Contributing Bloggers

The 3 W’s

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Why, What, Who

Often we’re asked to pull a save the date together, develop a preliminary website so customers can register early for a conference, “Let’s just get something up there so customers can register.”

There are a lot of differentiating opinions on this one, but here’s a hard and fast rule we live by:

If you are at the point where you are asking your customers to mark their calendar, save the date, register now, you need to tell them why.

And the Why connects to the What.

The What connects to the Who.

To simplify:

I’m awesome customer and you send me an invitation to your awesome conference.

Why should I care?

What is happening?  Who is speaking?

And therein lies the reason awesome customer will hit register. If your customer doesn’t know what the content is, who is speaking, and who will be there, then they don’t have enough information to make a decision to attend your conference.

Build your agenda, finalize your line-up, then invite your customers.

It means you need start planning early, but we can guarantee you, the results will speak for themselves.

Trish Knox

Trish has been turning her clients' event vision into reality for 18 years. Known for continually pushing the envelope both strategically and creatively, she has set the bar for helping clients effectively engage with audiences. With more than 25 years in marketing, Trish's career includes a combination of both agency and client experience that proves invaluable when operating in the corporate environment. She has guided clients through some of their most sensitive and high profile programs. Trish applies a thoughtful, unique approach, while embracing new ideas and blending the latest industry trends to all event programs. She has developed event programs for leading corporations such as Avaya, Facebook, Canadian Tire, Dell, D2L, Microsoft, Salesforce and Softchoice. Her event experience crosses the corporate spectrum including the management of large scale conferences, national roadshows, trade show booth design, award galas and C-level customer engagement events. Trish works in conjunction with the client to position the company as forward thinkers and leaders in innovation.

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