Event Marketing Strategy for Dummies<\/a>. <\/p>\n","post_title":"Event Marketing Strategy that Makes an Impact","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"event-marketing-strategy-that-makes-an-impact","to_ping":"","pinged":"","post_modified":"2024-01-08 14:59:33","post_modified_gmt":"2024-01-08 20:59:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=24615","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":20781,"post_author":"31733","post_date":"2019-09-03 17:02:24","post_date_gmt":"2019-09-03 17:02:24","post_content":"\n<p>A five-episode miniseries that aired on HBO this spring renewed public interest in the Chernobyl disaster, the world\u2019s largest nuclear accident that occurred on April 26, 1986. Yet this area in Ukraine has been top of mind for several years now for Meredith Ayan, executive director of <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=https://www.ama.org/"https:////www.spcai.org///" target=\"_blank\">Society for the Prevention of Cruelty to Animals International<\/a>. A big part of her job is saving animals around the world, including descendants of pets left behind in Chernobyl. With a staff of only eight, she relies heavily on marketing automation tools to further SPCAI\u2019s mission by communicating effectively with a growing cohort of supporters. We talked with Ayan to learn more about her heartwarming work and how Salesforce Pardot has helped amplify efforts of her team.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2019//09//Salesforce-7.png/" alt=\"\" class=\"wp-image-20824\"\/><\/figure>\n\n\n\n<p><strong>Can you explain why there were so many animals left behind following\nthe Chernobyl disaster? <\/strong><\/p>\n\n\n\n<p>What happened there is really hard for us to understand in present day. Thanks to social media, we\u2019re now able to hold people accountable in real time, which was not the case in 1986. When the reactor blew up, they had no idea what they were dealing with because it was so unprecedented. The story I\u2019ve always heard is that they evacuated the entire city of 40,000 people, telling them to bring one suitcase, and to leave enough food and water for their pets because they\u2019d be reunited in a few days. As the scale of the disaster and dangerous radiation levels became known, residents were never allowed to return, and their animals had to fend for themselves. We\u2019ve gotten a lot of feedback from people asking, \u201cHow could these citizens leave their animals?\u201d\u2014but you have to understand, they were told they were coming back.<\/p>\n\n\n\n<p><strong>How did SPCAI get involved with caring for cats and dogs still living\nin the area?<\/strong><\/p>\n\n\n\n<p><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=https://www.ama.org/"https:////cleanfutures.org///" target=\"_blank\">Clean Futures Fund<\/a>, a non-profit doing humanitarian work around the Chernobyl power plant, asked the people there what they could to do improve their quality of life\u2014and the people asked them to please come in and help the animals. CFF isn\u2019t established as an animal welfare organization, so they asked us to help organize spay and neuter clinics, as well as vaccinate the animals, because they\u2019re exposed to rabies. The interesting thing about Chernobyl is that once the humans disappeared, wildlife thrived. It is a flourishing environment. But getting animals vaccinated is really important when you have so many people coming in and out. SPCAI began working with CFF in 2017, and we just completed our third clinic in June. We provide financial grants, veterinary supply aid, and also personnel to support.<\/p>\n\n\n\n<p><strong>You also worked with Clean Futures Fund to test radiation levels of the\nanimals to ensure they didn\u2019t pose a risk to humans. What misconceptions did\npeople have about that?<\/strong><\/p>\n\n\n\n<p>We all expect the Springfield\nnuclear power plant from <em>The Simpsons<\/em>,\nwhere fish have three eyes or two heads. But the animals at Chernobyl have no\nphysical abnormalities. They do, however, have only four- or five-year\nlifespans, and we wanted to figure out why. We did internal scans; had every\nanimal spayed or neutered and vaccinated; and attached ear tags with dosimeters\nin them. After six months, we learned the radiation they were exposed to was\npretty low. Since they\u2019re being fed by staff at Chernobyl, they\u2019re not eating a\nlot of vegetation or animals\u2014so that reduces their risk of radiation. We found\nthe reason they have such short lifespans is likely due to very harsh winters,\nand populations of wolves and bears. <\/p>\n\n\n\n<p><strong>How many Chernobyl animals have you helped so far, and what your goals\nare for the future?<\/strong><\/p>\n\n\n\n<p>We have helped almost the entire population of dogs living in the nuclear exclusion zone \u2014 about 1,400 over the past three years. In June, we spayed or neutered 530 animals. We estimate that 75 percent of the population has now been vaccinated and spayed or neutered. SPCAI and Clean Futures Fund will continue to monitor the situation as needed, and CFF hopes to establish a sanctuary within the zone to help protect the animals from harsh conditions and wild predators. <\/p>\n\n\n\n<p><strong>What other types of programs does SPCAI support?