05/24/2021

Associations Need Partners That Know What’s Coming Around the Corner

How to shift event marketing conversion rates to revenue

If you didn’t spend a lot of time thinking about supply chain management before the pandemic hit, you certainly do now. As we all know, delays in shipping products like microchips, backyard swing sets and even toilet paper have huge impacts on our quality of life, not to mention our finances.

That’s why Carol Miller is so passionate about her work at MHI, the premier material handling and logistics association in the United States. As MHI’s vice president of marketing and communications, Miller is responsible for getting the word out about all of the association’s offerings, including industry insights, educational opportunities and its industry-standard ProMat and MODEX trade shows. “Our mission as an association is to deliver member value every day,” said Miller. “So, everything that we do, all of our programming, goes through that prism of being the authoritative resource for the material handling industry.”

A 28-year veteran at MHI, Miller says that the association had long relied on Google Ads for its digital marketing needs. But four years ago, her team decided that it wanted to get more surgical in its tactics for reaching event attendees. “We wanted to do more with retargeting, lookalike modeling, email mapping and geo-fencing,” she explains, which is why they turned to the association digital marketing platform Feathr. “Feathr offered a digital platform that allowed MHI to improve our digital marketing efforts, and it specialized in that event space where we live.”

Please select this link to read the complete article from Associations Now.