EVENT MARKETING

Doug Ducate is president-CEO of the Center for Exhibition Industry Research. BtoB talked to him about upcoming trends in the events industry.

When carefully targeted and produced, webinars can be a digital marketer's key lead-gen channel. Many marketers find online presentations, both live and archived, can augment other tactics, including search, e-mail and, most recently, social media.

Information about your products and services is pervasive in today's marketplace. And much of that information isn't coming from you.

When Hewlett-Packard Co., a computer and printing device manufacturer, released its new TouchSmart line of products, it decided that its retail partners must understand in detail how the technology worked.

When the events team at Cisco Systems, a networking and communications company, learned last year that its 2009 global sales conference would be canceled, it decided to bring the company's international sales team together online rather than abandon the event completely.

For their attendance this year at the print industry's annual commercial printing gathering, Print 09, Eastman Kodak Co., a printing and photo company, decided it was time for a booth redesign.

Generating leads is not enough anymore for event marketers in the current economy. Now marketers need to prove that those leads are high-quality customers and business partners that will champion a company long after the event booths have closed.

Before the economy turned, Ciena Corp., a network solutions company, was beginning to reconsider its decision to attend large events.

We are seeing two key drivers in re-examining our event portfolio here at Cisco Systems: the economy and the evolving marketing landscape.

 

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