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EWI Worldwide

EWI Worldwide Grows Events Division with Hiring of David DiPuma

Posted byKatie
We're pleased to share that we've hired David DiPuma as Creative Producer and Event Manager in our Events Division. DiPuma will be responsible for developing the creative strategy and integrated approach to clients’ event experience while helping them achieve overall program objectives.

Prior to joining EWI Worldwide, DiPuma ran his own consulting and marketing agency, where he provided business and event marketing strategies and event production for a variety of well-known corporations, including CIBA Vision, Habitat for Humanity, Hands on Network, Novartis, Points of Light Institute, Spanx, the College Board and Wal-Mart. DiPuma is also an accomplished speaker and session facilitator at meeting industry conferences and meetings nationwide, involved in the Georgia Chapter of Meeting Planners International (GAMPI) and is the recipient of multiple awards for his contribution and expertise in the meetings and events industry.

DiPuma will be based in Atlanta, Ga.

Please just us in extending him a warm welcome!
 
 

Event Marketing Summit: Embracing the Revolution

Posted byKatie
Next week, we'll be joining hundreds of industry peers at the Event Marketing Summit in Chicago.

We're excited about this event for a number of reasons - to learn about the latest in the industry, talk about trends, benchmarking in the industry and more - and one of the topics we're most interested in is how technology is changing the industry and the way that we approach live events.

We hope you can join us at the Tuesday 8 a.m. keynote, "Disruption at the door: Change is on the way." Scott Schenker, VP-Global Events from SAP will be presenting how digital and social media are causing a fundamental shift in events - and though it hasn't affected the industry full-force, the change is in motion.

We'd love to hear your thoughts on this POV - and will blog about what was shared after the keynote. We'll also be live-Tweeting throughout the summit, so please follow us at www.twitter.com/yourstoryalive.

 
 

The Importance of Brand Consistency

Posted byKatie



























It's important to be consistent. Seems simple, but sometimes brands and campaigns can be led astray by lackluster metrics or feedback.

This morning, I read an (older but good) article from Jeff Perkins of Autotrader, who wrote "Patience with campaigns is a brand virtue."

One of my favorite quotes from the article:"In this age of media overload, consumers are exposed to more than 3 million ads every day. It's as if we are surrounded by a virtual Times Square every minute of every day. How can any brand expect to break through the clutter if they're constantly changing their message?"

What I learned from it:
- Take the time to develop campaigns in a well-formed foundation. Research, strategize and test.
- It can take years for some campaigns to hit their stride; there are some campaigns that have been around for years but still resonate. I personally think of Coca-Cola's Polar Bears every winter.
- Tweaking is okay - but don't stray the course. Evolving may be necessary to stay current, but make sure the underpinnings of your campaigns don't get sacrificed as well.

Check out the article on BtoB online, here.

 
 

The Super Bowl Commercials are Back

Posted byKatie
 I may not be the biggest football fan, but I love the Super Bowl's commercials every year - and it appears that I'm not alone.

According to a recent story in Ad Age, 25% of the total Super Bowl Web chatter is about the ads, not the game.  For fans like me, this spells good news, especially now when advertisers are leaking their ads to generate even more buzz before the big day.  It also seems like a great way for companies to expand existing campaigns across multiple channels - especially when they start to involve social media or other live events.

My personal favorite so far is Honda's "Matthew's Day Off"... can't wait to see what else is in store on Sunday!
 
 

Nitto Tire USA Optimizes the Press Experience at SEMA

Posted byKatie



























Nitto Tire U.S.A. Inc., a leading developer of performance tires for enthusiasts, has worked with EWI Worldwide to create a custom Nitto® Digital Passport Program to assist press during 2011 SEMA Show and make their visit to the booth relaxed and informative.  Knowing that the week at SEMA is filled with numerous meetings leaving editors short on time, the program was intended to make editor engagement with Nitto Tire even better.

