Reviewing Event Profit, Product, and Marketing Strategies to Eliminate
Building successful events has many elements, but the three most critical for sustained success are Profit, Product, and Marketing. They comprise what I would call the Event Triangle. Here’s how I would describe them: Profit – The ability to build an event for which revenues continually exceed expenses. Product – The event consistently delivers benefits […]
Event Marketers Who Focus Exclusively on Spreadsheets and Analytics Will Kill Their Events
Attendee profiles are constantly changing. Those who attended our events in the past may no longer be candidates as they are changing jobs within their current industry, retiring, or have taken new jobs in other industries. Given such changes, can we really know who next year’s attendees will be with any degree of confidence? When I […]
A Tiger Unleashed: An Event Marketing Expert Devours the Challenge
Nicole Peck is one of my favorite industry friends. She’s a tough negotiator who’s both smart and driven, and her career has gone from strength to strength. Nicole is the vice president of marketing for global events at Foundry (formerly IDG – a company for whom I previously worked) and she’s already in the thick of […]
Are You a Leader or a ‘Knob Twiddler’?
The definition of a knob-twiddler (according to the online dictionary, Wiktionary) is “a technician whose job entails adjusting electronic devices via knobs.” More broadly, the term characterizes someone who operates the ‘machine’, i.e., someone who has a part in running things, but does not contribute to establishing the strategic direction nor is a leader in any way. This […]