Center >> Conference Sponsorship
Shows + E-Newsletters Equal ROI
research finds more marketing execs rely on both face-to-face events
and digital to grow business.
AICPA Custom Media Solutions
When you canít
beat íem, the key is to join íem. Thatís what
the trade show gurus are finding out. Some of you may be wondering
how in hell you can compete with blogs, wikis, Web sites, e-newsletters
and all thatís out in cyberspace. Answer? Donít. Instead,
as the old AT&T ad went, ďreach out, and touch someoneĒ
and let e-newsletters sell your event to your readers.
to Attendee Build-Up
So you want your attendees
to keep coming back? Whatís the secret? Stay in touch and
do it often (just donít overdo it). Too often attendees complain
that exhibitors forget them once the event is over and there is
no follow-through. Donít be like the organizers who lose their
customers, be the one who stands out and not only has their customers
coming back but also the one who collects lost customers from others.
How? Read on.
Three out of
four (78%) top marketing decision-makers are now leveraging e-newsletters
to promote their trade show events and to keep in touch with their
attendees, according to a new survey by media investment bank, The
Jordan Edmiston Group, Inc. (JEGI), with Tradeshow Week
and Society of Independent Show Organizers (SISO). SISO is an association
designed to meet the common needs of CEOs and senior management
of for-profit show producers of more than 100 event organizers.
Researchers say a high
number of event producers (85%) rely heavily on advertising banners
to reach out to their audience, while 36 percent use electronic
lead follow-up services on their Web site. Not surprisingly, the
survey also revealed that 67 percent of the respondents use online
appointment setting for attendees and exhibitors.
Event producers also
noted that they most commonly link their event Web sites to their
sponsorís Web pages (76%), while more than half (63%) link
to their associationís Web sites and 62 percent use magazines
as a source.
Over These Numbers
When asked how event
producers attract attendees and market to exhibitors and sponsors,
77 percent said they used online advertising, such as banners, 75
percent used partnership marketing, such as linking to partner sites
and more than half (58%) used online subscriptions, such as e-newsletters.
Surprisingly only 37 percent of the respondents use paid search
efforts such as Google and Yahoo as lead-generated vehicles and
even fewer (26%) use paid search through industry-specific search
At the end of the day,
there is still a HOWEVER or BUT, depending on how you look at it.
Who is responsible for growing the relationship beyond the event?
Forty-two percent of respondents say itís the marketing departmentís
responsibility entirely; just under half the respondents (48%) believe
the responsibility should be shared by other media platforms within
But all-in-all, in answer
to the $64 million question, ďHow important do you feel it
is to extend the relationship with your event attendees beyond the
event itself?Ē A whopping 88 percent believes it is extremely
important, while only 10 percent found it somewhat important and
a meek one percent believes it is not important at all.
how your peers are keeping in touch.
Online Marketing & Event Management Trends, July 2007
of Connecting With Attendees
Social Media Network/Community
So, there you have it.
Pick up that phone and reach out to your attendees, your e-newsletter
team, your print magazine and your association partners. Now, more
than ever, it is a must to get your foot into cyberspace and keep