In a recent webinar hosted by the American Marketing Association and Notified, a cloud-based provider of event-platform and -measurement tools, three marketing-event veterans discussed the challenge of attracting more people to events and having them come back for more. Their take? It comes down to strategic content development, namely pre-event research. Making content that pleases everyone won't be interesting enough to hold attendees' attention for long. Understanding attendees in depth before an event is the key to keeping them engaged.
The panelists suggested that sponsors be brought into the conversation around content creation early on. To fully understand sponsors’ needs, planners should ask for each sponsor’s specific reasons for attending the event as well as how each sponsor can help deliver value to attendees rather than simply try to sell them. The panelists also suggested asking attendees to either sign up in advance for breakout sessions or to rank their interest in each breakout session before the meeting gives the event host time to alter sessions that are ranking poorly.
To learn more about how content should drive the agenda of an event, read the full article from MeetingsNet.