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

Event marketing (cont’d)

budget.SeeBudget

for corporations. SeeCorporate events

electronic.SeeElectronic marketing

evaluation of. SeeEvaluation

for fairs and festivals. SeeSpecial

events

“Field of Dreams” concept in, xii–xiv

five Ps of, 12–21

place, 15–16

positioning, 18–21

price, 13–15

product, 12–13

public relations, 16–18

five Ws of, 33–41, 111

what, 40–41

when, 36–39

where, 39–40

who, 35–36

why, 33–35, 102

functions of, xviii–xix

knowledge requirements of, xvi

pioneers of, 3–9

in planning process, xvii–xviii

special event. SeeSpecial events

three Es of, 2–3

trends in, 171–172

challenges of, 30–32

market influencers and, 172–175

market segmentation and, 178–184

scenario planning for, 176–178

EventWeb Newsletter, 60

Excitement, as marketing concept, 2, 7

Exclusivity technique, 27

Exhibitor marketing, 120–125

elements of, 121

prospectus, 122–123

recognition strategies, 187–188

revenue, 120

sales incentives, 122–125

trends in, 174

Ezines, 65, 66, 67, 75, 81

Facilitator, focus group, 25

Fact sheets, 48, 117

Festivals and fairs:

marketing schedule for, 156

sponsorship of, 91, 92

trends in, 174

See alsoSpecial events

220 Index

Field of Dreams,xii–xiv

Fire officials, 118

Five Ps of Marketing, 12–21, 60

Five Ws of Marketing, 33–41, 102, 111

Flyers, 48

Focus groups, 24–25, 46, 47, 96, 117

for corporate events, 142–143

facilitator, 25

Follow-up mailing, 110–111

Football marketing, 8–9

Foot Locker, 162

Fox, Doug, 60

Free Directory of Ezines,65, 66

Fuhr, John, 56, 77

Funding sources:

internal/external, 90–91

nonfinancial, 98–99

sponsorship, 91–98

Fundraising events, 11, 167

Gaedel, Eddie, 4

George Washington University, Event

Management Certificate Program of, 55,

92

Goals:

advertising, 114–115

of associations and societies, 102–103

commitment to, xii

corporate, 136–138

financial, 13–14

online marketing, 57–58

in planning process, xvii

of public relations campaign, 46–47

Goldblatt, Joe, xviii, 23, 33

Grand-opening events, 162

Guerrilla marketing, 166

Guerrilla Marketing(Levinson), 18

“Hail to the Redskins,” 8

Hall entry booths, exhibitor, 123

Head counts, 185

Health and wellness events, 173, 174

HIC (hope it comes) funding, 90

Holidays, timing of event and, 38–39

Home and garden show, 156

Hospitality centers, 5, 98

Hospitality Sales and Marketing Association

International, xv, 16, 188

IBM, corporate culture of, 137

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