Last month, I had the privilege of joining the Attendee Acquisition Roundtable (AAR) for the first time. Organized by Lippman Connects, the day-long event was an enlightening congregation of event industry leaders. I was truly impressed by the inclusive and vibrant atmosphere which facilitated seamless knowledge transfer.
I was humbled to be talking to a very senior group of attendee acquisition experts about layering in a more data driven strategy and some of the tools and tricks that accompany that shift in strategy. However, the whole experience was take-away dominant, as the idea and experience sharing was on overdrive.
One of the key takeaways that reverberated throughout the day was the understanding that we are not alone in our struggles. Getting late registrations and conversions seem to be a universal challenge in the event industry. As frustrating as it could be, it was satisfying to hear varying strategies and solutions to this common problem.
I was particularly intrigued by the concept of 'Bleisure travel' - the convergence of business and leisure travel. The trend underscored a shift in the mindset of the modern traveler who now seeks a balance between work and leisure. As event professionals, it's crucial that we factor in this blending of motivations when planning and marketing events.
Joe Federbush of Evolio Marketing has been following this trend extensively and highlighted the jump he's seeing in younger event goers jumping on this trend. Below is one of the super nuggets of info he shared:
An interesting point of discussion was the potential profitability of increasing registration fees, especially towards the end of the campaign cycle. Of course, such strategies should be implemented carefully, respecting the values and expectations of our delegates.
The talented team from mdg, a leading marketing firm in the event's industry - emphasized the growing intolerance for friction. The quick-paced digital age has conditioned people to expect quick and easy access to valuable content. This is a timely reminder in our quest to streamline our processes and reduce friction wherever possible. Below is a taste of the key insights they shared with the group:
Another great tip from the mdg team was the shift towards vertical video content. The popularization of video platforms like TikTok has altered video consumption AND how paid platforms are scoring video formats for things like ads. As event marketers, it's vital to keep up with such trends to continue connecting effectively with our audiences, and ensuring the longevity of the value of your content.
Finally, we discussed the emerging AI-enabled tools designed to supercharge our data efforts. The integration of AI into our toolbox has not only increased efficiency but also has opened up new opportunities for in-depth analysis and strategic insights. The good news is that it has never been easier to get started with AI.
Overall, the Attendee Acquisition Roundtable was an discussion packed event and fun format for knowledge exchange, collaboration, and networking. The engaging interactions with fellow industry leaders left me inspired and eager for our next meeting.
This event was a testament to the dynamic energy and potential of the events industry. As we continue to partner with Lippman Connects, we look forward to sharing and learning from these vibrant discussions. Don't miss out on our journey. Remember to follow our LinkedIn company page and subscribe to our newsletter here: https://www.bearanalytics.com/newsletter to stay updated with the latest in the industry. See you in February 2024!
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