Attracting & Engaging Peeps to Your Next Show
1) Identify four primary areas where attendee engagement results in increased loyalty.
2) Discuss three new and evolving attraction strategies.
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Define engagement
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Pair Squared:Define engagement
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• Not happening!• Focus on maxing out engagement 30 days before
and after• More Engagement = More Buzz
365 Day Conference
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• More Show Planning• Attendee owns follow-up• Less interest in SWAG
Engagement: Buyer to Seller
Shift from Push to Pull
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• eCommunities• Informal Meet-ups• Informal Learning
Engagement: Attendee to Attendee
Extreme Networking
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• Dialogue vs. Monologue• Education vs. Information• Learning Extended
Engagement: Attendee to Content
Attendees Are Smarter
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• More personalized experiences
• Good Host - Connector• Recognition and caring
Engagement: Attendee to Organizer
Shift to Mass Customization
Three New Attraction Strategies
1. Hybrid & Virtual EventsFear: Virtual will cannibalize F2F event
• Vertical vs. Horizontal?• Educational & interactive vendors• Build your prospect list
1. Hybrid & Virtual Events
Extend your reach
1. Hybrid & Virtual Events
2. Conversational Marketing
• Listening• Helping• Serving• Sharing
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Angela Mairs’ Twitter Engagement Formula
70% - Resource sharing20% - Conversation and Co-creation10% - Self promotion
Schedule your tweets!
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3. Affiliate Marketing• Influencers• Tracking• Disclosure
