Building a Business Case for Going to SES London 2009

With six weeks to go before SES London 2009, it’s time to build a business case for going to the definitive event for UK and European marketers, corporate decision makers, webmasters and search engine marketing (SEM) specialists, including pay per click (PPC) advertisers and search engine optimization (SEO) consultants.

SES%20London%202008%20busy%20bees.jpg Yes, yes, I know there’s a recession on both sides of the pond. I read The Economist. (I loved the article in the print edition on December 30, 2008, which reminded us that Alfred Kahn, one of President Jimmy Carter’s economic advisers, was chided in 1978 for using the “R” word. So, Mr Kahn, in his next speech, replaced the offending word, saying, “We’re in danger of having the worst banana in 45 years.”)

So, how do you make the business case that you need to go to an SEM conference during the worst banana since 1978?

I would argue that it is penny wise and pound foolish to miss SES London 2009 just because we’re in a recession. In fact, it’s probably more important to go now than ever before.

So, what makes Search Engine Strategies London a not-to-be-missed industry event? And what makes it particularly important for people who have attended in the past to make a return visit this year?

First, SES London 2009 is the place where the search industry gathers to chart the year ahead. The pace of change in this industry hasn’t slowed down. This search industry keeps reinventing itself at an amazing pace and last year’s cutting-edge program already is dated in some areas. You can’t afford to be left behind.

Second, it’s where you can learn how to calculate the ROI of your search marketing efforts from top search experts. Now, I’m just one of the 48 conference speakers who will be making presentations at SES London 2009. And I plan to share some case studies of how optimized press releases generated:
• $200 million in B2B leads for Symmetricom’s chip-scale atomic clocks,
• More than $2.5 million in ticket sales for Southwest Airlines, and
• Almost 1.3 million searches for “florists” on

I’ll also explain how combining blog outreach with press release optimization generated:
• A record 450,000 unique visitors to The Christian Science Monitor in 24 hours,
• A record 88,000 entries into Parents magazine’s cover kid photo contest, and
• A record 1,100 attendees to the Wharton Economic Summit.

Now, I think I’m supposed to say, “Past performance is no indicator of future success.” And I should disclose that SES became a client about 14 months ago.

But check out the list of speakers who will be presenting at SES London 2009. I know most of them. I’ve heard many of them speak at previous Search Engine Strategies conferences. And I know they have similar success stories to tell.

If you want to hear more than 200 of their success stories from 2008, just go to SESConferenceExpo’s Channel on YouTube. Or watch the three SES London 2008 Roundup Reels below.

So, can your organization really afford to skip SES London 2009 just because there’s a recession? Missing a not-to-be-missed industry event would be penny wise and pound foolish. Skipping the event because you went last year would be “bananas.”

Now, you could simply cut your print magazine, print newspaper and other offline advertising budgets. But that isn’t going to grow your business online and it isn’t going to help you weather the storm any better than your competitors.

The only way you can do this is by learning the SEM strategies, PPC tactics and SEO tips that generate a measurable marketing ROI. And then you need to keep learning what’s coming next in the constantly evolving world of search, and how you can profit from those changes.

And where can you do that? You already know where I’m headed. You can learn all this by going to SES London 2009.

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