Press interested in visiting Nitto Tire while at SEMA were asked to pre-register online at the Nitto website.  Once registered, a personalized QR code, containing the individual’s contact information, was emailed to them pre-show or could be printed on-site. Then, once press arrived at the show, they were encouraged to use one of 13 interactive tire displays, each showcasing one of Nitto Tire’s products, to browse product information, specs and programs. As they explored, the QR Code captured their experience and automatically provided—at the end of that day—a follow-up email containing detailed information about each of those products and programs.  This email also gave Nitto an opportunity to cross-promote its social media channels, such as its Nitto® Tire Fan Drive Sweepstakes, a unique opportunity that will allow Facebook fans of Nitto® Tire to design a custom vehicle that could be given away as the grand prize.

See picture above for an example of what visitors received.

The program, which debuted this week at the Las Vegas Convention Center, is open to anybody attending the show. Here’s a link to Nitto Tire’s press release containing more details.

 
 

Can AR get you to buy print again?

Posted byEli
 lets see
Tags:
 
 

As The Season of Madness Returns

Posted byHilary
More thoughts on the relevancy of Twitter. http://adage.com/brightcove/lineup.php?lineup=18982295001&title=33827706001 Go Peggy, Go Peggy!
 
 

Ten Things I've Learned During My Time Among The Twitterrati

Posted byMatt

Two months ago, I launched my Twitter account (@hubbtweet) and jumped into the social media mosh pit to find out what I might learn about this much-hyped medium, and myself.  Hoping that my Midwest stick-to-it-ivness would overcome my Midwest skepticism, I opened my mind and went at it with a workman-like dedication that would make my father proud. 

 

286 tweets, 133 followers and a lot of blocked spam later, I was surprised to learn that I'm officially hooked (for the record, I've just made this admission...my wife told me this seven weeks ago). Here are 10 things I've learned during my time among the twitterrati:

 

1.  Social media is not a strategy, it's a vehicle. Content is still king, and those people and brands with a compelling story to tell will prevail. Now that online has finally caught up to live in its ability to create meaningful community through emotional and authentic interactions, the trick is going to be integrating the two vehicles to drive sustained momentum.

 

2. Social media is driving a return to local brands. Twitter is tailor made for Main Street retailers who can let "brand me" shine 140 characters at a time, and then pay it off through authentic in-store interactions.  These retailers are supported by aggressive DDA's and other local advocates that love to promote their favorite mom and pops.  Some of my favorite examples are @houseofchants, @slowsbbq, @iluvferndale, @positivecities, @buymichigannow and @filmmichigan.

 

3. Large brands are struggling to figure out what to do with it.  This natural strategy for the little guy is a challenge for large brands searching for their true voice on Twitter and other social media.  Those that do it better than others are using live communications to drive content.  But overall, I've been disappointed that some of my favorite niche brands haven't made it work yet.  Some of the better examples I've seen are @fordfiesta and @michelob.

 

4.  The same rules apply to online relationships as offline relationships.  Sorry guys, it's true.  Social media relationships must be mutually beneficial and the more you give, the more you get. The best rule of thumb I've seen: 70% of tweets should be sharing useful content of interest to your community, 20% should be talking about what you are doing, and 10% should be promotion if you're tied to a company. Some of my favorite relationship-building tweeters in the event world are @ready2spark, @psalinger and @msstallings.

 

5.  Quality over quantity is better.  In my opinion, mass-tweeters like Guy Kawasaki, Pete Cashmore and Scott Stratten do such a good job that there isn't any more room for that approach.  But there is plenty of room for thought leaders who share their wit and observations in more measured and often unexpected ways.  Some that always seem to inspire me are @mgobe, @jeremygutsche, @bluefireinc, @richard_florida and @love_branding.

 

6.  Twitter is an amazing aggregator of news. For those of us on the verge of information overload, nothing beats getting snippets of the most relevant news as it hits the wire.  From the mainstream to the obscure, it's all here on Twitter. And for those in PR, so are the reporters. Some of my favorite media and media personalities are @fastcompany, @shanghaidaily, @eventmarketer, @patcaputo98, @smithmag.

