2024 AAERT Leadership Summit and Annual Conference RecapWashington, D.C., June 2024
The 2024 AAERT Leadership Summit and Annual Conference, held in Washington, D.C., was a notable event that combined insightful sessions, networking opportunities, and a vibrant vendor exhibition. This year, the annual membership conference was integrated with the Leadership Summit, creating a comprehensive event that brought together 44 vendors and over 200 attendees.
Digital Marketing Insights from Jeanne Jennings
While we won't recap every session, here are some highlights from the kickoff session on "Simple Strategies to Up Your Digital Marketing Game," presented by Jeanne Jennings, an Adjunct Professor at Georgetown University. Jennings provided valuable insights on enhancing digital marketing strategies, focusing on the five levels of customer engagement: awareness, consideration, conversion, loyalty, and advocacy.
Key takeaways from her session included:
- Reaching Prospective Clients: Jennings emphasized the importance of meeting potential clients where they are, both online and offline. She encouraged attendees to consider the quality of interactions over the quantity and to identify their specific target audiences, whether they are reporters, agencies, courts, attorneys, or paralegals.
- Building Awareness and Attracting Leads: Effective content marketing, such as articles, permission-based email newsletters, webinars, and social media engagement, was highlighted as a crucial strategy. Jennings noted, "You have to give to get," underscoring the value of providing informative content to attract qualified leads.
- Messaging and Overcoming Objections: The session also covered the importance of clear messaging that addresses features, benefits, and advantages. Jennings advised participants to tackle potential obstacles and objections directly and to use testimonials and pricing offers to encourage prospects to give their services a try.
- Deepening Client Relationships: Jennings urged attendees to engage deeply with their clients, understand their needs and goals, and continually ask for feedback and referrals to enhance service delivery and build lasting relationships.
A Successful and Memorable Conference Experience
The Marriott Washington Georgetown served as an excellent venue, providing ample space for networking and well-attended presentation sessions. The hotel's staff ensured that all needs were met, offering good nourishment and refreshments throughout the event. The grand reception areas and vendor hall facilitated productive conversations and connections, with many attendees exchanging business cards for post-convention follow-ups.
The conference also provided attendees with the opportunity to explore Washington, D.C.'s downtown area, including the Mall and Smithsonian museums, adding an enjoyable tourist experience to the professional gathering.
Leadership and Organization
The new Executive Director, Matt Riley, and his efficient team were instrumental in ensuring the smooth execution of the event. From registration to providing swag bags and directions, the staff left no stone unturned, contributing to the overall success of the conference.
Looking Forward
The 2024 AAERT Annual Conference was a testament to the value of in-person gatherings, offering rich educational content, networking opportunities, and a chance to reconnect with old friends and colleagues. Attendees left with valuable insights, new connections, and fond memories of their time in Washington, D.C.
Mark your calendars and stay tuned for next year’s event. If you haven’t attended an AAERT conference before, make sure to join us next year—you won’t want to miss it!
A special thank you to Carolyn Blakeslee and Betsy Ertel, esteemed members of the AAERT Communications Committee for their review and for providing content for this post.