Creating a Onesheet? Read This First

If you want a great promotional "leave-behind" for those sales calls, networking meetings, and promotional events, then you want a onesheet. Even if you've never created one for yourself before, you've probably seen plenty of them in your everyday business dealings. These handy one-page print pieces (also referred to as one sheets, one-sheets or one-pagers) can market both yourself and your brand at a glance by showing off your company colors and logo, talking about how people benefit from what you do, and including a bio spotlight for yourself or any member of your team. 

But just as a professional-quality onesheet makes the impression you want to make, a sub-par onesheet can shoot you in the foot -- especially if it gets passed around from one cringing viewer to the next. Yes, there is such a thing as bad publicity! So, how do you produce the kind of onesheet that grabs attention and gets results? First, take heed of these important tips.

Decide on the Scope of Your Onesheet

A onesheet can vary widely in the scope of its messaging. You might want a comprehensive document that devotes one side of the page to your brand's UVP and includes a detailed professional biography or "About Me" statement on the reverse side. This kind of onesheet makes a useful all-round introduction piece. Or you might only need to promote one specific product, service, or event, in which case you can probably get away with a single-sided sheet. I generally recommend the double-sided approach wherever it makes sense, if only because once that sheet gets placed face-down, it just looks like a blank piece of paper not worth flipping over. Oops! But whichever format you choose, don't try to shove a manifesto down your audience's throat. A successfully-written onesheet includes enough empty space to maximize readability and give the images a chance to shine.

Make It All Flow

An experienced graphic designer can create an intuitive visual architecture for your onesheet -- one that leads the eye naturally from one key point or element to the next. But at the same, time you need to make sure your written content does the same. The most natural progression of ideas in most marketing pieces involves three sections: (1) a pain or empathy statement that expresses your target audience's need, (2) a solution statement where you describe how you can help, and (3) a call to action that urges the reader to respond. On the bio side of your onesheet, you might start with an arresting introductory statement and then backtrack to give a brief history of your work. Along the way, sprinkle in your motivations for doing what you do. Finally, invite your reader to connect with you and learn more.

Go Out Strong

With any luck, your onesheet's beautiful design and compelling content have hooked your audience from the top left of Side 1 to the bottom right of Side 2. At this point, the worst mistake you can make is to go out with a whimper instead of a bang. Always add a call to action, whether you want the reader to contact you, place an order, visit your website or whatever. Include your contact information in the footer on both sides, just in case your readers either forget to flip the page or feel ready to act after reading only Side 1. Better yet, use your onesheet as a giant coupon delivery device. Build a barcode or tear-away section that the reader can use to redeem some extra perk or discount.

If you want a onesheet that will deliver your message and sell your products or services, you may want to leave both the content writing and the graphic design to the professionals instead of laboring over them yourself. I've written content for countless onesheets over the years, and I can hook you up with a brilliant graphic designer if you don't have one already. Contact me to learn more and get started!

What Is Your Business Doing This Summer -- and How Are You Marketing It?

Officially, we greet the first day of summer on June 21st, although here in Texas the summer heat arrives long before summer itself. We've already seen Cinco de Mayo come and go, and Memorial day will be here soon enough. When you're already out in the sun grilling and partying, you're pretty much doing summer, right? And we'll get a glut of other bg events coming up. There's Mother's Day, Memorial Day (if we're letting May sneak into the summer schedule), Flag day, Father's Day, Juneteenth day,  Independence Day, Labor Day....even such "niche" holidays as National Hot Dog Day, National Mountain Climbing Day, and National Watermelon Day. 

What summer holidays pertain to your business, what are you doing to draw customers on those days, and what marketing measures have you taken to let us know? Here are some ways to get your target audience's attention.

Festive videos - TV commercials have traditionally advertised summer sales and events, but they generally require elaborate planning, production, and editing. If you want to show the world what you're up to this summer, you'll find it quicker, cheaper, and easier to hit YouTube and other video channels with short, exciting, funny, compelling clips. You might already have some footage left over from previous summer promotions that you can cobble together in support of a high-energy scripted voiceover. You can also run some sort of video submission contest related to your upcoming summer spectacular, with creative fans sending in their own video essays or examples of fun in the sun. A lucky winner gets a prize -- and you get free promotional content!

