Award Date

8-2009

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Tyra Hilliard, Chair

Number of Pages

59

Abstract

The purpose of this professional paper, a case study, is to determine the benefits of using digital/social media as an additional audience-marketing tool in promoting and increasing registration for business-to-business (B2B) corporate in-person events. This case study researches the state of the B2B publishing/media industry, and the media company, Reed Business Information (RBI) is the focus of this study. This paper will address RBI's business need to invest in additional revenue streams, and the potential of applying researched marketing tools that could help to promote and drive registration for events. The impact of applying digital/social media, as a marketing tool, on an October, 2009 RBI event is analyzed over a 4-week period, prior to the event, to determine whether the integration of these marketing tools will increase awareness and registration. The findings from this case study will show that the use of digital/social media can increase registration, but will also reveal that these marketing tools are not being used to their full capacity. A proposal will be executed for future integration and use of digital/social media for events.

Keywords

Industrial marketing; Reed Business Information; Social media; Special events – Marketing

Disciplines

Hospitality Administration and Management | Marketing | Technology and Innovation

Language

English


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