Is There a Doctor in the House?
To diagnose what was stunting its attendance growth, the American Academy of Family Physicians applies a popular retail-research strategy to its national event, dissecting every conference element to find the right treatment plan. |
The New Metric That Matters
A new study reveals that marketers are focused on the wrong metrics. The new measure of marketing effectiveness finally places customers at the center of the marketers' universe. |
Second Opinion — Attendee Surveys
My company conducts an attendee survey at its annual client event, but our response rate is stuck at around 15 percent year after year. What can we do to increase participation? |
The Event is The Product
RSA Security Inc. grows its annual event from a small, informal gathering to the premiere event in its industry. Its secret? RSA considers the event as one of its key products, with its own research and development strategy. |
Extreme Marketing
Does your marketing suck? According to author and consultant Mark Stevens, it's highly likely – if your event doesn't generate more revenue it costs to produce. |
Metrics, ROI, and Videotape
Which components of your event contribute to its overall success? Six Sigma black belt Martin Smith explains event measurement techniques that take the guesswork out of marketing metrics and enable real-time event improvement. |
The New Voice of the Customer
Most companies don't know that traditional customer inputs can undermine success, growth, and innovation. If you want to ensure success at your next corporate event, it's time to think differently about what your customers want. |
Second Opinion – Invisible Budget Items
How do you get management to understand the value of hidden budget items, such as audience-acquisition resources and measurement, and ultimately approve funding for them? Four corporate event experts weigh in. |
Measuring the Value of Customers
The main purpose of events is to build and strengthen customer relationships. But how do you quantify the value this brings to your company? Dr. Martha Rogers explains a revolutionary new metric to help marketers measure the value of customers. |
The Brazen Art of Marketease
At their annual event, Jim Gilmore and Joe Pine of Strategic Horizons LLP turn the traditional concept of customer service on its head – teasing, tantalizing, and tormenting customers. |
Achieving Brand Unity Through Events
Faced with weak brand identity among its business partners, Best Software Inc. CEO Ron Verni initiates an annual partner conference to unify the company and drive corporate objectives. |
HP's Event-Measurement Imperative
Rob Aston, manager of corporate event marketing for Hewlett-Packard Development Co., discusses the company's event-measurement strategies. |
The Marketing Disconnect
A recent study reveals that only 37 percent of marketers make the CEO's agenda a top priority. Dr. Andrew Tipping discusses the divide between CEO and marketing objectives. |