Article-based promotions - Do you send out periodic email blasts and/or newsletters? Do you keep your business top of mind on the internet through regular blog posts? Now's the perfect time to plant announcements about your huge summer sale, fundraiser, or public gathering in the form of short but sweet articles. The articles can focus on the promotion itself, or they can be skilfully written to incorporate that information as tidbits within larger topics. If you blog frequently, you can touch on the subject multiple times without necessarily jamming the promotion down your target market's throat -- especially if the larger subject of the article deals with some other issue that naturally segues into your exciting news.

Direct mail - Don't let today's digital world cause you to ignore good old direct mail. There are always some folks who will respond better to a tangible ad, coupon, or announcement in their mailbox. The right combination of high-voltage written content, vivid graphics, and an offer they can't refuse will help ensure a big turnout or big sales figures. Better yet, targeted distribution techniques such as EDDM (Every Door Direct Mail) can help you send exactly the right pieces to exactly the right neighborhoods.

I've only scratched the surface of the many ways you can market your summer activities. There's still time to get the word out, of course, but your window of opportunity is narrowing. If you need help creating the right marketing content to make your summer sizzle, contact me and let's turn up the heat!

4 Subjects for Your Summertime Marketing Content

This June 21st will mark the official first day of summer, even if those of us in Texas feel like the hot weather always gets here quite a bit earlier. Unless you sell snowshoes or winter coats for a living, you'll most likely run your business at full tilt during the summer months. Have you thought about how the season might influence your marketing content and strategies? If not, take a look at four subject areas you can mine for more powerful, effective, and relevant content marketing this summer.

1. Summer Fun

What does your target audience do for fun in the summer? Many folks like to jump in the car and head for the nearest beach, fishing hole, or lake. Others prefer to hit the hike-and-bike trails, get in as much golf as humanly possible, or cheer for their local baseball team. Still others prefer to hide from the sun and lose themselves in summer movies or reading. Think about the activities your customers and prospective customers tend to gravitate toward. Do you provide products or services that might either enhance that experience or possibly even make that experience possible for them? If so, drive those points home in your upcoming blog articles, direct mail postcards, sales letters, and other summertime marketing content.

2. Summer Fitness

Summer fun and summer fitness tend to go hand in hand. People want to get the most out of their vacation time, which often means preparing themselves physically for their favorite athletic pursuits. Summertime is also beach time, a thought that sends many individuals to the gym for some quick toning up, or to the local boutique for a more flattering bathing suit. But fitness involves more than just flexing muscles and fitting into bikinis -- it also requires people to think about their sleep quality, nutritional intake, stress levels, and many more essential factors. If your business caters to any of these needs and concerns, add the appropriate seasonal spin to your marketing content.

3. Summer Events

Summer hosts a wealth of events that many of your clients may observe and enjoy, starting with the summer solstice on the first day of the season. As we turn the calendar page from June to July, your Canadian customers will celebrate Canada Day. Here in the States, July 4th obviously means Independence Day, accompanied by all the holiday's traditional sales, outdoor spectaculars, and other income-generating activities. Then there's National Bikini Day (back to the bikinis again!) on 7/5, National Hot Dog Day on 7/20, National Watermelon Day on 8/3, National Left-Hander's Day on 8/13.... Well, you get the idea. Build little marketing campaigns around the events and holidays most likely to resonate with your target market. Since many potential buyers may not even know about some of the more obscure days on the summer calendar, you'll want to spotlight those days in your emails, blog articles, and social media posts.

4. Summer Heat

I already mentioned the summer heat. Some people hate it, others live for it, but everybody responds to it somehow. Sweltering summer temperatures affect everything from household climate control systems and meal choices to water consumption habits, skin protection strategies, and concerns about senior, child, and pet safety. Think about all the potential industries that may serve these needs, including your own. Everybody's talking about the heat anyway, so why not turn the conversation back toward your business? Create content about the various ways you can help your audience endure the heat more safely, comfortably, and/or efficiently, and you'll get all the attention (and business) you can handle until the mercury finally starts to drop.

Smart summertime marketing strategies can definitely help your business get a head start on a more profitable fall and winter. But do you have time to generate the content needed to make these strategies work? You do if you engage the services of a skilled, reliable marketing copywriter. Contact me today so we can cook up the right web, blog, and print marketing content to make your summertime business sizzle!

