Acknowledgments                                    ix
Introduction                                       x
  Part 1 What's in an Event?                       xii
    Determine the Purpose for Your Event           1  (12)
      Types of Events for Your Business            2  (1)
      What's the Goal of Your Event?               3  (1)
      Understanding Your Event's Audience          4  (1)
      Events for Amping Up Marketing and Sales     5  (2)
      Events to Start or Enhance Awareness         7  (1)
      Events to Increase Productivity              8  (1)
      Crossover Events                             9  (2)
      Identifying the Scope and Size of the        11 (1)
      Event
      Social Versus Business Aspects               11 (1)
      Outlining Your Needs                         12 (1)
    Budgets                                        13 (12)
      The Budget's Purpose                         14 (1)
      Budget Line Items                            14 (5)
      Other Costs to Consider                      19 (1)
      Angling for Income                           20 (1)
      Drafting a Budget                            21 (1)
      Activating a Budget                          22 (2)
      Keeping a Budget on Track                    24 (1)
    Time Frames and Deadlines                      25 (12)
      Setting Up an Action Plan                    26 (1)
      Getting Everyone on Board                    26 (1)
      To-Do Lists                                  26 (1)
      Assigning Tasks, Attaching Due Dates         27 (1)
      Creating a Calendar                          28 (1)
      Maintaining the Schedule                     29 (1)
      The Master Plan                              29 (8)
    Staffing and Vendors                           37 (12)
      Breaking Down the Event                      38 (1)
      Outsourcing Strategies                       38 (5)
      Working with Vendors                         43 (1)
      Negotiating Tactics                          44 (2)
      Accountability and Responsibility            46 (1)
      Dealing with No-Shows                        46 (3)
    An Equipment Overview                          49 (14)
      Surveying Your Event's Prime Elements        50 (1)
      Making Technology Work for You               51 (1)
      A Technology Primer                          52 (3)
      Focusing on Audio-Visual Needs               55 (4)
      Planning for and Creating Written            59 (1)
      Materials
      Keeping Communication Top of Mind            59 (4)
    Logistics and Staging                          63 (13)
      Coordinating the Endeavor                    64 (1)
      Do Your Research!                            65 (1)
      How to Find Venues                           66 (3)
      Putting a Theme to Work                      69 (1)
      Producing Signage and Collateral Materials   70 (1)
      The Details of Decorations                   71 (2)
      Where to Look for Decorations and Supplies   73 (1)
      Insurance, Permits, and Related Concerns     74 (2)
  Part Two Routine Events: The Simple Can Be       76 (42)
  Sublime
    Having a Remarkable Meeting                    77 (12)
      Recognizing the Need You're Filling          78 (1)
      Taking an Approach                           78 (1)
      Defining the Agenda                          79 (1)
      Setting up the Time, Place, and Atmosphere   80 (2)
      Putting Your Agenda in Action                82 (1)
      Keeping Participants Interested              83 (2)
      Meeting with Success                         85 (1)
      When a Meeting Should Be a Retreat           85 (1)
      The Particulars and Value of                 86 (3)
      Brain-storming Sessions
    Grand Openings                                 89 (16)
      The Event's Vision: Before, During, and      90 (2)
      After
      The Objectives                               92 (1)
      The Must-Haves                               93 (2)
      The Activities                               95 (3)
      Creating the Scene                           98 (3)
      Being a Gracious Host or Hostess             101(1)
      Providing Incentives for Future Business     101(1)
      Gauging the Event's Success                  102(3)
    Participating in Trade Shows                   105(13)
      Reasons for Participating                    106(1)
      The Timetable for Involvement                107(1)
      Taking Costs into Account                    108(2)
      Aesthetic Planning for Your Booth            110(3)
      Making Your Booth Effective                  113(1)
      Drawing in Customers                         114(2)
      After the Show: Conducting Follow-up         116(2)
  Part Three Conventions, Conferences, and Expos   118(52)
    Getting Ready for the Big Event                119(14)
      Laying Out the Who, What, Where, When,       120(3)
      Why, and How
      Determining a Theme                          123(1)
      Giving the Event Structure                   124(2)
      Identifying the Prime Components             126(1)
      Finding the Venue                            127(1)
      Putting Your Needs in Writing: The RFP       128(1)
      (Request for Proposal)
      Setting the Itineraries                      129(1)
      Travel and Transportation                    130(1)
      Enticing Participation and Mailing           130(3)
      Information
    Prepare the Scene                              133(14)
      Coordinating Food and Beverages              134(2)
      Taking Care of Decor                         136(1)
      Procuring Speakers                           137(3)
      Selecting Other Entertainment                140(1)
      Staffing                                     140(2)
      Signage                                      142(1)
      Handouts, Leave-Behinds, and Packets         143(4)
    Showtime                                       147(12)
      Your Final Checklists                        148(3)
      Receiving the Attendees                      151(1)
      Presenting a Well-Oiled Machine              152(1)
      Keeping the Program Flowing                  153(1)
      Evaluating the Event                         154(5)
    Make the Event Make a Difference               159(11)
      Have a Master Plan                           160(1)
      The Importance of a Theme                    161(1)
      Organize with a Vengeance                    162(1)
      BeDiligentintheDetails                       162(3)
      Have a Contingency Plan                      165(1)
      The Particulars of Protocol and Etiquette    166(1)
      Message Continuity                           167(1)
      Making Participants Comfortable              168(1)
