Pre-planning plays a huge role in the overall success of a conference. Pre-conference engagement is more than the standard-issue marketing and social media push. Think of the process leading up to your conference as engagement management; the more attendees you have at your event, the larger your outreach. And, as we all know, a larger outreach means a bigger return on your investment.
Involving your prospects in the planning and creation of the conference will also give them a sense of ownership. This leads to increased participation and a greater perceived value, which equates to a more captive audience. The more your audience connects to the experience as a whole – including pre-conference, during the conference, and post— the more likely it is that they’ll spread the word to other people in the industry, and make it a point to attend your conference in the future.
Top 5 Attendance Boosts
We’ve compiled the five most effective ways to boost attendee engagement before the big conference:
1. Get Personal
Pre-conference surveys are a highly effective tool to gather personal and target content around your audience’s specific needs. Everyone likes to share their opinions, and they will appreciate the fact that you’re taking the time to hear what they’ve got to say. By adding such a personal touch, you’re letting your audience know that their input is valued and taken to heart.
2. Get Social
Social media is invaluable in the conference planning. Being strategic, not only with your content but also how it’s distributed, can mean a world of difference. LinkedIn and Facebook make it possible to build a dedicated social gathering with private groups and event pages. Using social media platforms will not only raise awareness about your brand as a whole, but it will your attendees excited about your upcoming conference. Upon registering, attendees should also be prompted to join the conference’s community via social media.
Get creative! Come up with a catchy hashtag relating to your program. It should be relevant to your brand, memorable and consistent with your social media efforts.
3. The Power of Community
Creating buzz around your conference will spark interest and build a following around the event itself. Now is the time to form new relationships, strengthen existing connections, and create a community of professionals. Blog, tweet, and post about topics related to your conference, creating organic engagement, connecting others to your brand, and leading to valuable discussion.
4. On the Web & On-the-Go
We highly recommend adding an ‘Events’ or ‘Conference’ tab to your website. It will give you a spot to park important information in one place that will be easily accessible from your landing page. Make it your goal to direct traffic there whenever possible. Chances are, most of your attendees will be busy working professionals who are constantly connected to their smartphones and tablets. Your event’s main page and registration page should definitely be mobile-friendly—there’s nothing more frustrating than a poorly formatted web page.
5. Be Consistent
Throughout your conference’s life cycle, be sure the content that you share is consistent with your brand and what you want to create around your program. Stick to a posting schedule at minimum. Starting well in advance will build momentum leading up to the conference, carry that excitement through to the big day, and increase conference engagement.
Don’t miss out! Be sure to check back to learn which of the latest tech tools can increase retention and add value to your event. For a list of our go-to software and programs to personalize your communications, increase engagement and create strategic marketing collateral, download our eBook.
