Posts Tagged ‘marketing’

Business Event Media is Social Media

March 13th, 2009 1 comment

In spite of the efforts of many conference and trade show organizers, conferences and trade shows are the primary form of social media in B2B. We event organizers can proudly say that our products were the original expression of the imperative need for social media in the business marketing mix. Unfortunately, our experience traps us in a box. We have focused a lifetime of effort on space sales, sponsorship schemes, and attendance brochures. The Zen approach would be to start from zero—obliterate the memory of past projects and say, “I have the Internet and these tools, I need to bring these people together–where shall I begin?”

With a Zen-like detachment from B2B markets (because the focus is B2C), this report from Aberdeen Group on The ROI on Social Media Marketing will be of benefit to event producers. There are several essential points made here that merit strong consideration Read more…

Business Events Summit

February 28th, 2009 No comments

I spent yesterday at American Business Media’s Events Summit at the Digital Sandbox in New York. The event was completely composed of presentations by event management professionals, and offered good insight on how companies are responding to the current environment. Greg Topalian, SVP, Reed Exhibitions said that VIP programs are critical to their current strategy, and he’s noted that regional events now have an advantage over national events. They’re also emphasizing turnkey programs for exhibitors.

In terms of promotion, Heather Cox, VP, PR, Events and Product Development, FierceMarkets, spoke about integrating content with event promotion on their web sites, and efforts to produce personalized emails. She also emphasized the ongoing importance of split testing their promo, and showed the basic layout for their email promotion, which is the result of much split testing. It’s good to hear that a company is taking split testing seriously in an electronic context. Fiercemarket’s email template would be a good starting point for anyone producing Read more…