Direct mail and e-mail marketing are the most popular -- and the most effective -- forms of attendee promotion, according to the Center of Exhibition Industry Research (CEIR) “Cost to Attract Attendees” study released earlier this year. Direct mail and e-mail together accounted for 56% of the event advertising budgets of survey respondents. The popularity of the two marketing tools held steady across a variety of different metrics, including event size, event cost, marketing reach and event organizer. So it's no surprise that respondents also judged direct mail and e-mail as the most effective forms of advertising in drawing attendees. On a five-point scale, 87% of those surveyed gave direct mail a rating of “4 – Effective” or “5 – Highly Effective.” E-mail marketing scored a four or five rating in 86% of cases. The CEIR study was based on 137 responses from executives and event coordinators for many different industries and for events with revenues ranging from under $250,000 to over $10 million. Respondents reported more variation in cost per attendee depending on event metrics. Cost per attendee showed a relatively stable decrease as overall event costs rose but remained in the low $20.00 range. Cost per attendee was more skewed by total attendance; median cost per verified attendee for events drawing fewer than 1,500 guests soared to $46.70, for example. For access to the whole report, go to http://www.abmassociation.com/News/3314/Direct-mail,-e-mail-best-event-marketing-methods
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, September 4, 2014
Tuesday, September 2, 2014
E-mail Beats Text in Tapping Luxury Brand Buyers
Luxury brands seeking affluent customers should favor e-mail over mobile text messaging, according to 2014 first-quarter data from the Luxury Institute. As recently reported by eMarketer, the Luxury Institute found that just 17% of U.S. affluent internet users, those with an income of $150,000 or more, had signed up to receive, or were somewhat to very likely to opt in to, text messages from a luxury brand. Even tech-savvy, affluent millennials were not interested in luxury brand messages popping up on their phones: Only around a quarter said they had or would be interested in receiving such communications, a percentage similar to Generation Xers. In contrast, 49% of respondents said they had opted in, or were somewhat to very likely to opt in, to receiving e-mails from a luxury brand. Luxury brand e-mails are likely to do even better with younger affluents, however. The overall e-mail acceptance of 49% was skewed lower by boomers (44%) compared with millennials (61%) and GenXers (54%). The study held another discouraging note for digital luxury-brand marketers: Digital generally doesn't appear to play a major role in U.S. affluent internet users’ shopping or purchase processes for luxury items. For example, only 22% of all affluent respondents (27% for techie millennials) said they researched luxury brands online and then purchased in-store. For more, see http://www.emarketer.com/Article/Affluents-Dont-Want-Texts-Luxury-Brands/1010867
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