Beyond the Buzz: Real-World Tactics to Get Your Audience to Show Up (and Stay Engaged)

In a time when attention is fragmented and inboxes are overflowing, getting people to register is hard — and getting them to care is even harder. So how do we cut through the noise and design event marketing that truly gets people's attention?

In this practical and insight-rich session, ICCA’s Shawn Cheng brings an international perspective back to his roots as a seasoned event strategist. Blending lessons from global and regional events with practical tactics any planner can use, this session will explore what’s actually working in event marketing today — and how to apply it to your own programs.

We’ll unpack:

• How to build attendee personas that drive better messaging
• Smarter segmentation and channel strategies (without needing a full digital team)
• The right (and wrong) ways to use AI to scale your marketing
• New thinking on engagement before, during, and after the event

Walk away with tools, templates, and tested ideas to help your next event stand out — not just for showing up in inboxes, but for showing up in person.

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