Real World Actionable Insights and Strategies for Attendee Acquisition Planning

Recorded On: 09/27/2023

In today's competitive exhibitions landscape, successful planning hinges on effective attendee acquisition strategies that drive growth. This webinar will provide you with real-world, actionable insights into the latest trends and proven strategies for crafting attendee acquisition plans that not only attract participants but also lead to substantial event growth. Discover what others are doing to leverage cutting-edge approaches and data-driven techniques to maximize their event's reach, engagement, and impact. Don't miss out on the opportunity to gain practical insights and transform your events into dynamic and thriving experiences.

After participating in this webinar, you will be able to:

  • Identify trends that are currently shaping attendee acquisition in the events industry.
  • Acquire insights on how to create attendee acquisition plans grounded in data-driven insights.
  • Explore methodologies for analyzing attendee demographics, behavior patterns, and preferences to tailor your strategies for maximum impact.
  • Discover a range of actionable tactics that go beyond traditional approaches to drive attendee engagement and boost event growth.

This webinar is eligible for 1 CE clock hour.

IAEE webinars are free to members and available to non-members for $49.


Nicole Bowman, MBA, CEM-AP (Moderator)

Vice President of Marketing and Communications


Nicole, with over 20 years of experience in event and marketing management, is the Vice President of Marketing and Communications for IAEE. She is responsible for developing and managing all marketing functions of IAEE including corporate branding and event marketing as well as creating and executing the comprehensive strategic marketing plan for all IAEE initiatives including chapter relations, membership, councils, events and advocacy initiatives.

Casey Clements

Senior Marketing Director

Fast Forward Event Productions

Casey’s love for objective driven communication paired with her passion for digital innovation and data lead her to create strategic stories that sell. As a content creator, Casey drives marketing strategies forward through creative, value-driven campaigns that spark conversations and move the needle. From blogs to podcasts, email newsletters and influencer partnerships, Casey is a tech-savvy communications pro that blends traditional and non-traditional public relations for truly modern and impactful content strategies.

Mary Beth Cowardin

Vice President, Marketing and Member Engagement


Mary Beth Cowardin leads the AmericanHort marketing and communications team to help build the organization’s brand, engage current members in the organization’s work and expand the association’s membership base.

The majority of Mary Beth’s professional career has been spent working in consumer brand marketing roles. With over 25 years of experience and a track record for growing leading brands, she knows the power of a brand and the importance of a brand fulfilling its promise to the consumer. Prior to joining AmericanHort Mary Beth was the executive director of a non-profit organization, LeadershipUA, whose mission is to identify, educate and inspire emerging leaders to become involved in their community. Mary Beth has experience as director of marketing for the Marzetti® brand of produce dressings, dips, croutons and other grocery products. She was also director of marketing at Elmer’s Products, Inc. where she led the marketing efforts for the flagship Elmer’s® stationery glue business, as well as lead marketing for the Krazy Glue® brand. She led efforts to resume both Elmer’s and Krazy Glue consumer advertising after more than a decade of the brand being in the dark. Experienced at working on seasonal business, Mary Beth started her consumer brand marketing career at S.C. Johnson & Sons, Inc. where she worked on the OFF!® brand of personal repellents and the fantastik® brand of all-purpose cleaners.

Mary Beth worked for nearly a decade with The Ohio Department of Agriculture where she served as chief of the Division of Markets, she led the team that promoted Ohio made food and agricultural products across the U.S. and worldwide through the OHIO PROUD® grassroots marketing program and various international trade services.

Mary Beth is a two-time graduate of The Ohio State University holding both a Bachelor of Arts in French and finance, and an MBA in marketing and international business. Mary Beth is an avid sports enthusiast, she plays tennis and cycles. She is co-chair of a grassroots peloton, Girls with Gears, that has raised over $1.3MM to fund cancer research during their thirteen seasons participating in Pelotonia, a local cycling event. She lives in Columbus with her husband Gregg and their pups, Klio and Luna. She’s a proud stepmom of 3 adult children.

Lauren San Martin

Director of Membership and Marketing

Veterinary Emergency and Critical Care Society

Lauren San Martin is the Director of Marketing& Membership at the Veterinary Emergency & Critical Care Society whereshe hustles to grow, and more importantly retain members through evaluation andevolution of a range of member benefits and engagement opportunities.Foundational to VECCS’ success is increased awareness and loyalty to the annualconference. In her 4 years with VECCS she, along with the awesome team, hasincreased membership by over 50% and contributed to increased annual conferenceattendance year-over-year through both traditional and digital marketinginitiatives.

Lauren keeps the overall VeterinaryProfessional and the struggles of the ECC team at the core of her efforts. Sherecognizes that an increasing number of members or attendees with a lowretention rate, does not equal true success in her role.

Fun fact! Lauren played Water Polo at ArizonaState University, while obtaining her degree in Graphic Design! When Laurencloses her laptop, her happy place is in the Guadalupe River with hersix-year-old son and husband and she recently started learning pickleball, sostay out of the kitchen!



IAEE Webinar - 09.27.23
Recorded 09/27/2023  |  60 minutes
Recorded 09/27/2023  |  60 minutes