Out-Of-The-Box Sales and Marketing Ideas Presented by Cristopher Levy, Managing Partner, Encore Media Partners SISO Executive Conference – Hartford – August 2006

10 Ways To Stretch Your Marketing Budget Ask media vendors about special deals – think airline business Ask media vendors about special deals – think airline business Ask them about combo buys – think McDonalds Ask them about combo buys – think McDonalds Book media early or book it late Book media early or book it late Buy reminant media space Buy reminant media space Lock in media contracts – leverage volume Lock in media contracts – leverage volume …continued on next slideEncore Media Partners – SISO 8/06

10 Ways To Stretch Your Marketing Budget Understand media company footprint Understand media company footprint Trade – Leverage ALL products + access Trade – Leverage ALL products + access Maximize marketing spend in the “sweet spot” Maximize marketing spend in the “sweet spot” Leverage your exhibitors’ communications channels Leverage your exhibitors’ communications channels Cut out waste by continuously tracking, measuring and optimizing Cut out waste by continuously tracking, measuring and optimizing Encore Media Partners – SISO 8/06

Create Custom Corporate Events To Bring Buyers And Sellers Together Leverage your sales channels to extend your brand Leverage your sales channels to extend your brand Increase monetization of your audience Increase monetization of your audience Offer heavily-branded, highly-customized solutions which provide 100% control over… Offer heavily-branded, highly-customized solutions which provide 100% control over… –Audience –Message –Format/content –Date, time, location, venue Encore Media Partners – SISO 8/06

Identify Unique Characteristics About Your Audience Demographics Demographics Psychographics Psychographics –Why do they come to you show? –What convinced them to attend? –What did they like most about your show? Media Habits Media Habits –How do they want to receive info from you? Encore Media Partners – SISO 8/06

Think Niche/Segmentation Carve out segments within your target audience universe Carve out segments within your target audience universe –Industry –Function –Interest –Relationship (Previous attendee, Prospect, etc.) Correlate marketing dollars to conversion profile Correlate marketing dollars to conversion profile Develop target specific messaging Develop target specific messaging Use target relevant media Use target relevant media Encore Media Partners – SISO 8/06

Know All Media Channels that Are Available – Be Platform Neutral Newspapers Newspapers Trade pubs Trade pubs Direct mail Direct mail Radio Radio TV/Cable TV/Cable Transit Transit Billboard Billboard Moving Billboards Moving Billboards Cinema Cinema Links Links Online ads Online ads Search Search Blogging Blogging Podcasting Podcasting Coffee cup sleeves Coffee cup sleeves Inserts Inserts Newsletters Newsletters POP display POP display Voic Voic Events Events Encore Media Partners – SISO 8/06

Differentiate Your Message With Radio Access large audience through the medium’s high penetration Access large audience through the medium’s high penetration Think frequency Think frequency Leverage diversity Leverage diversity Capitalize on targeting Capitalize on targeting Buy shorter units – 10s, 15s, 30s vs. 60s Buy shorter units – 10s, 15s, 30s vs. 60s Encore Media Partners – SISO 8/06

Search! Do you know where you are ranked… where your competitors are ranked? Do you know where you are ranked… where your competitors are ranked? Millions of searches Millions of searches Pull vs. push medium Pull vs. push medium Optimize organically Optimize organically Use target relevant keywords/terms Use target relevant keywords/terms Encore Media Partners – SISO 8/06…continued on next slide

Search! Understand the hit volume and competitiveness of keywords/terms Understand the hit volume and competitiveness of keywords/terms Focus on more than just the home page Focus on more than just the home page Leverage link popularity Leverage link popularity Use paid search where necessary Use paid search where necessary Encore Media Partners – SISO 8/06

Give Value To Get Addresses And Customer Data Be creative in acquisition – ask yourself why should this visitor give me their address? Be creative in acquisition – ask yourself why should this visitor give me their address? –Offer something –Wet their appetite –Use cross-platform acquisition Start off asking for only a few data points Start off asking for only a few data points Offer higher value/content to get more robust data Offer higher value/content to get more robust data Encore Media Partners – SISO 8/06

Use A/B Testing to Optimize Results From From line From line Subject line Subject line Message length Message length Text vs. HTML Text vs. HTML Frequency Frequency Copy points Copy points Encore Media Partners – SISO 8/06

Maximize Value Of Your Web Site Design around the reality that everyone does not visit through the home page – develop strong landing pages Design around the reality that everyone does not visit through the home page – develop strong landing pages Collect addresses on all attendee pages – make it visible! Collect addresses on all attendee pages – make it visible! Integrate viral drivers Integrate viral drivers Design navigation to maximize registration Design navigation to maximize registration Encore Media Partners – SISO 8/06

Leverage Your Own Media Show dailies Show dailies Ads on the exhibit floor Ads on the exhibit floor Badge/registration mailer/packet Badge/registration mailer/packet Post show communications Post show communications On-site Internet stations On-site Internet stations Encore Media Partners – SISO 8/06

Track All Marketing Touchpoints Use multiple channels to ensure data quality Use multiple channels to ensure data quality Use URL redirects for each activity Use URL redirects for each activity Use additional URL differentiation for each list source Use additional URL differentiation for each list source Use source codes for offline activities Use source codes for offline activities Ask registrants how they heard about your event Ask registrants how they heard about your event Encore Media Partners – SISO 8/06

Develop Actionable Metrics How many responses/registrations did you get from a specific activity? How many responses/registrations did you get from a specific activity? How many pieces does it take to achieve conversion by target segment? How many pieces does it take to achieve conversion by target segment? What is the abandonment rate on your web site registration page? What is the abandonment rate on your web site registration page? How many single page visits do you have on your web site? How many single page visits do you have on your web site? What are the top exit pages on your web site? What are the top exit pages on your web site? Encore Media Partners – SISO 8/06

Act On This Data And Move Outside Your Comfort Zone Data is of no value if it just sits in a report Data is of no value if it just sits in a report Remember inaction is a decision Remember inaction is a decision Time/speed is essential – Act real-time Time/speed is essential – Act real-time Scale into change Scale into change Change is inevitable – your events must also evolve to remain in sync with your marketplace Change is inevitable – your events must also evolve to remain in sync with your marketplace Encore Media Partners – SISO 8/06

THANK YOU! Cristopher Levy Managing Partner, Encore Media Partners