There is no denying that times are tough for marketers - from budget cuts to rising costs and more selective attendees. This is why we're excited to share our three-step approach to help you overcome these challenges and ensure your events draw big crowds. That's right; it's time to regain those turnouts!
Ben Hindman, co-founder of Splash, has outlined a 3 step framework that helps event organizers to maximize the value they're providing their attendees. Reciprocity, the practice of exchanging things with others for mutual benefit, is an important concept to keep in mind when organizing and hosting events. To effectively communicate the value you offer your attendees requires a three-step framework:
To draw people to your event, you must offer them an unforgettable experience. One way to do this is by utilizing modern technology platforms for registration and attendance - guaranteeing everyone who commits will show up on the day. Additionally, curating a waitlist can create a sense of exclusivity that drives emotional investment from potential attendees before they commit.
Ensuring these preliminary steps are taken care of proves all the guests belong and will find value at your event. It also has another benefit: getting people who have applied on your list already engaged since they've "applied" before official registration opens up. It's a decisive psychological move sure to make you stand out among other events.
Once you convince your guests to spend their precious time or money attending one of your events, ensure they remember why. It's only natural for them to question their decision at some point - embracing the reality is critical here! As marketers, it's our job to provide reassurance that attending an event is worth their while. One way we can do this? Leverage well-timed announcements. Ask yourself what attendees will gain from experiencing your event, and use this information in pre-event communications for added excitement. Then, try a helpful hack to get engagement going leading up to the big day.
Hosting a successful event takes careful planning, but one tip to make it even more engaging is creating custom questions on the registration form. A customized form helps you gain insights into your attendees and makes personalizing emails or phone calls easier when leading up to the occasion. Also, consider sharing details on speakers, entertainment lineup, and food & beverage menus on your announcements and invitations. If intimate networking events are your aim, adding additional attendee info can give guests an idea of what they're signing up for and help them get excited to attend.
The last step in engaging potential event attendees is to secure a firm commitment. A personalized ask - tapping into the power of human connection - can be an essential and effective way to achieve that commitment. In addition, asking custom registration questions helps create an expectation among your prospects for signing up, further strengthening their commitment to attending your event instead of shrugging it off as another automated or marketing blast email.
Overall, a pre-event communication strategy is critical to success with events. By implementing this 3-step reciprocity framework, you can maximize your attendees' investment in their event experience. Additionally, if you have the right event marketing platform and keep your communications on brand, followers are more likely to stay engaged and be ready to make new connections. As long as you continue to measure results and refine your strategy, you'll successfully rally a crowd of attendees to any size or type of event. Remember that maintaining communication throughout the pre-event phase and putting your attendees first will lead to success in creating an unforgettable event experience for everyone.
