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September 10, 2018

Americas: 7 Strategies to Stoke Early Registrations

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The American Society of Association Executives caused a stir in August by announcing that attendees who registered by the end of October for next April’s Experience Design Project (XDP) would pay nothing in advance. Not only that, attendees could decide what they wanted to pay after the event.

For ASAE, this bold departure from the standard early-bird registration model serves several purposes. It is meant to drive attendance at XDP, which is still relatively new and still finding its audience. It also dovetails with the theme of the event. “XDP creates an opportunity for us to explore, create, and innovate around it,” says Robb Lee, ASAE’s chief marketing and communications officer. “Pay what you want is intriguing; there have been industries where it’s had some success . . . but it has not been explored in the association or event space.”

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