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

Musical events, 14, 156, 174

Net-Marketing: Your Guide to Profit and

Success on the Net, 61

Net Results: Web Marketing That Works, 56

Network Solutions Registration Services, 61

Newsletters, electronic, 65, 75

Observation/participation research strategy,

25–26

Olympic Games, branding of, 165

One-stop shopping syndrome, 180

Online marketing. SeeAdvertising, online;

Electronic marketing; E-mail marketing

Opening message, 33, 35

Opt-out/opt-in links, 77, 108

Parades, 11

circus, 7, 42, 50, 160–161

Partnership, online, 70

Perceived value, 13, 14

Performance evaluation. SeeEvaluation

Petrovic, Nikolaj, xv–xvi

Philip Morris, cause-related promotion of,

148

Photographs, in brochure, 112

Photo opportunity, 200

Pioneers of event marketing, 3–9

Place, elements of, 15–16

Planning process, xvii-xviii

Police officials, 118

Portals, 70

Positioning, elements of, 18–21

Postage, in budget, 87, 88

Preliminary programs, 110

Press.SeeMedia

Press conference, 119–120, 198, 199

Press kit, 48, 50, 117

Press releases, 17, 18, 48–49, 75, 146, 196,

197

Price and pricing:

budget and, 86, 89

elements of, 13–15

of festivals and fairs, 154–155

positioning and, 19–20

Printing costs, 87, 88, 113

Prize drawings, 124

Product, elements of, 12–13

Product introductions, 11, 35–36, 131, 140

Professional societies. SeeAssociation events

222 Index

Profit, projection of, 89

Program:

closing event features, 31–32

positioning and, 20–21

Promotion:

of association events, 17, 105–119

benefits of event, 40–41

cross-promotion, 41, 46, 51

defined, 41

of electronic sponsorship, 70

of location, 39–40

opening message, 33, 35

target audience, 35–36

timing of event and, 36–39

tools, 41–42

Web site, 63–64, 82–83

See alsoAdvertising; Direct mail; Public

relations

Proof-of-purchase promotions, 97

Proofreading, 111–112

Prospectus, exhibitor, 122–123

Psychographic profile, 44–45, 179–180

Public relations:

budget, 87, 88

cause-related events and, 147–148

for community events, 52

corporate, 147, 149–150

defined, 46

elements of, 16–18, 48

external, 117–119

function of, 116

goals of, 46–47

internal, 117

media conference, 119–120

techniques, 18, 47–51

value of, 17–18, 47

Public Relations Society of America (PRSA),

18, 47, 147

Public service announcements, 159, 203

Public service events, 41, 147–148, 158–159

Qualitative research, 22, 23–26, 27–28, 180,

181, 183

Quantitative research, 22–23, 24, 180, 181

Radio:

advertising, 156

remote broadcasts, 50–51

sponsorship of special events, 158–159,

160, 169

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