Nicole Bowman is Vice President of Marketing & Communications at International Association of Exhibitions and Events.

We at Feathr are excited for this month's Expo! Expo! in New Orleans. Expo! Expo! is IAEE's biggest annual event, and one of the premier shows for the exhibitions and events industry. IAEE has been a Feathr customer for three years, and not only have we watched Expo! Expo! grow, we've learned what a dedicated and talented event marketing leader Nicole is. So, fresh on the heels of our 3-year case study with IAEE, we decided to have a conversation with her about her job, her experiences, and her philosophy.

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Marketing a rebranded event is an enormous challenge. But it was a challenge ASIS International's Jessie Wolfe was up to with gusto. Her secret weapon? Feathr, of course. As sophomore Feathr users, Jessie and her team were able to utilize some of the platform's more advanced (and very valuable) features to ensure the success of the newly branded Global Security Exchange (GSX), to the tune of 33x+ ROI and nearly 1300 additional registrations! Read past the jump to learn how.

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Over the past three years, more than 1500 associations and events have used Feathr’s products to do better digital marketing, grow event attendance, and boost overall membership.

And while we’re thrilled with the results we’ve created so far, we know that there is so much more that we can do. In fact, our mission is to make comprehensive event and association marketing effortless.

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If you're new to targeted advertising and marketing automation, here's an important quick read for you. It's about the basics of segmentation. Think of segmentation like planting a garden. Even though all plants need water, some plants like a lot of sun and some prefer shade. Just like you must choose where to plant your garden before you start watering it, you should arrange your website visitors by their interests before you begin advertising to them. Still with me? Great. Let's get to the segments.

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Feathr is known for boosting event attendance using digital marketing tools, most specifically our remarketing technology. While attendee acquisition is Feathr's most common use case, remarketing can be used to drive traffic to any page, and that opens up a world of possibilities for your events. Today we'll talk about another powerful use case we're often asked about: how to use remarketing for lead generation. 

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