Events Matter! Newsletter

Musings, in-depth analysis and trends on event-specific topics.

 
 
 
 
 

Most Recent:

How Finding Your Addressable Audience is the Difference for Success and Failure in Events: An Interview with Marketing Guru Shauna Peters

Since my March interview with Shauna Peters, vice president and marketing strategist for mdg, a Freeman Company, I’ve heard a lot about the ‘addressable audience,’ which I believe is a key concept that every event marketer needs to embrace to maximize their event attendance. Since a lot of the ‘buzz’ on this topic is coming

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Have Conversations with 100% of Your Sales Prospects

Most event salespeople are transactional. Their outbound phone calls and emails, whether to sell a booth or a sponsorship, tend to approach the sale as a transaction – a one-time thing. And then they wonder when these attempts don’t generate the successes they desire. Why? One key factor is that the

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The Seven Conditions for Successful Event Sales

If you are good at it, there is nothing more satisfying than being a salesperson. You have few of the mundane tasks often required in other kinds of roles and your individual performance can have a direct and immediate impact on your (potentially unlimited) income. The sales role also rewards

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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 –

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