Promoting and Marketing Events by Nigel Jackson is a comprehensive guide for event managers, marketers, and promoters who aim to develop successful promotional strategies for their events. The book provides practical insights, case studies, and theoretical concepts that help readers to understand the key elements of event marketing and promotion. This review will provide an overview of the book’s structure, content, and strengths.
The book is organized into nine chapters that cover a wide range of topics related to event promotion. The first chapter sets the scene by providing an overview of events, their importance, and the challenges faced by event managers in promoting their events. The subsequent chapters delve into the specifics of event marketing, including the marketing mix, segmentation, targeting, and positioning. The book also covers the use of digital media in event promotion, sponsorships, partnerships, and the measurement of event success.
The book is well-researched, and the author draws upon a range of examples from real-life events to illustrate key concepts. The theoretical concepts are presented in an accessible manner, making the book suitable for both students and practitioners. The author does an excellent job of balancing theory and practice, and the book includes practical tips and advice for event managers at each stage of the promotion process.
One of the book’s strengths is its focus on the customer. The author emphasizes the importance of understanding the needs and preferences of the target audience and tailoring promotional strategies accordingly. The book also stresses the importance of creating a unique and memorable event experience that resonates with attendees. This customer-centric approach is essential for successful event promotion and is a theme that runs throughout the book.
Another strength of the book is its coverage of digital media. The author provides practical advice on how to use social media, email marketing, and other digital channels to reach and engage with target audiences. The book also covers the use of analytics and measurement tools to evaluate the effectiveness of digital campaigns.
While the book covers a wide range of topics related to event promotion, some areas are not addressed in as much detail as others. For example, the book could have provided more in-depth coverage of the use of influencers and ambassadors in event promotion. Additionally, while the book provides a useful overview of event sponsorship, it could have delved deeper into the specifics of developing effective sponsorship partnerships.
Overall, Promoting and Marketing Events by Nigel Jackson is an excellent resource for event managers, marketers, and promoters. The book covers a wide range of topics related to event promotion, and the author provides practical insights and examples to illustrate key concepts. The customer-centric approach, focus on digital media, and emphasis on creating a unique event experience are particularly valuable. While there are areas where the book could have provided more in-depth coverage, overall, it is a comprehensive and accessible guide to event promotion.