<\/strong><\/p>\n\n\n\n<p>We give direct grants to animal\nwelfare organizations around the world, as well as veterinary supply aid\u2014things\nlike surgical supplies, antibiotics and medications. That\u2019s how Chernobyl fits\ninto our mission on a broader scale. It\u2019s very topical, but just one of many\nprojects going on at all times. We also run Operation Baghdad Pups: Worldwide.\nIt started organically in 2008, when we received a request from a soldier. He\u2019d\ndeveloped a relationship with a dog, Charlie, in Baghdad, and asked for help\ngetting him to the U.S. Eleven years later, we\u2019ve opened up the program to all\nmilitary personnel deployed anywhere in the world. By the end of 2019, we\u2019ll\nhave reunited almost 1,000 dogs, cats and even a donkey with their humans.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2019//09//Salesforce-8.png?w=702\%22 alt=\"\" class=\"wp-image-20825\"\/><\/figure>\n\n\n\n<p><strong>The work you\u2019re doing is critically important in the lives of both\nanimals and people. How do you spread the word to get the support you need?<\/strong><\/p>\n\n\n\n<p>Being a nonprofit, we rely a lot on word of mouth about our programs. The SPCA name is well known, but every SPCA is individually operated around the world. A lot of people think that we\u2019re chapters of the same organization, which is not true, so marketing for us can be tricky. We rely heavily on email marketing, which is where Salesforce Pardot comes in. We also utilize social media marketing, retargeting and AdWords\u2014but we put the most effort into email marketing.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2019//09//Salesforce-6.jpg?fit=1024%2C695\%22 alt=\"\" class=\"wp-image-20785\"\/><\/figure>\n\n\n\n<p><strong>How has Salesforce Pardot helped you improve your email marketing?<\/strong><\/p>\n\n\n\n<p>We made the decision to switch to Salesforce two years ago. We came from a product that was much smaller that gave us three months notice before shutting down. Unexpectedly, we learned about Pardot after being introduced to the Salesforce family, and it was the tool we wanted. Our staff is eight full-time people, and only 1.5 of those are dedicated to email marketing\u2014so we wanted something that would be easy to use. We weren\u2019t sure if we could scale to be able to use a tool so big and well known, but what has been so important to us, other than the tool itself, is the supportive team behind it. We\u2019ve been a part of Salesforce\u2019s Dreamforce conference the last two years for an adoption event called Pawdot Puppies. We invite local shelters that bring adoptable animals, and there\u2019s always a line around the block. For us, it\u2019s a two-way street with Salesforce: We\u2019re using their tool, and they\u2019re supporting us as an organization, which has been really nice.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2019//09//Salesforce-1.jpg?w=1024\%22 alt=\"\" class=\"wp-image-20784\"\/><\/figure>\n\n\n\n<p><strong>What email marketing strategies have been the most successful for you\nso far?<\/strong><\/p>\n\n\n\n<p>Because email marketing is a major way of raising funds for us, it has to be something that\u2019s really well executed. We want it to feel like a conversation with us, that we\u2019re building relationships. But there are also times we have something urgent happening, and we have to raise funds\u2014for example, at any given time, we have 30 to 40 animals in our care that need to come back to the U.S. through Operation Baghdad Pups: Worldwide. If we\u2019re creating an email appeal, we\u2019ll generally send three emails about that same subject. But if you open and donate to the first one, we\u2019re not going to send two more. You\u2019ll get a thank-you email right away from me, and you won\u2019t be continually asked for more donations for the same project. We didn't have this option with our old tool, so Pardot has helped us to have a conversation with people rather than hit them over the head with asks. We use Pardot to create a respectful dialogue with people who care deeply about our work. <\/p>\n\n\n\n<p><strong>What new tools will be important to SPCAI as you continue in your\nmission to save more animals?<\/strong><\/p>\n\n\n\n<p>We are excited about using artificial\nintelligence to tailor content to individuals. The problem for nonprofits is that\nwe have all this work happening, and great content, but we don't have time to\ntell every single story. With AI, we will be able to create that content and\nlet people interact with it at their own pace. We want to use AI to communicate\nwith people in the way they want to be communicated with.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2019//09//Salesforce-5.jpg?fit=1024%2C720\%22 alt=\"\" class=\"wp-image-20782\"\/><\/figure>\n\n\n\n<p><strong>How does having a small staff create a need for greater marketing\nautomation? <\/strong><\/p>\n\n\n\n<p>We don\u2019t have a 24-hour phone bank\nwhere you can call and talk to someone at 2 a.m., as we have to keep overhead\ncosts down. A lot of questions we get can be similar, so if we give people\naccess to things they need at any hour of the day through AI, that\u2019s going to\nbe better for us as an organization. It will help make donors\u2019 money go further\ntoo, because we can be more efficient. We can spend more time on the ground\ndoing the work that matters, rather than trying to answer the same questions 20\ntimes an hour.