12 Practical Ways to Double Your Event Attendance

Planning an event is no easy task; even a well-planned event may fail to attract enough of an audience. Imagine an event where every logistical detail is perfect, but the event-space is half empty and your speaker is echoing around an unenthusiastic group of people. That’s the last thing you want to see as an event manager.

You don’t want an event with unsold tickets and empty chairs. A perfect venue with great guest speakers might not be enough to skyrocket your ticket sales.

In this article, we’re going to present some practical tips to boost your event attendance.

1. Choose a well-known and convenient location

The event venue should be easily accessible via public transportation. If it’s too far away or too expensive, you’ll lose attendees.

Here are three things to ensure while selecting an event venue:

  • It has all the necessary facilities and capacity to accommodate the attendees. The place shouldn’t be too costly, or it’ll drive up the ticket price.
  • The location is distinctive and easy to recognize. Try to choose a place which is well-known in the locality.
  • It’s a convenient place for the majority of your potential ticket-buyers. They shouldn’t find it hard to reach your event.

2. Pick the right date

Attendance rate varies depending on the time and date of your event.

Here are some tips to help you find the perfect date:

  • Decide whether you want to arrange the event on a weekday or weekend. Weekend events may cost less due to low venue charges.
  • Afternoons or evenings on the weekend are perfect for weddings or family events, but business events on the weekend are likely to have low attendance.
  • Avoid holidays. People usually have specific plans for those days, and they are unlikely to attend your event.
  • Also, avoid major cultural or sports events. You should check for possible conflicting events before fixing the date.
  • For outdoor events, like concerts, you should choose alternate days in advance. The crowd won’t be pleased if you cancel the event and refund everyone due to bad weather. Having a preset alternate day will help you quickly reschedule your event.

3. Simplify the event ticketing process

An online event ticketing system will boost your number of attendees by a significant degree. There are many online event management platforms that you can try. Choose one which meets your needs.

A good online ticketing system must have the following features –

  • Support for multiple payment methods.
  • Option for setting up different ticket categories, types, and seat plan.
  • A simple registration process that doesn’t ask for too much information from the ticket buyers.

4. Offer early-bird incentives

Early-bird discount is a very common method to increase event attendance. The general strategy is to reduce the ticket price for certain days in the beginning. This encourages people to buy tickets early and gives your event momentum.

Here are some strategies that you can use to customize your early-bird offers:

  • Extend your early-bird registration deadline at the last moment. Many interested people will gladly accept the second chance.
  • Apart from discounts, you can offer early-buyers other incentives. Give away food coupons, gifts, or special offers from your event sponsors. These will bring more people to your event.
  • Use your social media and other marketing channels to promote the early-bird offer. Encourage your first customers to extend the offer to their family and friends.

5. Create an event schedule

Your event must have a detailed plan with fixed agendas. Let people know about the event schedule early. This will help your potential attendees make informed decisions about your event, and your tickets will get sold to the right audience.

Here are some tips on creating a perfect event schedule:

  • Discuss with your guest speakers or performers before setting the time distribution for each event segment. Failing to run the event according to the plan will discourage your attendees.
  • Include the event schedule in all your event related communications.
  • A boring schedule may reduce your event attendance. For day-long events or family events, include some extracurricular activities.

6. Encourage committed attendees to promote your event

Encourage ticket buyers and participants to bring more people to the event. It’s easy for them to influence their peers.

Your speakers or performers can also promote the event among their fans. This type of promotion creates a vibrant community and keeps up the buzz for your event.

  • Offer discounts for group-ticket sales. This will encourage people to book for their family members and friends.
  • Email event updates to committed attendees via email. Request them to connect with your event profile on social media.
  • Offer incentives for referrals. For example, anyone who refers three of their friends to buy tickets may get a free drink coupon.

7. Remind registered attendees to join your event

People are busy and forgetful. It’s crucial to remind your registered attendees of the event date and schedule.

These reminders will help you confirm their attendance. After all, selling tickets is not the only target of any event organizers. You want to see a fully-packed venue.

Here are some ways to remind your registered attendees of your event:

  • After someone buys an event ticket online, send them a calendar invite in the confirmation email. Then they can add the event to their calendar with a single click.
  • Send them a reminder email at least three days prior to the event.
  • Call or SMS them one day before the event.

