Event registration challenges are often blamed on timing. Attendees are committing later, and registration windows are shrinking. But what if the root cause of the problem isn’t when people register, but whether they have enough information to decide?
“Networking opportunities.” “Industry insights.”
These promises are standard event marketing
fare...and, frankly, too vague. They rarely make a compelling case for attendance because they don’t provide answers to: Who will attendees meet? What challenges will they learn to solve? Which skills will they develop? And how will those skills translate to better performance?
Let’s make one thing clear: Events aren’t
necessarily losing registrations because they lack value. According to responses from Freeman’s Pre-Event Trends Report, they’re more likely losing value because an event’s marketing efforts aren’t communicating it clearly enough.
The Pre-Event Trends Report offers a roadmap for closing that gap. (Hint: Ditch the buzzwords and use real attendee data to turn vague buzzwords into specific, compelling reasons to register.) | 
