AMA Conference Chair Urges Event Marketers to Get More Strategic

RENEE DIIULIO, SENIOR EDITOR
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Chicago, IL – U.S. businesses spend $15 billion annually on proprietary corporate events and another $21 billion on trade show marketing, according to Ruth Stevens, president of eMarketing Strategy and author of Trade Show and Event Marketing. Stevens will chair the American Marketing Association’s Hot Topic Series on Strategic Event Marketing in Los Angeles (April 7th), Chicago (May 5th) and New York (Date TBD) and discuss why event marketers need to get more strategic.

Bob Burk, CTSM, marketing communications manager for King Industries, Inc., will discuss later in the day how he has successfully used second events to supplement and increase return from trade show marketing programs and sponsorships of annual meetings and conferences. He shares his technique of “venue piggybacking” and how he used strategic objectives to drive participation in a trade show and as a conference sponsor.

Stevens and Burk are just two of six sessions that will focus on event marketing value, strategy and measurement. Speakers will cover industry event applications, standard benchmarks, case studies and strategic approaches. The day will end with a question and answer panel and quick wrap-up.

Attendees will include marketing executives, event marketers, meeting and event planners, trade show and exhibition managers, agency account managers and other related professionals. Speakers feature some familiar faces —  Skip Cox, president of Exhibit Surveys, Inc., will discuss trends, benchmarks and measurement.

Reach Nicole Morris, Program Manager, American Marketing Association, at (312) 542-9075 or nmorris@ama.org; or visit www.marketingpower.com/htsem for locations, full program information, and registration.