Improve Event Attendance By Optimizing Your Event Info Display

If you’re organizing a new event, you know it can be difficult to get people to attend.  Even if you have access to a large network of people in your target market, generating that initial excitement can be difficult.  One way you can increase attendance to your event is by optimizing your event info display.  Whether you’re setting up a website, an EventBrite page, a Facebook event listing, or even just throwing up a poster or handing out flyers, applying basic marketing principles to improve and optimize your event listing can make a significant difference in your event attendance.  Below are 4 elements of an event display that every event organizer needs to pay attention to.

Complete Event Information

While this may seem like the most obvious and hard to miss element, it’s surprising how many event displays manage to leave out at least one piece of key information.  No matter how attention grabbing your poster or how intriguing the title of your Facebook event page, you won’t draw attendance if you leave out the date, time, location, how people can get tickets, or what exactly your event is all about.  In ensuring that your event display has all the information a potential attendee may require, you can use the 5 Ws maxim –  who, what, when, where, why – to help ensure that your event information is complete.

At Least One Attention Grabbing Element

Having all of the event information on your display is useless if no one gets to see it.  Ideally, every element of your poster should be carefully designed to bring in eyeballs.  In any case, you should have at least one element on your display that can really grab a passerby’s attention.    Having an attention grabbing headline, picture, design – or all of the above – will increase the amount of people who see your display and thus the amount of people who will attend your event.

When coming up with your attention grabbing element, be sure to keep your target audience in mind.  What would capture their attention?  If you’re putting up a poster or banner, sometimes sheer size can be an attention grabbing element.  There are lots of online banner printing services that can produce a gigantic and cheap vinyl banner for your event.  If you want to use the size of your display as a way to draw attention, be sure to get permission before putting up your poster/banner, or you may get into trouble.

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One of the most basic principles of marketing is to focus on the benefits of your service or product in your promotional materials.  Ask yourself: why would anyone want to attend your event?  Then tell them exactly why they should attend.  Don’t leave it up to the imagination, here’s your chance to really sell the event you’ve worked so hard on.  Be specific rather than vague– instead of telling someone that they’ll have fun, tell them why they’ll have the time of their lives.  Instead of telling them that they’ll learn useful information, tell them how that information can improve their lives.  If you can’t come up with at least one compelling reason why someone needs to attend your event, you might want to rethink your whole concept.

Add Incentives, Urgency and a Clear Call to Action

So by now you should have an attention grabbing event display with all the necessary event information and your prospect should know why they need to attend your event.  Now that you’ve grabbed the prospect’s attention, it’s time to seal the deal by including a clear call to action asking the reader to buy tickets, register, or show up come event time.  Novice marketers often forget that simply listing the benefits of an event isn’t always enough.  It’s been proven time and time again that a strong call to action increases conversions, so be sure to ask for exactly what you want.  You should also make sure that your call to action is highly visible and prominent in your event listing.

Lastly, by instilling a sense of urgency and adding incentives to your call to action, you can help nudge a casually interested prospect to actually show up to your event.  Early bird registration offers are a great way to get people to take action and sign up.

Alexander Jordan

I am a director, marketer, designer and thinker. I love all things tech, travel, music and culture. Follow me on Twitter, and Google+
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thinking creativity
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