9 Tips for Extending Your Print Brand With Events
3) Take advantage of the trends.
The hottest trade show trends right now are probably social networking—building communities online—and personalized attendee marketing and matchmaking. Both of these areas are where publishers, because of their relationships with their readers and advertisers, can outperform their independent trade show counterparts. But publishers competing for F2F events with industry associations may find themselves at a disadvantage here because associations often have an even deeper level of relationship with the same people.
4) Take advantage of personalized attendee marketing and matchmaking.
Personalized attendee marketing and matchmaking are advanced data mining technologies that find relevant people, products, sessions and events for attendees and exhibitors weeks before an event—or even year-round. Much like Amazon.com’s personalized recommendations, these systems suggest matches based on a participant’s profile and search history, as well as the history of others who have searched for similar items and share like preferences. The systems will suggest what booths to see, set appointments with exhibitors, e-mail other attendees about getting together and recommend conference programs not to miss. And all of this can be done before attendees have even registered, as a way to prove the value of your event to them—and their bosses, if necessary.
5) Don’t have a separate URL that is solely dedicated to your event.
What publishers want to offer their customers is an integrated package—print, online and F2F. Having a separate URL for your event separates it from the publication. People need to know they can count on you for information—through whatever form they choose to get it. Your brand should be built on all three, all the time—and my advice is that you lead with your strength. There’s a little-known association with a powerhouse trade show that recently changed its association name to the show’s name. Personally, I think it’s a brilliant strategy. Everyone knew the show, but no one knew who sponsored it. Now, the show and association are one and the same. If print is your strength, how are you making your event ‘one’ with your publication?