We should recognize that doing the same thing over and over again while expecting different results is foolish. We will not engage thinking that supports ineffective habits. We will transform our habits and works based on research, the audience’s needs, and our vision. We will test our efforts to ensure that we are putting energy into projects that produce quantitative results.
Look around, do you see companies using the same marketing tactics with the launch of every product? No, its different. Apple is a great example. Their marketing evolves with cultural shifts, but also with the product they are promoting. The marketing for an iPod, iPhone and Apple computers are completely different from each other, yet, each one captures the essence of what the product has to offer the target audience.
Your marketing must evolve. If you are doing it the same way every year, that is why you are seeing the drastic drops in attendance and retention rates. Yes, the economy has affected things, but your inability to adapt is the real reason why attendance and retention rates are dropping.
So, what can you do?
Tell a story through testimonials. A simple testimonial about how the content of the event affected an attendee’s work can add freshness to the marketing campaign. An interview with an attendee about what they took from the conference and how they implemented it in their work will go a long ways in promoting the value of your event and organization.
- Follow an individual (through a blog, Facebook page, Twitter, etc) while at the conference. And, then go “home” with them to show how they implemented the new information, tools and resources they picked up at the event.
We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #18!The Lone Marketer
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