Unlocking the secret to boosting event attendance is every organiser’s goal. Whether you're organising a conference, trade show, or expo, the success of your event weighs on attracting a crowd that's enthusiastic and engaged.

Before increasing your event attendance, it is important to understand why visitors wish to attend your event in the first place. According to the International Association of Exhibitions and Events, 92% attend to learn something, 78% attend because the location is appealing and 76% take part for networking opportunities.[1]

Now you realise the motivation of potential attendees, let’s dive into 5 ways you can increase your event’s attendance. In this blogpost we're going to share valuable insights and actionable tips to help you sell out your event and create a buzz around your upcoming event.

 

Build a Compelling event programme

A strong and engaging event program can help draw in attendees. Make sure that your program includes a mix of educational, interactive, and entertaining activities that will appeal to your target audience. Include a large selection of speakers and workshops that they will find engaging and beneficial. If you are planning an expo event, reach out to highly sought after businesses in your industry that will be great exhibitors. Also consider if there are any celebrities or influencers in your sector which will help to make your event a sell-out.

Hampshire Business Show has previously had businesswoman Karen Brady and former dragon Jenny Campbell as their special guest speakers which helped bring in over 1000 attendees for both events.

 

Promote the event effectively

Use a variety of marketing channels to promote your event, such as social media marketing, email marketing, paid advertising, and word-of-mouth marketing. In addition, consider experimental or guerrilla marketing to help boost attendee numbers and the reach of your event. Make sure to target your promotional efforts to the right audience and communicate the value of attending your event, you could also post behind the scenes of planning and teasers of the event to help build excitement.  A successful and well-planned marketing strategy for your event can help with event promotion and ensuring that you have maximum exposure for the event. Read our guide for marketing your event in 6 easy steps.

 

Offer discounts

Offering discounts, particularly early bird discounts, can be a powerful strategy to drive event attendance. By providing a discounted registration rate for those who register early, you create a sense of urgency and encourage attendees to act and book tickets sooner rather than later. Early bird discounts are not only a great incentive for potential attendees to commit to your event but also help you gauge early interest and gain a clearer understanding of expected attendance numbers.

In addition, offering exclusive discount codes to previous attendees can help foster visitor loyalty and strengthen the relationship between your event and its attendees. By acknowledging their past participation and providing them with a special discount opportunity, you demonstrate that their presence is valued and appreciated. This personalised approach makes attendees feel recognised and establishes a sense of connection, ultimately increasing their likelihood of returning.

 

Leverage partnerships and sponsorships

Collaborating with other organisations or businesses can significantly enhance your event's reach and appeal to a wider audience. One effective strategy is to seek partnerships with influencers, media outlets, or relevant organisations that can help promote your event to their existing followers and subscribers. These partnerships allow you to tap into their established networks and benefit from their credibility and influence in your industry or target market.

Exploring event sponsorship opportunities can also be a game-changer for boosting event attendance. Seek sponsors who share common goals and values with your event to ensure a mutually beneficial partnership. Sponsors not only provide financial support but also contribute to the overall success of your event by leveraging their own networks and resources. Having multiple sponsors from different sectors creates a diverse support network and helps amplify your event's exposure.

 

Provide a seamless registration experience

A smooth and hassle-free registration and ticketing experience can greatly encourage more people to attend your event. Ensure that your registration process is easy to navigate, with a modern and intuitive online platform that guides attendees through the process step by step. Minimise the required fields and only request essential information to avoid overwhelming participants. You could also consider offering different ticketing options, such as VIP tickets or group discounts, to appeal to different types of attendees. By providing a user-friendly registration experience, you eliminate unnecessary hurdles and increase the likelihood of attracting a wider range of attendees.

When designing the registration process, also consider how you will distribute tickets to attendees. Depending on your event and target audience, you can choose between paper or digital tickets. By considering these aspects, you create a positive registration experience that sets the stage for a thriving event.

 

More ways to increase attendance

There are other ways to help raise your attendance numbers and create an unforgettable event experience. Such as:

  • Send multi-touch email and SMS reminders to pre-registered guests.
  • Include personalised marketing in your campaigns.
  • Selecting a great venue in a prime location to public transports.
  • Host pre-event webinars or workshops

 

Final Thoughts

In conclusion, increasing event attendance requires a strategic and multi aspect approach. By building a compelling event program, effectively promoting the event, offering discounts, leveraging partnerships and sponsorships, and providing a seamless registration experience, you can significantly boost attendance and create a successful event. Additionally, exploring other strategies can further enhance attendance numbers.

Remember to continuously refine your strategies, listen to attendee feedback, and adapt to industry trends to ensure your event remains in-demand. With these proven tactics, you can attract a diverse and engaged audience, having a sold-out event whilst leaving a lasting impact on attendees.

For more helpful tips for event planning, visit ExpoBeacon Insights and news.

 

[1] Decision to Attend Study- N.A, IAEE https://www.iaee.com/resources/decision-to-attend-study/