Unlike the storied chicken or egg scenario, successful association conferences hinge on strategic marketing. Meaning, strategic marketing comes first and it’s not just about organizing a great event; it’s about ensuring the right people know about it and are compelled to attend.
Now, recognizing this as true is one thing, knowing how to market your association conference is quite another.
Our goal here is to present some key marketing tips that should boost attendance and engagement for your association’s conference.
Understand Your Audience
To clarify, understanding your audience goes beyond identifying it. There’s no room for a vague conception or shadowy figment of who you need to connect with in order to make your association conference a resounding success.
So, how do you go from general to granular?
It’s actually quite simple…
Identify Key Segments
Segment your audience into categories like members, non-members, industry professionals, and potential sponsors. Each group will respond differently to marketing efforts, so it’s important to craft targeted messages for each.
Past Attendees vs. New Attendees
When marketing to those who have attended your conference before, focus on their positive past experiences. Highlight new additions, such as updated sessions, different keynote speakers, or exclusive networking opportunities. Returning attendees already see value in your event, so your marketing can lean more on what’s new or improved rather than convincing them of the event’s overall value.
For those who have never attended, the approach should be different. Emphasize the core benefits of attending, such as learning from industry experts, networking opportunities, and the overall value they will gain from participating. Building credibility and trust is essential for first-time attendees, so including testimonials, detailed agendas, and early-bird discounts may be more effective with this group.
In either case, we recommend reflecting on the last conference you were invited to. Did you feel like the hosting association recognized your role and was able to isolate solid reasons for you to attend? If so, copy them! (Kidding, but do consider them inspiration for your marketing outreach).
If not, consider what would have worked in getting your attention or, more importantly, motivating you to register. Ask yourself, what was missing, and then make every effort to craft messages that hit the mark for each targeted segment.
More on that…
Create Personas
Create detailed personas that address the unique pain points, interests, and goals of each audience segment. Tailoring your marketing content ensures that your messaging will resonate with your audience and drive them to register.
ICYMI, we recently published a blog post that is basically a manual for how to do this: Channel the Power of Registration Data to Create Effective Event Attendee Personas for Better Events. You’re welcome!
Data-Driven Decisions
You know that knowledge is power, so use it to your advantage! Leverage association member data, event analytics, and feedback from previous conferences to guide your marketing decisions. Using data-driven insights helps ensure you are focusing on strategies that yield the highest return.
Leverage Your Association’s Strengths
Established Network
Your association’s reputation and credibility are some of your most valuable assets. Leverage these strengths to build trust with your target audience, encouraging them to view your conference the unmissable event it is.
Member Testimonials
Incorporate testimonials from previous attendees to showcase the benefits of attending. Personal success stories build authenticity and trust, motivating potential attendees to register. Again, draw from personal experience. Don’t you review products and services before making a purchase or signing up? Association conferences are no different.
Highlight Industry Expertise
Promote keynotes and sessions that will feature leading experts and cutting-edge trends. This helps position your event as the go-to source for industry knowledge.
Build a Multi-Channel Marketing Strategy
Email Campaigns
Don’t knock email. This channel remains a powerful tool for driving registrations. Develop targeted campaigns that cater to different segments, such as early-bird discounts, last-minute offers, and exclusive content.
Social Media Engagement
Engage your audience by posting speaker announcements, countdowns, and teaser content. Utilize social platforms like LinkedIn and Facebook to expand your reach and encourage interaction.
Paid Ads & Retargeting
Invest in paid ads on platforms like LinkedIn, Facebook, and industry-specific websites. Retargeting ads can re-engage people who visited your website but didn’t register, increasing conversion rates.
Website Optimization
Ensure your conference landing page is optimized for conversions. Make sure key details—like session highlights, registration options, and speaker information—are easy to find and clearly laid out. Remember, your potential attendees do not want to go on a wild goose chase for the information they need. Don’t make them work. Lay everything out clearly and ensure your content is accessible for all.
Do yourself a favor and bookmark this blog post as your ultimate crib sheet when you’re ready to build your multi-channel marketing strategy: The 5 Most Effective Marketing Channels for Promoting Your Event: Insights from Recent Research
Create Compelling Content
Sure, it’s a cliche but right or wrong, cliches exist for a reason: content is king. Has been for quite a while now and doesn’t look ready to abdicate the throne anytime soon. The following gems are the types of content you need to integrate into your marketing strategy.
