every other mailing piece generated toward the appropriate
targets.
E-mailis becoming more predominant as a direct-mail tool.
However, prudence requires that e-mail only be sent to those who
are on an “opt-in” list. Sending out an e-mail promotion to those
not inviting or wanting it is counterproductive. In the industry,
this is called “spamming,” which has become a word with a deeply
negative connotation. “Opt-in” lists can be built by asking for
e-mail addresses on registration (for updated conference informa-
tion), on confirmation forms, at the event itself, and in member-
ship literature. Many “opt-in” lists also provide the “opt-out” op-
tion for recipients who no longer want the information by e-mail,
and can indicate so by clicking a hyperlink attached to the page.
There is no such thing as oversaturation of direct-mail re-
minders to create the image of the event, nurture and grow the
message in the consciousness of the reader, and create the con-
versations and buzz in your target communities that will turn the
dream of this event into reality.BROCHURES
Priscilla Richardson is president of WriteSpeakforSuccess, (Write-
SpeakforSuccess.com), a leading business communications com-
pany. Her work with associations and corporations in business
writing, speaking, and marketing communications is known for its
creative brochure design strategies.
Her first admonition: Sell the benefit!She cautions that mar-
keters remember that the brochure must not be designed to please
the marketer, but rather to attract the attendees. What do they get
when they buy?Then differentiate between program benefits and
program features. A feature, for example, is a component of the
event. It may be four group meals, a key speaker, or an offering of
seven seminars and two general sessions. A benefit, on the other
hand, is what your program will do for your attendees.It starts
with the actual or implied “You.”
Marketing executives must remember that the event and the
promotional materials are not about them. They are about the po-
tential buyers. Benefits solve their problems, fulfill their potential,
organize their lives and their offices, allow them to interact with
others more effectively; increase their profits, or help them learn
to speak effectively in public. The benefits offered in brochures108 Chapter 5 Marketing Association Meetings, Conferences, Events, and Expositions