Getting more attendees to attend your event is one of, if not the most important factor of determining an event’s success.
Any events, both in-person and virtual ones, may have different purposes and objectives ranging from supporting a product launch, improving brand awareness, educating your target audience, and so on.
Yet, all of these objectives have one thing in common: you can’t achieve them if you don’t have enough attendees. So, attracting potential attendees and convincing them to purchase your tickets should be your main priority when planning and organizing your event.
As we know, however, boosting event registration can be easier said than done, and with the tighter competition of today’s event industry, it’s only going to be even more challenging.
So, are you currently looking for ways to maximize event registrations but don’t know where to start?
You’ve come to the right place.
Here, we will discuss effective marketing tactics and actionable tips you can use to boost event registration for your next online and offline events.
Let us begin.
1. Offer early-bird ticket prices effectively
Selling pre-sale tickets, early-bird tickets, and other forms of time-based ticket discounts are one of the most popular forms of event promotion tactics, and not without its reasons.
First, this type of tactic is affordable and easy to implement.
Second, it’s effective because you trigger potential attendees’ sense of scarcity, creating the FOMO feeling that “if I don’t buy this ticket now, I’ll need to pay more later.”
In implementing this tactic, an important consideration is to set a clear deadline or only offer a limited number of tickets. Remember, this is about creating scarcity. Never extend on the deadline or offer additional quantity, since your attendees will perceive that your ticket sales aren’t doing well, and might drive them off instead.
2. Building pre-event hype via teasers
Release limited content or information about your event to generate buzz, and one of the most effective ways is to release short video teasers.
With these teasers, your potential attendees can get a preview of your event and decide whether it’s something they’d want to attend. By leveraging social platforms (i.e. by releasing this teaser on YouTube), you can also monitor their reactions and comments to gain valuable feedback. Obviously, you can also monitor the number of registrations after the teaser’s launch, which you can treat like testing your events in advance.
You can use this feedback to revamp your event plan before launch if necessary to further boost event registrations.
3. Optimize your event registration website
Don’t underestimate the importance of a dedicated event page when promoting your event. Even if you already have prominent social media profiles with a substantial amount of followers, they cannot replace a well-designed and functional website.
In creating and optimizing your event page, consider the following:
- Even if you already have a website (i.e. if you are an event organizer company), it’s best to create a separate, dedicated per event
- Your event page should be a part of your website’s main domain, including for payment checkouts. This is important in maintaining branding consistency, as well as establishing trust.
- Include complete and accurate information about the event :
- Venue (for an in-person event)
- Time and date
- Sponsor information (sell it in sponsorship packages.
- Invest in an online event registration tool with secure payment options to allow functional registration on the event page.
Make sure the event page is mobile-friendly and loads fast, and the event registration function should be reliable, easy to use, but secure.
4. Event marketing on social media
In this day and age of social media, it’s fairly obvious that you should leverage social media marketing in promoting your even.
However, everybody is also doing the same, so how should we market our event on social media amidst all the noise?
It’s crucial to first understand that social media marketing consists of three different elements:
- Organic: building your followers on your own social media pages, and spread the word about your event.
- Paid: using various paid advertising channels offered by social media platforms
- Influencer: partnering up with relevant influencers with substantial followings on social media so they can promote your event to their followers.
Balancing between these three channels is key, and it is the case of cost versus time. organic efforts are affordable and even free, but it will take some time to generate results. Paid efforts, on the other hand, can guarantee the quick results you need, but can be expensive. Influencer marketing is somewhere in the middle.
5. Send out an event press release
Another important marketing effort you should try is to publish a press release to relevant media, websites, and even influencers in your event’s niche. They need news and content, so they’ll spread the word to their audiences, and the hope is that some of them will convert as registrants.
The secret is to make sure your event press release is well-written: maintain the right balance between being attractive and informative, and keep it short under 300 words.
Also, timing is key: send your press release early enough so people have enough time to register for your event, but not too early that they’ll forget it the time your registration opens.
6. Establish a strong brand
Create an event name that’s unique, easy to pronounce, memorable, and relevant to your event’s theme. Support it with a well-designed logo and other brand identity elements.
Without a strong identity, it’s fairly impossible to attract your target audience, to ensure strong event branding, it’s important to maintain consistency in every promotion and communication material you use.
Don’t underestimate the importance of promoting your event, and also don’t underestimate the time needed to promote your event in order to boost event registrations. It’s always best to start as early as you can in the event planning lifecycle to ensure success.
However, while marketing an event might be difficult at first, it doesn’t have to be too stressful, and you can use the actionable tips we’ve shared above for a great start.