“Event marketing ultimately is about getting the right qualified attendees to register, maximizing your revenue by attendee and growing exhibiting and sponsorship revenue,” said Scott Sherpe, marketing director, New Hope/Club Industry, Penton Media, during a recent in-house event marketing webinar. Sherpe, who oversees marketing for six events that have all grown in revenue and attendance year over year, shared seven foundational efforts that work best to grow attendance and audience engagement:
 
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