Demand for the March and July Attendee Acquisition Roundtable (AAR), an invitation-only workshop for event marketers, was so strong that producer Sam Lippman has added a third AAR in 2011.
The next AAR takes place October 20 at the Washington Marriott at Metro Center in Washington, D.C.
AAR gives event marketers the opportunity to learn from 24 peers and a select group of subject matter experts how to apply the latest tactics, technologies and best practices for effective attendance promotion, acquisition and retention.
“AAR was great,” said Dave Martin, vice president of marketing & content for the Electronic Retailing Association. “I really enjoyed it and plan to create my own ‘circle of advisors’ from the group.”
“AAR is the perfect size and format for peer-to-peer sharing and interaction,” said participant John Toner, vice president, United Fresh Produce Association. “I learned new strategies to increase attendance and reduce my marketing budget, which will improve our show’s bottom line.”
AAR features a full day of peer-to-peer discussion and problem-solving facilitated by Lippman, who has 34 years of hands-on experience as a show manager and consultant. He has managed such events as International CES, GRAPH EXPO, PRINT and the National Computer Conference. AAR participants will also join senior executives from sponsors including CompuSystems, Jacobs, Jenner & Kent and DS&F (a strategic marketing and branding agency) and Trade Show Executive.
“Exhibition and convention executives rely on learning best practices and connecting with their peers to enhance their attendee marketing,” said Lippman. “I look forward to facilitating another group of event marketers and subject matter experts to improve our attendee acquisition skills.”
As with his other events, Exhibition and Convention Executives Forum (ECEF) and Large Show Roundtable (LSR), Lippman has designed AAR to provide participants a learning environment that is collaborative, productive, inspiring and noncommercial.
AAR participants will learn how to track the complete “lifecycle” of attendees; conduct and apply market research; build lists; target prospects; boost conversion rates; increase early registrations and verified attendance; integrate registration and housing; and eliminate “silos” to enhance attendee’s experience and improve retention.
AAR is exclusively for managers from associations and independents that produce events. The managers must be responsible for marketing, research, program development, exhibit sales, registration, housing or show management.
All AAR participants must qualify to attend, and event-seating is limited to 24. No more than two participants per organization may attend.
Once approved, the first participant from each organization will be charged $325. The second participant from each organization will only be charged $195.