Trade Associations/Trade Shows
Granted, Kent Tibbils had shown leadership by helping introduce a virtual trade show to ASI Corp.’s repertoire. But the marketing vice president thought the Barack Obama likeness, which his colleagues included as the avatar in his trade show chat window, was a bit much.
The virtual event is seen by many B-to-B marketers as the marketing tool of our time, offering the effectiveness and efficiency organizations require in today's business environment. As virtual show hosts and exhibitors embrace this solution, however, they also must adopt core best practices to attract high-quality leads and maximize event ROI.
For decades, direct marketing was a red-headed stepchild to Madison Avenue, which allowed practitioners to enjoy their success quietly. Now that general advertisers have come over to the measurable side, a much bigger spotlight has been trained on direct marketing. Ironically, the press coverage hasn’t grown that much more accurate or any friendlier. Direct marketers, it would seem, do not deserve the benefit of the doubt.
Results of the Direct Marketing Association’s 2006/2007 annual review and forecast, The Power of Direct Marketing, reveal that direct marketing expenditures in 2007 should outpace general advertising spend by almost a full percentage point, accounting for about 50.4 percent of the total U.S. advertising spend of $347.8 billion. Commercial e-mail is forecasted to be the channel to experience the largest growth, at 26.1 percent, followed closely by non-e-mail Internet marketing, which should see its expenditures increase by 21.6 percent. Non-catalog direct mail (5.9 percent), insert media (5.1 percent) and catalog direct mail (4.8 percent) lead growth in the offline channels. The chart below illustrates
Everyone knows positive word-of-mouth is a good way to boost your reputation with customers and potentially spur sales. It’s a concept that’s been around for a long time, but it’s gaining even greater momentum now that the Internet and blogging can take customers’ opinions of your company and products and speed them around the world to thousands, if not millions, of other folks in a matter of seconds. So, what constitutes word-of-mouth in this age of cyberspace? And how can direct marketers optimize the power of word-of-mouth in their marketing campaigns? To answer these questions, and more, TM Tipline spoke to Andy Sernovitz, CEO
The highlight of this year’s Direct Marketing Association (DMA) annual conference was John Greco Jr., the organization’s new president and CEO. He is taking over at a time when the industry’s reputation is becoming increasingly tarnished, and is expected to pull together a diverse industry body with divergent interests so he can effect big change. For example, I heard some show attendees express frustration about not being able to attend the opening keynote to hear Greco speak, because they didn’t purchase full conference passes. Overall, these smaller businesses find it’s difficult for them to get much benefit out of a large national association, especially