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Grow Your Events: Event Marketing Dos and Don’ts

Posted by Kim Paugh, CAE on May 4, 2016 12:00:00 PM

events_arrow.jpgDo you have an event you would like to grow? You spend so much time getting a great location, awesome speakers and the perfect content; make sure your target audience knows why they should attend. Review this checklist of dos and don’ts before you send out your event marketing to ensure you have a solid value proposition to compel your members to attend.


  1. Don’t list the facts first. If you put out a compelling message attendees will find the schedule, location and registration details. Lead with “why,” not the “how, what and where.”
  2. Make assumptions. Use surveys, focus groups and volunteers to make sure the messaging is right for your audience.
  3. Be generic. Have a specific and compelling value proposition and back it up with facts.


  1. Identify relevant business problems your conference will solve. Know what challenges your members are facing and show them how your conference content will help them solve these challenges.
  2. Make it personal. Attendees are also looking to develop personally in areas including career advancement, health, happiness and work-life balance.
  3. Tell them who will be there and be specific. Understand who your attendees want to connect with and highlight where and how they will be able to do it. Can they connect with peers? CEOs? Vendors? Do they want to build friendships, business contacts or learn from others?
  4. Highlight other value-adds. Point out that great location, fun events, technology add-ons and customization of the experience.
  5. Use pictures and graphics. Photos are worth a thousand words and an infographic would be a cool way to show who attends the conference.

Expand your knowledge base, enhance your organization and develop your professional network at ISAE’s Annual Convention. Mark your calendar for July 18–20, 2016 and visit the Annual Convention Website for details.

Register for ISAE's 2016 Annual Convention

Topics: Meetings, Association, Event Planning, Associations, events

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