Here's one component that I haven't had top-of-mind before when marketing for an event: Making it clear to prospective attendees that not only are we going to give them plenty of takeaways and quality learnings, but we are going to make it easy for them to share those learnings with their colleagues—perhaps through our event app.

One-question surveys, in the style of the Net Promoter Score, are becoming a trend with some of the bigger publishers today—especially in regards to their content. Digiday reports that Business Insider Prime members are asked how "valuable" the article was. The Athletic readers are queried, "What did you think of this story?" And a couple years ago, Mic readers saw a widget at the bottom of the article that asked, "Was this story worth your time?"

This blog post is sponsored content by a 2019 Connectiv Executive Summit sponsor Readex Research

As I was watching the coming attractions a couple weeks ago in a local, independently owned movie theater, the owner popped in the back after The Post and shouted out if people wanted him to get that film. A resounding "Yes!" went up. Next came Phantom Thread. "Daniel Day Lewis, what do you think?" he blared. A less forceful but still clear "yes" sounded out.

"Are you asking the right questions?" asked Benny DiCecca, CEO, Wellesley Information Services, a division of UCG, speaking of the research and surveying his company does before creating events. "One question we weren't asking was, 'Are you willing to pay to go to an event to learn on this topic?' There is certain information that people would open up a checkbook and some people would not." Are people willing to travel, he added. What would they pay for?