eNews
MicroScience Scientific Conference and Exhibition, UK
www.microscience2006.org.uk
Project:
Hosted by The Royal Microscopical Society, MicroScience is Europe's largest microscopy event. Project was to develop newsletter to drive attendance at the MicroScience Conference and Exhibition in London.
Process:
New corporate identity used to develop electronic newsletter format, MicroFocus. Pan-European and US mailing lists totalling approx. 16,000 names acquired and emailed over a period of 9 months with 20 issues of MicroFocus. Content evolved from general background information to exhibitor-specific content. All copy and images originated by NetDyaLog.
Key observations:
- Readership averaged 35%.
- Each issue of the newsletter generated increased traffic at the MicroScience website
- MicroScience website went from zero to over 500,000 hits per month, with acceleration from 50,000 hits per month achieved over final 3-month period.
- Record attendances on each day of the show.
Conclusions
Newsletter readership could be linked directly to increased website activity and led to record attendance on each of the three days of the show.