March 2004
Check your inbox

While I was home on maternity leave, I was busy attending to my new son’s every need — feeding, changing and playing with him. But when I got a chance, I checked e-mail. As the pile of mail at the office stacked up on my desk, my electronic inbox was emptied faithfully just about every day.

Needless to say, e-mail is a powerful tool. But it’s also an important tool for test-marketing new events. Want proof? Last month we told you about how Sherman Ventures used its AustinXL e-newsletter to poll readers about their interest in a potential conference and show (see Best Practices, February 2004). The first show exceeded financial projections, drawing 65 exhibitors and 300 attendees.

A recent issue of BtoB reported that entrepreneur Leslie Grossman launched a new conference for American women entrepreneurs by first launching an e-newsletter. “The Women’s Leadership Network has built a newsletter subscriber base of more than 12,000 names, with e-mail addresses and ZIP codes included. The launch conference in New York attracted more than 500 attendees, and the subsequent events in other cities came in at more than 400 each. When the event returned to New York in November of 2003, more than 600 people attended, including a sizable number of returning attendees.”

Despite the onslaught of spam, everyone still reads their e-mail. But not just any e-mail. These e-newsletters were built from opt-in lists, and their readers valued the publications because they provided information worth reading — news, tips, case studies, polls, etc. The key is to add value. As with your event, content is king, and marketing is (a close) second.

In addition to launching new events, e-newsletters can help develop a sense of community and extend the value of an event year-round. Ask readers for input on session topics. Highlight trends that will be addressed at general sessions. Feature new products that debut at the show with case studies from buyers. Report on industry research conducted by your organization.

To get some ideas, sign up for e-newsletters (most are free anyway). I subscribe to several — from competitors, from general business publications, from media-related organizations, from advertisers, from shows, and from consumer publications. Who knows, an idea for your next show launch, for new product categories to add, or for new attendees to attract may be sitting in your inbox.

Danica Vasos
Editor
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