Use Direct Mail to Push Trade Show Attendance Ahead of the Pack

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After many years of supporting the marketing of trade show and conference managers and exhibitors, AccuList USA can attest to the continued power of direct mail in building audience. While exhibitors who do a pre-show campaign 1-2 months before a show can increase attendance by up to 50%, according to the Center for Exhibition Industry Research, a post by the NextPage agency recently explained how direct mail will push those pre-event promotional efforts several steps ahead of competitors.

Make Direct Mail an Engaging, Personalized Invitation

Show marketers looking for an edge with multi-channel audiences will embrace direct mail’s higher response rates and retention rates, urges NextPage, leveraging the deliverability of a tactile and visual attention-getter in an era of crowded digital mailboxes and websites. By combining variable printing with segmented list targeting, savvy marketers can create a pre-event mailing that is highly personalized. Custom shapes and dimensional options, textured paper, intriguing folds, eye-catching graphics and taglines, and more will then help mailings stand out and engage.

Include Incentives That Spur Booth Visits

NextPage also advises including an incentive in the mailer to spur booth visits, such as a raffle ticket or product sample. Creativity pays off, and the blog cites some incentive success stories. For example, trade show expert Marlys Arnold uses scavenger hunts in pre-show campaigns, with a direct mail piece that lists five questions and gives a web address where attendees can print off an answer sheet to fill out and bring to the show. She reports earning satisfying lines at her booths compared with more passive giveaways. In another example, independent copywriter named Mark Johnson wanted to target subscription newsletter marketers at a Las Vegas Conference and created a special website with case studies and a free offer that he touted in a postcard. The free offer was an exclusive 30-minute consultation with Johnson to review current marketing campaigns. Johnson rented the conference association’s membership list and mailed the card only to qualified leads five weeks before the show. Out of 400 pieces mailed, 406 people visited his site, and he generated five solid leads!

Use Targeted Lists of Qualified Prospects

Yet the real key to success with a direct mail campaign is targeting of qualified leads, starting with a list of current clients and prospects and moving on to lists of registered attendees, association members, subscribers to relevant trade publications and newsletters, multi-channel buyers of relevant products, etc.  Marketers can then segment and tailor messaging by geography, industry, product interest, title, firm-ographic data (such as number of employees) to increase response.

For more direct mail advice, see the blog post.

B2B Event Marketers Miss Out With Slow Lead Follow-up

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When business-to-business marketers successfully build event attendance and booth traffic to maximize lead generation, they are disappointed and baffled by a smaller than expected sales harvest. One of the reasons for poor lead conversion, as it turns out, is a simple lack of timely lead follow-up! With better systems and planning, we hope AccuList USA’s trade show and conference marketing clients will outdo the benchmarks for post-event lead processing revealed in a recent study by Certain, an event automation provider.

Sluggish Lead Prep, Tech Gaps Delay Follow-up

As reported by Direct Marketing News, Certain found that just 2% of the 150 B2B marketing-decision makers surveyed said they follow up with event leads the same day. A quarter follow up in one to three days, 29% follow up in four to six days, and 27% follow up in seven to 13 days. And another 12% said this process takes two to four weeks, with the slowest-moving 6% saying it takes them more than a month to reach out! Why are almost half of those surveyed taking more than a week to contact prospects? Lead processing is a key problem, with 57% of the study’s participants saying it can take hours to manually get leads “sales ready” for follow-up, and 23% reporting that the prep process takes a few days. Surveyed marketers blamed the sluggish prep time on a variety of reasons: 23% of respondents cited lack of technological tools, 15% blamed lack of organization, 11% claimed the delay was intentional, and 7% admitted to simple procrastination.