Speaker Highlights & Interviews
Give your audience a preview of what’s to come by promoting interviews with keynote speakers and industry experts. Highlighting speaker insights helps build excitement and trust.
Sneak Peeks & Previews
Offer exclusive content—such as previews of session topics, workshops, or conference materials—to spark interest and encourage early registration.
Video Content
Create short, impactful promo videos showcasing past events or highlighting what’s new at this year’s conference. Video is a highly engaging medium that can increase sharing and reach.
Incentivize Early Registration
Who doesn’t love a good incentive? We all need a little extra motivation to make a decision and the right promo deal can push on-the-fence attendees right over into registrants. The following are tried-and-true strategies that are hard for most people to pass up:
Exclusive Discounts
Offer special early-bird pricing to create urgency. Tiered pricing models, where the price increases closer to the event, encourage attendees to register sooner.
Loyalty Programs
Present interested attendees with perks like VIP seating or access to exclusive networking opportunities for returning attendees. These incentives reward loyalty and encourage repeat registrations.
Group Registration Packages
Encourage group sign-ups by offering discounted rates for companies or member groups. This can lead to higher overall attendance.
Conquer Cart Abandonment
Cart abandonment can be a major obstacle when encouraging early registration. To overcome this, consider sending automated reminder emails to potential attendees who leave the registration process unfinished. Clear, compelling messaging that emphasizes urgency or scarcity (e.g., “Seats are filling fast!”) can also be effective in encouraging potential attendees to reclaim their carts and complete their registration.
Partner with Sponsors & Industry Influencers
We all get by with a little help from our friends, right? So, work your network and lean into those in the know. It’s easier than you think. We’re confident any one — or some combination — of these opportunities will move the needle and amplify attendance at your next conference.
Sponsor Promotions
Collaborate with sponsors for joint marketing campaigns. By sharing resources, you can tap into new audiences and expand your reach.
Influencer Partnerships
Engage with industry influencers to promote your event. Their endorsements can lend credibility and increase interest, particularly among niche audiences.
Cross-Promotions
Consider partnering with other associations or industry-related organizations for cross-promotion. This can help extend your marketing reach and bring in new attendees from related fields.
Engage Members as Brand Ambassadors
It’s not what you know, it’s who you know, right? Cast a keen eye on your association members and see who might help you advance your association’s goals in a more immediate (read: lucrative) way.
Member Referrals
Turn your members into ambassadors by offering referral incentives. Word-of-mouth marketing can be a powerful tool, especially when it comes from a trusted source.
Create Shareable Content
Make it easy for members to promote your event by providing ready-to-share graphics, suggested social media posts, and event hashtags. This increases your organic reach on social media platforms.
Social Proof
Encourage attendees to share their experiences through testimonials, photos, and social media posts. These firsthand accounts provide social proof and help generate excitement for your next event.
Utilize Post-Event Feedback
Be open to honesty when it comes to what worked and what didn’t at your conference. And don’t take a passive approach to accessing this kind of information. You’re in the driver’s seat and should direct your attendees to the following:
Surveys & Polls
Gather feedback from attendees to understand what worked and where improvements can be made. This information is crucial for refining future events and marketing efforts.
Highlight Success Metrics
Showcase the success of previous events through key metrics like attendee growth, engagement, or overall satisfaction. Using data to demonstrate the impact of your conference can help attract new attendees.
Build Anticipation
Keep the excitement going by sharing key takeaways or results from the last event. By doing so, you maintain your conference’s presence in your audience’s mind and build anticipation for the next one.
Integrating Event Technology for Success
Modern event technologies exist to enhance your marketing efforts by offering insights into attendee preferences and behaviors.
The question is, which technology is worthy of the hype?
Take a look at the Top Event Technology for Associations in 2024 to help you source the solutions you need.
Integrating the ideal event technology for associations with the strategies we’ve outlined here can sharpen your association conference marketing strategy.
Ready to get started? Download our Ultimate Guide to Event Marketing to dive into top strategies, explore key promotion channels, and discover how data can take your events to the next level.