<\/p>\n\n\n\n<p><strong>How can readers get involved to help?<\/strong><\/p>\n\n\n\n<p>We have an <a href=https://www.ama.org/"https:////www.spcai.org//take-action//adopt-an-animal/">adoption page<\/a> on our site for international animals from areas of world where chances of adoption are slim to none. We often get inquiries that don\u2019t go anywhere, which is heartbreaking. <a href=https://www.ama.org/"https:////www.spcai.org//donate/" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"If our work speaks to you, donations are always appreciated, to (opens in a new tab)\">If our work speaks to you, donations are always appreciated, to<\/a>o! <\/p>\n","post_title":"From Baghdad to Chernobyl, How Marketing Automation Helps SPCAI Save Lives Across the Globe","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"from-baghdad-to-chernobyl-how-marketing-automation-helps-spcai-save-lives-across-the-globe","to_ping":"","pinged":"","post_modified":"2024-01-08 15:02:11","post_modified_gmt":"2024-01-08 21:02:11","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=20781","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":58821,"post_author":"95470","post_date":"2020-05-04 14:36:29","post_date_gmt":"2020-05-04 14:36:29","post_content":"\n<h2>Marketers are compensating for the loss of in-person events with a targeted approach across technology mediums<\/h2>\n\n\n\n<p class=\"has-text-align-center\"><em>Part of the <a href=https://www.ama.org/"https:////www.ama.org//2020//05//04//marketing-news-covid-19-special-issue-marketing-during-the-pandemic///">Marketing News COVID-19 Special Issue<\/a><\/em><\/p>\n\n\n\n<p>Convention centers and ballrooms aren\u2019t ideal locations in which to practice social distancing. As the workforce marches online, the future of trade shows and conventions is uncertain, leaving many marketers without a direct line to sales leads, continuing education opportunities or a place to perform product demonstrations.<\/p>\n\n\n\n<p>Virtual conferences help, but they fall short in fully replicating the in-person experience. Zoom calls with hundreds of people prove unwieldy and many are opting to reschedule or cancel their conference entirely rather than craft an elegant solution. This has frustrated marketers who rely on these live events for their business.<\/p>\n\n\n\n<p>\u201cI\u2019m actually kind of disappointed in some of the big trade show companies,\u201d says Jennifer Miller, marketing director at Vertebrae, a California-based 3D and augmented reality development company. \u201cThey didn\u2019t shift and try to do a virtual setup. I think there\u2019s a lot that they could have done in that virtual experience.\u201d<\/p>\n\n\n\n<p>Live conferences and other keystone events are some of the most powerful ways to leave a mark on potential customers. <a href=https://www.ama.org/"https:////www.facetime.org.uk///" target=\"_blank\" rel=\"noreferrer noopener\">FaceTime<\/a>, a consultancy for event producers and exhibitors (not to be confused with Apple\u2019s video chat platform), partnered with <a href=https://www.ama.org/"https:////www.cogresearch.com///" target=\"_blank\" rel=\"noreferrer noopener\">Cog Research<\/a> and uncovered some <a href=https://www.ama.org/"https:////www.facetime.org.uk//__media//Research//FaceTime_POWER-OF-EVENTS-Guide.pdf/" target=\"_blank\" rel=\"noreferrer noopener\">eyebrow-raising statistics<\/a> on what brands stand to gain from shows. They found that live events are twice as powerful as TV ads in marketing products or services, three times as effective as print media and four times more than radio. Brand perception increases 21% when consumers interact with it at a show and drops 5% if that brand isn\u2019t represented. Two weeks after the show concludes, 69% of visitors said they had recommended or planned to recommend a brand they interacted with at a live event.<\/p>\n\n\n\n<h3>Please fill out the form below to access the rest of this article and the COVID-19 special issue.<\/h3>\n\n\n\n[gravityform id=\"32\" title=\"true\" description=\"true\" ajax=\"false\" tabindex=\"0\"]\n","post_title":"Reaping Convention Benefits in Non-Traditional Ways","post_excerpt":"Marketers are compensating for the loss of in-person events with a targeted approach across technology mediums.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"reaping-convention-benefits-in-non-traditional-ways","to_ping":"","pinged":"","post_modified":"2024-01-22 14:11:43","post_modified_gmt":"2024-01-22 20:11:43","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=58821","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

Event Marketing

What is Event Marketing?

Event marketing is a promotional strategy that involves making a lasting brand-focused impression on consumers by creating buzz around a product or brand. Usually, it is a face-to-face contact between the brand and consumer and is successful because consumers are already in a willing position to be marketed to.

Here you will find a collection of research insights and marketing news articles regarding event marketing.

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