When you consider the core conference business model, there are many parallels that can be drawn to traditional publishing. Very simply, an editorial team develops an idea, ad sales finds sponsorship or advertising opportunities, and the audience development team builds an audience to consume that content and advertising. The basic direct marketing tactics that work for publishing should be put in place for conference marketing whether online or live —the same skill sets are engaged.
One of the great things about conference attendees is that they give you a tremendous amount of data about themselves. During the event registration process, you not only receive information about the attendees company and their job title or function, you receive valuable information about the type of conference they will attend. All of this information is brought into your database and connected to other information you have about that customer which can be used in market segmentation and targeted communications. Hallmark’s email solution has a powerful dynamic content platform that dissects the information and deploys those targeted messages.
Think about a dynamically generated email. If an IT professional attended a conference about data warehouses and has expressed interest in Microsoft SQL implementations, he or she should be promoted specifically for that. Pieces of content could be created expressly for those IT professionals who were Microsoft SQL, while another group might focus more on data warehouse hardware.
By using attendees’ activity to generate communications, you have an effective strategy making them much more likely to attend the event. To start captivating audiences now, click here. Learn how to use our consolidated database to identify audience members for a variety of touch points. Using existing audiences is much more economical and beneficial than buying lists in order to gain new members.
When we speak with clients, we often get the question, how can I grow my email list. Different strategies work for different publishers. Much depends on your audience, the content they prefer and their engagement preferences. However, we recently found a study on the subject that we wanted to share…
The #1 Tactic for growing your email list is …
…Overlays. According the Email Marketing Benchmark Report study from Subscription Content, executives reported that overlays are among the best tactic for growing your email list organically. On page sign-up box and free downloads followed closely behind.
Through Hallmark’s Drag-and-Drop form builder, Dragon, we’ve worked with clients to support any of the top 5 models.
Read more and view the chart for other effective modes for growing your lists!
As media owners continue to drive into new products and offers to their audience, it is more important than ever to understand if you have fans, subscribers, or followers; how many of each you have; and how to make the most of your audience. Intuitively it is more economical to get your current audience more engaged than it is to start with a new list. In a recent interview, Jeff Rohrs talks about these segments as he explained in his recent book, Audience Marketing in the Age of Subscribers Fans and Followers