Event Marketing: How To Successfully Promote Events, Festivals, Conventions, And Expositions (The Wiley Event Management Series) By Leonard H. Hoyle
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(7 customer reviews)
Authored by a well-known figure in the field.
- Overview chapters explore topics such as electronic marketing strategies, funding, budgeting, promotion, and advertising.
- Individual chapters address the differences involved in marketing different types of events.
- Examines future trends and key issues such as how to reach new event attendees.
- Includes appendices with sample forms, contracts, and more.
- Amazon Sales Rank: #522552 in Books
- Published on: 2002-05-23
- Original language: English
- Number of items: 1
- Dimensions: .75" h x 7.66" w x 9.54" l, 1.44 pounds
- Binding: Hardcover
- 256 pages
From the Back Cover
THE WILEY EVENT MANAGEMENT SERIES
The first complete guide to launching a highly visible event marketing campaign
Practical strategies and resources for achieving greater results!
Event Marketing provides the most effective tools for carrying out every phase of a successful, integrated marketing campaign for any event, from conferences and expositions to fairs and festivals that host 20,000 people. It explains the powerful forms of promotion, advertising, and public relations that are needed to attract broad attention, motivate people to attend, and achieve the desired goals of an event. Features include:
* Overviews of event promotion, advertising, public relations, and electronic marketing strategies, as well as budget funding
* In-depth analyses of marketing for specific events, such as association meetings, conferences, corporate meetings, festivals, and many others
* An examination of future trends and innovative strategies for increasing attendance
* Comprehensive appendices that include sample forms for media releases, request for coverage announcements, audio and video new release scripts, public service announcement scripts, speakers' "talking points," and listings of media distribution and tracking services
The Wiley Event Management Series-Series Editor, Dr. Joe Goldblatt, CSEP
The Wiley Event Management Series provides professionals with the essential knowledge and cutting-edge tools they need to excel in one of the most exciting and rapidly growing sectors of the hospitality and tourism industry. Written by recognized experts in the field, the volumes in the series cover the research, design, planning, coordination, and evaluation methods, as well as specialized areas, of event management.
About the Author
LEONARD H. HOYLE, jr., CAE, CMP, has managed and marketed events for major organizations, including the American Society of Association Executives (ASAE) and the Hospitality Sales and Marketing Association International. A former dean of ASAE's School of Management, he also served as Chairman of the Convention Industry Council (CIC) and Adjunct Professor at The George Washington University.
Most helpful customer reviews
9 of 10 people found the following review helpful.
Raves for Event Marketing by Leonard H. Hoyle
By Beverly Mohamed
When I began reading this book, I knew it was a textbook and expected the normal dry, wordy textbook in which information is buried under an avalance of prose. I was delighted to find a work that was clear, complete, informative, and interesting to read. I found that I looked forward to each chapter and subject. The information is presented in prose, lists of important topics, and highlighting of certain need-to-know material in such a way that cross-refencing and finding previously studied material are amazingly accessible. Added bonuses are the quotes before each chapter and the personal experiences at the end of each chapter.
The suggestions about organization, multitasking, and people management are so original and all-encompassing that I heartily recommend this book for everyone -- not only those interesting in planning events.
6 of 7 people found the following review helpful.
Very Useful and Easy to Follow
By A Customer
Event Marketing explores the promotions industry. Though it is a textbook, Hoyle delightfully surprises the reader by writing in a witty style. Why intimidate or bore the reader when you can engage them? Hoyle takes this obvious, but overlooked, premise and runs with it as he explains the events promotions business.
Like Michael Levine's Guerrilla PR: Wired, which also has case histories and strategies in how to promote events in a low-cost fashion, Hoyle seeks to turn a confusing and frantic arena into one that, like all other areas, is more easily understood once clear and discrete steps have been demonstrated. The personal examples at the end of each chapter only serve to add credibility and weight to Hoyle's words.
1 of 1 people found the following review helpful.
Good resource despite being 9 years old...
By JOHN J MITCHELL
Having just bought about 10 books related to event marketing on Amazon, to brush up on my chops a little, I've been finding most of them to be somewhat useless. This book was better than most, despite being 2002 release. Lots of good general info on sponsorships, basic PR, market segmentation analysis, and promotion.
I say buy it used, save some money, and enjoy the other books in this series. They seem pretty good. (I'm reading Wiley Events Risk Management now and it's pretty good as well...)
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