We should promote value over venue when developing a conference marketing plan.
We will position ourselves as experts with valuable resources and information to share with like-minded professionals, instead of positioning ourselves as tour guides. Through multi-media and strategic communication we will educate potential attendees on why they should attend.
Promoting the venue over the value of the conference is a cop-out. It’s not in the best interest of the association or members, and its definitely failing at your job because you are not talking about the value of the event. There has to be something more members can gain from attending your event other than visiting a great city.
So, what do you do?
For anyone who may disagree, we are not suggesting that you omit the conference location from all marketing pieces. Yes, please tell them where the conference is occurring and a few area attractions that may make their trip enjoyable.
We’re simply saying that the venue should not be promoted as the primary benefit for attending your event. Value first.
Tip:
- A picture is worth a thousand words. Use imagery that captures the value of the event, not just the venue’s most popular sites.
We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #15!
The Lone Marketer
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