Taking Center Stage: Marketing Content for Events and Festivals

After two years of COVID-based cancellations, San Antonio's Fiesta finally returned in full force at the end of March, concluding on April 10th. This festival, which typically draws some 2.5 million attendees, featured over 100 events all over town, from cook-offs and band battles to parades. But of course San Antonio isn't the only metropolis that celebrates its identity and culture through major festivals. Austin has South by Southwest, Albuquerque has its International Balloon Fiesta, and you may have heard about a little shindig called Mardi Gras in New Orleans. A ton of business changes hands during these mega-events, with countless brands getting a welcome boost to their visibility. So how can your own organization get in on the act and grab a slice of all that action? Here are a few routes you can take, along with specific types of marketing content to help you claim the spotlight.

Creating Your Own Event

If you want to generate some serious interest in your company, you don't have to wait for the next big local or regional event -- you can simply create your own. This project might prove as simple as hosting a wine tasting, networking event, business seminar, or some other get-together that combines business with pleasure. Since you can't rely on the kind of public awareness that the big events enjoy, you'll need to generate as much advance word as you can. That means creating and distributing at least one press release announcing your upcoming event, along with direct mail marketing pieces to send to your current client and prospect lists. You'll also want to blog about this exciting development and post updates to your social media channels so your online followers will get fired up and mark their calendars.

Participating in an Existing Event

If hosting your own event isn't feasible, why not participate in someone else's? You might rent booth space at one of the enormously popular local festivals, or you might simply get together with a few other businesses and put together a collective expo of sorts. This approach allows you to share at least some of the promotional burden with these other organizations. You may even piggy-back on another small business's event in return for shouldering some of the costs. Make sure you've put together plenty of print marketing pieces such as brochures and onesheets to hand out at the door. Don't forget to order plenty of branded swag bags and promotional products to accompany those print pieces. Asl your print shop to equip you with branded standup banners, tabletop displays, and other oversized marketing pieces to draw visitors to your booth or table.

Building Event-Related Marketing Campaigns

Okay, so you've decided that you can't get directly involved in this festival or that event. There's nothing stopping you from tying your marketing efforts to that festival or event through imaginative leaps and compelling content. You see this approach all the time in seasonal marketing efforts, with various businesses leveraging Halloween, Valentine's Day, Independence Day, and other big days on the calendar to promote sales. Why not use your local big event for the same purpose? When excitement's already in the air, you want to ride that breeze! Think about how major holidays or seasonal changes might inspire unusual marketing campaigns that nevertheless make perfect sense for your brand. Then promote your event-related sale or public awareness campaign through a combination of blog posts, videos, social media comments, direct mail, and email notices. It sounds like a lot of work, but you can always hire a professional copywriter to produce a lot of that content for you. So contact me, and let's make the big splash your business needs!

3 Smart Ways to Stay Visible Over the Holidays

We've all been here before. As Thanksgiving approaches, everyone's thoughts turn to road trips, elaborate meal preparation, and figuring out how to divide TV privileges between the football fans and the dog-show aficionados. Then Black Friday hits, followed by Cyber Monday, followed by another wave of chaos in December. Even if your business profits from seasonal holiday shopping, it can easily get lost in the shuffle. So what can you do to market your brand more effectively and stay more visible until the holiday madness settles down? Consider the following three strategies.

Host Your Own Virtual Holiday Party

Entrepreneurs are constantly looking for networking opportunities where they can get to know each other and possibly forge new collaborative and referral relationships. However, if you rely on other organizations to provide such events for you, you allow yourself to blend into the blur of bodies as just another guest with a pack of business cards. To complicate matters further, the COVID-19 pandemic has made large gatherings in hard-to-manage conditions a bad idea. So why not provide an alternative in the form of your own Zoom-based holiday party? As the host, you and your brand naturally grab the spotlight, helping to ensure that every guest pays at least some attention to you. The Zoom environment may also make it easier for guests to enjoy conversations without shouting over each other.

Make Holiday Messages a Part of Your Marketing Routine

Do you want your clients and customers to think of you during the holidays? Can you think of some long-silent clients and prospects you'd like to reconnect with? This time of year offers the perfect opportunity to do so by making use of the time-honored tradition of holiday messages. Send out those thank-you-for-being-a-customer cards and emails, or simply convey your best wishes for the holiday. Better yet, include a special offer or promotional gift to keep recipients engaged or spur them to rekindle their relationships with you.