      Giveaways                                    168(2)
  Part Four Special and Social Events              170(66)
    Fundraising Endeavors                          171(16)
      Getting Started                              172(1)
      Community Service and Its Value to Your      173(2)
      Company
      Picking and Tying in with Charities          175(1)
      Communicating with the Organization          176(1)
      Types of Philanthropic Events                176(3)
      Creating and Producing the Actual Event      179(2)
      Focus on the Fundraising                     181(1)
      The Popularity of Silent and Live            181(2)
      Auctions and How to Conduct Them
      Encouraging Involvement                      183(1)
      Participating in an Event                    184(3)
    Luncheons and Banquets                         187(12)
      The Reason Behind It                         188(1)
      The Program                                  189(2)
      The Venue                                    191(1)
      Catering to a Specific Audience              192(3)
      The Follow-Through                           195(1)
      Making the Event Count                       196(3)
    Cocktail and Dinner Parties                    199(14)
      Accomplishing a Mission                      200(2)
      Who's Coming and Why                         202(1)
      The Particulars of Timing and Budget         203(3)
      Selecting a Venue and Setting the Scene      206(3)
      What to Serve                                209(2)
      Entertaining Accents                         211(2)
    Galas and Black-Tie Affairs                    213(12)
      Why So Formal?                               214(1)
      The Focal Point of the Affair                215(1)
      Securing the Location                        216(3)
      Invitations                                  219(1)
      The Dining Experience                        220(1)
      Extras to Add                                221(2)
      Providing Entertainment                      223(1)
      Favors and Gift Bags                         224(1)
    Open Houses and Receptions                     225(11)
      Deciding Your Purpose                        226(1)
      Giving Your Event a Strategy                 227(1)
      Devising a Game Plan                         228(2)
      Taking Other Particulars into Account        230(3)
      Executing the Event                          233(1)
      Tailoring the Event to Your Business         233(3)
  Part Five Events and Ideas with a Marketing      236(74)
  Edge
    Product Launches                               237(12)
      The Varieties of Launches                    238(2)
      Product and Service Sampling                 240(1)
      Methods and Ideas to Consider                241(3)
      Generating Other Ideas Outside the Box       244(2)
      Other Arenas for Your Pitch                  246(1)
      Costs Versus Value                           246(1)
      Did the Launch Service the Product and       247(2)
      Sales?
    Press Conferences                              249(12)
      What Is a Press Conference?                  250(1)
      What Is Being Announced?                     250(3)
      Who Will You Invite?                         253(1)
      What Will They Do There?                     254(1)
      Who and What Will They See?                  255(2)
      Will They Care?                              257(1)
      Where and When Should It Be?                 257(2)
      How Long Should It Be?                       259(1)
      What Do You Do When It's Over?               259(2)
    Incentive Programs                             261(12)
      Putting an Incentive to Work for Your        262(2)
      Business
      The Importance of Calls to Action            264(3)
      Turning Coupons into Sales                   267(1)
      Direct-Mail Pieces                           268(1)
      Handouts and Flyers                          269(1)
      Trade-Show Incentives                        270(1)
      Other Special Offers                         270(3)
    Promotions That Sell                           273(12)
      Building and Branding Ideas for Promotions   274(4)
      Executing Your Ideas                         278(1)
      Unusual, Unheard of, and Perfect             279(1)
      Developing Radio Promotions                  280(1)
      Sporting Event Tie-ins                       281(1)
      Hooking up with Other Products               282(3)
    Guerrilla Tactics                              285(12)
      What Is a Guerrilla Tactic?                  286(1)
      The Unlikely Places You'll Go                287(2)
      When Less Is Much More                       289(1)
      More Buzz-Generating Techniques              290(2)
      Accomplishing the Act                        292(1)
      Keeping the Guerrilla Grounded               293(2)
      Determining the Event's Effectiveness        295(2)
    Web-Based Events                               297(13)
      Out of the Storefront and onto the           298(1)
      Internet
      E-Mail Matters                               298(2)
      E-Conferences                                300(1)
      E-Seminars                                   301(2)
      E-Promotions                                 303(3)
      Cross Promotions with Other Sites            306(2)
      Garnering Chat with Your Site                308(2)
  Part Six Attracting and Keeping Audiences and    310(27)
  Customers
    Getting the Word Out There for Your Event      311(14)
      Media Outlets for Your Endeavors             312(5)
      Getting a Response                           317(1)
      Other Publicity Ideas for Your Event         318(1)
      Inviting the Right People                    319(1)
      Considering and Securing Media Sponsors      319(1)
      Really Making a Name for Your Event          320(1)
      The Importance of Photography                321(1)
      Building Upon Media Placements               322(1)
      After the Event                              322(3)
    Dealing with Crises                            325(12)
      What Could Possibly Go Wrong?                326(1)
      Forewarned Is Forearmed                      327(1)
      What to Do about the Weather                 328(2)
      What if No One Shows Up?                     330(1)
      What if Too Many People Are There?           331(1)
      When Translation Is Needed                   331(1)
      Remaining Calm under Pressure                332(2)
      How to Avert a Crisis the Next Time          334(3)
Appendix A Sample Forms                            337(10)
Appendix B Resources                               347(2)
Index                                              349