketing Case Studies 255

12 Resources 273

Index 294

CHRIS PRESTON is the program leader of marketing for QueenMargaret University′s School of Business, Enterprise andManagement, in Edinburgh, Scotland. He has extensive experience inthe academic world of marketing and events as well as a commercialmarketing background at the corporate level.

The late Leonard Hoyle Jr., CAE, CMP, authored the first editionof this book. He was the dean of the American Society ofAssociation Executives′ School of Management, served as chairman ofthe Convention Industry Council, and was an adjunct professor atThe George Washington University.