Meeting Planning Innovation

There's no time like the present to get under the hood, look around and run some "diagnostics" on your event marketing plan. Here's a basic 3-Point Tune-Up to make sure your event marketing plan is road ready:

1. Know Thy Market
Change is accelerating at a rapid pace these days. The critical issues your attendees were tackling just a few years ago may look quite different from what's top-of-mind today. How closely are you monitoring these changes? Can you spot emerging trends for key demographic segments?

If there's a trade show component to your event, how satisfied are your exhibitors with outcomes from last year's show? Thanks to social media, your attendees are much more vocal about the help they're looking for today. Identify online venues where they congregate and start listening. Continue to survey your loyal followers at various points during the year (not just immediately after your event) to collect additional insight.
 
2. Beef Up Your Value Message
Not too long ago, we scanned dozens of event websites, from small to large, from niche to expansive, multi-category events. We focused our attention on how event organizers were communicating value. While there were some good value messages, others were rather generic. If you've studied your market, you can make sure your message is powerful and in perfect alignment with the critical needs of those in it.

Also, create a one-page value statement (bulleted) to help attendees sell the conference internally. Often, budget decisions are made by others who are less familiar with your event.
 
3. Create a Share-Friendly Environment
Research tells us that people believe about 10% of what you say about yourself, but nearly 90% of what others say about you. Make sure you're providing easy ways for your raving fans to spread the word about your conference to colleagues. Cvent's advanced email marketing tool will help you make the most of viral marketing to increase attendance.