图书简介

Meeting Changing Event Visitor Expectations Creating visitor events Visitor motivation Visitor expectations Creating an event with community support Assessing the Community for Event Potential Necessity of planning Finding ideas for events Determining the central event theme Analysing available supporting products and services Determining Event Goals and Objectives Assessing community support and internal resources Assessing external trends Mission and values SWOT analysis Targeting the Event Visitor Segment Event attendance decision making process Visitor segmentation strategy Determining the visitor segment to target Importance of psychographic visitor characteristics Researching Potential Visitors Researching desired visitor benefits Using descriptive and exploratory research Finding research participants Conducting descriptive surveys Conducting exploratory focus groups and interviews Developing the Budget and Setting the Price Expenses and revenue Setting the price Creating the budget Additional financial issues Creating the Event Experience Venues and routes Developing the event package Visitor participation Theming food and beverage Managing the Event Addressing security, social and health concerns Event management process Developing the agenda Hiring event staff Branding and Event Promotion Marketing and events Communicating event features, benefits and values Branding the event Social media and branding Promoting with Traditional Media New media model Use of media to motivate purchase Advertising and public relations Sales incentives and personal selling Connecting with Social Media Earned and shared media strategy Content marketing purpose Content marketing process Assessing social media effectiveness Assessing Event Success Closing down the event Event visitor assessment Financial and economic assessment Community and environmental assessment Appendix: Event Plan Outline

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