The Marketing Executives Group International

By: Mike Mraz

The path of least resistance leads to nowhere!

I’ve been making presentations to exhibitors for years. Recently I’ve noticed that many of them seem to be planning better. Their strategy is better. They’re finding, learning about and taking advantage of current trends. They are discovering the value of targeted pre-show promotions. Effective exhibit design, even at the 10 foot and table top level, seems to be more prevalent.

By: John Gibb (http://www.linkedin.com/in/johnsgibb)

Event Marketing – and marketing strategy in general – has traditionally started at the top of the marketing funnel. Demand generation starts at evaluating and defining the universe of prospects for a marketing campaign or initiative, and building out marcom strategies from there. With the advent of Social Media there are, of course, new models being built around inverted funnels – a ‘one-to-many’ approach – that may disrupt the method, but currently the funnel – with some revisions – is still in place.