Of course you want your event to be engaging! The more engaging the event, the more coveted tickets will be, the more attendees will retain and spread your key messages and the more likely it will be that they’ll return next time bringing friends and colleagues. Here are five ways to directly engage with your event audience in the lead up to and at the event itself.
Before the event
1. Know your audience
Research your audience to find out what they want. This can be as easy as asking them! Classic market research works. But for bonus points, give them some say in your event. You could take a vote on speakers they’d like to see, topics they’d like to hear about or even something as simple as what kind of food you’ll have on offer. They’ll feel as if they have some ownership of the event and be even more engaged in ensuring it’s a success.
2. Be a Tease
Try not to reveal all of your event details at once. Start with a basic save-the-date and vague location. Then, create a social media content and/or press plan that introduces different aspects in the lead up to the big day. This style of gradual unveiling builds anticipation and gives your audience the opportunity to get excited time and time again (and multiple temptations to book a ticket).
3. Create a hashtag
Think up a unique hashtag for Twitter and Instagram so that potential attendees to your event can follow and feel like a part of its journey. The event name is a good place to start or otherwise something attendees might naturally use. The shorter and easier to remember your tag is, the better. Don’t forget to place the hashtag in a few prominent positions around your event on the day too. Also, experiment with making geofilters for Snapchat and Instagram; these are branded graphics and effects that can only be used by attendees at the location and date of your event which makes them feel part of the community.
At the event
4. Offer rewards
Gift your most active social media users at the event with rewards and clearly let attendees know how to earn them before and at the event. This could be vouchers, discounts, goodie bags, access to VIP areas or unique experiences that only unlock once they use a certain hashtag, capture a certain image or event selfie or share one of your posts.
5. Make It Fun
There are ways to make even the most straight-laced conferences more fun. Think about which elements you can gamify to engage your visitors. Include contests, competitions and quizzes with relevant prizes, event upgrades or exclusive experiences at the end. These don’t have to be extras at the event. You can turn standard activations and installations - such as feedback stations, capturing contact details or networking cocktail sessions - into something more playful. When you add value where possible, attendees are more likely to get involved and remember your event, brand and key messages.