2. Segment your storytelling.
The same stories don’t appeal to everyone, because not everyone cares about the same thing.
For example, in a campaign we built for The Association of Boarding Schools (TABS), we realized that the headmasters of boarding schools came to the conference for different reasons than the faculty and staff—so, we created a segmented email campaign.
We also segmented based on members who had never attended and members who had attended. This allowed us to help TABS tweak the messages in very specific ways.
We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #20!
The Lone Marketer
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