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What strategies do you have to convert registrants into attendees for a virtual event?
This question was asked during the March 31 roundtable on "Tips and Strategies for Marketing Your Virtual Event" with Cece Salomon-Lee, Michelle Bruno and Shannon Ryan. FocusMarketingRT
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2 Answers
It's a great question. High registration rates don't mean much if no one shows up for your event. To maximize attendance:
• Give yourself plenty of time for planning and execution. Start the process 8-12 weeks before the virtual event, focusing on these activities: development of a compelling topic; identification of presenters and the target audience; and a promotional outreach campaign.
• Send reminder emails. The recommended best practice is to send at least two—the first reminder one week ahead of time and a second reminder the day before the virtual event.
Here are just a few of the strategies that I would recommend:
1) Ensure that your messaging is value oriented. People are constantly making choices about how to best spend their time so you have to ensure that you have created a compelling message around why your event is the best way for them to spend their time and the actionable takeaways you will provide.
2) Remind your audience about your event many times (week before, day before, day of) so it is top of mind.
3) Include calendar add functionality to your messaging so registrants can easily add your event invitation to their calendar.
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