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January 11, 2016
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Americas: 7 Ways to Drive Registration and Engage Audiences


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“Event marketing ultimately is about getting the right qualified attendees to register, maximizing your revenue by attendee and growing exhibiting and sponsorship revenue,” said Scott Sherpe, marketing director, New Hope/Club Industry, Penton Media, during a recent in-house event marketing webinar. Sherpe, who oversees marketing for six events that have all grown in revenue and attendance year over year, shared seven foundational efforts that work best to grow attendance and audience engagement:

event engagement1. Work at least 12 months out.

But if you can start 15 months out, that’s even better. “I know, you want a little breathing room after all of the on-site madness of your event, but trust me, it’s easier to hit the ground running long before you ever go to your event,” he said.

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