A great program, interesting speakers, and an attractive venue. Everything is in place for a successful event. But registrations are lagging behind.
Or perhaps there are enough registrations, but on the day of the event, it turns out that not nearly everyone shows up.
For event organizers, this is a familiar challenge. You don’t just want to reach more people; above all, you want to convince the right people to register and actually attend.
Marketing automation can play an important role in this. Not by simply sending out more invitations, but by giving potential visitors the right reason to come at the right time.
1. Turn your interest into a registration
Not everyone who visits your event page signs up right away.
Some visitors want to learn more about the program first. Others aren't sure if the event is relevant enough.
With a lead nurturing campaign, you can convince these prospects step by step.
Think of a series of emails featuring interesting speakers, informative sessions, and the practical benefits of participating. By tailoring the communication to participants’ behavior and interests, not everyone receives the same information.
This way, you can help those who are undecided make a decision without having to send the same invitation over and over again.
2. Use early-bird deadlines at the right time
An early-bird offer can help encourage visitors to make a decision sooner.
But one announcement is often not enough.
With marketing automation, you can automatically remind prospective customers who haven't booked yet of the approaching deadline.
For example, with a series of posts in which you first highlight the benefits of participating and later show how much time is left.
The most important thing is that people who have already signed up don't receive the same sales message again.
