Three of something make a trend, and this event is the culminating feather in the cap of the series. By now you should know who your most loyal fans are, who are your biggest influencers, and how exciting your events look to a first-time guest. You’ve also won the trust of your sales team, and nothing’s better at amplifying your products than your own comrades.
Use open rates, RSVP data, and return guest data to create targeted messaging. Craft compelling social media posts with the imagery and video you captured at the first two events. Make the necessary adjustments to voice and tone, and—here’s the scary part—invite way more people than you can fit.
Our third installment of Afterdark garnered 500 RSVPs (in a 70-person space!) Instead of closing the guest list, we opted to stash 200 of those guests on a “waitlist” to keep interest high. We even triggered this waitlist early, to show we were getting traction. The law of scarcity—that urgency encourages action—is your your biggest ally in event marketing.
Over 200 hundred people eventually passed through the doors, but since it was on a rolling basis, we were never over capacity.
Not only did we confirm that our concept was successful, we didn’t have to risk all our investment on a huge single event to do it. We carefully directed our funds over time and proved worth to our sponsors, our clients, and ourselves.
The biggest take away was that we could demonstrate increased interest over time—something that’s very difficult to do with a single event.