Increasing audience attendance at events: Our top tips
Make your event unmissable
It doesn’t matter how well we plan an event, how many details there are or how on brand everything feels, if the guests don’t attend then it’s all in vain. Over the years we have picked up a few tips and tricks that help increase audience attendance. We have learnt that great attendance is so often a marker of success in our clients’ eyes, and we get it – after all, hosting the party that everyone wants to attend is always going to be a good thing.
Your invite and RSVP comms are very important.
This is everything from sending a Save the Date, well in advance (this can be digital) through to confirming the receipt of an RSVP, providing a website or good amount of information with your invite and following up closer to the time. Not being able to find an original invite is beyond frustrating so ensure your subject lines for any digital messages are very clear in case guests are searching their inbox in a rush.
Consider your invite style – lumpy post always gets a good reaction.
Nowadays getting anything in the post other than a very boring bill, is always going to be exciting. ‘Lumpy post’, i.e. not a flat white letter will guarantee the attention of your guests from the word go. We know that hard copy invites have a cost associated with them, but it makes a real difference. We always see a higher attendance to events where they sent a hard copy invite.
Imply that the restrictions are high
We are lucky to work in lots of iconic venues which is incredible but due to their nature, the secuirty is always tighter. We have to provide a guest list ahead of the event and security really use that. We have found that communicating this to guests makes them realise the gravitas of the venue they're about to visit - also something that makes it feel a little harder to get into also seems to spark interest and in turn attendance.
Don't underestimate the power of people
We find that everything is so digital these days and in a way that makes it easy to hide behind an email. We have found that introducing a personal touch where possible really helps. We all know that a dinner you're invited to in person is something you're more likely to attend. Equally if someone calls you to invite you personally, or follows up on an invite it just shows how 'real' the event is. We then ensure we also have human signage, especially if a venue may be harder to find - having hosts at the nearest tube is a great touch and makes the night easier for people to find.
Drop breadcrumbs in your comms
Excuses to give additional information throughout that invite process, we find keeps interest high. Maybe it's a little insight into the menu or perhaps an engaging activity within the event. Rather than having guests discover this at the event, if it's something unusual or interactive, getting people excited ahead of the event helps.
In a world where there’s so much going on, where lives are busy and frantic, following these tips will hopefully be really beneficial to your attendance rates. If you need any further ideas, it’s an area we love to discuss so get in touch.
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