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 revenue on large-scale campaigns that deliver large volumes of leads but very few bona fide prospects. This, in turn, causes sales […]
How to do a 60 second pitch going up :: The elevator pitch explained
The “elevator pitch” is one of the more controversial aspects of event promotion. Event business culture has always been uncomfortable with this form of blowing one’s own trumpet, perceiving it as insincere, shallow and opportunistic. However, over the last few years, a growing businesses, both large and small, have made the elevator pitch an integral part of […]
Cheat Sheet :: Writing and designing event promotions
Tips on how to craft and execute promotional messages Don’t forget the obvious • The basic messages should include when, where, what and who should attend. Consider incorporating these into the logo area so they’re never omitted. • Send a mark-your-calendar postcard or e-mail message as soon as the basics are confirmed. These initial mailings should reflect […]
BEATING THE ODDS :: 6 tips on how to parlay the numbers when forecasting growth for your show.
What will your event look like in five to 10 years? Or even next year? If you could accurately predict the number of booths and attendees, you’d be guaranteed a win. But of course, we all know there’s no way to foretell how the future business climate and myriad show development techniques will affect the […]
Trolling for International Attendees
There are plenty of prospects in the sea. Here’s how to lure them to your events worldwide. The world may be getting smaller, but it’s still tough to reach people. That quickly becomes apparent when you try to attract attendees from a variety of countries to a show from overseas. Fortunately, there are plenty of […]
Launching New Shows :: It takes more than just a great idea
Admit it; you’ve got an a idea for a new show. Seems like everyone does. Maybe you’d like to spin-off a vertical segment of your existing show. Perhaps you want to create satellite shows to serve certain regions. Or maybe you want to copy an existing event. Almost anything can spark an idea for a […]
Outside Registration Vendors – What can they do for you?
Ah, the good old days. When registration wasn’t really a process, but a line in which people stood to get a sticky badge that said, “Hi, my name is …” When shows were so small that everyone was a qualified buyer, because, quite simply, everyone knew everyone. Yes, those were the good old days; and […]
How Disruptive Marketers Economize
When disruptive 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 […]
10 questions to ask a registration services vendor
1. Do you own or rent your equipment? Whether it’s computers, servers, printers, handheld scanners or lead-retrieval devices, it’s good to know that the vendor owns, maintains and constantly upgrades its equipment. 2. Where are your servers physically located? What backups do you have in place? Reliable vendors will have contingency plans with redundant servers, […]
The Intrapreneur*’s Ten Comandments
* That’s not a typo. An Intrapreneur is a manager within a company who promotes innovation, development and marketing. Build your team, intrapreneuring is not a solo activity. Share credit widely. Ask for advice before you ask for resources. Underpromise and overdeliver — publicity triggers the corporate immune system. Do any job needed to make […]