It doesn’t have to be, of course. The problem is that event organizers don’t always put the programming they will offer attendees at the top of their earliest to-do lists.
The challenge of successful attendance marketing seems to grow more serious all the time. If you’re one of the many event organizers who are concerned, you’ve been diving into all the blog posts and articles popping up about applying data analysis to attendee marketing and starting to feel your way around the concept of using machine learning.
Of course, none of these new ideas will work if you don’t have something compelling to market.
Here’s the conundrum: Two forces in conference content creation are colliding with one another; most of us already know this, even if we don’t act on it; and it’s possible only the swiftest and smartest among us will survive.
First, we know that the traditional slate of conference sessions, each with its own set of panelists and a clicker to manage their slides, does not get it. There are new ways to engage attendees, new formats, new ways to deliver information – and many of us are responding to that.
Second, we know people do not need to go to an event to get topical information any more. There are plenty of channels to get much of the content the slowest-changing organizers among us are still trying to peddle to their potential attendees.
And if you don’t believe me, just Google a handful of the speakers at your next conference and see if you can’t find most of what they’re going to tell your attendees already available from them somewhere online.
That is not to say your attendees don’t want content and to hear from live human speakers. But what they want – and what they’ll pay for – is cutting-edge insight that they can’t get anywhere else but your event.
Where do you find that scintillating only-available-at-your-conference content?
I’ll be back.
Michael Hart is an event consultant and conference content professional. He can be reached at email@example.com, @michaelgenehart or 323-441-9654.No Fields Found.