|Is Your Attendance Marketing Strategy Old School?
The way customers buy has changed significantly in the last decade, . Promotional tactics and traditional advertising aren’t yielding acceptable results for premium products like conferences. Marketers are being challenged to deliver better results, leading many to embrace content marketing.
Content Marketing Institute defines content marketing as “non-interruption marketing. Instead of pitching your products and services, you are delivering information that makes your buyer more intelligent…they ultimately reward us with their business and loyalty.” In essence, it’s a mindset shift - from Push to Pull marketing.
Conference organizers are well positioned to capitalize on this shift. Live events are viewed as the most effective of all content marketing mediums. In order to be successful, marketers must develop better plans for integrating conferences within their overall marketing strategy. They also will need the green light to put less of their best content behind a membership- and customer-only access wall.
Lots of global 2000 companies are making this shift. Consultants, as well as technology and service providers, are leveraging content marketing to be viewed as thought leaders. Associations were once the keepers of the profession’s information. They are going to be challenged to raise the bar, create or curate the best content and give away more to earn loyalty.
How are you making your marketing more pull-able?
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