As associations plan their 2026 marketing and events strategies, we took a look at what’s trending and what’s tired for association marketing and events.  

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✅ IN for 2026

1. Audience-First Everything

2026 mantra: Know your audience like you know your coffee order.  

If your strategy starts with “What platform should we use?” instead of “Who are we trying to reach and why?” we need to talk. Associations are winning when they:

• Segment audiences by behavior, not just job title

• Build campaigns that follow members throughout the year, not just during registration season

• Can articulate audience specifics to potential sponsors

• Understand how current events are impacting their event prospects and members

2. Events as Content Engines

Your annual meeting isn’t just an event. It’s a content factory. In 2026, smart associations are:

• Planning content capture before the event happens

• Repurposing sessions into year-round marketing assets

• Using speaker content to fuel social, email, and community engagement

• Weaving storytelling into an event before it begins, on-site, and long after its over

One keynote. Twelve pieces of content. Zero regrets.

3. Strategic Partnerships That Actually Make Sense

If members can’t explain why the partnership exists, it probably shouldn’t. What’s working now:

• Partnerships tied to shared audiences and shared goals

• Sponsors integrated into experiences, not just signage

• Collaborations that create value for attendees and revenue for associations

4. GEO and AEO, Not Just SEO

We don’t need to tell you that AI is here to stay. Stop ignoring it, and start optimizing for it. Here’s a quick guide to get you started with GEO and AEO in 2026.

5. Data You Actually Use

Dashboards are great. Insights are better. In 2026, data is:

• Driving decisions, not just reports

• Connecting marketing performance to event attendance

• Helping teams prove ROI to leadership

If no one knows what to do with the data, it’s just clutter.

❌ OUT for 2026

1. “We’ve Always Done It This Way”

Respectfully…no. Member expectations have changed. Platforms have changed. Attention spans have definitely changed. Strategies that worked in 2021 are not automatically invited to 2026.

2. One-Size-Fits-All Messaging

Sending the same email to students, executives, and first-time attendees is a choice. Not a good one, but a choice.

Personalization isn’t fancy anymore. You can’t treat every member or attendee like they’re the same, or else you’ll end up with:

• Lower engagement

• Higher unsubscribes

• Missed opportunities to connect

3. Event Marketing That Starts Too Late

If promotion starts when registration opens, you’re already behind. And if registration opens later than 20-weeks-out from the event, then you’re really behind.

2026 belongs to long-term, layered attendee acquisition strategies. No more:

• Last-minute email blasts

• “Hope for the best” social posts

• Scrambling for attendance goals

4. Putting the Same Asset on Every Channel

It’s tempting, we know. But if your Instagram profile grid still hasn’t adjusted to a 3:4 aspect ratio, our marketing team is shedding a tear for you.  

In 2026, make sure you:

• Use short-form video, which delivers the highest ROI of any content type

• Prioritize authenticity over perfection on social media

• Pay attention to content your audience engages with, and post more of it

5. Vanity Metrics

Likes without conversions. Impressions without engagement. Numbers without context.

If it doesn’t connect to reach, retention, relevance, reputation, revenue, and ROI, something has gone wrong. Our propriety 6Rs Framework should be part of everything you do. If you can’t list out these goals off the top of your head, put this assessment on the top of your to-do list.

The Bottom Line

2026 isn’t about chasing every new trend. It’s about being intentional, audience-focused, and a little bit bold. Associations that treat marketing and events as connected, strategic tools (instead of check-the-box tasks) are the ones that will stand out.

Here’s to smarter strategies, better events, and marketing that actually works in 2026.

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