Event industry trends have significantly shifted in the post-pandemic era. According to a statistic presented by Upmetric, in 2024, 81% of meetings will have an in-person component.
Businesses and event organizers have broken the dichotomy of opting for virtual or in-person events. Everyone wants the best of both worlds and is opting for hybrid events. Event marketers have leveraged the hybrid format to bypass organizing events’ logistical and financial challenges.
Irrespective of the nature of the event, one factor is a crucial determiner of the success or failure of any B2B event – in-person event attendance rate.
Yes, we have passed the pandemic, and everyone has attended corporate events throughout the year. However, ensuring they continue to come every year for the same event requires some strategic thinking.
Let’s look at 17 practical ways to increase the in-person event attendance rate in 2024.
17 Effective Ways to Increase the In-Person Event Attendance Rate
Here are a few practical ways to raise the in-person event attendance rate.
1. Address the Needs of Your Target Audience.
In a world of constant give and take, only those relationships survive where both parties successfully meet each other’s needs. This holds true in the business world as well. Event organizers should first identify their target audience, create their persona, and then identify their problems and pain points. Armed with this information, they can choose discussion topics and keynote sessions that address these issues.
At WeAreDevelopers World Congress 2023, organizers arranged sessions on the latest technologies in the world. Attendees from all over the world had a chance to update their knowledge in the field.
2. Create an Easy-to-Use Event Website and Event App
In an age where everything is at one’s fingertips, attendees must have access to all information about the event through an event app. The app can be used for a seamless registration process, scheduling the sessions and workshops attendees wish to attend and seeing their fellow attendees start networking even before they reach the event venue.
Often, organizers miss out on creating user-friendly apps and websites for their events, leading to losing traction. Make it a point to get adequate technical expertise to provide top-notch app experience to attendees. If you wish to know more about some of the best conference apps, check out our article, “7 Best Conference Apps: The Must-Have Tools for Event Attendees.”
3. Plan Immersive Event Engagement Activities and Market About It
Apart from learning and networking, the overall event experience is derived from the engagement activities and other hospitality facilities provided to attendees. Engagement activities are usually done before the event, during the event, and sometimes after the event. These days, organizers leave no stone unturned to organize immersive engagement activities to improve the overall event experience.
AR and VR allow event planners to gamify content through gaming interfaces and interactive leaderboards. Event marketers can facilitate AR technology so attendees can navigate to the event venue.
Read our article, “18 Great Experiential Marketing Examples To Inspire Your Next Event” to learn more about these immersive events.
4. Create Powerful Content
The choice of curated content can be a game-changer in increasing the in-person event attendance rate for your next B2B event. The primary agenda for most attendees is to improve their knowledge base and understand the latest happenings in their respective fields.
Keeping this in mind, it is imperative to invite relevant keynote speakers who are thought leaders in the concerned industry and will have something unique to offer to their listeners. In our latest curation of top HR events in the first quarter of 2024, we came across ‘learning’ as one of the most rated aspects of all events. This shows that powerful content can make all the difference in raising the in-person event attendance rate.
Make sure to build interesting narratives on why your target audience should attend your event across all marketing collateral. This will attract as many eyes as possible for your upcoming B2B conference. Powerful content helps build trust and credibility while adding to the brand value of your event.
5. Organize Unique Experiences and Promote the Same.
Often, events have pre-decided themes, and all activities revolve around the same theme. For example, if the event is focused on mattresses, the pre-event area can have decor with elements of comfort and relaxation one finds in a bedroom. You can provide unique AR experiences based on event industry trends and how being in a luxury bedroom feels.
A memorable event experience comprises the user experience in the pre-, ongoing-, and post-event phases. Every phase should be strategically planned to make attendees feel valued and appreciated, ensuring maximum attendee retention in the long run.
6. Have a Clear Marketing Strategy
Increasing your in-person attendance rate means getting as many registrations as possible. You need clarity on your goals and a plan to achieve them to do this. Your marketing strategy should be directed toward your target audience in a way that appeals to them. For example, the EthCC event focused on community marketing to cut corners and spend that money on organizing the event.
An event’s marketing strategy comprises various elements such as email marketing, social media marketing, testimonials, online community marketing, and much more. One effective way to gather numbers is to host a free webinar for everyone, during which an expert shares and announces information on a topic relevant to your event.
7. Make the Most of Social Media.
Lastly, the after-event movie can be a great tool to attract attendees for the next year. Read our blog, 27 B2B Social Media Content Ideas To Drive Success All Year Long, to learn how to make the most of social media to promote your event.
8. Include 1:1 Meet-the-Expert Sessions for The Attendees.
As mentioned earlier, the global event industry is fuelled by the need for knowledge and networking. Allowing attendees to have 1:1 sessions with subject-matter experts will elevate their overall learning experience in the event. This will make them feel more valued and give them a strong reason to return for the same event next year. Moreover, it will be a great upgrade for their networking as well.
