Posts Under: Brian Cuthbert

'Move as Fast as You Can'; Event Experts Advise on Postponements, Outreach and Platforms

Whether you cancel or postpone an event should be "based on the information you have today. You have to look to your customers," said Alicia Evanko, executive vice president, Travel Group Global Events, Northstar Travel Group, during a webinar Thursday on Coronavirus and Your Events: How to Make Decisions that Protect Your Business and the Safety of Your Staff. (Members can watch the webinar or download a written transcript here.)   "For us our final decision to postpone our May event was customer feedback. You want to plan these things now. Because come the fall, everyone is moving their events. You want to get out ahead. Any event in May or June, it's a tough call... You have to consider who your audience is, how big your event is and if you want to keep it in the same calendar year. The sooner you get there the better."   Even in the couple days since that webinar, May events seem more fleeting. Evanko offered an example of an event that they wanted to m ...

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Google's New Algorithm, Certification, Using Personas Will Be Trending at BIMS

"But beyond that, you just have to constantly experiment—there is no way to know what works. Should you write long, or short, post on a Monday or a Tuesday, I do not know. I can't even work out how to game the algorithm and I work here. But I do know if you think you have got it, it will change almost instantly. You have to keep throwing stuff at the wall and see what sticks..."

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A New Event, Around Awards or an 'Isolated' Group, Can Be Just the Ticket

The theme for SIPA Annual 2019 is Make More Money and no session might symbolize that more than Launching a New Event and Reinvigorating Existing Ones with Brian Cuthbert, group vice president, Diversified Communications. "Learn tips on how to get started with generating revenue for an event, even when you don't have a separate department or resources dedicated to this endeavor."

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With Silos Down, a New 'Church and State' Is Starting to Form

"Publishing is, or should be, a quiet operation, and it was Fleischmann's talent to make it almost inaudible. From the first, he was convinced that the separation of the editorial and the business sides of the magazine had to be complete: no disingenuous management requests for editorial mention of an important advertiser's product, no publisher's protests against an article that might offend a prominent client—no pressures, overt or hidden."

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New Report Tells Most-Read Types of Emails and How to Take Advantage

Brian Cuthbert of Diversified Communications, who recently delivered a webinar for us on Aligning Editorial Strategy with Sales and Marketing, has his editors reach out to five cancelled members each month to ask "What can we do better?" and see if they will come back. "We've picked up 3% of cancelled members by doing this," he said.

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