Frost Miller Group

30

Apr

2009

Incorporating Web 2.0 into Event Marketing Campaigns (Part II- Blogging)
Labels: Blogs
Written by Elizabeth Johnson   
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The 5th annual AttendTrend® study conducted by Jacobs, Jenner & Kent and Frost Miller Group found that 38% of tradeshow marketers say they use Web 2.0 tactics and 35% say they use blogs to attract attendees.

A Blog (weblog) is a good way to keep attendees interested in a conference or tradeshow for an extended period of time, and allow them to participate in discussion about the show or industry, but it takes commitment.

Here are a few suggestions:

  • Update your blog once or twice a week. Readers will check back often looking for new, interesting content and will lose interest if the blog is not updated regularly.
  • Stay on track with an editorial calendar. Topics should include important tradeshow news; new industry trends that will debut at the show; and issues that will be addressed at educational sessions.
  • Keep posts short. Posts are generally a paragraph or two and can reference other information by linking to other parts of the Web site if appropriate.
  • Assign post writing to different people within your organization, but identify a dedicated point person to collect the posts and keep the blog on track.
  • Provide information or insight on current trends. Blog readers will not continue to participate in the blog if it is too promotional.
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Elizabeth Johnson 
Director of Public Relations & Content Development
 Frost Miller Group

Whether it’s reaching new customers or targeting the media, Elizabeth takes concepts and puts them into words that speak to specific audiences. She’s created strong sales pieces for organizations in a variety of industries. Through her work in public relations, she establishes companies as recognized experts in their field by pitching story ideas to the media; creating supporting collateral; and utilizing the latest Web 2.0 technologies to deliver messages to the public. Her association background means she knows what members are looking for and can deliver that message. Elizabeth holds a degree in advertising from Penn State, so yes, every Monday in the fall we listen to a Nittany Lion football update. She maintains memberships in ASAE, NYSAE and IAEE.

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