Raffle, as closing event, 32
Rate of return on event marketing (ROEM),
89
RealNames, 67
Recognition programs, 131
Regional events, 30, 31
Registration:
arrival patterns and, 185–186
brochure and, 109, 112
documentation, 184–185
“early bird” incentives, 115
online, 56, 59, 76
trends in, 173, 174
Religious Conference Management
Association, 121
Religious retreats, 11
Research, 16–17
case studies, 26
competitive analysis, 188–191, 192–193
for conventions, 127
focus groups, 24–25
follow-up mailing, 110
for list maintenance, 105–106
market segmentation and, 180–183
observation/participation, 25–26
online, 55, 56, 58, 59, 75
on potential sponsors, 92–93, 94–96
pricing and, 15
qualitative/quantitative models, 22–24,
27–28
on secondary markets, 21–22
Return on investment (ROI), 13
sponsorship, 92, 96–97, 157
Reunions, 11
Revenue:
from exhibitors, 120
internal/external sources, 90–91
merchandising, 55, 56, 69, 90
See alsoSponsorship
Richardson, Priscilla, 108, 109
Ringling Brothers and Barnum and Bailey
Circus, 6–7, 160–161, 165Sales:
exhibitor, 122–125
incentive programs, 138–139
online, 55, 56, 69, 90
sponsorship ROI and, 97
Sales meetings, 141
Scenario planning, 176–178Index 223Scientific symposia, 11
Search engines, 62, 63, 67–68, 81
Season, timing of event and, 37–38
Seed money, 91
Semantic differential scale, 23
Shopping service, online, 69
Signature files, 74
Silvers, Julia Rutherford, 92
Simon, Paul, 169
Ski and travel shows, 153
Software, 56
Southon, Michael, 65
Spam, 78, 108
Special events:
branded, 165–166
celebrities/VIPs at, 163–165, 168–169
competition and, 152–153
entertainment at, 155
feedback on, 167
guerrilla marketing of, 166
location and, 152
marketing schedule, 156–157
media sponsorship of, 158–159, 160, 169
media types, 155–156
pricing, 154–155
sponsorship of, 157–158
street promotions, 160–162
weather risk in, 153–154, 161
Special Events: Best Practices in Modern
Event Management(Goldblatt), xviii
Special Events, Twenty-First Century Global
Event Management(Goldblatt), 33
Specialty advertising, 45–46
Speech writing, 41, 117
Sponsorship:
of cause-related events, 147–148
cross-promotions and, 46, 92, 98
incentives, 97–98
in-kind/nonfinancial, 92, 98–99
online, 70
potential sponsors, identifying, 92–96, 100
recognition strategies, 187–188
return on investment (ROI), 92, 96–97, 157
trends in, 176
types of events, 91, 92
types of sponsors, 92
Sports events:
entertainment at, 8–9
location of, 150
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