The Event Marketing Handbook : Beyond Logistics and Planning

In The Event Marketing Handbook, industry expert Allison Saget shows marketing professionals how to maximize return on investment for the dollars their companies spend on events. She believes that event marketing is a strategic, dynamic discipline linked to a firm’s business objectives and sales goals. The key, according to Saget, is a great BLT-Brand recognition, Lead generation, and Thought leadership.

In this A-to-Z guide, Saget shows professionals how to drive results through integrated marketing activities, such as advertising, direct mail, and public relations. She also answers crucial questions like: ""How do I reach my target audiences?"" ""Why and when should we use celebrities at our events?"" and ""How do I plan a press and analyst program within an event?""

Packed with case studies, planning templates, sample time frames, event programs, and names of associations, The Event Marketing Handbook is designed for every marketer who wants to think strategically, remember the fundamentals, plan carefully, and achieve results. Beginners and seasoned veterans alike should own this book.

Highlights In The Event Marketing Handbook, readers will discover:

•An end-to-end process, from planning through measurement

•Cautionary advice to help them avoid pitfalls and problems

•Myriad tricks of the trade from industry insiders, such as event producers, management companies, exhibit houses, and event moguls

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All Customer Reviews
Average Customer Review:
1 of 1 people found the following review helpful:

Allison is a Rock Star in the Marketing Event World, 2008-06-24
It is more like an event bible as opposed to a handbook. Very thorough and full of templates and great ideas. It is a must read for anyone who is involved in marketing and events.

"I had the pleasure of working with Allison on several marketing events. She was incredible. She was quick to learn our product and value proposition and came up with creative ideas to get our message across to the right audience. She is a great listener - she gets it!! Words I would use to describe her - smart, fun, tireless worker, organized, well connected, resourceful, professional. She is a master at getting the biggest bang for your marketing dollar... and she will think of the 5 things that nobody else thought of. When it comes to marketing Allison is a rock star


3 of 3 people found the following review helpful:

Exceptional Value, 2006-12-04
Finally a book has arrived that creates semblance and understanding to effective event marketing for companies in need. I stumbled upon Allison Saget's Event Marketing Handbook during a recent search online. I was responsible for coordinating our first major event and being a start-up company we could finally honor our founding 500 businesses for their support. The success of this event was imperative. Our congressman arrived and cut the red ribbon. Using all the templates and tools from the Event Marketing Handbook, I was congratulated by the President of the company for my insight and ability to follow through with a task, that was considered unparralled to anything else we have done thus far. I highly recommend this book for any company that wishes to create the best event EVER!


3 of 3 people found the following review helpful:

A Great Resource for Marketing and Sales, 2006-12-01
This book is comprehensive and full of practical detail. Most importantly it provides a strategic approach for events. You'll reference this book for years.



2 of 2 people found the following review helpful:

A must read for corporate marketing...., 2006-11-18
This book is the most comprehensive resource on Event Marketing available. It clearly outlines the relationship between marketing and sales and most importantly how to shorten the sales cycle. The information and tools were invaluable. This book must be read by today's marketing professional. My entire marketing team LOVED this book and I continually recommend it to all of my industry associates. Thank you very much Ms. Saget for the insight, information and techniques. Deserves to be 10 stars.



10 of 21 people found the following review helpful:

this book is killing me!, 2006-11-16
its the reason why i am considering never ordering books from amazon again!
i hate not being able to flip thru the book before buying it. had i had a chance to do it with this one, i would have NEVER bought it!
it is one word - dumb.
aimed at primarily sales organizations. and it reminds me of, dunno, knife salesmen and multilevel marketing events where everyone goes "yeah!!" like they're about to win a war in one decisive battle and not sell cleaning products!
it is useless for an agency person, and it has very very limited use for corporate marketing people.
i don't know WHO this book is written for.
maybe for people who have never had exposure to anything even remotely resembling marketing.
the writing style is patronizing, and at times irrelevant.
it pisses me off that paid 16 bucks plus 35% s&h on top for this piece of [...].
and what is even more disappointing is that the reviewers before me gave it all those stars.
goes to show how much one can truly trust readers' reviews.
oooh, disappointing is such a weak word..

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