Best Practices

Whose Address Is It Anyway? The Pitfalls of Subscriber Sharing

Best Practices, Deliverability|

It is not uncommon for a company or association to operate under several brands. For example, a publishing company may have a dozen or more different titles, and an association might have several different divisions. One of the potential advantages for this type of organizational structure is the opportunity to cross-market: the publishing company can [...]

Your Most Engaged Event Audience – Those Who Already Registered

Best Practices|

I write quite a bit here about event marketing, with most of it focused on how to reach prospects and encourage them to register for your conference, trade show or webinar. But there is a group of people who can be even more productive to your marketing efforts than your hottest list of prospects - [...]

What are QR Codes and How Can They Help with Event Marketing? (Part 2 of 2)

Best Practices|

Last week I wrote about how to use QR codes for audience development in your event marketing programs. QR (Quick Response) codes are like barcodes in that they carry data and can be scanned. But they're an improvement because the second dimension allows them to carry more data and - more importantly - many smartphones [...]

What are QR Codes and How Can They Help with Event Marketing? (Part 1 of 2)

Best Practices|

Quick Response or QR Codes are second-generation barcodes. Whereas barcodes carry only one dimension worth of data (with the bars running vertically), QR codes carry data both vertically and horizontally. They are of interest in marketing because the data they contain is easily decoded with many different types of mobile phones using the phone's camera. [...]

Nametags that (net)Work: Building Buzz into an Overlooked piece of Event Media

Best Practices|

Much of the posts on Event Marketing here have to do with how to email your prospects. Today's post is more about what to email. For event marketing, refreshing the email content strategy can have a noticeable impact. Often event marketing email campaigns feel formulaic, with a predictable balance of messages promoting registration deadlines, speaker [...]

Would You Read This Column If It Were About Super Bowl Ads?

Best Practices|

This month's column for MediaPost Email Insider is really about keeping you honest with your email program's objectives. Remember, your objective is not to send email - it's to drive your business forward. Sometimes in our efforts to get out an email for the sake of getting out an email, we hunt around for the [...]

What is your Event’s Growth Strategy?

Best Practices|

I've long-believed that one of the hardest things about marketing events is that you're never done. You can always bring in a few more attendees, right up until the opening keynote takes the stage. For that reason, event marketers (or at least, the people who set the event marketers' budgets and attendance targets) often focus [...]

Three Tools To Boost Email Engagement That Don’t Exist Yet

Best Practices|

For my column on MediaPost this month, I thought I'd kick off the new year by taking a look at some of the trends in email marketing that I expect to gain some added traction in 2011. But lots of other columnists have already done the same or have drafts ready to fire, so I [...]

Event Marketing Webinar – Materials and Q&A

Best Practices|

On Wednesday 12/8 I gave a webinar on the topic "Update, Don't Inundate: Event Marketing in the Full Inbox Era." The webinar was based off a whitepaper on the same topic, available for download here. If you missed the webinar, it is available for on-demand playback below, and you can also download the slides here. [...]

3 (Other) Ways to Market Events with Email

Best Practices|

I've written a few other times about email in event marketing. I've approached the topic from a number of angles, but have always focused on dedicated event marketing emails - that is, the emails that you send out expressly to put butts in seats. When we think about Event Marketing Emails, those are the ones [...]