Success by Association - July/August 2017 - 14

eventmarketing

Growing Event
Attendance Through
Content: Very Useful
for Associations
Scott Oser

A

ssociations are content machines, which means
opportunities abound for associations to use articles,
videos, images, social media, and more to generate
buzz in their face-to-face events. Here are several
useful ideas for putting content to work.

It is also very effective to have your speakers provide you with
a sneak peek of their presentation. They can give potential
attendees a few tips either on paper or by video that will give
them just enough to make them want to register to get the
rest.

What is up with the title? It is a bit odd isn't it? The reason
is because this article will suggest a number of tactics your
association can use to create content that will drive more
attendance to your events. Use ... useful. Get it? If not, it is not
important. What is important is that delivering content to your
association's audience is a great way to generate interest and
attendance at your meetings.

Use Your Exhibitors and Sponsors

You can use a number of sources for content, as follows:

Use Your Editors
The people who write your association's publications and
e-newsletters are regularly developing content that is
appropriate for your audience. Since your goal is to show
readers how attractive your event is, you will request content
that is tied to the topics that will be addressed at the event.
Your editors have content on a lot of different topics, so it is
important that you are clear and concise as to what type of
articles, pictures, and so forth that you're looking for.
Editors can also highlight topics that will be covered at
events at the end of articles on those topics. It can be very
effective to say "Don't miss Jill Smith talking on this topic at
our upcoming event" at the end of an article that potential
attendees are reading.

Use Your Speakers
You, or your conference education committee, have selected
these individuals because of their ability to provide content
that your target audience will find of interest. It is understood
that they will come to the meeting to speak, but many
speakers also have written articles, books, blogs, and more
on those same topics of interest. Ask your speakers if they
can share that information with you to demonstrate their
expertise to individuals who should be interested in attending
the conference.
14

success || july/august 2017

Exhibitors and sponsors have a vested interest in your event's
success. The more targeted customers that attend, the
higher the chances are that sales will be strong. Exhibitors
and sponsors also have a lot of knowledge that they want
to share. They work in the industry every day, and, although
their primary focus is on their products and services, most
companies realize the importance of understanding current
trends in their product category as well as industry best
practices.
Trends and best practices are of interest to potential
attendees, so it is very useful to have exhibitors and sponsors
share their knowledge in advance of an event. This sharing can
be done via video, social media, the web, and more. The key
is to get the information out there so attendees realize that if
they don't go to your meeting they will miss out on talking to
companies that can help them.

Use Your Vocal Members
We all know that many members have a lot to say. Why not
use that to your advantage? Reach out to and search for
members that are blogging, speaking, or writing articles on
topics that will be covered at your event. You can ask the
member authors to mention that the topic will be covered
at your meeting. Or, since some could be reluctant to do
that, you can act as curator and gather member-generated
content, using it to demonstrate how important the topic is to
the industry and that it will be covered during your upcoming
conference.

Use Publicly Available Material
Find other content that talks about speakers or topics being
covered. Many of the prior suggestions involve getting busy
people to help you out. Unfortunately, they aren't always able



Table of Contents for the Digital Edition of Success by Association - July/August 2017

President’s Message
Event Calendar
Four Ways Managers Can Help Improve Employee Performance
Attract Millennials to Your Meeting
Address These Employee Needs for Maximum Retention
Seven Ways to Improve Panel Presentations
Growing Event Attendance Through Content: Very Useful for Associations
Thank You to our Annual Meeting Sponsors
Creating a Pocket of Excellence When Surrounded by Mediocrity
Get the Message
Member Updates
5 Reasons to Consider Live Streaming Your Next Event
Strategies for Effective Business Networking for Young Professionals
Young Leader Profile
Buyers’ Guide
Advertiser Showcase
Advertiser Index
Executive Director’s Message
Success by Association - July/August 2017 - intro
Success by Association - July/August 2017 - cover1
Success by Association - July/August 2017 - cover2
Success by Association - July/August 2017 - 3
Success by Association - July/August 2017 - President’s Message
Success by Association - July/August 2017 - Event Calendar
Success by Association - July/August 2017 - 6
Success by Association - July/August 2017 - Four Ways Managers Can Help Improve Employee Performance
Success by Association - July/August 2017 - Attract Millennials to Your Meeting
Success by Association - July/August 2017 - 9
Success by Association - July/August 2017 - 10
Success by Association - July/August 2017 - Address These Employee Needs for Maximum Retention
Success by Association - July/August 2017 - Seven Ways to Improve Panel Presentations
Success by Association - July/August 2017 - 13
Success by Association - July/August 2017 - Growing Event Attendance Through Content: Very Useful for Associations
Success by Association - July/August 2017 - 15
Success by Association - July/August 2017 - Thank You to our Annual Meeting Sponsors
Success by Association - July/August 2017 - 17
Success by Association - July/August 2017 - Creating a Pocket of Excellence When Surrounded by Mediocrity
Success by Association - July/August 2017 - 19
Success by Association - July/August 2017 - Get the Message
Success by Association - July/August 2017 - 21
Success by Association - July/August 2017 - Member Updates
Success by Association - July/August 2017 - 5 Reasons to Consider Live Streaming Your Next Event
Success by Association - July/August 2017 - Strategies for Effective Business Networking for Young Professionals
Success by Association - July/August 2017 - 25
Success by Association - July/August 2017 - Young Leader Profile
Success by Association - July/August 2017 - Buyers’ Guide
Success by Association - July/August 2017 - Advertiser Showcase
Success by Association - July/August 2017 - Advertiser Index
Success by Association - July/August 2017 - Executive Director’s Message
Success by Association - July/August 2017 - cover3
Success by Association - July/August 2017 - cover4
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