by Tom Isler | March 01, 2007

The Event Marketing HandbookFor those who lament the fact that the impossibly informative pages of M&C arrive but once a month, industry experts have been pounding away at their keyboards to make sure such planners are never without reading material.

Books on meeting planning are as varied as the gatherings they describe. The Event Marketing Handbook (Dearborn Trade Publishing), by event marketing consultant Allison Saget, is of the pep-talk variety. Writing for newbie planners or those just stuck in a rut, Saget sets out to inspire better events by sheer willpower: “Never say, ‘shoulda, coulda, woulda.’ You’ve got to just do.” Drawing on her experience working for clients such as Oracle and SAP, Saget touches on everything from how to target the right audience and win sponsorships to measuring event effectiveness, with the central goal of getting planners organized.

In Seven Rules for Designing More Innovative Conferences (, author Ed Bernacki offers focused insights about why only a minority of attendees apply what they learn at conferences to their jobs, and how to reverse the trend. His case studies and simple layout make this a quick and informative read.

And then there’s Meeting Registration A-L M-Z (, by pc/nametag founder Nick Topitzes and writer Lori O’Konek, which is all about the nitty-gritty. With text, photos, charts, graphics and sample forms, Topitzes explains everything you ever wanted to know about such things as optimal font sizes for name tags and “the type, the tip, the body, the clip, the finish, the colors and the capacity for branding” of the best writing-tool giveaways.