7 Ways to Drive Onsite Attendance to Your Field Marketing Event

Introduction:

Organizing a successful field marketing event requires not only securing registrations but also ensuring high onsite attendance. Unfortunately, drop-off rates can be a challenge, and many registered attendees may not show up on the day of the event. In this blog post, we will explore effective strategies to drive onsite attendance and maximize engagement once participants have registered. By implementing these tactics, you can increase attendance rates and create a memorable experience for your event attendees.

1. Collaborate with Partners:

   If your event is an extension of a trade show or industry conference, consider partnering with 3-4 complementary companies. By planning your events in the same location, you can create a shared space that attracts attendees from all participating organizations. This collaborative approach helps generate more foot traffic and encourages participants to explore the offerings of all partners.

2. Utilize Calendar Invites:

   Once attendees have registered, send them a calendar invitation that includes the event details. By integrating the event directly into their schedules, you increase the likelihood of them attending. Ensure that the invite is comprehensive, providing essential information such as date, time, location, and any special instructions. This simple step helps reinforce the commitment to attend the event.

3. Foster Pre-Event Connections:

   Prior to the event, send an email encouraging attendees to connect with each other on LinkedIn. This not only builds a sense of community but also provides a platform for participants to introduce themselves, discuss their interests, and establish connections beforehand. By fostering pre-event networking, you create a stronger incentive for attendees to come and engage with fellow professionals.

4. Personalized Outreach from Sales Representatives:

   A week before the event, have your sales representatives reach out personally to registered attendees. This outreach can be in the form of a brief email or a phone call, expressing their excitement about meeting the attendees at the event and inquiring if they will be attending. This personal touch demonstrates your organization's commitment and increases the likelihood of onsite attendance.

5. Create an Exciting Contest:

   To build anticipation and reward early attendance, organize a contest for the first 10 people who arrive at the event. Offer an enticing prize such as an airtag or any other popular item relevant to your target audience. By creating a sense of competition and a chance to win valuable rewards, you motivate attendees to be punctual and engage with your event from the start.

6. Pre-Event Digital Swag:

   To pique attendees' interest and provide a preview of what's in store, send them a pre-event piece of digital swag. This can be in the form of exclusive content, a teaser video, or a downloadable resource that aligns with the event's theme or content. Offering this pre-event gift helps create a connection with your audience and entices them to attend and learn more.

7. Engage with No-Show Attendees:

   Despite your best efforts, some registered attendees may still miss out on the event. Create a post-event campaign specifically targeting these individuals. Reach out to them with a personalized message expressing regret for their absence and offering an alternative way to connect. Propose a virtual coffee meeting or a one-on-one conversation to discuss the event's highlights, and consider including a small gift card as a gesture of goodwill.

The Bottom Line

Driving onsite attendance to your field marketing event requires a proactive and multifaceted approach. By leveraging strategies such as partner collaborations, calendar invites, pre-event networking, personalized outreach, contests, digital swag, and post-event engagement, you can significantly increase attendance rates and ensure a more successful event overall. Remember, the key is to create an engaging and valuable experience that leaves a lasting impression on your attendees, encouraging their continued support and participation in the future.

Not Sure Where to Start?

PlanWell helps small-team marketers bring their event strategy to life. We’d love to serve as the team within your team and help elevate your event experience. To learn more about our services check out our full list. If you are interested in learning more, you can book a call here.