Lippman Connects

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19 Reasons to Attend


OCTOBER 13, 2021

Virginia Tech Briefing Center
Arlington, VA
8 am - 4:30 pm ET

Registration Opens Soon


  • Exchange Best Practices — If there's a better way to attract attendees, your peers will share it at AAR.
  • Learn Innovative Tactics — Discover fresh tools and techniques to address the challenges of attendee acquisition and retention.
  • Immediate Results — Exchange ideas that have been field-tested and are ready to work for your event.
  • Solve Problems — Trust forward-thinking attendee marketing experts to resolve your biggest challenges.
  • Sharpen Your Thinking — Flex your creative muscle in the company of the industry's most forward-thinking marketers.
  • Refresh and Recharge — Come away energized, inspired, and ready for action.


  • Intensive Networking — Make valuable, lasting career contacts. Join a circle of progressive-minded marketers.
  • Small Group Bonding — Facilitated interactions with marketing professionals from associations and independent organizers.
  • Qualified Professionals Only — To guarantee productivity and value, clients are executives, managers, and marketers, including creatives, social media and digital specialists, research managers, database/list managers, education managers, and content managers.


  • Guest Experts: Interactive Session — Marketing experts from mdg will share up-to-the-minute insights of immediate value to any attendee marketing campaign. Get all your questions answered in a fast-paced, interactive format.
  • AAR Resource Book — Essential information on branding, lists, registration services, market research techniques, campaign planning and more will be referred to again and again by you and your colleagues.
  • Customized to Your Needs — A pre-event survey identifies every registrant's specific challenges, questions, and expectations. The data is aggregated, interpreted, and organically folded into group discussions and activities.
  • Organized, Spontaneous, and Responsive — An agenda is shaped to accommodate the individual learning needs of the group. Introductions, breaks, lunch, discussions and exercises are engineered to leverage group dynamics and encourage creative connections.
  • Earn CEM Hours and CAE Credits — Earn 6.5 hours (2.5 for AAR Virtual) toward IAEE CEM recertification and 6.5 (2.5 for AAR Virtual) CAE application or renewal credits.
  • One-Day Program — It only takes one new idea to deliver a triumph for your event and your career. AAR delivers a full day of triumphant ideas.


  • Runs on Schedule — Like all Lippman Connects events, AAR runs — and ends — on schedule. Count on it.
  • Facilitation by Sam Lippman — In addition to his more than three decades of exhibition industry experience, Sam is a credentialed facilitator.
  • 100% Customer Satisfaction — In response to post-event surveys, clients are unanimous: AAR always delivers value.


  • Register for only $375/Virtual $250 — add an associate for $275/Virtual $175.


What to Expect




Agenda in Eastern Time

  1. What role will event magnitude, location, safety measures and emotions play in convincing attendees to come back to your live event? The answers may surprise you. Kimberly Hardcastle of mdg will be challenging AAR attendees to question everything they thought they knew about marketing events, unlearn bad habits, and even buck some traditional thinking as they plan their next in-person campaigns.
  2. Breakout sessions on a hot topic will be followed by session leaders reporting on key takeaways.
  3. Learn about reliable information resources that event professionals should be using to stay current, and ahead of, tradeshow and event industry challenges and trends. With so many information sources available today, you’ll leave knowing why these are considered the ‘go-to’ ones, and even share yours with others.


  4. Great copy rules the world of marketing. In this session, you'll learn how to build trust with your copy and create sell-out events in 2021.

  5. Breakout sessions on a hot topic will be followed by session leaders reporting on key takeaways.
    • Customer acquisition has shifted from convincing with clever marketing to educating and inspiring.  The # 1 tool used today is social proof. 
    • How the biggest brands utilize social proof to influence purchasing decisions across industries and how that relates to attendee acquisition for events.
    • How co-created video content is the most powerful form of social proof, some simple rules to follow, and a few simples steps on how to get started today.
  6. Understanding your audience is only becoming more important (not less) in a post-COVID world! After a year of doing everything online, people expect brands to understand them and their behaviors. That means you’re expected to know exactly what questions your audience is asking, how they’re asking and what information they need at each step in the decision-to-attend journey. Shauna Peters of mdg will walk you through the steps to building an actionable buyer journey map for your next event.
  7. The information exchange accelerates to a furious pace when the team shares takeaways. 
  8. Attendee Acquisition Roundtable starts and ends on time. You can set your clock to it.


Lippman Connects You







Photos & Videos




AAR Photo 2

AAR Photo 3

Unboxing the AAR Virtual Welcome Box


About Attendee Acquisition Roundtable


What's in It for You? AAR Clients Speak Out





  • I’m active in many professional marketing groups but the Attendee Acquisition Roundtable (AAR) is truly the event/networking group I’ve been searching for. AAR attendees face the same challenges I do and it’s nice to get feedback and ideas from other professional event marketers.
    James Riley
    Senior Director of Marketing & Public Relations - CEDIA
  • AAR was great! I really enjoyed it and plan to create my own 'circle of advisors' from the group.
    Dave Martin
    Vice President, Electronic Retail Association
  • AAR was an incredibly positive learning experience for myself & a key member of my team. It was refreshing to speak with Event Marketing professionals who face the challenge of building successful events. The room was full of seasoned professionals who shared their success stories as well as their insights. A day truly well spent and a good investment.
    Carmel McDonagh
    Vice President, Attendee Marketing 1105 Media
  • The Attendee Acquisition Roundtable (AAR) is the perfect size and format for peer to peer sharing and interaction. I learned new strategies to increase attendance and reduce my marketing budget which will improve our show's bottom line.
    John Toner
    Vice President, Fresh Produce Association