8. Use great photos and visuals to promote your event

Whether it’s your website, social media posts, or event page, use professional photos. People guess the vibe and atmosphere of an event from the visuals used in its promotional materials. So selecting the right kind of image and design elements is very important.

You may also use videos to promote your event, but keep in mind that producing high-quality video content requires a considerable amount of budget.

9. Encourage interactions in social media promotions

There’s a social media strategy called the 4-1-1 rule. If you make a promotional post in social media, you should re-share one relevant post. Then post four related contents from other people or brands.

Depending on the nature of your event, you may not follow this exact share ratio. But you get the point. Share relevant, useful and exciting contents from your social media. Not only event updates.

You may also arrange social media contests to engage your followers.

This strategy will encourage people to interact more with your event brand. And eventually, the number of interested attendees will increase.

10. Do street marketing

Street marketing is an effective way to sell more tickets. It may seem a bit outdated, but it will help you get more attendees to your event.

  • Prepare well-designed flyers with your event schedule. Post these in local coffee shops, malls, and other public places near the event. The more local people know about your event, the more likely they will show up for it.
  • Hire a few agents who will directly share your event flyers to the people on the street. Target the places where there is a high density of potential attendees.

11. Create different ticket tiers

Set different prices for different ticket categories. A flat rate may be easier to manage, but it’s not the best way to sell more tickets. There should be at least two or three different categories – such as Premium, General, and Economy.

  • Note that you must offer a VIP experience for premium ticket holders. Make sure that tickets are worth the higher price. Many buyers will opt for the premium category if you provide enough incentives.
  • Low price tickets will attract people who weren’t that much interested in joining your event. These could be a half-day ticket or provide restricted access to the program.

12. Follow-up and thank your attendees after the event

Don’t forget about your event attendees and participants once your event is over. This will establish your reputation as an event organizer and increase attendances in your future events.

Here are some tips on post-event responsibilities:

  • Send thank you emails to everyone involved with the event. Personalize the emails sent to your guests.
  • Ask for participant feedback. You can send them an online survey with a thank you email. Or, you may ask for their opinions at the event venue.
  • Follow-up with any pending issue or customer complains. It’s your responsibility to resolve these even after the event is over.
  • Reward your volunteers. Though they were working for free, they deserve tokens of gratitude.

We hope you’ll find the above tactics helpful for increasing your event attendance. As events vary a lot in nature, you should customize these tips to meet your particular needs. If you don’t have the budget to try all these ideas at once, pick a few. Measure your results and find out what works the best for you.

Author Bio

Creating events and distributing tickets has never been easier than with EventBookings’ innovative ticketing platform. This system acts as a virtual ticket booth, where users can visit your custom-made event page, find out about your event and pay for tickets with a few simple clicks of the mouse.

2018 Email Marketing Predictions

Last year was an epic one in the email marketing world, and the success may be attributed to an increased focus on best practices. According to Econsultancy, 80% of marketing professionals rated basic segmentation as their highest priority while 73% of marketers planned to optimize emails for mobile devices (a 9% increase from 2016). Furthermore, regular list cleansing, data personalization, and dynamic email content were all strategies email marketers planned to employ in their email marketing campaigns in 2017.

With 72% of consumers saying email is their first choice for communication with brands, and email marketing continuing to top the charts as the best driver for ROI in the digital marketing world, it’s vital to continue to prioritize best practices all while considering email marketing predictions from top marketers for 2018.

Here are 6 predictions from Campaign Monitor’s interviews with top email marketers for 2018 to help you stay on top of your game.

1. A new marketing funnel emerges

Any marketing professional is familiar with the concept of the marketing and sales funnel. The idea of a lead entering the top of the funnel and customers emerging out of the bottom of the funnel is not new.

However, Samantha Anderl at Campaign Monitor explains the the traditional sales and marketing funnel is now dead. With new digital marketing channels and tactics, customers can now enter into the marketing and sales funnel at different stages, in different phases, and be nurtured in different ways.

This new marketing funnel requires creating multi-channel, multi-path, and multi-touch customer experiences at any phase of the marketing and/or customer life cycle. Marketers need a more holistic approach to reaching customers—-an approach where they focus on the complete journey with the end goal of maximizing the lifetime customer value and fostering customer loyalty.