9. Utilize CRM and the Old Contact Database to Reach Out to People.
Getting as many relevant people to attend your event is no joke. So, go all out and invite as many people as possible to your event. Access your past events’ guest list, get contacts from your client, and make prominent social media announcements to target as many potential attendees as possible.
You do not want to miss out on past attendees who enjoyed the event and would be interested in attending more such events from their respective fields.
10. Go Big on Pre-event Activities.
Start holding pre-event functions a week before your event. You can start by having social media contests or online challenges to create buzz. Even when the guests arrive at the venue for the event, include sufficient recreational activities to relax, unwind, and enjoy before diving into the main sessions. This will help elevate the overall event experience for attendees.
You can read our article, “How Can Pre-Event Activities Execute a Successful Event,” to learn how to utilize pre-event activities as an impactful strategy to increase an event’s attendance rate.
11. Choose an Attractive Venue
While curating reviews, most reviewers give brownie points to amazing venues such as Hawaii, Barcelona, and Paris. An attractive venue is a strong pull factor for many attendees. People who would have otherwise gone on a vacation will then opt to come for an event where they can mix and mingle with their peers while enjoying the beauty of a tourist location. Giving attendees a city tour can be the primary recreational activity for attendees before they start attending the event.
12. Make Registration and Check-in Seamless
Avoid creating complicated registration portals. You want people to access your registration page easily. So, ensure you get the best technical talent on board to do multiple checks of the interface before it goes live. You can club the registration for the event with the check-in and stay to simplify things for the attendees.
The last thing you need is for potential attendees to lose their registration due to a complicated process. Ensure your registration process is quick and hassle-free for your event.
13. Allow Users to Create Their Schedule
Everyone loves freedom, although it may be an illusion. Everyone wants to know that they have some control over their lives. Allowing attendees to create their schedules after choosing the sessions they wish to attend can enhance their overall event experience. Ever wonder why people enjoy scrolling through apparel sites and Trip Advisor? It’s because making their own choices at their convenience is extremely empowering to them.
One of the best ways users can manage their schedule is when the event in question has an application wherein the attendee can register and manage his/her schedule independently. Attendees can also plan their schedule in advance by reviewing the event itinerary and deciding on the events they wish to attend. They can further sync their schedule with Google Calendar to get reminders lest they forget about which events to attend.
14. Promise and Deliver Maximum Networking Opportunities.
Networking is the heart of every event. People come to be able to interact, learn, and have a good time with everyone. As event marketers and event organizers, it is important to incorporate as many networking opportunities as possible. Your event venue should have sufficient breakout areas to allow people to talk and network with each other. Conduct ice-breaker sessions, include table rotation for longer sessions, and allow attendees to discuss what they have learned between sessions.
15. Get Attractive Sponsors On-board
Your sponsors are the lifeline of your event. They don’t just fund the event but also add to its overall appeal and brand value and boost your audience’s reach. According to Upmetric, there has been a 30% increase in revenue from sponsored events, and this industry trend is touted to grow in the coming years.
To know more about how sponsorship benefits events, read our article, “Understanding the 11 Key Benefits of Event Sponsorship.”
16. Include Mind-blowing Recreational Activities.
Event attendees look for enjoyable recreational activities such as sporting events, tarot card readers, games, fun performances, and more. So, balance knowledge-driven sessions and entertainment options to keep the audience hooked to the event.
For example, a tech event can have a fun session with VR headsets. Recently, Samsung gave away VR headsets to its attendees at the Las Vegas Convention so they could experience their product firsthand while having a gala time.
17. Choose the Right Time and Date for the Event.
You don’t want to lose out on attendees because your event’s dates clash with those of another mega event. Check if the dates you choose will be feasible for all stakeholders. Choosing an opportune time and date will ensure a maximum in-person attendance rate for your event.
One of the things that matters while choosing a venue is its accessibility. Make sure the venue is well-connected by all modes of transport. You might also want to consider checking weather updates to avoid delays due to bad weather. Lastly, opt for a venue that can easily accommodate all attendees.
Key Takeaway
Increasing event attendance is not just about the event’s success but also about creating a solid brand. People will want to keep coming back to an event that has an impact on its attendees. Hence, increasing the in-person attendance rate and attendee engagement is crucial for the event’s long-term success.
Creating a brand identity for your event will go a long way toward ensuring a steady in-person event attendance rate. Attending an event is an investment of time, energy, and money, and it’s up to the event organizers to give attendees maximum returns on their investment.
At Eventible, we review global B2B events, allowing attendees to see how each event has fared in the past and then make informed decisions about attending the event of their choice. Watch out this space for more event-related news and information.
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