Slow Lead Follow-up Has Real Costs

Unfortunately, correcting slow lead processing doesn’t seem to be a priority with many marketers. The Certain study found that despite generally slow lead processing, 72% of respondents are “somewhat” or “completely” satisfied with their lead follow-up time.  That complacency has a cost that marketers are ignoring, we would point out. Most event marketing pros urge a 48-hour follow-up window to try to stay ahead of competitors. In fact, according to a study from InsideSales, 30% to 50% of leads are closed by the vendor who follows up with them first. Slow lead processing also can result in a smaller harvest of contacts post-event. For example, while a quarter of those in Certain’s survey expect to contact 200-999 leads per event, that is balanced by another quarter expecting to reach only 10-49 leads. E-mail is the main form of follow-up, per Certain’s survey of marketers; 52% of respondents rely on this channel first to reach leads. Some professionals do initiate follow-up via phone (23%), social media (18%), or direct mail (7%). No wonder 96% of those polled are focused on adding leads’ e-mail addresses to their databases for future campaigns.

Unhappy With Event Data Collection? Join the Crowd

Even if their lead processing is speedy and they succeed in gathering e-mail contacts, marketers are generally dissatisfied with the quality of their lead data. Clearly, successfully tailoring sales pitches to leads requires more than a name and e-mail address. In Certain’s study, 82% of participants said they wish they captured more information about each individual lead at their events. The method of data collection is one issue. In collecting data at events, the largest group, 42%, said they rely on manual data entry through computers or tablets, followed by 31% who turned to business cards and sign-up sheets, and 27% who relied on electronic scanners.

For more on the Certain’s event leads study, see the DM News article.

 

 

Performing Arts Boosted by Social Video Ticketing Partnerships

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AccuList USA’s performing arts marketing clients have more tools this year for reaching ticket buyers, fans and supporters via partnerships that link online ticketing and social media videos.

Using Social Video Pages to Sell Tickets

The latest entry in the competitive social media ticketing race is Google-owned YouTube, which has partnered with Ticketmaster to show viewers upcoming U.S. tour dates and nearby concert listings on artists’ YouTube videos and then allow viewers to jump directly to Ticketmaster to purchase tickets. YouTube is actually a latecomer to the social media ticketing world. Ticketmaster started promoting ticket sales on Spotify and Facebook in 2016. YouTube’s end-of-2017 move is one reaction to Spotify’s growth in the streaming market with integrated data and artist information. For Ticketmaster, its global roster of concerts and lock on the concert-ticket industry can only be enhanced by access to YouTube’s 1.5 billion user base, driving more fans to pay Ticketmaster prices and service charges. But competitive social video ticketing is a win for performing arts promotion, too.

Why It’s Good News for Performing Arts

YouTube is leveraging one of its strengths with the ticketing partnership; music videos account for 30% of all time spent on YouTube and represent 94% of the 250 most-viewed videos on the platform, per the Video Advertising Bureau. And that means performing arts promotions can look forward to generating additional ticket sales from the platform’s added feature. The YouTube ticketing feature also addresses a running feud between YouTube and the recording industry. Some record labels have argued that YouTube hasn’t paid enough in fees for music videos hosted on its platform, but now ticket sales will provide another revenue stream for labels to monetize and boost royalties. This kind of partnership may even help cut down on the sales drain from pirating since the increased ability to monetize videos via ticket sales is likely to push performing arts promotion to drive as much traffic as possible to official videos and to be more proactive in flagging unofficial channels. (See the story in Direct Marketing News.)

New Tech Energizes Trade Show & Conference Marketing

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AccuList USA has long experience in helping trade show and conference marketers with targeted lists and data services. But we also support an expanded event marketing approach that goes beyond promotion to engage audiences at every touchpoint in a multi-channel world, as a recent post for the Trade Show News Network (TSNN) blog promotes. Luckily, that is easier than ever thanks to emerging event technology trends.

