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

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This modern, updated guide to effective event marketing addresses the challenges of a saturated events market. With thousands of music and beer festivals occurring annually in the U.S. and UK, event professionals must leverage strategic marketing plans to ensure their events stand out. Marketing expert Chris Preston offers insights in this second edition, covering everything from the fundamentals of promoting an event to utilizing events as marketing tools. The book begins by defining "event marketing" and tracing its evolution, then delves into strategies from both conceptual and practical perspectives. It includes discussions on sponsorship and corporate branding, applicable to various event types, such as festivals, corporate gatherings, and social functions. A dedicated chapter on digital event marketing highlights the latest e-marketing strategies. Real-world case studies illustrate successful marketing efforts, while Discussion Questions at the end of each chapter encourage deeper exploration of key concepts. As marketing skills become increasingly vital for event management professionals, this revised edition serves as an essential resource for working professionals, students, and aspiring event planners.