Still, Teuscher said, she wouldn't market an event without a direct mail piece since she sees a “significant” lift in signups when postal mailings go out. Double mailings—a postcard reminder in addition to the traditional conference brochure—tend to work best, she said.
“When the mailing hits, you see the registrations start to jump by double-digit percentages,” Teuscher said. “In our market, we've found we really need that physical touch. The ability to see something and read more about it.”
Teuscher recently tested an unusual conference brochure—an oversize, 12-page offering that folded in half down to an 8 ½-by-11 mailing. “It was an expensive piece, but it gave it weight and importance.”
Going forward, Teuscher said she is exploring the option of purchasing a banner ad on R&D Magazine's Web site. “People could click through and see what events are running in the future. It would really help boost brand awareness.” M