SUMMARY: What we love about this Case Study is that Fairchild's marketer reused in-person seminar content over and over again in a variety of ways, such as:
Emailing links to PDFs of handouts in thank-you notes.
Chopping day-long seminar content into seven webinar events.
Posting archived webinars online.
Posting typed transcripts of the same online.
Plus, she tested a variety of ad campaigns to get seminar sign-ups (including magazine tip-ins) and then re-used the leads generated to send multiple invites.
Last, but not least, she measured conversion rates of the percent of visitors who registered when they visited the landing page (for which...