Joe Federbush, President and Chief Strategist, EVOLIO, will be sharing hot off the press industry data.

Every DMO has an event services team, but many business event organizers do not use them to their full potential.  Not only can these experts assist with sourcing in-market suppliers and planning site visits, but they can also assist with marketing and attendee acquisition. In this brief session Tom Michalisko, Convention Sales Director, Visit Anaheim will cover:

• When and where to start
• Baseline offerings of most DMOs
• Questions to ask to maximize DMO support

Make valuable connections with marketing professionals and experts.

This discussion will explore five emerging trends, grounded in Freeman research that are transforming how we attract and retain event audiences. From evolving messaging and channel strategies to increasing discoverability in an AI-driven world, you'll gain insights from Kimberly Hardcastle, Chief Strategist, Freeman Company, that will help you create urgency, expand reach and increase conversions. It will also cover how intentional networking and a thoughtfully designed attendee journey can deepen engagement and foster long-term loyalty, reducing the need to continually replace large portions of your audience each year. 

1. Messaging: Timeliness Over Timelessness -- In an era of constant change, messaging that reflects what’s happening now, both in your industry and the wider world, creates urgency and relevance that drives registration.
2. Channel Strategy: Beyond the Inbox -- With email fatigue on the rise and younger audiences favoring other platforms, diversifying your outreach across channels like SMS, social, and influencers is critical to breaking through.
3. Discoverability: Optimizing for an AI-Driven Web -- As search behavior shifts from keyword queries to natural-language prompts, your event website needs to be optimized for answer engines to ensure your event shows up when potential attendees are seeking solutions.
4. Networking: A Strategic Lever for Retention -- Freeman research shows that when networking is purposeful and aligned with attendees’ goals, it builds community, eases anxiety, and becomes a top reason people return year after year.
5. Attendee Journey: Designing Pre-Show Touchpoints That Convert -- By intentionally mapping and optimizing pre-show communications, from first impression to registration, you can create momentum, build trust, and increase conversions.

AI assistants are increasingly making event recommendations and decisions on behalf of attendees. That means our traditional audience acquisition strategies are already missing the most forward-thinking prospects entirely. In this session, John Dandeneau, Vice President, Product and Development, eShow, explores how AI-mediated discovery will transform the registration funnel and what proactive marketers must do today to keep their events discoverable in an AI-curated world. You'll take away actionable strategies you can implement before your next event, including:

• Optimize for AI Discovery: Structure data and content so AI assistants can accurately understand and recommend your event.
• Prepare for Delegated Decision-making: Understand how AI agents may handle event selection, travel, accommodations, and registration.
• Future-Proof Your Funnel: Strategies to ensure your event remains discoverable and compelling.

The information exchange accelerates to a furious pace when the team shares takeaways.