August 01, 2000
Article

Campaign Review: Net Market Makers by “Invite Only”

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Ah the irresistible lure of exclusivity! Jupiter’s Net
Market Makers, a portal for people who lead B-to-B vertical
marketplace sites, used to sell tickets to their regular
events to just anyone with a couple of thousand bucks to
spare. But you can't just whip out your Amex to register
for their latest event, “First Mover Advantage.” You
have to “apply” to get invited to buy a ticket. Esther
Dyson used similar tactics a decade ago to build her
“private” PC industry affairs into the must-go shows.
These are definitely tactics that you could apply to other
B2B marketing challenges, such as getting industry leaders
to show up to your party at a trade show or to opt-in for
your site’s newsletter. This campaign’s a winner!

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