The 3 Biggest Event Marketing Mistakes That Associations Make

By: Bill Zimmer, Head of Marketing & Creative

I hate making mistakes. But in event marketing, the hardest mistakes to catch are the ones that are not obvious at first – like sending the same email to every contact in your database. On the surface, this may not seem like a major mistake. However, a lack of segmentation weakens your message and dulls your impact over time. More on this shortly.

I’ve seen many associations repeat simple mistakes like this year after year without realizing the damage they cause. Then one day, seemingly out of nowhere, registrations fall behind pace, exhibitors hesitate to commit, and sponsors start questioning the value of being involved.

The good news is that these mistakes are avoidable. Once you recognize them, you can make adjustments that lead to real improvements in attendance, engagement, and revenue.

Here are three of the biggest mistakes associations make in marketing their events and how to avoid them.

Mistake #1: Treating Every Attendee Like They’re the Same

Not all attendees come to your event for the same reasons. Yet many associations market to their entire audience as if they share the same motivations and priorities. The result is messaging that feels generic and fails to connect in a meaningful way.

At a minimum, you should be segmenting your audience by their event history (e.g. To what extent have they attended your event in the past?):

• Your loyal attendees (people who attended last time) want assurance that the event will deliver the same value they’ve come to expect. You need to be specific about how the event is the same AND how it is evolving when you talk to this group.
• Lapsed attendees (people who attended in the past, but not last time) need fresh reasons to return. They’re waiting for something new or different. You need to try harder with this group. They need to feel like you are really speaking to them. Leverage the data you have about your attendees, reach out to them in different formats and mediums. They came to your event in the past, but they will need to be convinced that you have improved your offerings if they are going to return.
• First-timers (people who have never attended) don’t care about tradition. They want proof the event is worth the investment. Make it easy for them to prove to themselves (and their colleagues) that they need to take time out of the office to attend your event.

By flattening these groups into one campaign, you lose the chance to speak directly to what matters most to each.

‍The fix: Even basic segmentation goes a long way. Create three simple marketing campaigns (Loyal, Lapsed, and First-Timers). Craft subject lines, testimonials, and offers to match their priorities and feel more personal.

If you’re already segmenting in this way, congratulations. Your next step should be to segment your audience by Job Functions, Industries, Countries, Career Stage and other observable criteria that will allow you to get even more specific about the relevance of the event.

Mistake #2: Marketing Only the Logistics, Not the Value

Too often, event promotions read like checklists: dates, locations, early-bird deadlines, hotel blocks. Important information? Absolutely. However, none of that answers the real question on a potential attendee’s mind: “What’s in it for me?”

Associations fall into this trap because logistics are easy. They’re concrete. But logistics only lead to conclusions. Emotional appeals lead to action – like getting people to register for your event.

• Potential Attendees want to know what they’ll learn, who they’ll meet, and how the experience will help them professionally. So stop using vague language. People aren’t motivated by “networking with peers.” Humans are motivated by outcomes. They want to get promoted, land a new job, or solve a specific challenge. Instead of promoting “sessions and networking opportunities,” show the real reward: “Walk away with three strategies you can apply immediately to cut costs in your department,” or “Meet executives who are hiring in your field right now.”
• Exhibitors and Sponsors want proof they’ll connect with the right audience in meaningful ways. It’s not enough to promise them “exposure” and “foot traffic.” Partner with your exhibitors and sponsors to build custom solutions that meet their goals AND enrich the experience for attendees. When attendees see sponsors as a source of solutions (not just sales pitches), sponsors see ROI and will keep investing in your event. Your marketing to exhibitors and sponsors should reflect this positioning.
• Your Staff wants to feel proud of the work they are doing and the event you are hosting. Make sure everyone on your team understands your marketing strategy and is empowered to support it. If the people in your organization are not superfans, you’ll never convince attendees, exhibitors, or sponsors to come either.

The fix: Lead with value in your messaging. Use your speakers, research, and community stories as core marketing assets, not just a list of event features. Share video clips from keynote speakers, publish articles around your event themes, and spotlight real attendee journeys (“How this conference helped me land a promotion”).

Stop asking people to trust that the event will be great. Instead, show them why it already is.

Mistake #3: Neglecting the Registration Experience

You know what stinks? Even if your marketing drives record traffic to your website, it means nothing if your registration checkout is clunky, confusing, or outdated. If the process is long or cumbersome, fewer people will register.

You know what else stinks? Many associations’ registration portals haven’t been meaningfully updated in years.

Common pitfalls include:

• Too many choices. I’ve seen organizations with 50+ pre-registration questions. This has to stop. Fewer choices, faster decisions.
• Unclear and dense pricing information buried several clicks deep on your website. Make important details easy to find and compare.
• Checkout journeys that aren’t optimized for mobile (even though more than half of all web traffic comes from phones)

The fix: Treat your registration page like your most important sales page. Make the value proposition clear above the fold. Display pricing tiers simply and encourage urgency (e.g. show the price increase is looming). Test the mobile experience yourself. If it takes more than a few taps to complete, you’re losing people.

Every friction point is a leak in your revenue bucket.

What I’ve Learned

Event marketing is never simple. But when you bring more rigor and intentionality to every stage of your campaign, the results follow.

Then, your event can strengthen your association’s reputation, deepen member loyalty, and be an experience that your entire community will remember.

Make no mistake about it.