Social Amplification & Content Digitization

Any event pro not using social media to the fullest is missing a key tool in building audience per TSNN’s “Top 10 Tech Trends” by Matt Coyne, Technology Engagement Architect at GES EMEA and a 10-year veteran of the events and exhibitions industry. By making it easy for registrants to share their attendance with their own social media networks, marketers can amplify an event and reach new potential attendees that can’t be reached directly.  Social media can also work in tandem with traditional channels, as with our Digital2Direct tool matching postal records to Facebook users for targeted social ads. Just as important as the boost in registrations is the increase in registration-to-attendee conversion driven by social media engagement, Coyne adds. Digitized content is then the engagement tool that creates an interactive event experience, building repeat attendance and luring prospects via social sharing. For example, Coyne cites the growth of devices like “Smart Badges,” which act as a digital briefcase for attendees to collect digitized content. And tools like Facebook Live increase the dissemination and sharing of digital content.

Gamification, AI, and Selected Apps

Digitized content also can be leveraged with gamification to increase event participation, say by awarding points for Smart Badge usage with exhibitor contacts, speaker downloads, session attendance, etc. and then posting competitive results. Event planners can then help boost participation at less popular sites and activities by boosting their points. AI is another way to help expand attendee experiences; an example is the use of chatbot software to answer attendee questions and offer learned guidance. Finally, there are event-specific apps. Although Coyne provocatively declares apps “dead,” he really means that cost-effective use of apps today must be selective. Not every event needs to spend for an app, but a large conference can benefit from an app that enables visitors to track their schedules or from a dedicated lead-capture app.

Facial Recognition: Security & Feedback

Facial recognition software has recently been in the news, and Coyne sees it as a future boon for some trade shows and conferences. Consider how facial recognition at high-security events could decrease the hassle of on-site screening requiring multiple forms of ID, creation of photo IDs, and so on. Plus, facial recognition software that can recognize emotion could also be used inside halls and conference rooms to get real-time feedback from attendees, and thus a chance for planners to react and improve audience experience, Coyne suggests.

For more of Coyne’s tech trends, see the full blog post.

 

Museum Mates Social, Video and Events in New Campaign

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AccuList USA’s museum marketing clients are always looking for innovative ways to reach the target audience. A recent article in the Chicago Business Journal spotlights how the Museum of Contemporary Art (MCA) Chicago dove into innovative multi-channel marketing after 20 years without an advertising campaign.

Videos Pack Punch in 6-Second Bouts

Lauren Smallwood, MCA’s director of communications, had a story to tell about exciting changes at the museum: a new restaurant, a new artist’s exhibition, a new “social engagement space,” and a program offering event rental space. The question was how to best leverage that story to entice audience. The museum and its agency decided to harness the proven marketing power of video. They developed a series of visually-arresting 6-second videos that both grab attention and prompt curiosity about, and exploration of, the changes at MCA Chicago.

Social Media Leads Multi-Channel Outreach

The videos are to being disseminated primarily through social media channels, with no plans for more expensive TV airing. However, the social media campaign also is reinforced by digital, print and out-of-home advertising that plays on the look and feel of the high-energy video campaign, titled “Made You Look.” The museum also added two large signs to its facade, with soft yellow lights intended to serve as welcoming beacons for visitors.

Pop-up Events Seek to Entice Interest

Another first for MCA is the use of pop-up events. For example, an April weekend event in storefront space sought to engage visitors in the music, art and pop culture of 1979, a pivotal year in the career of artist Howardena Pindell, whose exhibition at MCA was being simultaneously promoted in the video-led campaign.

To read more and see the videos, go to https://www.bizjournals.com/chicago/news/2018/04/04/museum-of-contemporary-art-short-marketing-message.html

Arts Marketers Need Digital CTAs That Drive Subscriptions

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While direct mail continues to be a sturdy workhorse for AccuList USA’s performing arts marketing clients, digital campaigns–via online display ads, e-mail and social media–are required in a multi-channel world. Digital subscription drives offer cost-effectiveness, off-season branding, audience segment targeting, and synergy with direct mail. (Check out our Digital2Direct program to see we help mate mail with e-mail and social media ads.)  But with more competition for attention in the crowded digital space and with less room for persuasion than “snail mail,” digital promotion success is especially dependent on a well-designed and targeted call-to-action, as pointed out in a recent blog post by strategists at MogoARTS, a digital marketing agency for arts and cultural organizations.

