The great resignation, coupled by increases in unsubscribes, have made it more difficult than ever to reach the inbox of potential attendees and conference participants. The events community can learn a lot from the B2C social landscape as we navigate the ins and outs of best practices and trends for moving fence-sitters to paying registrants. Top Five Trends in Social Influencing Influencer Marketing Hub, which specializes in producing content in the social media and influencer marketing … [Read more...]
2022 Conference Registration Pacing
Before March of 2020, pacing data was a useful tool for predicting final attendance and revenue. If you were pacing behind, you could make midcourse corrections. As we come out of the pandemic, we need a different playbook to drive attendance and earlier commitment. Use these five tips to develop a plan for optimizing registration for your major event in quarters 2, 3, and 4. Budget realistically. On average, associations are anticipating 2022 registration and revenue will be about 20 … [Read more...]
Do You Really Have Them at Hello? Rethinking Your First-Timer Strategy
One of my biggest pet peeves is the way some conferences approach first-time attendees. Being intentional and having a plan for how you welcome someone who is experiencing your conference for the first time is not only the right thing to do, it’s also a smart attendee acquisition strategy. It’s a pivotal time to onboard and help them make connections that will last throughout the conference, and, hopefully, throughout the years as they become repeat attendees. No One Should Eat Alone Take a … [Read more...]
If You Build It, Will Teams Come?
This is the second installment of a two-part blog on team learning. In the first, we looked at why it’s a smart conference strategy. In this post, we’ll explore how to design, promote and execute it for your next conference. Since our work culture is mostly team-based, it’s about time we reflected it in our conference design. Teams that learn together actually implement together! The fact that it’s also a smart attendee acquisition strategy is the cherry on top. Design for Team … [Read more...]
Leveraging Team Learning at Conferences
Traditionally teams from organizations attend a conference with a divide-and-conquer game plan, as they split up and attend as many different sessions as they can. The challenge with that strategy is that it’s very unlikely any real change will occur when the one team member who experienced the learning returns to work. Will they share what they’ve learned from a session? Or simply pass on a PowerPoint deck? What if you flipped that model and designed conferences that offered learning aimed … [Read more...]
Your Conference Needs a Hub To Entice Customers and Prospects
At a recent conference consultation with a client, a millennial made me think that I wasn’t keeping up with the times. We were discussing their marketing and communication strategies for their event. I voiced my strong opinion that conference organizers should embrace inbound marketing (pull) over traditional outbound marketing (push). I explained that a blog platform is worth considering as the home base or hub for the inbound strategy. Then she could use links in emails, newsletters and … [Read more...]
Your Conference Content Has Magnetic Pull
Content marketing has grown by leaps and bounds during the past five years. Unfortunately, too few event organizers fully embrace the long-tail, pull benefits of content marketing. Likewise, many conference professionals have no idea what embracing the long-tail, pull benefits of content marketing even means. It’s a foreign concept to them. Most marketing and communications teams agree that content marketing serves as the foundation to their conference marketing strategy. Still, very few … [Read more...]
Next Markets May Include Leveraging Opportunities Of Perennials
Frequently, when we think about next markets, we mention Next-Gen, Millennials or Gen-Z audiences. We immediately jump to the generations following or before ours. Or those that will have the largest working and buying power. One of the growing markets that is often overlooked is the Perennial Market—people of all ages, sometimes over 50 and sometimes in their 30s. Perennials are those that understand age is not a limiting factor and are living in the present. They stay current with the … [Read more...]
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