Produce Holiday-Themed Social Media

If everybody's going to be scouring the Internet for holiday-related stuff as they do every year, why not upload some content for them to find in their searches? Think about how your products and services intersect with whatever special needs or challenges your target market might face during this holiday season. Create blog articles, video clips, Tweets, and other social media content that addresses those issues while gently pointing back toward your company as a possible solution. Launch an online contest of some sort, perhaps involving videos or written testimonials submitted by your audience. Get people interacting on your social media platforms, and they'll stay on those platforms as long as you keep feeding them content that matters to them.

Do your own holiday plans limit your ability to focus on holiday-themed marketing content? That's okay, because many freelance copywriters (including Yours Truly) maintain full-time operations all year round. So contact me, and let's work together to keep your business humming along this holiday season!

Take a "Back to School" Approach to Your Marketing Strategies

Normally, this time of year is dominated by the mad rush to get back to school, from parents buying up cartfuls of school supplies to kids reacquainting themselves with an early-morning wakeup time. This August obviously feels a little different, but education will resume in one form or another. Maybe it's time you also took yourself back to school, in the sense of re-examining your marketing strategies and techniques -- or maybe you need to educate your target market on certain aspects of your business. Here are some suggestions to help you get your third quarter off to its usual bustling start.

Adjust Your Content for Changing Attitudes

Your current and prospective buyers have gone through a lot in the past year. What shifts in your target market's spending habits, needs, fears, concerns, and goals might require you to alter the tone or direction of your marketing content? You can't necessarily keep charging forward with your usual message as if nothing has changed. Give serious thought to creating fresh blog posts that directly address your target market's current mindset. Add content to your website that answers specific questions about your ongoing availability and services.

Update Yourself on the Latest Technologies

Have you allowed your marketing technologies to fall behind the times? Especially over the past several months, individuals are embracing social media and other interactive platforms more deeply than ever -- and you can reach them through these avenues. For instance, have you thought about incorporating Zoom into your marketing arsenal? You can use this video conferencing platform for marketing pitches, webinars, and other presentations that promote your products, services, and brand. You can even record those presentations and then figure out ways to repurpose the content for blog posts and other marketing pieces.

Take Another Look at Networking

Speaking of online platforms, business networking has taken to the Web in a big way lately. Weekly or monthly networking meetings that once met in person have shifted to a safer online-only environment -- and these networkers are still passing referrals and generating income for each other. Better yet, these (frequently Zoom-based) meetings don't have to limit themselves to one physical location, meaning that business owners and representatives can hob-nob with each other from anywhere. If you've avoided networking activities because you simply couldn't tear yourself away from your desk, guess what? You can now promote your business and learn about other business to your heart's content without leaving your computer.

Mark the return of the school year (more or less) by turning your business focus toward some timely marketing self-education. After all, you can always profit from learning!

Networking and Content Marketing: A Profitable Combination

If you're reading this post, then you already have some understanding of content marketing, whether you realize it or not. The creation of regular content relevant to your audience's interests has become a major element in any modern marketing plan. But old-fashioned person-to-person networking isn't going away by any means. Nearly 100 percent of study participants still regard face-to-face meetings as critical to business relationship development, with some 90 percent of them preferring small groups for their hobnobbing efforts. Even in the age of digital social media, platforms such as Meetup.com have created a mashup of online and offline interaction for business and personal relationship building. What's the essential bridge between these two forms of marketing? You guessed it -- it's the intelligent use of high-quality copywriting. Let's look at some of the ways your written content serves your networking efforts and vice-versa.

Marketing "Leave-Behinds" That Keep You From Getting Left Behind

Networking encounters are notorious for making minimal impact unless they're properly cultivated. You might come from from any given event with a stack of business cards that made sense at the time you collected them -- but not a few days later, when they all go into the circular file. Rest assured (?) that most of the cards you handed out await a similar fate. Even in a one-to-one meeting, the wealth of information you obtain from a new connection may fade from your brain more quickly than you would expect. But what if you're holding an eye-catching onesheet or brochure chock full of exciting content? Now you have a quick, handy, compelling reminder of that connection's value. Make sure your own printed "leave-behinds" make this kind of impression.

