By invitation only?
Oh, how very important attendees feel when they get invited to an invitation-only event. How exclusive! But what happens when the shoe’s on the other foot and the event marketer is the one who needs an invitation--to be allowed to market to an attendee in the first place?
This one makes my head hurt, but that day may be coming soon, according to this article in Catalog Age magazine. "Whereas marketers had become used to ‘pushing’ their messages via ads, commericals, direct mail, and other media, ‘we're very much going into a 'pull' world in which consumers very much choose the messages they listen to,’ said [Shelby Bonnie, chairman/CEO of CNET Networks]. He cited TiVo and similar technologies as key examples.
"’Ultimately you have to be invited in as a marketer,’ he continued. ‘If you think it's challenging now, it's only going to get more challenging over the next five years as the media continue to change.’"
I hate to say it, but those who market meetings and events are in the same boat on this one. What can you do to make sure you’re still invited to invite your attendees?
Well, despite all the spam and anti-spam regs, it looks like people are still receptive to e-mail marketing—even uninvited marketing--according to this article from Direct magazine. "According to a preliminary study released by the Direct Marketing Association on Wednesday, 19% of adult Americans bought a product or service as a result of a legitimate commercial e-mail in the 12 months prior to November 2003."
The weirdest part of the study, which seems in direct contradiction to the Catalog Age article, is that "Consumers are not deterred by unsolicited commercial e-mail, said the study. Of those 6.5 purchases consumers made, 4.6 occurred in response to a solicited commercial e-mail, and 1.9 purchases happened in response to unsolicited commercial e-mail.
"While consumers responding to legitimate e-mail spent an average of $114 on their most recent purchase, they spent more--$155—in response to their unsolicited e-mail."
If you can figure out all the implications for meetings, give me a shout. The juxtaposition of these two articles is just too weird for me to grapple with on a hectic day like today.
Comments?
To receive a weekly blog update, e-mail Sue.
This one makes my head hurt, but that day may be coming soon, according to this article in Catalog Age magazine. "Whereas marketers had become used to ‘pushing’ their messages via ads, commericals, direct mail, and other media, ‘we're very much going into a 'pull' world in which consumers very much choose the messages they listen to,’ said [Shelby Bonnie, chairman/CEO of CNET Networks]. He cited TiVo and similar technologies as key examples.
"’Ultimately you have to be invited in as a marketer,’ he continued. ‘If you think it's challenging now, it's only going to get more challenging over the next five years as the media continue to change.’"
I hate to say it, but those who market meetings and events are in the same boat on this one. What can you do to make sure you’re still invited to invite your attendees?
Well, despite all the spam and anti-spam regs, it looks like people are still receptive to e-mail marketing—even uninvited marketing--according to this article from Direct magazine. "According to a preliminary study released by the Direct Marketing Association on Wednesday, 19% of adult Americans bought a product or service as a result of a legitimate commercial e-mail in the 12 months prior to November 2003."
The weirdest part of the study, which seems in direct contradiction to the Catalog Age article, is that "Consumers are not deterred by unsolicited commercial e-mail, said the study. Of those 6.5 purchases consumers made, 4.6 occurred in response to a solicited commercial e-mail, and 1.9 purchases happened in response to unsolicited commercial e-mail.
"While consumers responding to legitimate e-mail spent an average of $114 on their most recent purchase, they spent more--$155—in response to their unsolicited e-mail."
If you can figure out all the implications for meetings, give me a shout. The juxtaposition of these two articles is just too weird for me to grapple with on a hectic day like today.
Comments?
To receive a weekly blog update, e-mail Sue.
