Marketing-wise, your potential attendees are a lot more sophisticated than they used to be — they've been trained by business-to-consumer companies to expect a high level of personalization, very targeted content, and, frankly, great design. Do your marketing messages live up to today's expectations, or are you still using that template from 10 years ago? When you want to increase attendance, do you just do more of what you have been doing and hope that it works, or do you define your ideal ...

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