During the Covid-19 pandemic, webinars have become one of the best tools for generating leads, accelerating the pipeline, and the transfer of knowledge to customers. The trend is likely to continue as marketers come to rely on webinars to engage with their key audiences. Today, simply giving a webinar isn’t enough. To stand out, you […]

 Take a holistic approach to attendance promotion — the direct mail piece is only 10% of the total effort needed. A successful show brings the right number of qualified attendees to the show floor. Work on all three elements and you will have a very profitable event. If you manage the expectations of your exhibitors, you […]

Recently, I found myself reviewing the activities of PR and marketing contractors and I found myself doing the rounds of some trendy ‘medyah!’ companies. At one of these meetings, in an equally trendy coffee shop, my host ordered a ‘celery-booster-smoothie’ which arrived in a jam jar. With a handle! Whenever I see things like this […]

Guerilla marketing, which was introduced by Jay Conrad Levinson in 1983 in his book with the same name, is popular in the retail and luxury sectors. It has been making inroads in destination marketing and hospitality and it has great possibilities for the events industry. What is Guerilla Marketing? Priscilla Dominguez of Creative Guerilla Marketing […]

The percentage of companies using social media as an exhibit-marketing implement has tripled, from 30 percent in 2010 to 91 percent in 2018. According to the results of EXHIBITOR magazine’s 2018 Social Media Marketing Survey, which is the fifth in a series of research efforts aimed at determining how exhibit and event marketers are utilizing […]

Marketing is a waste of money and time if you’re not attuned to the real world. Reality is not necessarily what you want it to be or what it used to be. Instead, reality is what really is. To many marketers, that’s a major problem, but to guerrilla, it’s an inviting chance to stand apart […]

When guerrilla marketers think of economizing, they don’t necessarily think of trying to save money. What they do think of is getting the absolute most from any money they’ve invested in marketing. They realize there are two kinds of marketing — expensive and inexpensive — and they know that expensive marketing is the kind that […]

I spent a goodly amount of time recently trying to get my lawn looking healthy. I’d really be happy if I could get it all green at the same time. To accomplish this task means moving sprinklers around the garden in the hope that I will get the proper amount of water and attention to […]

A news release is often your only chance to make a great first impression. Newspapers, magazines and trade publications receive them by the truckload. That means sloppy, inaccurate, pointless releases are the first to hit the newsroom wastebasket. To make sure yours isn’t one of them, avoid these 7 Deadly Sins: Providing insufficient or wrong […]

It’s a sad fact of our profession, but the truth is that more than 70 percent of leads generated by marketing lies untouched by sales. Such sales and marketing “leakage” occurs when marketing spends significant dollars on large-scale campaigns that deliver large volumes of leads but very few bona fide prospects. This, in turn, causes […]