Roger Naoroji, Meetings and Education Coordinator, National Academy of Elder Law Attorneys, Vienna, Va.

Here are my top 10 tips:

  1. Start out by developing a strategic and tactical marketing plan with a timeline.

  2. Develop a meeting brand that reinforces the value and relevance of the meeting, to be included in sponsorship opportunities, with your exhibitors, and in your advertising.

  3. Incorporate your brand on all online and off-line collateral. Highlight the benefits. Let your audience know that this is an opportunity that comes around once a year, and it's important not to miss out. Inform potential attendees that the meeting is mission-critical to their discipline and that they will walk away with tactics and techniques that they can use right away. Promote the fact that they will witness cutting-edge products and services vital to their practice.

  4. Develop a meeting-specific Web site that is activity-driven, where visitors can download the program brochure, register, and book their rooms.

  5. Use social media as the primary marketing vehicle to heighten interest in the meeting and engage attendees to join in the conversation about the meeting.

  6. Leverage your brand through attendee testimonials, videos, and photos.

  7. Send out a “Mark your Calendar” postcard or e-mail with a link to registration and advance registration deadlines.

  8. Create targeted e-mail blast lists to maximize open and forward rates.

  9. Send out an advance registration brochure that has more information about topics and key dates and deadlines.

  10. Advertise in leading publications that target your industry.

Lindsey Coburn, Marketing & Communications Associate, The Association of Public-Safety Communications Officials International, Daytona Beach, Fla.

The most effective way to market your annual meeting is by tailoring your message and your delivery method to your audience. We have always had success with a well-blended combination of direct mail, e-mail, advertising, and — more recently — telemarketing, Twitter, Facebook, and grassroots campaigns. Even with all of these methods for getting your message out, I am a firm believer that the best way to market your meeting is through your attendees. Get them talking, create customer evangelists, and make sure that when they arrive at your show they are met with an exceptional experience that will keep them talking and keep them coming back for years to come!