Event prep requires social listening, reaching out

02/16/2012 | BtoB Magazine

Proper preparation for event marketing efforts can increase the event's return on investment, writes Erin Biba. Find out who's going and take their temperature by communicating with them well in advance of the show. Use social media to discover the digital watering holes where attendees are discussing the event. Don't discount the power of incentives to attendees increasingly concerned about getting value from events, Biba writes.

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