CENTRAL MARKETING BEST PRACTICES 1.CENTRAL MARKETING BEST PRACTICES 1.

OCTOBER 2012

2. CENTRAL MARKETING BEST PRACTICES

MARKETING ARTICLE Sorry, Marketers, You’re Doing Twitter Wrong: Jul Siefers ......................................................4

SOCIAL MEDIA BEA - Social Trends & Stats: Kevin Doyle .............................................................................6

EMAIL MARKETING NYCC - Content E-mails: Laura Blagys .................................................................................9

CREATIVE CONTRIBUTIONS FOOD - Exhibitor Onsite Surveys: Krystal Garvin ...............................................................11 LUXURY PRIVÉ PANAMA - Quick Translation Guide: Cory Cenatiempo & Kate Nellis ...............12

CREATING CONVERSATIONS ... Creating Conversations in the Content Marketing Continuum: Denise Klemm .......................15

TABLE OF CONTENTS

MARKETINGARTICLE

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EXHIBITOR MARKETING EFFORTS

SOCIAL MEDIA

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SOCIAL MEDIA TRENDS & STATS

BEA - SOCIAL MEDIA TRENDS & STATS: KEVIN DOYLE

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BEA - SOCIAL MEDIA TRENDS & STATS: KEVIN DOYLE (CONT.)

Goal: To engage our audience throughout the Summer and into the Fall while building on an already strong social presence.

Audience: BEA Attendees/Exhibitors (i.e., Librarians, School Professionals, Publishing Professionals)

Strategy: Find more topics and interests that will engage our audience, encourage those that have been contributing as well as those that have yet to join the conversation. We wanted to build brand awareness while being able to build our audience at the same time.

Results:Resoundingly positive and something to build on post-show in 2013: • Facebook fans have grown more than 10% - We topped 10,000 followers on 08/14 • Twitter followers have grown more than 10% - We topped 20,000 followers on 08/10 • Pinterest followers have grown more than 32% - We topped 4,000 followers on 10/12 • Klout score has risen more than 40% Plus, we have graduated from “Broadcaster” to “Specialist” to “Thought Leader” to “Taste Maker” • YouTube views have grown more than 50% - We topped 20,000 views on 10/05

SOCIAL MEDIA TRENDS & STATS

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EXHIBITOR MARKETING EFFORTS

E-MAIL MARKETING

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E-MAIL MARKETING

NEW YORK COMIC CON - CONTENT EMAILS: LAURA BLAGYS

Goal: Create awareness for pre-registered attendees around exclusive Thursday NYCC content including the Kick-Off Concert.

Audience: Pre-registered 4-Day Ticket Holders, VIPs and Professionals

Strategy: Utilize image based emails to convey programming content and entice Profes-sionals, 4-Day Ticket Holders and VIPs to take advantage of everything going on at NYCC on Thursday. Emails were deployed on 9/26, 2 weeks prior to the shows opening.

Results: Professional Email saw an unique open rate of 44.4% and an unique click-through rate of 8.6% with 4,403 emails delivered. 4-Day/VIP email saw an unique open rate of 55.0% and an unique click-through rate of 10.7% with 4,352 emails delivered.

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NEW YORK COMIC CON - CONTENT EMAILS: LAURA BLAGYS (CONT.)

Goal: Promote exclusive Friday NYCC content to persuade fans to purchase a Friday Single Day Ticket to NYCC.

Audience: NYCC Priors, Prospects and Newsletter Subscribers who had not yet registered

Strategy: Utilize image based emails to convey exclusive Friday content and programming and entice those who had not purchased tickets yet to do so. Sent the � rst email from “Lance Fensterman” and the second email from “New York Comic Con” – no noticeable diff erence in click or open rates.

Results: “Check Out NYCC’s Friday Lineup”: sent on 9/26 (2 weeks prior to NYCC), unique open rate: 16.84%, unique click through rate: 2.34%, registrations: 88. “Friday NYCC Tickets Are Almost Gone”: sent on 10/3 (1 week prior to NYCC), unique open rate: 19.47%, unique click through rate: 3.368%, registrations: 199. Total registrations from the two emails combined: 2873

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E-MAIL MARKETING

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CREATIVECONTRIBUTIONS

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CREATIVE CONTRIBUTIONS

FLORIDA FOOD - EXHIBITOR ONSITE SURVEYS: KRYSTAL GARVIN

Goal: To increase survey participation among exhibitors while onsite

Audience: Onsite Exhibitors at the Florida Restaurant and Lodging Show

Strategy: To capture immediate reactions to the show by approaching exhibitors onsite.

Results:Exhibitors completed 47 surveys onsite. That more than doubled our usual collection from previous show eff orts. In addition, we will implement this strategy with attendees at future Food Shows since they typically only attend for one day.

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CREATIVE CONTRIBUTIONS

LUXURY PRIVÉ PANAMA - QUICK TRANSLATION GUIDE: KATE NELLIS & COREY CENATIEMPO

Goal: To provide Exhibitors a quick reference to common words and phrases that they may here or need to use while doing business in this new market. We also included directional icons that may be used throughout the venue to help them navigate inside and outside the show.

Audience: LUXURY Privé Panama Exhibitors & Staff

Strategy: This piece was developed as most exhibitors and staff entered the Latin American market to do business for the � rst time and therefore we wanted to supply a way to communicate with the Spanish speaking buyers.

Results:The results are to be determined as the event is currently taking place. However, we anticipate this quide to be very successful and implemented in other shows.

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LUXURY PRIVÉ PANAMA - QUICK TRANSLATION GUIDE: KATE NELLIS & COREY CENATIEMPO

CREATIVE CONVERSATIONS

CREATIVE CONTRIBUTIONS

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CREATIVE CONVERSATIONS

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