Event marketing is more than throwing a great party. Like any marketing endeavor, its ultimate goal is to generate sales. Author Allison Saget keeps her eye on the prize as she teaches you how to plan and execute your next event. She emphasizes that event marketing must be an integral part of your company's total marketing strategy. She covers every aspect of event marketing, including choosing an event, working with sales, crafting a message, generating leads, measuring results and rising above the competition. The book is filled with practical templates and forms she developed during her 20 years in the business. Saget's attention to detail gets a bit tedious; for example, she meticulously describes the best way to pack a suitcase, but that is easy to forgive because so much of the information is valuable. getAbstract encourages you to read this thorough handbook before you rent that tent.
In this summary, you will learn
- How to link event marketing to your sales and business objectives;
- How to facilitate the sales process by participating in events;
- Why event marketing needs to be integrated into your overall marketing program; and
- How to use events to support your brand and "shorten the sales cycle."
About the Author
Allison Saget has planned, managed and designed more than 1,000 events in her 20-year marketing career. She owns an event marketing consulting firm that serves major corporate clients.