The five ways associations can thrive in the industry: Lead with short and authentic video, market the event’s transformation, use content to drive demand, build trust through real people and expanding their marketing playbook beyond emails and social media.
Marketing association events has changed dramatically in the last decade. Direct mailers, static flyers and long email blasts have given way to digital-first, experience-driven strategies that must compete for attention in an increasingly crowded marketplace. During a recent webinar, Smart Meetings Senior Editor Gary Diedrichs talked with Sue Marchese, vice president of marketing at the American Society of Association Executives (ASAE), about what is actually working today—and why some associations are seeing outsized engagement while others struggle.
1. Lead With Video—Short, Authentic and Human
If there is one tactic that consistently outperforms the rest, it is video. Not glossy, overproduced promotional reels, but short, authentic clips featuring real people. Attendees, speakers and members want to see themselves reflected in the events they are considering.
Short-form video—ideally 30 seconds or less—has proven to deliver the highest completion rates. Testimonials that focus on what participants walked away with rather than how “great” the event was are especially effective. When attendees describe a skill they’ve gained, a connection they’ve made or a problem they’ve solved, the value of the event becomes tangible.
Associations do not need large budgets to make this work. Smartphone video, simple editing tools and platforms that streamline testimonial collection can dramatically increase engagement. Some organizations report social media engagement increases of several hundred percent after integrating video into event marketing campaigns.
The key is asking the right questions and capturing benefits, not hype.
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2. Market the Transformation, Not the Agenda
One of the most common mistakes in event marketing is focusing on schedules, session titles and speaker lists rather than outcomes. While those details matter, they rarely inspire action on their own.
Effective event marketing reframes the message around transformation: What will attendees be able to do differently after the event? What challenges will feel more manageable? How will their professional lives improve?
This shift requires intentional storytelling. Instead of saying “Join us for three days of education,” marketers should communicate how the event will change thinking, sharpen skills or elevate careers. Whether through email copy, landing pages or video testimonials, the emphasis should always be on benefits and return on experience—not just return on investment.
In an era when professional development budgets are under pressure, clearly articulating transformational value is no longer optional.
3. Use Content to Move from Brand Awareness to Demand
Associations are increasingly experimenting with a “brand-to-demand” marketing approach—using high-value content to attract interest and nurture it over time.
Rather than pushing immediate registration, organizations offer free resources such as event recaps, checklists, white papers or curated podcast episodes. When someone downloads that content, they enter a targeted follow-up journey that introduces related insights, peer perspectives and eventually, the upcoming event.
This strategy accomplishes two things. First, it allows prospects to self-identify their interests. Second, it builds trust before asking for commitment. By the time a registration offer appears, prospects have already engaged multiple times and see the association as a credible resource.
The result is higher-quality leads and stronger conversions—especially for mid- to senior-level professionals who value relevance over volume.
4. Build Trust Through Real Voices and Credible Expertise
In a world of misinformation and AI-generated content, associations hold a unique advantage: trust. Behind every association event is a community of vetted subject matter experts, peer reviewers and volunteer leaders who ensure the accuracy and relevance of the content.
Event marketing should reinforce that credibility. Featuring speakers as experts, highlighting peer-reviewed content and showcasing member voices helps position events as reliable sources of insight—not just networking opportunities.
Trust is also built by transparency. Real testimonials, unscripted interviews and behind-the-scenes glimpses of event planning humanize the organization and reinforce authenticity.
For associations, reminding audiences that their events are grounded in collective expertise—and not just trends—can be a powerful differentiator.
5. Think Beyond Traditional Channels and Formats
While email and social media remain essential, successful associations are expanding their marketing playbooks. Strategies such as forming barter partnerships with industry media, cross-promoting with host destinations and collaborating with local chapters or volunteer leaders can significantly extend the reach.
Read More: Breaking Tradition and Being Inclusive: A 2024 Meetings and Events Outlook
Peer-to-peer outreach is particularly effective. Personalized emails from committee members or chapter leaders often outperform generic promotional messages, generating higher open and response rates.
On-site strategies also matter. Capturing interest during the current event—through QR codes, drawings for future registrations or exclusive previews—helps maintain momentum while enthusiasm is high.
Finally, associations are rethinking event formats altogether. Hybrid experiences, modular programming and virtual content libraries allow members to engage even when travel budgets or time constraints limit in-person attendance. Marketing should reflect this flexibility and emphasize accessibility alongside value.