 

7. Twitter works to promote music and television content.  From previews of that new album release to learning and tweeting about new episodes of your favorite show, Twitter works to build community around traditional media content.  I'm even following a crazy dude fighting for survival alone in the Canadian Yukon (he's kind of depressing, actually)!  I've had fun following @noreservations, @wilcohq, @natgeoadventure and @aloneinthewild.

 

8. Events need to do a better job sharing buzz-worthy content in real time.  I'm not sure if event producers haven't embraced social media, or if they're afraid that people might not pay to show up if they can feel the pulse online, but events are dropping the ball in using Twitter to promote what's happening.  There is huge demand here and event managers that figure out how to tap into this will have a major success on their hands.  Sorry, no examples worth sharing.

 

9.  Fundraising can work online.  I know, I know...the big benefactors that all charities covet are still working to embrace the touch tone phone, let alone social media.  But tomorrow's charitable community is online and ripe for the picking! Every non-profit should be using Twitter as a tool to promote its events and connect with their community. A few good examples of those doing it right are @gleaners and @endstigma.

 

10. Twitter is a great tool to drive traffic to your blog.  OK, I'll resist the cheesy "if you're wondering if billboards work, it just did" example...but...you are reading my blog, so...Bloggers UNITE and embrace the mountaintop that is Twitter!

 

That's all for now.  I'd love it if you would share your feedback and connect with me online via Twitter or LinkedIn.  I'll report back from the front in a few more months.  Out.

 
 

Looking for Something to Read?

Posted byAngela
Just passing along an article from Exhibitor Magazine about their recommended 2009 Summer Reading List for brand marketers.  I've only read a few on the list, but one of my favorites is "Made to Stick". It's a good, fast read that focuses on the message, no matter the medium. Any other suggestions out there?
 
 

Healthcare Exhibitors Get Back to Basics at HCEA 09

Posted byMatt
Just returned from HCEA 09 in Tampa FLA, where marketers were engaged in a three-day discussion about the future of healthcare exhibiting. 
 
Feeling the pinch of a distressed economy, increasingly restrictive PhRMA and AdvaMed Codes, and a confusing matrix of state laws, weary marketers (and their busy legal departments) are turning to their most important constituents for answers: the healthcare professionals that attend the conventions.
 
With new qualitative research in hand (and a promise to do more research in the coming year), the industry pondered its future with no promotional giveaways and fewer attendees finding their way into the exhibit hall.  Some of the more interesting discussion threads...
 
...docs are overwhelmed with exhibit halls and suggest redesigning the experience around therapeutic areas, wishing the experience was more like shopping in a department store.  Exhibitors and associations are struggling with the implications, including fractured brand strategies, higher costs and less real estate for the associations to sell.  Exhibit size maximums could result...
 
...docs want interactive, hands-on experiences in booth and meaningful content delivered by the Key Opinion Leaders they trust.  Not sales reps.  Associations and exhibitors will need to work together to accomplish this, as many associations ban clinical experts from presenting on the exhibit hall floor...
 
...the internet will continue to put pressure on convention attendance as it becomes more challenging to provide relevant content for an increasingly wired attendee base.  Interestingly, there was a real openness to embracing social media within integrated campaigns... 
 
...early returns show the ban on promotional giveaways has had an impact on attendance.  HOWEVER, while attendance is down, the quality of conversations and number of meaningful leads is up. Associations talked a lot about getting creative to provide other "giveaway-like" opportunities.  Major exhibitors seem to be done fighting it, and have moved on to figuring out what's next.
 
My take on all of this is simple: a good crisis is a terrible thing to waste.  Circumstances have provided a wonderful opportunity for the industry to get back to basics and refocus on live communications that provide real value to attendees.  Listening to your customers is the perfect place to begin, and I'll bet a new, more successful model emerges by the time HCEA rolls into New Orleans next year.
 
 
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About YSA

A place where creative folks and clients, account people and strategists gather to discuss Live Communications and its singular ability to create deeper, more meaningful relationships between

customers and brands. 

 

So pull up your keyboard and raise a few questions, share some ideas, provide a little inspiration.  Oh, yeah... and get comfortable.  After all, it's your place.

 

Developed by the creatives of EWI Worldwide, www.ewiworldwide.com.


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