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Event marketing
Our marketing campaign ran from January 2005 to September 2005 and used multiple channels to reach our target audience. The promotion undertaken was an integrated media campaign using direct mail, fax marketing, email, inserts, page advertising, trade press, online and PR.
Direct mail
Direct mail is still a highly responsive media. For Economy & Budget Hotels World 2005 an extensive direct mail campaign was undertaken, involving nine direct mail shots over a 5-month period. Data used was sourced from our own highly targeted database and those of respected third parties.
Conference brochure
- 8 page A4, full colour brochure
- 36,419 copies with sponsor and event partner logos
Fax marketing
Fax marketing was undertaken to top prospects throughout May and June.
Loose inserts
The following trade publications carried loose inserts of the conference brochures to attract delegates.
Hotel Analyst x2
European Franchising
HTR magazine
Caterer & Hotelkeeper
Advertisements and advertorial
The following trade publications carried advertisements and event previews/advertorial targeted at attracting conference delegates. All print ads carried logos of sponsors.
The Franchise Magazine
European Franchising
Hotel Analyst
Online marketing
Various types of promotion were used, from banner ads, to event previews, diary listings, and e-newsletters. All contained hyperlinks back to the event website.
Email Marketing
An extensive e-mail campaign was executed for the event, using both plain text and HTML formats. E-mails were sent every fortnight from April 2005 to September 2005 to targeted databases ranging from 500 contacts to 10,000. E-mails contained speaker, sponsor and exhibitor details and always contained an e-mail link and a hyperlink direct to the event website.
Telemarketing
Our in-house team of telemarketers telephoned top clients and prospects over a four-month period. Prospective delegates across all target market profiles were called, in total over 3,000 prospects were contacted by telephone.
Website
A dedicated website for Economy & Budget Hotels World 2005 was live from March 2005 to September 2005. The event website was an evolving channel featuring event and industry news.
“Contact”
Confirmed attendees to Economy & Budget Hotels World gained access to Terrapinn's unique "Contact" system. Contact enables participants to:
- Securely contact attendees to pre-arrange meetings at the event – the system acts as an introduction service to enables first contact with attendees
- Search for attendees by their product interest and industry
- Download event documentation, speaker papers and presentations (as they become available)
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