Your conference is lacking! Yes, it lacks the connective tissue to support it participants’ true business objectives for attending your event. Yes, it lacks the connective tissue of an obvious framework for the current and future needs of its stakeholders. Connective tissue is a material that supports the vital organs of your body. It provides scaffolding that binds and surrounds other tissues and parts of the body. It connects organs and forms the walls of blood vessels. The Body’s Use … [Read more...]
Impotent Conferences Are Powerless To Influence Forward Movement
Imagine a radio station that played adult contemporary, classical, country, dance, electronic, golden oldies, heavy metal, news, pop, R&B, rock, southern gospel and talk alternating between each. What if this commercial radio station tried to appeal to everyone’s musical taste as well as news and talk radio? How successful would it be? It wouldn’t work, you say. We chuckle at that thought that this type of radio station would succeed. No one would even listen to this … [Read more...]
Your Conference Planning Really Is Brain Surgery
You’ve heard the saying, “Come on, this is not brain surgery.” It means that something is really simple to do. We use it to encourage people to stop whining and do the obvious. Planning the right conference programming for the right target audience is profoundly simple. If you have a vision and focus. And it can lead to major attendee brain changes, almost like brain surgery. Why The Right Programming Leads To Brain Surgery…Sort Of When a conference’s programming actually clicks with an … [Read more...]
Measuring What Matters To Your Conference
If the only conference numbers you care about are attendance, exhibitors, revenue and profits, you will never be able to understand why those numbers fluctuate. You’re only guessing and planning conference programming through a shot-gun approach if you don’t get serious about measurement. It’s time to stop relying on your gut. Or your volunteer conference planning committee. It’s time to measure what matters to improve your conference. Data Counting Versus Measurement You probably … [Read more...]
Using Empathy Mapping To Create Conference Target Market Personas
We could all use a little more empathy…and a little less yelling! And your organization could definitely cultivate more empathetic team members who help plan and design your conference and education offerings. Why We Need More Empathy For Our Stakeholders Empathy is walking in another person’s shoes and understanding life through their eyes. It is trying to experience and feel what they are feeling. When we experience empathy, we are known to increase our helping behaviors. It’s … [Read more...]
Do You Have Inbred Conference Marketing?
Sure, it is much easier to use association-owned media from your magazines, newsletters, website, blogs and discussion lists to promote your conference. But using only your own lists creates inbred conference marketing. So who are you missing with that marketing? Four Steps To Move Beyond Inbred Marketing How do you find the 20 something that just entered your industry and has no idea you exist? What about the 55 year old that recently switched careers and has never been involved in an … [Read more...]
Seriously, Your Conference Marketing Is Not About You!
It’s not about you! Seriously, I really mean it; it’s not about you! There is not a more accurate line about marketing your conference than that! No One Cares About You It’s not about you. It’s not about your organization. It’s not about your speakers and your sponsors. It’s not about what unique partnerships you’ve created. It’s not about how your conference is different from your competitors’ event. It’s not about your brand. Frankly, no one cares! Effective conference … [Read more...]
Your Conference Needs To Go On An Education Session Diet
Your conference attendees and prospects are less satisfied with an extensive list of education offerings than a narrow one. Too much information overwhelms them. And they walk away without any action. Ultimately, confused customers don’t buy anything. The Paradox Of Choice Yes, it’s true that when given a choice between a small and large assortment, customers state that they prefer a large variety. (Chernev,2003; Iyengar & Lepper, 2000). Ironically, when they chose something from … [Read more...]