The Event Marketing Handbook: Beyond Logistics & Planning

by Peter Vessenes and Allison Saget

Book Overview

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... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1419515063
• ISBN13: 9781419515064
• Release Date: January 2006
• Publisher: Dearborn Trade
• Length: 300 Pages
• Weight: 0.80 lbs.
• Dimensions: 0.7" x 8.3" x 9.0"

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.

A loud and clear message; A marketing event contributes to the bottom line (directly) or you are on

Successful events are often works of art, and Allison Saget's approach is as close to pure science as you could expect. It has a terrific (energizing) orientation to sales and corporate objectives. A comprehensive reference work; whether you are a startup or a multinational with global presence. The book offers you all you need to make a strong business case for your event marketing investments!

How to integrate events into a marketing plan, generate leads before, during and after an event, and

Event marketers often come up against impossible budget constrictions when planning an event, but organizations can reach their sales goals if they use a blend of brand recognition, lead generation and thought leadership: that's the message in Allison Saget's The Event Marketing Handbook: Beyond Logistics & Planning. Chapters tell how to integrate events into a marketing plan, generate leads before, during and after an event, and maximize budgets. Allison Saget is an experienced marketer and uses her background to provide answers to common event questions, from reaching target audiences to organizing a program.