5 Easy Ways to Attract Attendees to Your Event

November 8, 2015

Christine Cullity and Ken Ferreira

Christine Cullity, Director of Marketing and Ken Ferreira, National Sales Application Manager, at Convention Data Services. Collectively, Christine and Ken have 36 years of experience in the tradeshow industry. 

It’s the age-old question that all show managers ask, “How do I attract more attendees to my event?” The goal is to not only attract attendees to your current event, but to turn them into repeat attendees for years to come. A comprehensive and targeted marketing approach that encourages conversation and interaction will help you reach the greatest number of potential attendees who will in turn share the experience with their colleagues.

#1. Analyze, personalize and segment your data:

Begin your campaign strategy by leveraging your event’s existing data. Slice and dice your data into historical and current registration information categories. In the historical category include first-time attendees from your last event, attendees by region, and attendees by buying power. In the second category include all of your current data from your social media efforts, invite-a-colleague, exhibitor invites and registration abandonment. Use this data to create and target specific markets.

#2. Engage your attendees:

The invite-a-colleague program uses the influence of your current attendees to reach their contacts and engage potential new attendees who are not currently in the event database. Email recipients are more likely to open and act on an email from a trusted source and colleague. 

Proven to cut through pre-show marketing emails, this program has consistently shown the highest registration conversion rate. 

#3. Engage your exhibitors: 

When your exhibitors promote your event it is a win-win situation. The exhibitor invite program gives your exhibitors a tool to reach their existing list of customers and referrals. By helping to increase the attendance, they give themselves the opportunity to expose their brand to a wider audience of potential customers and increase their lead generation. Offer and encourage your exhibitors to use marketing tools to drive attendees to your event and their booth.

#4. Social media makes the difference:

A great deal has been written about using social media, but it truly is the key to reaching a larger and wider audience for your event. Think of it as an enhanced version of the invite-a-colleague campaign. Get your exhibitors and attendees to embrace the use of social media to leverage their existing contacts and create new ones. 

#5. Don’t forget about your speakers: 

Your speakers are a valuable asset and can help promote your event to additional audiences. View your speakers as your social media evangelists and offer them promo event codes to share via social media.

Marketing your event begins with your data. Capturing, analyzing and leveraging your data from your past events is the key. Use that data to implement these five strategies and attract enthusiastic attendees and exhibitors to your next event.

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact