The document outlines 20 strategic and tactical marketing ideas presented by Alex d'Archangelo and Kimberly Hardcastle of the Marketing Design Group. The ideas focus on increasing delegate participation at events and include conducting SWOT and audience segmentation analyses, creating an emotional connection with audiences, targeted direct mail, variable data printing, social media engagement, video content, and empowering stakeholders to promote events. Attendees are encouraged to implement at least 5 of the ideas for their next event.

1. Alex
d’Archangelo &
Kimberly
Hardcastle
Marketing
Design Group
March 15, 2013
30 MARKETING MARVELS
IN 30 MINUTES!

2. TODAY’S OBJECTIVES
I will present 20 strategic and tactical ideas with a focus on
increasing delegate participation so that …
YOU will leave with at least 5 ideas to use for your next
event. (And, ideally, I will inspire you to think of at least 1
more).

3. STRATEGIC MARKETING

4. OUT WITH THE CREATIVE BRIEF ...
IN WITH THE S.W.O.T.

5. IBIE SWOT
ANALYSIS
WEAKNESS
STEADILY DECLINING ATTENDANCE
NO MOMENTUM
THREAT
INDUSTRY CONSOLIDATION
SEVERAL NICHE COMPETITORS
POOR ECONOMY
STRENGTH
LOYAL CORE AUDIENCE
GROWING NICHE MARKETS
OPPORTUNITIES
PURSUE NICHE AUDIENCES
BE THE ONE EVENT THAT UNITES ALL INDUSTRY
SEGMENTS
CAPTURE MORE INTERNATIONAL MARKET SHARE

6. IF THEY CRY,
THEY BUY.

7. WHAT MAKES THEM CRY?

8. WHO
WANTS TO
FALL
BEHIND?

9. CREATE AN
EMOTIONAL CONNECTION

10. SEMA

11. SUPERZOO

12. MAC

13. Q) WHAT WILL BE THE 3 MOST
IMPORTANT ELEMENTS OF YOUR NEXT
DIRECT MARKETING CAMPAIGN?
A) THE LIST, THE LIST, AND THE LIST

14. SEGMENTATION

PERSONALIZATION
• IDEAS• PRESENCE
• OPPORTUNITY• GROWTH
1 2
43

15. SEGMENT YOUR DATABASE BY …
 Prospective attendees vs. past attendees
 Demographics and psychographics
 Behavioral data
 Recent subscribers
 Inactive prospects
 Preference surveys
 Loyal participants

16. PERSONALIZATION

17. IS DIRECT MAIL DEAD?

18. NO… IT’S JUST MORE
TARGETED

19. …REALLY TARGETED:
VDP
{VARIABLE DATA PRINTING}

20. VDP

21. VDP

22. SPRAY IT ON:
MAIL PANEL
CUSTOMIZATION

23. Hi Kimberly,
You might be interested in
the new Producer
Seminars (p. 6) and the
Women in Concrete
luncheon (p. 2).
MAIL PANEL PERSONALIZATION

24. DIVE INTO YOUR DATA:
DYNAMIC CONTENT
EMAIL

25. BEHIND THE
SCENES
DYNAMIC
CONTENT

27. TEMPLATES WORK:
TARGETED VERSION

28. MESSAGE
TO THIS
MARKET:
THIS IS
YOUR
SHOW

29. BOMA

30. BOMA

31. STEP BACK
TO THE PAST

32. HOPING TO SEE YOU…

33. I INVITE YOU

34. GET GRANULAR:
MICROSITES

35. COMING
RETAIL
BAKERS’
MICROSITE
IBIE

36. CONTENT IS KING

37. RELEVANT CONTENT IS KING
 Think like an industry expert
 Focus on
 Trends
 Key industry players
 Legislation
 Industry opportunities
 Use
 White papers
 Webinars
 Blogs
 Video
 Traditional marketing channels

38. IN FRONT WITH
THE TRENDS
DEFINING YOUR
CUSTOMER’S
BUYING HABITS
AWFS

39. SOCIAL BUSINESS

40. REACH AND RELATIONSHIPS:
SOCIAL MEDIA

43. LISTEN AND LEARN:
SOCIAL MEDIA

44. BASIC LISTENING
 @YourBrand
 “Your Brand”
 #YourHashtag
 #YourIndustry / #YourMainIndustryChat
 @Competitor
 #CompetitiveEvent

45. FREE AND PAID
MONITORING
AND
ENGAGEMENT
TOOLS
TRACK
SENTIMENT
FOR YOUR
BRAND

46. MEMEORABLE
MESSAGES

47. CREATE AND
SHARE
BRANDED &
VISUAL POSTS
quickmeme.com
MEMES

48. POWERFUL TESTIMONIAL:
VIDEO

49. SHARE 7
SECOND GIFS
or 15 SECOND
VIDEO FROM
YOUR
SMARTPHONE…
ATTENDEES
TOO
SEEING IS
BELIEVING
VINE &
TOUT

50. https://vine.co
/v/btbAB1lar9g

51. ALL TOGETHER NOW:
EMPOWERED

52. Marketing
provides tools
to empower all
event
stakeholders
and monitors
results.
HUB &
SPOKE
MODEL

53. FIND YOUR
FIRESTARTERS

54. FIND YOUR
PARTNERS IN PROMOTION

55. LIST OF ACTION
ITEMS SENT TO
EXHIBITORS
CHECKLIST

56. SHARE WITH
MEDIA
PARTNERS,
SPONSORS,
SPEAKERS,
EXHIBITORS
AND
SUPPORTING
ORGANIZATION
S
SAMPLE
EDITORIAL
CALENDAR

57. LESS IS
MORE

59. ANOTHER
GREAT SHOW
DAILY RECAP
IDEA!
INFOGRAPHI
C

60. JOIN IN
LEMON.LY
MADE THESE
FOR
BLOGWORLD
/NMX.

61. 20 {+} IDEAS
WHICH IDEAS WILL YOU IMPLEMNT?
1 - Start with the SWOT
2 - If they CRY, they BUY
3 - Create an Emotional Connection
4 - LIST, LIST, LIST
5 - Targeted Direct Mail
6 - Variable Data Printing
7 - Mail Panel Customization
8 - Dynamic Content Email
9 - Targeted Email
10 - TEXT is Back
11 - Microsites
12 - RELEVANT CONTENT
13 - Social Media
14 - Listen
15 - MEMEorable Posts
16 - Video
17 - Structural Changes
18 - Firestarters
19 - Partners in Promotion
20 - Less IS More

62. Nora Johnson
nora@marketingdesigngroup.com
GRACIAS

63. Alex
d’Archangelo &
Kimberly
Hardcastle
Marketing
Design Group
March 15, 2013
30 MARKETING MARVELS
IN 30 MINUTES!