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.
We are thrilled to welcome new Hallmark team members. We have consultants from Northwestern University’s Medill School of Integrated Marketing and Communications joining Hallmark for the summer!
As the leading marketing services company for media owners in our industry, a Hallmark + Medill partnership made a great deal of sense for both organizations.
Joshua Chen, Mo Chen, Felix Lu, “Ficky” Henfei Ren, and Joe Woodard are Masters of Science candidates, each with a specialization in Marketing Analytics. Over the course of ten weeks, our team members, guided by Michael Stern in our analytics department, will attain practical experience by applying their knowledge to support Hallmark’s analytics solutions.
The group is enthusiastic to be at Hallmark and Hallmark is very excited to welcome the team to our family.
The team is focused on creating a marketing/promotional warehouse which will be used for modeling, analysis, and sophisticated segmentation for our clients.
Additionally, they will be sharing their experiences through blogs and further content generation… Be on the lookout for some new content from our team this summer!
Welcome our new team members!
Collaboration is the fuel that drives change. World changing collaborations include Gates and Allen; Jobs and Wozniak; Ford and Firestone; Lennon, McCartney, Harrison, and Starr; and many others who have all made contributions to culture and technology. Collaborations don’t happen overnight nor do they stay the same over time. There is a dynamic relationship that characterizes collaborators. Sometimes it is represented by success and sometimes by failing before succeeding (just ask Edison and Lincoln), but the focus is on the end goal, driving change toward a new world. Wozniak’s computer would not have been successful without Jobs’ vision. Ringo’s beats would not have been heard throughout the world without John’s poetic lyrics.
Some of the most successful collaborations happen when customer and provider have a common goal and work toward reaching that goal in essence creating a partnership. This is mirrored in the world of publishing as publishers transform their world from print to online to event to information services and other engagement models. Publishers don’t just need, but more importantly they deserve, to work with providers that have experience with their struggles and know where they want to go. Wait, even more importantly, have been where they want to go and know what it takes to make that change, from the top down, culture to technology.
Media owners need to seek:
Ask the hard questions. Don’t accept providers who claim they understand your business, but have no proof in the pudding. Accept collaborators who seek to leverage each other’s capabilities to deliver a solution that is second to none in the market, or even create a new market.
We will be happy to be your collaboration partner and drive a real difference in your market. Drop us a note at firstname.lastname@example.org and learn how we do it.