Attracting & Engaging Peeps to Your Next Show

1) Identify four primary areas where attendee engagement results in increased loyalty.

2) Discuss three new and evolving attraction strategies.

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Define engagement

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Pair Squared:Define engagement

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• Not happening!• Focus on maxing out engagement 30 days before

and after• More Engagement = More Buzz

365 Day Conference

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• More Show Planning• Attendee owns follow-up• Less interest in SWAG

Engagement: Buyer to Seller

Shift from Push to Pull

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• eCommunities• Informal Meet-ups• Informal Learning

Engagement: Attendee to Attendee

Extreme Networking

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• Dialogue vs. Monologue• Education vs. Information• Learning Extended

Engagement: Attendee to Content

Attendees Are Smarter

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• More personalized experiences

• Good Host - Connector• Recognition and caring

Engagement: Attendee to Organizer

Shift to Mass Customization

Three New Attraction Strategies

1. Hybrid & Virtual EventsFear: Virtual will cannibalize F2F event

• Vertical vs. Horizontal?• Educational & interactive vendors• Build your prospect list

1. Hybrid & Virtual Events

Extend your reach

1. Hybrid & Virtual Events

2. Conversational Marketing

• Listening• Helping• Serving• Sharing

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Angela Mairs’ Twitter Engagement Formula

70% - Resource sharing20% - Conversation and Co-creation10% - Self promotion

Schedule your tweets!

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3. Affiliate Marketing• Influencers• Tracking• Disclosure