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

IEG (International Events Group), 91, 96, 97

Impact International, 4

Incentives:

advertising of, 115

corporate programs, 138–139

discounts, 90, 97, 115

for exhibitors, 122–125

location as, 136

for sponsors, 97–98

In-kind sponsors, 92, 98–99

Institute of Food Technologists (IFT), 43–44

International Association of Convention and

Visitor Bureaus, “Destination

Showcase” of, 35, 36

International Events Group (IEG), 91, 96, 97

Internet:

obstacles, 63

resources, 55

search engines, 62, 63, 67–68, 81

See alsoAdvertising, online; Electronic

marketing; E-mail marketing; Web site

Internet Marketing for Dummies,54, 64–65

Island booths, exhibitor, 123

Jeweler, Steve, 92

Jumbo, 6

Keywords, 69, 82

Labor union representatives, 118

Lead times, 134

Levinson, Jay Conrad, 18

Likert scale, 23

Lind, Jenny, 6

Links, Web site, 62, 71

Lists.SeeMailing lists

Location:

of association events, 136

chamber of commerce at, 119

convention bureau at, 118–119

of corporate events, 136, 139

of festivals and fairs, 152

local holidays and, 38–39

positioning and, 19

promotion of, 39–40

in second/third-tier cities, 31

selection criteria, 15–16

of special events, 152

travel costs and, 30–31

Lollapalooza, 153

Index 221

Loss leaders, 14, 90

Lurye, Jay, 4–5

Mack, Tim, 76–77

Mailing lists:

e-mail, 77, 108

maintenance/management, 105–107, 127

Management meetings, 141

Marketing.SeeEvent marketing

Marketing plan, 18–19, 33

online, 57, 58, 80–81

Market research. SeeResearch

Market segmentation, 178–184

Marshall, George Preston, 7–9

Mary Kay Cosmetics, corporate culture of,

137

Mechanical Contractors Association of

America, 5

Media:

advertorials in, 70, 117

alerts, 48

buys, as sponsor incentive, 97–98

celebrity/VIP coverage of, 163

communications forms, 195–204

distribution services, 205

electronic, 115, 145–147, 155–156

information sources, 209–213

print, 144, 155–156, 158

public relations campaign and, 47

relationships, establishing, 144–147

sponsorship of special events, 158–159,

169

tracking services, 209

trends in, 173

Media conference, 119–120, 198, 199

Media kit, 48, 50, 117

Media releases, 17, 18, 48–49, 75, 146

samples, 196, 197, 201, 202

“Meet a celebrity” events, 4–5

Meeting News,61, 63

Megastores, 179

Merchandising, as revenue source, 55, 56, 69,

90

Microsites, 70

Million Dollar Shot, 162

Mock-up, 113

Moses, Barbara, 191

Motley, Red, xvii

Multilingual communication, 173

Murray, W. H., xi, xii

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