Freeman Chief Strategist Kimberly Hardcastle-Geddes will present a session at the upcoming Attendee Acquisition Roundtable. Registration can be found on the Lippman Connects website and details are below.
October 23, 2025
8:00am – 4:30pm
Virginia Tech Executive Briefing Center
Arlington, VA
5 Trends Shaping the Future of Attendee Acquisition
This discussion will explore five emerging trends, grounded in Freeman research, that are transforming how we attract and retain event audiences. From evolving messaging and channel strategies to increasing discoverability in an AI-driven world, you’ll gain insights from Kimberly Hardcastle, Chief Strategist, Freeman Company, that will help you create urgency, expand reach and increase conversions. It will also cover how intentional networking and a thoughtfully designed attendee journey can deepen engagement and foster long-term loyalty, reducing the need to continually replace large portions of your audience each year.
- Messaging: Timeliness Over Timelessness — In an era of constant change, messaging that reflects what’s happening now, both in your industry and the wider world, creates urgency and relevance that drives registration.
- Channel Strategy: Beyond the Inbox — With email fatigue on the rise and younger audiences favoring other platforms, diversifying your outreach across channels like SMS, social and influencers is critical to breaking through.
- Discoverability: Optimizing for an AI-Driven Web — As search behavior shifts from keyword queries to natural-language prompts, your event website needs to be optimized for answer engines to ensure your event shows up when potential attendees are seeking solutions.
- Networking: A Strategic Lever for Retention — Freeman research shows that when networking is purposeful and aligned with attendees’ goals, it builds community, eases anxiety and becomes a top reason people return year after year.
- Attendee Journey: Designing Pre-Show Touchpoints That Convert — By intentionally mapping and optimizing pre-show communications, from first impression to registration, you can create momentum, build trust and increase conversions.
Kimberly Hardcastle-Geddes
As Chief Strategist, Kimberly drives participation, elevates experiences and future-proofs events for Freeman clients. With a Master of Science in business administration, over two decades of industry experience and a unique ability to shift between analytical and creative thinking, she brings both discipline and imagination to solving complex challenges. Her expertise in event marketing, strategic planning, tactical execution and organizational design was shaped during her 24-year tenure at mdg, the agency she helped build before eventually selling to Freeman. Kimberly is a CEM faculty member, a Krakoff Leadership Institute alumna and has been named by IAEE as an Educator of the Year and a Woman of Achievement. She has a monthly column in PCMA’s Convene magazine and is a frequent presenter at SISO, PCMA Convening Leaders, Expo! Expo! and Lippman Connects events. She’s also the mom of a TCU Horned Frog, wife of a retired Navy pilot, Peloton addict, reader, runner and believer in civil rights.
