• Be patient and realistic.  While a writer will make every attempt to place a story, it is very hard to get a firm guarantee that the story will run; so be prepared that it could be a year before a story appears, or in unusual circumstances, that the story doesn't run. Some editors prefer roundup and trend stories, so don't be surprised if you are part of a story and not the whole story.
  
  
• The trip should have one or more specific story angles.  The more you custom tailor to the individual writers' needs, the better story you will get.
  
  
• Ask for a letter of assignment from the assigning publication.  However, be advised that not all publications will provide this.
  
  
• Unless you're inviting trade press, don't mix travel writers with travel agents.  They have very different needs.
  
  
• Remember that good freelance writers make their money by selling their stories, so it is always in their interest to come away with a good article.
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• Bonus Tip: To get the best results, build in plenty of free time for writers to explore their own story needs.  Or design a selection of itineraries to choose from.  The more you customize a trip to the writers' needs, the better results you'll have!

Event Success - Allison Saget
 
Allison Saget
Event Marketing Consultant

Saget is president of her own event marketing consulting firm and author of The Event Marketing Handbook: Beyond Logistics & Planning. 

Part II; read Part I here.

Q: What should you know to ensure a successful event?
A well-run event is an investment in the future.  It never, ever stands alone, but is an integral part of the overall marketing strategy: public relations, advertising, direct marketing, telemarketing, online communications, research, and most importantly, personal selling. 

Be prepared that something will go wrong; it always does.  Be thorough and think through the "what ifs." Never say, "shoulda, coulda, woulda."  

• logistics
• strong content
• creative.     

Q: What should you consider when planning or attending an event?
Timing is everything: Match the event schedule with the overall marketing plan so they are timed with product releases, customer announcements, or research releases.

• Review the specific sales initiatives and business objectives (I always look for the hook-Why are we doing this and who is interested?)  Then, determine how the event dates will impact sales.  
•  Create a master schedule and match the event to the quarter so you know where the activity falls in the sales cycle. For instance, events held the last few days of the quarter are tough because the sales department may be trying to close deals.  
•  Use events to accelerate closing business.  If you know the sales pipeline and you use account-based marketing and your prospect is based in Chicago, and so is the next industry conference, think about how you could leverage the opportunity.