With regards to email marketing, Anderl says, the biggest upcoming challenge will to be deliver personalized, relevant, multi-channel journeys.

2. Email automation will become turbocharged

Chad S. White from Litmus predicts an increase in email marketers investing more time in creating more relevant messages, rather than focusing on sending mass messages.

Furthermore, he anticipates email marketers will look at automation in a new light. Rather than a “set it and forget it” mentality, marketers will treat email automation with a “review and improve” strategy. This means we will see more marketers investing in A/B testing to maximize efficiency.

This year, marketers will continue to focus on reaching customers through automation, but with a renewed dedication to increasing relevance.

3. Personalization focuses on “what is next” not “what was”

Everyone has been jumping on the personalization bandwagon, and Alex Williams from Trendline Interactive explains why this will continue to be a huge trend in 2018.

Williams says personalization in past years has largely focused on past events including user purchases, subscriber personas, and life stage events.

With increases in machine learning and data-science, Williams suggests personalization will start shifting towards “what is next” instead of what happened in the past. As technology improves, marketers will be able to more effectively personalize content to mass audiences.

4. Marketers will own the multi-channel experience

Like Samantha Anderl from Campaign Monitor, Philip Storey from Enchant has big expectations for marketers to own the entire customer lifecycle. He says in past years marketers have focused on customer acquisition and loyalty, but haven’t paid as much attention to other areas of the life cycle.

In 2018, things will be different, especially with advances in technology. Marketers this year will be able to focus on, and deliver value for, each customer touchpoint throughout the entire lifecycle.

This focus on the customer lifecycle will touch every channel of marketing including email, social, paid, direct, and onsite personalisation, Storey explains.

5. Predictive marketing metrics will improve

Kath Pay from Holistic Email Marketing has big hopes for improvements in predictive marketing metrics. She explains marketers are currently very campaign-oriented in their approach to metrics. They measure the success of individual campaigns rather than individual lifetime customer value.

As machine learning and artificial intelligence improve, she predicts a shift from campaign metrics to predictive CLV (customer lifetime value) that measures current types of actionable insights. These metrics will keep marketers more well informed and help them make winning, data-driven marketing decisions.

This shift, Pay predicts, will give marketers better insights and, therefore, provide customers will a better overall experience.

6. Smarter tools for marketing automation

This year, Jordie van Rijn, founder at emailvendorselection.com, expects to see the line between email marketing, marketing automation, and CRM to blur. Why? He predicts automation companies will improve and expand their features to advance marketing automation.

For example, he expects a rise in visual workflow builders, improved email provider tools with more user-friendly automation features, and tools to make automation easier, more productive, and highly targeted.

Van Rijn suggests these tools will provide higher value, but come at a more affordable price point. He expects to see some innovation from new acquisitions, but most will come with current companies offering improved tools.

Wrap Up

As technology, AI, and machine learning improve, so does email marketing strategy. When looking at the predictions from these 6 marketers as a whole, it’s clear they expect better tools to help with multi-channel marketing. These tools will help marketers focus on catering to customers throughout each touchpoint, nurture customers through the entire customer lifecycle, and provide highly relevant and automated customer experiences.

If you haven’t already, now is the time to vamp up your tools and processes for 2018. Otherwise, you’ll be left in the dark.

Author Bio

Andrea Robbins is a Content Marketing Manager at Campaign Monitor. She loves spending time outdoors and a good cup of coffee. Keep up with her on Twitter @andirobz

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Get to know our article authors!

Jake Fabbri

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Jake Fabbri is the Vice President of Marketing at Fonteva with over 18 years of experience working in marketing management. He has experience with lead generation, content marketing, marketing automation, and events.

Cesar Devoto

Cesar Devoto is a Senior Sales Executive at Fonteva. Cesar has 13 years of event management software experience. Prior to working in software sales, he was a real estate and securities regulation attorney for 10 years. He has been cited saying the move to software sales was the best decision he has ever made… other than proposing to his wife.

Kevin Caiazza

Kevin Caiazza is a Senior Sales Executive with over 22 years of experience in the hospitality, meetings and events industry with 10 of those years focused exclusively on software solutions. He is responsible for leading partnership efforts with new prospects, deeply understanding their business needs, and sharing how Fonteva Events can help. When he is not working, his other passion is spending time with his 3 growing children Caleb, Samantha and Alexa!

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