Build it and they will come is not always true; you have to form a relationship with the company before you will get quality attendees or participants for a free service.

The key to a human's heart is through food. The key to a web surfer is free information and products. Simply offering free information is not enough to bring visitors to your site. The offering has to have substance and also be worthwhile. The web surfer is constantly asking, "What is in it for me?