Customizing CTA by Audience

An effective call-to-action will differ by targeting, the post points out. With renewals, the targets are lists of current season subscribers, so the CTA messaging can be direct and should highlight an incentive like a discount or savings for renewing early or by a deadline. For acquiring new members or reactivating lapsed subscribers, targeting includes lists of previous season ticket buyers and e-mail opt-in prospects, who need to be shown the benefits of subscription (or reminded). The CTA messaging for lapsed subscribers and multi-ticket buyers should give a reason to come back or upgrade to a subscription by promoting package savings or special benefits, such as free parking or early access to add-ons. CTAs to entice new members will need to spell out subscriber benefits, either across ad units or on a landing page, and showcase varied package options.

Tips on CTA Creative

The blog post also lists some CTA creative suggestions for arts marketers, whether the decision is to leverage programning/events or benefits to drive action. In pushing benefits in digital ads, listing one benefit per banner maximizes message impact and avoids overcrowding with too much text; patrons will see multiple banners over the life of the campaign after all. If the decision is to push programming, then other formats such as video or Facebook/Instagram News Feed Carousel ads may spark greater engagement than a static ad.

General CTA Best Practices

MogoARTS cites three best practices for any CTA: 1) customization for the different audience types, meaning renewing, lapsed or new members; 2) emphasis on the benefits of a subscription package over a single ticket purchase; and 3) highlighting of the savings/special rewards available for subscribing now. For CTA examples, see https://www.mogoartsmarketing.com/blog/subscription-campaign-best-practices-2018

Why Direct Mail Still Wins Allegiance of Trade Show Marketers

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One of AccuList USA’s oldest areas of expertise is trade show and conference marketing, particularly direct mail lists and support services. A recent survey of exhibit managers and event marketers by Exhibitor magazine shows why direct mail continues as a promotional tool, as a companion rather than a victim of the growing use of e-mail and social media. Here are some insights we gleaned from those comments:

It’s Still All About the List

The traditional rules of direct marketing continue to apply for direct mail success: Quality, targeted data is the most essential response factor. Mike Naples, business alliance manager for the United States Postal Service, reminds event marketers of those basics: “A successful campaign is 60% identifying the target, 30% making a compelling offer, and 10% creating a unique piece.” Dan McAdams, vice president of sales and marketing for McAdams Graphics, is even more specific:  “The most effective direct-mail projects start with a solid mailing list. A bad list yields a bad return.”

E-mail Is Mate, Not Replacement, for Snail Mail

While acknowledging the growing use of e-mail, Holly Seese, global marketing communications manager at Celanese Corp., reminds Exhibitor readers that “hard-copy event invites are still more memorable than e-mailed ones.” That can be especially true with an older target audience. “People over the age of 50 have an emotional attachment to letters that people under the age of 50 never developed,” opines Keith Goodman, vice president for corporate solutions at Modern Postcard. More generally, e-mail faces headwinds in crowded, spam-filtered inboxes, while direct mail’s lower volume actually boosts its impact: “Direct mail is back in vogue because few companies are using it. So a creative mailer is more likely to get read,” explains Eugene Maresh, co-owner of Say it With Style Targeted Promotional Solutions. Or as Joy Gendusa, CEO of PostcardMania, sums up: “E-mail is brilliant for lead nurturing, but not for lead generation. If your message is seen as spam, you’re hurting, not helping.”

