Bcentral.com, 71
Bernays, Edward, 16–17
Bernays Award, 16
Best Practices in Modern Event Management
(Goldblatt), 23
Billboards, 43
Bookstore booth locations, 123
Bowie Baysox baseball team, 149–150
Brand awareness, measuring, 96
Branded content, 70
Branded events, 165–166
Breeskin, Barnee, 8
Brochures, 33, 35, 41, 48
benefits offered in, 108–109
design and production of, 108, 111–113
do’s/don’ts, 109
information in, 110
preliminary, 110
b-there.com, 60
Budget, 85–100
advertising, 87, 88, 115–116
for association events, 132–133
contingency plan, 87–88
for corporate events, 132–133
expenses, 86–89
profit projection, 89
revenue sources, 90–91. See also
SponsorshipCase studies, 26
Cash reserves, 90, 91
Cause-related events, 147–148
Celebrities:
“meet a celebrity” events, 4–5
at special events, 163–165, 168–169
“walk-arounds,” 124
Chamber of commerce, 119
Charity events, 147–148, 168–169
Circus:
Barnum’s promotions, 6–7
branding and, 165
marketing schedule, 156–157
parade, 7, 42, 50, 160–161
Cirque du Soleil, 156–157, 165
Civic events, 11, 52, 92
Click-through rate, 67, 80
Closing event features, 31–32
Commitment concept, xi-xii
Communications Industry Forecast, 54
Community events, 52, 167218 IndexCommunity leaders, 118
Competition:
analysis of, 188–191, 192–193
in marketing strategy, 152–153
Competitive costs, 19–20
Complete Guide to Special Event
Management, The(Ernst and Young),
88–89
Computer Industry Almanac, 54
Considine, Bob, 9
Consulting fees, 87, 88
Contests, 75
Contingency reserve plan, 87–88
Convention bureaus, 118–119
Convention Industry Council (CIC), 30
Conventions:
awards events, 27
exhibitors, 120–125
hospitality centers, 5
marketing tools, 125–126
research, 127
spouse and youth programs, 4–5, 125
target audience for, 35
trends in, 174
Cookies, 69
Corner booths, exhibitor, 123
Cornish, Edward, 172
Corporate culture, 135, 136–138
Corporate events:
attendance at, 133, 134, 140–141
budget, 132–133
cause-related, 147–148
competition and, 188
economy tied to, 131
incentive programs, 138–139
internal/external communications about,
142–144
lead times, 134
location of, 136, 139
management meetings, 141
management role in, 130–131, 132
media relationships, 144–147
pricing, 14
product introductions, 11, 35–36, 131, 140
public relations strategies for, 147, 149–150
sales meetings, 141
stockholders’ meetings, 141–142
training seminars, 140
Cost of doing business, 14–15
Cost per click (CPC), 67, 809917.index 3/13/02 7:33 AM Page 218