Collaborative marketing with your exhibitors is a great way to stretch your marketing budget and drive attendance. We like the multi-faceted collaborative marketing program for the recent London Boat Show 2016 (LBS) so we share three of the tactics this organizer employed to help exhibitors promote their participation in the show to their audiences. (1) LBS offered exhibitors a robust package of online creative assets … Read the...

Encore client, American Film Market (AFM), deployed its largest online advertising campaign ever to attract industry professionals from around the world to its 36th edition, which wrapped up its eight-day run in Santa Monica a few weeks ago. The global b2b event, which has launched over 10,000 films and drives more than one billion dollars in film deals annually, ran 35 million digital ad … Read the...

According to research in a recent eMarketer article, marketers continue to place the highest value on data which they collect themselves i.e. first-party data, especially transaction history, customer information and behavioral data, vs. second- or third-party data, which is collected by others. Our exhibition and event clients certainly do as well.  First-party data is the most important data asset in informing the tens of … Read the...

Event marketers face a growing challenge as their target audiences are spending more and more time with mobile, and engaging across multiple devices, for example, opening an email on their smartphone, and then switching to desktop to get more info and/or make a purchase. The challenge stems from the fact that cookies don’t work well on mobile, which limits your ability to target and track … Read the...

Several weeks ago, we joined 35,000 film industry professionals and more than 4,000 journalists from 100+ countries at the Cannes Film Festival, the 12-day global film industry event in the South of France, and co-located b2b event, the Marché du Film (Cannes Film Market). One of the things that was hard to miss at the Cannes Film Market was the promotion for Cinando, … Read the...

Don’t let price scare you away from using larger format ad units! While they can cost substantially more than the “Big 3” (728 x 90, 300 x 250 & 160 x 600), you may find that the richer creative canvas and performance metrics justify the cost. For example, we routinely see CTRs for 300 x 600s, one of the larger format ad units that we … Read the...

Non-human traffic (NHT) from online robots, commonly referred to as “bots”, may be costing you more than you think. “Bot fraud has advertisers paying for ads served to robots, not people,” said Marc Pritchard, Procter & Gamble’s chief brand officer, during his keynote presentation at last month’s Association of National Advertisers (ANA) Media Leadership Conference. When you consider this comment was made by the top … Read the...