Creativity and a Multi-Channel Mix Required

At the same time, audiences have become more demanding. Direct mail must be personalized, relevantly targeted and creatively eye-catching to engage response now. Tired tricks are not going to win interest. “An interesting shape is the best way to generate attention. Priority or overnight mail doesn’t cut it anymore. It feels wasteful,” asserts Rhea Cook, president of Ex Machina Design X Marketing. And because audiences also use multiple digital channels daily, they expect to engage with coordinated event promotion and response across channels, so direct mail can’t go it alone if it is to be successful. Or as Jefferson Davis, trade show marketing and sales consultant at Competitive Edge, concludes: “People ask me all the time, ‘What is the single best media for exhibit marketing?’ But there is no single best media. The magic is in the mix.”

To see more quotes about direct mail from event marketing pros, go to http://www.exhibitoronline.com/topics/article.asp?ID=1282 

Millennial Attendees Reshape Event Success Strategies

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As the millennial cohort expands event attendance, trade show and conference marketing clients, as well as performing arts marketing clients, with AccuList USA are beginning to change their targeting, messaging and event planning strategies to cater to a demographic that demands technological multi-channel savvy, interest-specific targeting, and experiential and interactive content. A recent post by UK-based Conference News highlights three strategies that event professionals can adopt to woo the millennial audience.

Offering Multiple Connection Points

While millennials are known for their social media, mobile-phone-addicted personae, studies show that these digital preferences can actually fuel greater live event interest; Conference News cites one survey showing 73% of millennials consider live event attendance as a way to express their beliefs and personality online. But it also means that event planners need to take cues from their digital experiences. Since millennials flock to online platforms that offer a nexus of various interests and connectivity, an event that focuses too narrowly can misfire. Conference News argues for a “multi-faceted event” and cites North Carolina’s Moogfest as an example. Moogfest is primarily a music festival, but, in 2016, it added a stage for workshops, installations and discussions of the current political climate. By combining art, activism, food/drink, and activities in one place, it addressed attendees’ multiple passions and created more social media fodder and buzz at the same time.

Playing With Non-Traditional Venues

Meeting the millennial demand for a multi-faceted event experience can require going beyond hotel conference rooms and exhibit spaces. In 2017, the demand for non-traditional spaces rose by 3.8%, notes the article. The right non-traditional venue will be a site that generates interest in itself while still providing comfort and meeting attendee requirements. Although on-site logistics may be more challenging, more event pros are betting that this venue creativity pays off in attracting and retaining audience.

Investing in Event Technology

Millennials are technically savvy and expect technically savvy event support. The Conference News article cites three event technology ideas likely to gain ground this year: 1) RFID (radio-frequency identification) wristbands, long in music festival usage, can work in other event milieus to speed up entry lines and to allow purchases without cash or cards; 2) Mobile Event Apps can let attendees craft customized experiences via eased navigation, personalized schedules, push notifications about upcoming activities, and social sharing with other attendees; and 3) Artificial Intelligence (AI) not only means chat bots to answer attendee questions but, in coordination with social-media-based event app info, can generate personalized on-site recommendations. See the complete article at http://www.conference-news.co.uk/blogs-features/top-3-event-trends-explore-2018

2018 Offers New Growth Opportunities for Publishing Marketers

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There’s no doubt that AccuList USA’s business and consumer publishing clients face some pivotal audience- and revenue-building challenges in both print and digital marketing, but there are also growth opportunities in 2018. We note three potential positives recently highlighted by Publishing Executive magazine.

Quality Content Over Free Content

Audiences are increasing their demand for quality content, and advertisers are seeking publishers who can deliver that quality. There is a lot of untapped revenue potential for publishers who commit to quality, especially since the free-information era is ending as readers become wary of free but low-value content and increasingly willing to pay for reliable quality. For digital publishers, the downside of a shift to paid quality content can be a shrinkage of circulation, forcing them to balance potential gains in subscription revenue against lower page-views for ads. The Publishing Executive article offers various mitigating tactics: leaky paywalls; metered paywalls; charging only for premium content; allowing only paid subscribers to comment or participate in an online community; early access to certain articles for paid subscribers; access to paywalled content for subscription to a free newsletter, etc.

