In marketing, what goes around can come around...
Tabor spent more than a decade at the start of his professional career at some of Madison Avenue’s top television advertising agencies, where his responsibilities included account management and media planning. His clients were always in the top three for brand name recognition and SOM growth. Brands like Colgate, Clairol, Hanes Sheer Energy Pantyhose, Hertz Car Rental. On Madison Avenue he learned from the best in the business the art and science of TV commercials that tell a creative brand story with a research based USP (unique selling proposition). His accounts’ TV spots got noticed, got remembered, sold millions of dollars of consumer products and services, and consistently took SOM away from the competition. Tabor’s ad man hero was David Ogilvy. Still is.
Tabor took his electronic “story telling” skill set from the consumer package goods advertising world and transferred it to the B2B world of events and association meetings. Over the next two decades he substituted USP for Value Proposition and added database market segmentation, direct mail, web development and design, digital advertising, email marketing, SEO and PR. This expanded skill set helped Tabor lead consecutive years of successful event marketing campaigns that consistently grew attendance, sales, profits and margins at Reed Exhibitions for the National Hardware Show and National Manufacturing Week, and most recently Display Week, the leading annual international technical conference and exhibition for electronic displays and visual information technologies, presented by SID, the Society for Information Display.
Today, Tabor puts his B2B digital skills to work for SegMark Solutions, as VP of Integrated Digital Technologies and Data Services. Tabor consults with event and meeting organizers on innovative ways to grow their exhibitor and attendee universes and prospect databases in the new streaming and DOD (digital on demand) events and meeting environment. His guidance typically employ what SegMark President and Founder Joe Watson calls the “7 most effective B2B demand-generation strategies, platforms, mediums and tactics that matter most”, because SegMark’s data analytics show them to strongly influence brand awareness and web traffic, while having a positive growth impact on sales, registrations and profit for event and association meeting clients.
The seven marketing tools that matter most to event and meeting marketers are as follows:
i. Addressable, segmentable, maintainable databases (to grow your event or meeting grow your addressable database for competitive advantage)
ii. Digital platforms for exhibitor self-service self-promo orders and fulfillment (a game changer for expanding marketing reach)
iii. Website (marketer’s SEO target bullseye for inquiries and pre-reg)
iv. Email (the primary demand-gen medium and ‘tip of the marketing spear’)
v. Online ad design and development (mobile-friendly and interactive)
vi. Retargetingemails (for hot prospect reminders, upsells, cross-sells)
vii. Direct mail design, printing and mailing (for can’t miss impact, awareness and conversion)
SegMark has combined these seven learnings and more into the industry’s first Marketing Strategy Guide for Event & Meeting Stories That Sell. For more information Click Here.
Storytelling engages more, attracts more eyeballs, communicates more value, and increases time spent online with event and meeting content. The Guide is the industry’s first how-to learning tool designed to help event and meeting marketers develop data-driven strategies for relevant, interesting and value-based stories that sell live streaming and DOD events.