A Ready-for Prime-Time Web Presence

How do you handle that questions inevitably asked at networking events: "Do you have a website?" If you don't, you've got some explaining to do. If you do, you may feel more like apologizing for it than sending people to it. Is your web content up to date? Does it represent your current brand image, values and vision? Are your most important products and services given the proper promotion? Seriously, don't even put that next big networking event on your calendar until you've gotten these very big ducks in a row. Interested connections will most likely check out your site before they follow up with you -- not only to learn more about what you've told them, but also to get a sense of your legitimacy and professionalism. Don't let your virtual storefront let them down.

Keeping in Touch Through Content Marketing

If you've been in sales for any length of time (and let's face it, we're all in sales), then you know that it takes a minimum of seven "touches" to take a connection from initial awareness to an actual purchase. This degree of thoroughness can wear you out if you try to accomplish it entirely through old-fashioned calls -- but modern content marketing practices make it a breeze. You can create a drip email campaign, for instance, that sends out specific marketing mini-articles, special offers, and other enticements based on your connections' current positions in you sales funnel. You can also keep populating your blog (and therefore your website) with fresh, useful news, tips, and trending information as a means of turning your first-time visitors into regular guests.

Make no mistake, networking does work -- but only if you support it with effective content marketing strategies. Hire a freelance copywriter to help you generate that content, and you'll find that your getting greater value out of every in-person connection you make!

How to Get What You Want From a Freelance Copywriter

So you've decided to hire a professional writer to help you with your marketing content. It's a no-brainer, right? Assuming you've taken the right steps to make sure you've got the right person, you're guaranteed to get whiz-bang copy that makes exactly the statement you wanted to make in exactly the way you wanted to make it. From this point forward, you can set yourself on cruise control and let the writer write. Right?

Well, not quite. No matter how much of the creative burden you offload to the writer, you still have an important task -- communicating what you need and want to your creative team. If your writer (or graphic artist, or web designer, et cetera) receives wrong or incomplete information about your mission statement, corporate values, target market or other things that make your business tick, you'll get marketing content that misses the mark. Effective communication with your writer will help ensure strong, effective copy just as effective communication with an architect helps ensure that your home ends up with the right number of bathrooms. "Hey, the house looks great now that it's built. By the way, did I mention we're a family of twelve?" Oops.

Some items you want to make sure you discuss with your writer include:

Priorities. Writers love background information, so by all means, pile it on. But at some point before the writing starts, make sure you've highlighted the talking points nearest and dearest to you. (A competent writer should ask you this right off the bat, but feel free to volunteer it.) What are the most important things your audience needs to come away with after viewing your marketing content? What must they do? How must they feel? What things about your business set you apart from your competitors? Once you've discussed these things with your writer, you can then throw an avalanche of white papers, web links or other data on his/her shoulders while resting assured that the big points will get the most "ink" in the final product.

Creative scope. Putting your writer on too long or short a creative leash will put a noose around your chances for getting the right final product. If you tell the writer, "You're the creative guy. Just come up with something," be prepared not to like what happens. The writing you get may sparkle and represent a high professional standard, but it may also cover the wrong topic or emphasize the wrong message. On the other hand, if you're mapping out every little point and sub-point down to individual phrases, you're really writing the piece yourself and using the writer as an editor. That's okay if it's the arrangement that you and the writer agreed on. But if you're paying somebody to create content and then spoon-feeding every word to them, then you're wasting time and money.

Direction. Many business owners and marketing directors bring on a new writer when they intend to make a drastic change in the direction of their marketing -- but what if you just want to continue what you've already started? That's great too. Like a session musician sitting in for a regular band member, a skilled writer can mimic a wide range of tones and styles, even while the presence of a new player adds a little jolt of fresh energy to the proceedings. Just make it very clear to the writer that it ain't broke so you don't want it fixed. Not a problem. 

Talk to your freelance writer, and you'll get writing that speaks to your customers. And that's the most important communication of all.

Marketing Content for Events: Do You Know What You Need?

Here in Central Texas, events abound at this time of year. Over the next several months, Austin will be bustling with such notable public gatherings as SXSW, the Pecan Street Festival and Eeyore's Birthday, while San Antonio hosts Fiesta San Antonio and a variety of other very visible celebrations. These events all represent opportunities for getting your brand out there and promoting your products and services. But do you have the necessary marketing content to take full advantage of the gold mine that lies before you? Let's run through some of the different marketing pieces you'll want to add to your to-do list.

