For some, it's the location. For others, it's cost or time away from the office. There are many reasons why people don't attend association meetings. But to marketing pro Gary Rottman, one major, and perhaps overlooked, factor is the way the convention is marketed. Good marketing communicates value, which inspires people to register. With associations facing shrinking budgets as well as declining attendance and revenues, these are challenging times for marketers. But ...

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