In this episode of Marketing Magnified, host Mary Jo and content strategist Janice Dombrowski from Stream Creative dive into how brands can transform their event and trade show efforts into powerful, ongoing marketing momentum. They discuss how pre-event and on-site surveys reveal valuable audience insights that can shape personalized email campaigns, blog recaps, FAQs, and thought leadership content.
Janice shares how AI and SEO algorithms reward original data and expert insights, turning post-event data into industry reports and white papers that build trust and authority. Together, they emphasize the value of nurturing post-event connections, maintaining communication beyond the event (what Mary Jo calls “the fifth quarter”), and keeping audiences engaged through timely, relevant, and creative storytelling — even tapping into cultural moments to extend brand reach.
- The importance of pre-event surveys for audience understanding
- Using voice of customer insights gathered at trade shows
- Strategies for personalized follow-up content and email nurturing
- Developing thought leadership content from event data
- Creating industry reports, white papers, and blog recaps post-event
- How to nurture leads and maintain engagement after events
- Using AI and SEO-friendly content strategies with original data
- Examples of successful event campaigns, including Experience Inbound
- The concept of the “fifth quarter” — sustaining event momentum
- Incorporating seasonal relevance and newsjacking for extended visibility (e.g., Savannah Bananas & Taylor Swift example)
