Growing Your Event. Magic Bullets for 2018

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1 Growing Your Event 10 Magic Bullets for 2018 mag ic bul let (majik ˈbo olət). A substance or therapy capable of destroying pathogens or providing an effective remedy for a disease or condition without deleterious side effects; something providing an effective solution to a difficult or previously unsolvable problem.

2 1 Tap influencers Attendees dwell seven times longer on influencers content than on your digital ads, so boost your investment in influencer marketing. With the exponential increase in ad-blocking that s coming our way, tapping thought leaders to promote your event will be more important than ever, says Michael Hart, principal, Michael Hart Consulting. 2 Give e-lists a regular checkup. lists are plagued with hidden rot, says David James, vice president, Bob & David James. B2B lists decay 70% a year, so send them outside for a quarterly cleaning. It will work wonders for your inbox and response rates and your reputation as a sender. 1

3 3 4 2 Phone VIPs Execs are over-digitalized and practically immune to content, ads, and . If you want them to attend your event, call and invite them personally. Telemarketing is a proven way to generate registrations, when you outsource it to the right talent, says Randy Lieberman, president, Foundation Marketing Group. When outsourced, it is low risk, and can help deliver the exec-level audience you need to keep your event vital. Leverage direct Direct mail s recent comeback is huge. But don t be enslaved to old, outdated formats. Letters and postcards turn on today s audiences, and can produce more attendees per dollar spent than any other channel you ll use, says Bob James, president, Bob & David James.

4 5 Gamify Today s audiences want to be amused no matter their ages or occupations so use simple games and contests to hook them. Gamification is hot for a reason, says Liz Johnson, principal, glee content. You can engage hundreds of entertainment-seeking attendees, directly and through influencers, just by providing them a chance to compete and win something. 6 3 Lighten up Don t make all your pre-show content so serious no one wants to slog through it. You re targeting new generations and competing against thousands of hours of online content, says Edward Segal, president, PublicRelations.com. Don t stack the deck against yourself by boring prospective attendees.

5 7 Festivalize Conferences and conventions are so 80s. Why produce one? Pull together instead the most inspiring minds in your industry and sequester them in an innovative space; add technology, art, music, contests and food; then hit blend. Engage the mind, yes but delight all five senses, too, if you want a winning formula, says Caity Byrne, CEO, All About Balloons. 8 Localize Local experiences both offsite and onsite can create spontaneous collisions between people and ideas in unprecedented ways. Millennials are adventureseekers, first and foremost, says Katherine Markham, owner, ConventionPlanit.com. They want an absolutely authentic experience of your destination. Give it to them. 4

6 Customize Old-school thinking causes organizers to continue peddling sponsorships like they were ads, when today's sponsors want something much more valuable engagement. That demands you move away from branded signs and giveaways and customize your sponsorship offerings. Companies will sponsor your event to engage the people within your community, says Michael J. Hatch, principal, Hatch Marketing & Consulting. But they won't sponsor your event just for brand awareness. Target young guns To assure Millennials don t boycott your event, produce a participatory "unconference. You may feel like you re losing control, but it s better than losing your audience. Old-school conferences unconsciously promote and sustain power imbalances, says Adrian Segar, founder, Conferences That Work. Those imbalances are anathema to new audiences, who crave equal opportunity with producers and presenters to choose content and outcomes. Created by Photoroyalty - Freepik.com

7 About Us Bob & David James is the events-oriented advertising agency for associations and publishers. When your goal is revenue, we can provide strategy and execution designed to produce the results you re looking for. Our services include: E-Newsletters Lists List Hygiene Data Append Direct Mail Postcards Direct Mail Letters Self-Mailers Dimensional Mailers Outbound Telemarketing Search Engine Marketing Social Media Marketing Online Lead Generation Content Syndication Webinar Production Public Relations Event Facilitation & Moderation Editorial Services & Graphic Design Outbound Marketing Bob and David James 4300 Montgomery Avenue, Suite 204B Bethesda, MD