Event success : maximizing the business impact of in-person, virtual, and hybrid experiences

Event success maximizing the business impact of in-person, virtual, and hybrid experiences

"Event Success teaches marketers and event planners how to create optimized experiences that build thought leadership, drive new sales, retain customers, and build their bottom line--in physical, virtual, and hybrid formats. Readers will learn how to define event success, win cross-team buy-in,...

Descripción completa

Detalles Bibliográficos
Otros Autores: Alroy, Alon, author (author), Katz, Boaz, author, Ben-Shushan, Eran, author
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Incorporated [2022]
Edición:Eighth edition
Materias:
Special events.
Marketing.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009657526706719
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Contents
  • Part 1 Why Events?
  • Chapter 1 How We Got Here
  • Overcoming a History of Inertia
  • An Industry Ripe for Disruption
  • A Temporary Pause and a Permanent Change
  • A New Day Has Dawned
  • Chapter 2 Event Success in the Post-COVID-19 Era
  • Challenges and Opportunities Associated with Virtual Events
  • An Early Case Study
  • A Chorus of Aha Moments
  • Digital by Default
  • Chapter 3 After the Storm
  • The Event Impact Gap™
  • Part 2 Data
  • Chapter 4 The Age of Disruption
  • The Attendee Experience
  • Chapter 5 The Event Data Maturity Curve
  • Identifying the Four Steps of Event Data Maturity
  • Using Data to Make Events Outcome-Oriented
  • Chapter 6 Reaching the Right Audience at the Right Time
  • Informing Event Strategy
  • Targeting Key Accounts
  • Improving Attendee Engagement and Communication
  • Chapter 7 SAPPHIRE NOW: A Case Study in Event Data Utilization
  • From Grocery Stores to Meal Delivery Services
  • Closing the Event Impact Gap™ with Data
  • Chapter 8 With New Data Power Comes New Responsibility
  • Protecting User Data
  • Testing Organizer Resolve
  • Part 3 Audience Engagement
  • Chapter 9 Engagement in a Hybrid Era
  • Improving Virtual Engagement in a Hybrid World
  • Chapter 10 Choosing the Right Format for the Right Outcome
  • Virtual Events
  • In-Person Events
  • Hybrid Events
  • Chapter 11 Content
  • Virtual Attendee Personas
  • Breaking Through the Noise with Personalization
  • Adding Production Value
  • Bringing Audiences into the Conversation
  • Using the Medium to Complement the Message
  • Extending the Value of Content Through On-Demand Services
  • Chapter 12 Community
  • Building Community Through Virtual Events
  • Taking a Seat at the Marketing Table
  • Offering Can't-Miss Shared Experiences
  • Chapter 13 Experience Design.
  • Designing Experiences That Attendees Actually Want
  • Personalizing the Experience
  • Designing Experiences Based on Outcomes
  • Focusing on User Experience
  • Sharing the Experience
  • Harnessing the Wow Factor
  • Humanizing Virtual and Hybrid Events Through Technology
  • Part 4 People and Process
  • Chapter 14 The Rise of the Event Experience Manager
  • Making the Transition
  • The Event Experience Leaders of the Future
  • Building Diverse and Inclusive Teams
  • Elevating the Role of Event Professionals
  • Chapter 15 New Skills for aNew Title
  • Data and Technology
  • Applying Tech Industry Design Principles
  • Sales and Marketing
  • Human Resources
  • Public Relations
  • Digital Content Production
  • Chapter 16 Soft Skills
  • A Brief History of Soft Skills
  • How the Pandemic Cemented the Value of Soft Skills
  • Key Soft Skills for Event Experience Managers
  • Chapter 17 The New Path for Event Professionals
  • The Value of a Broader Skill Set
  • Where Experience Counts
  • Chapter 18 The Event Team of the Future
  • The Virtual Events Team
  • The In-Person Event Team
  • The Hybrid Events Team
  • Part 5 Technology
  • Chapter 19 The Changing Event Technology Landscape
  • Expansion and Consolidation
  • Why Event Technology Matters
  • Chapter 20 Choosing the Right Technology Partner
  • Questions to Ask When Determining Event Technology Needs
  • Save More Seats at the Negotiation Table
  • Consider Depth, Breadth, and Experience
  • Know Where You Land in the Data Ownership Debate
  • Additional Considerations for Enterprise Companies
  • What to Consider When Evaluating a Potential Event Technology Platform
  • Chapter 21 What an Event Platform Can (and Can't) Do for You
  • Chapter 22 Taking on the Future of Experiences
  • The Immediate Future of Events
  • This Is Our Moment
  • References
  • Acknowledgments
  • About Bizzabo
  • About the Authors
  • Index.
  • EULA.

Ejemplares similares