Blog articles - If you want to catch prospective attendees' attention well ahead of the event in question, why not post some blog articles that specifically reference that event in the context of what you offer? Make sure they know that you'll have a presence at the event, and invite them to visit your booth and chat with you.

Direct mail - "We'll Be at [Such-and-So Event]!" screams the header on those direct mail postcards filling your prospective customers' mailboxes. Better yet, you're including a special coupon or discount that they can claim if they come visit your booth or table. Make it a sufficiently mouth-watering deal, and they'll be there.

Brochures or catalogs - Once you've got people coming to see you at a given event, you'd better have a proper "leave-behind" to hand them. A well-written brochure could be all you need to help you stand out inside that swag bag. If you really want to offer comprehensive information to your event visitors, take the time to craft (or update) a full-color catalog featuring professional content describing your company's history, mission, values, and full range of offerings.

Promotional videos - Will you be occupying a table or booth at an event such as SXSW Interactive?If so, you may find it hard to get attendee's attention amidst the sprawl of noise, banners, and sign-up tables. That's when you need to set up a giant-sized monitor displaying an exciting, funny, startling, or dramatic promotional video. But keep in mind that a video isn't just as series of images -- it's a structured presentation built on a rock-solid script that tells your story.

You see where I'm going with this. It's time to plan your event marketing strategies and tactics across multiple channels. Contact me today so you can get the top-quality print, blog, or video writing you need to turn yourself into the biggest event of them all!

On With the Show: Content Marketing for Events

If your organization is hosting or co-hosting a big event such as a conference, trade show, networking event or fundraising gala, you may be biting your nails over whether you're going to get the hoped-for turnout. Even if you do enjoy a full house, how can you capitalize on that healthy attendance by keeping those attendees focused on what's going on -- and then keeping them interested in your ongoing endeavors long after the show's over? That's where appropriate, targeted, varied marketing content can come to your rescue. Let's look at some of the different strategies you can employ during the entire "life cycle" of your event.

Before the Event

Online invitation and notification platforms such as EventBrite and Constant Contact make it easier than ever to blast your event invitations to your target crowd, ascertain the responses and get a semi-reliable head count for the event. But as visually attractive and easy to use as these platforms are, you still have to sell the event itself. Take the time to craft a compelling message that you know will grab the attention and boost the pulse of your invitee. You may even want to create a small website or blog entirely devoted to event information and updates.

Don't forget the power of print while you're getting the word out online. Print marketing may be less cost effective than email marketing, but some people who never check their email will always take delight in receiving a colorful invitation letter or postcard -- just as others who routinely toss all junk mail will never neglect an email from a trusted organization that relates to their interests. A two-fisted digital-plus-analog approach will ensure that you get everybody's attention.

During the Event

Some events are relatively streamlined, uncomplicated affairs, while others are massive undertakings that break out across multiple sessions, rooms or even buildings. The sheer glut of possibilities in these larger events can seriously overwhelm or confuse guests to the point that they don't where they're supposed to be, when they're supposed to be there or what they're supposed to be paying focused on. Here's where a combination of strategically-placed marketing content, helpful banners and handheld materials such as programs or catalogs can come in handy.

Most people these days are inseparable from their mobile devices, and your attendees will likely be no exception. That's why you want to keep blogging, tweeting and using whatever other social media your organization uses throughout the event, encouraging guests to join in the online conversation. You can even make use of real-time polling programs as an interactive feature of your panels and presentations as one more means of promoting audience engagement.

After the Event

Your event may be over, but your marketing journey with the attendees has (hopefully) just begun. As guests leave, present them with goodie bags containing your organization's promotional trinkets, discount offers, brochures and other marketing materials -- including an invitation to your next big event.

After your attendees have returned to their respective homes and/or offices, it's time to follow up. Checking in on them can be as innocent as sending a thoughtful thank-you note, postcard or email. You're also perfectly justified in sending out comment cards asking for the attendees' opinions on how you can make your next event even better. From there, you can start emailing them special offers, new updates and helpful little articles from time to time -- just make sure you include an opt-out link.

From initial invitations to post-event communications, the right marketing content can lead to a better experience for your attendees and more worthwhile results for your organization. Mix your methods, provide the right content for the each phase of the event and stay in touch with your target market -- and you'll have something to show for the big show you're putting on!