It’s All About Niches

With consumer access to vast amounts of information spewing into print, online, media and social every day, mass-market-oriented print and digital publications have been struggling, and niche publishers proliferating. Readers want to focus on what’s relevant to their specific interests, and many advertisers want to reach the right pool of people more than just the largest pool of people. The trick for publications is to embrace niche demand without sacrificing too much circulation. The Publishing Executive article offers some suggestions. Digital publications can create a product-within-a-product on the website, for example, with content targeted to a subset of the normal audience and attractive to new sponsors who want to reach that specific audience. For print publications, there are niche-targeted inserts, bonus sections, customized covers, polybagged special reports, or ad packages that combine a full-page ad in the magazine with a more in-depth cover wrap or insert for a special event or audience.

Demand for Brand Safety Grows

Brand advertisers have become concerned about aligning with publishers who tolerate fake news, violence, extremism, or other offensive content. The Association of Magazine Media recognized the danger and the opportunity in 2017 and released an ad campaign (“Better. Believe it.”) to highlight magazines’ quality content and brand safety. This means that respected publishers can court advertising revenue (and circulation) in 2018 by stressing brand quality and safety in their promotions. On that point, Publishing Executive quotes from an Advertising Age piece in which Shelagh Daly Miller of AARP declared: “Only when brands partner with reputable publishers can they have full confidence in where their ads are being placed. That’s a message that should be all over our industry’s media kits. And tattooed onto the foreheads of our ad reps.”

For more on publishing growth opportunities in 2018, read http://www.pubexec.com/post/6-growth-opportunities-publishers-2018/

How Acquisition Mailing Won With Price, Premium, Benefits Copy

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While many of our direct mail clients recently have focused on the secret to millennial response, AccuList USA’s direct mail consulting keeps a close eye on mail tactics that work well with older and general audiences, too. A case in point is a recent Target Marketing magazine case study sharing the Mayo Clinic Health Letter’s expertise in testing toward maximum acquisition response for its control. With its huge 2 million to 5 million mail pieces per quarter, Mayo has a lot of room for testing and 17 years of success to back up its results!

Pricing & Premiums Lift Response

Targeting an older audience (age 70 and up), the Mayo Clinic mailer has long used an oversized kraft outer envelope with a simple teaser that appeals to the older market preference for courtesy: “Please favor us with a reply within 10 days.” Successfully tested changes include shifting the envelope size from 11″x 14″ to a 10″ x 14″ to save money, but other inside-package tweaks have delivered the response boosts.  For example, the letter now leads with pricing, a “tough times” stress on the per issue $1.97 over an annual savings. A spot-glued lift note with a testimonial segues into a personalized, boxed reference to that testimonial on the first page of the letter.  But one of the most significant response-getters has been the addition of a premium in the form of existing internal special reports–on weight loss or arthritis, for example–offered for free.

Long, Easy-Read Letter Targets Seniors

The control has also increased its lift by moving to an eight-page letter, up from the original four-page pitch. The results are proof that longer copy can outdo short copy when it comes to self-help offers and older markets. For one, the long-form letter allows marketers to pack in more benefits. Second, it allows for a larger type size. For example, the Mayo letter has shifted to a 14-point type as a boon to aging eyesight and a way to distinguish its approach as more personal and less corporate. And the package includes a full page on “The Mayo Clinic Story” of pioneering research and patient care to build brand awareness and value validation.

A 3-in-1 Response Device Packs a Punch

The mailer’s reply card page has three-in-one power: reply form, premium stuffer and a BRE, in yellow to stand out in the package. Other smart tweaks include a “No-Risk Certificate” reply card numbered to show exclusivity. Plus, to keep recipients from losing focus while searching for a pen and laboring over a form, the bill-me-only reply uses involvement stickers. To download the complete case study, go to http://www.targetmarketingmag.com/resource/acquisition-mail-case-study-editorial-premiums-benefit-filled-copy/