Have you ever tried to teach a class, promote a discussion, or get people to join in on an activity only to be met with blank stares and an awkward silence? Expert planners know that event engagement is vital to an event’s initial success, as well as the success of potential future events. But what is event engagement? Better yet, why does it matter?
Event engagement, also known as audience engagement, refers to an event's ability to hold the attention of its audience's attention and promote full participation from event attendees. Engaging events are captivating and compelling; they capture their audience's attention from the start and hold on tight.
Event engagement is an important component of every stage of the planning process. It could mean distinguishing between a popular sellout event or a no-show flop. Attendance, audience retention, and future event success are all influenced by levels of engagement. Essentially, the more engaging an event is, the higher the likelihood of attendee satisfaction and participation in similar events in the future.
Event planners have three main areas of opportunity to engage with event attendees to ensure overall success: pre-event, during, and after an event.
This stage is a vital part of the event planning process. It's during this stage that planners are working to create interest, or a "buzz," around the event. Engaging regularly with potential attendees can help planners increase web traffic to event pages, spur conversations, and sell more tickets, helping maximize event attendance and profit. Here are some strategies to boost pre-event engagement:
Communicating with the event planning team should be easy for attendees and potential attendees. Respond to questions on your social media accounts, send regular email reminders, and make it easy for attendees to sign up for updates. If you use an event management platform, use that to send mass communication to vendors, volunteers, attendees, and more.
Make it easy for attendees and potential attendees to communicate with the event planning team. Respond to questions on your social media accounts, send regular email reminders, and make it easy for attendees to sign up for updates. If you use an event management platform , use that to send mass communication to vendors, volunteers, attendees, and more.
88% of event planners use social media with their event marketing to increase awareness about their events, and for a good reason. Social media is one of the best ways to engage your audience pre-event to build excitement and anticipation for your event.
Create a Facebook event page, invite members of your target audience, tag companies with related content, post on LinkedIn, and promote engaging, interactive content on the event page. Share high-resolution video content on Instagram to provide event updates or showcase exclusive behind-the-scenes information. Using these avenues for content will help maximize the amount of attendees at your event.
Create a non-invasive social media countdown timer or email campaign that runs as the registration deadline approaches for the event. FOMO, or the fear of missing out, is a powerful consumer motivator. Create marketing content that outlines the powerful benefits that attendees will gain from the event.
This helps keep the energy high and attendees interested. Successful event planners know that one of the most important parts of any event is the attendee experience. Here are some strategies to improve engagement during an event:
Kick off the event with high-energy entertainment or a group icebreaker depending on the size of your audience. Use mobile-friendly check-in software to keep track of attendees who have arrived.
Make seating arrangements that get people talking and connecting, especially at smaller events. For bigger events, use other fun ways to keep the audience engaged. For example, creating detailed maps that are categorized and organized by themes is a great way to unite like-minded individuals. These maps will also help attendees find the sessions they're interested in. By making it easy for everyone to explore and interact, you'll create a more fun and engaging experience.
Speaking of games - get your audience up and moving to help boost energy levels and alertness. Include challenges and encourage healthy competition with pop quizzes, team events, and games. Announce winners on social media and include event-related prizes for contest winners. Better yet, include these physical activities in between the program. This change will keep your attendees on their toes.
Here are a few icebreaker game ideas that can help energize and engage attendees at your event:
Two truths and a lie: Each participant shares two true statements about themselves and one false statement. Others guess which statement is the lie, encouraging interaction and revealing interesting facts about each other.
Human bingo: Create bingo cards with different traits or experiences (e.g., "Has traveled to five countries," "Speaks more than one language"). Participants mingle to find people who match each square, encouraging conversations and networking.
Name that tune: Play short clips of songs related to your event theme or popular tunes. Participants guess the song title or artist, promoting teamwork and friendly competition.
Group juggle: Participants stand in a circle and pass a soft object (like a ball) while calling out the next recipient's name. This game promotes quick thinking and encourages everyone to learn names in a fun way.
Speed networking: Similar to speed dating, participants pair up for short, timed conversations (e.g., 3-5 minutes) before switching partners. This rapid exchange allows attendees to meet multiple people efficiently.
Story starters: Provide attendees with sentence prompts (e.g., "The craziest thing I've ever done was...") and ask them to complete the story. This activity sparks creativity and encourages storytelling.
Group trivia: Divide attendees into teams and host a trivia quiz related to your event's industry, theme, or general knowledge. This encourages teamwork and friendly competition.
Photo scavenger hunt: Create a list of specific items or scenes for attendees to photograph within a designated time frame. This game encourages exploration and creativity while providing opportunities for networking.
Marshmallow tower challenge: Provide each group with marshmallows and spaghetti noodles. Challenge them to build the tallest freestanding structure within a time limit. This activity fosters teamwork, problem-solving, and creativity.
Personalized bingo: Create bingo cards with specific characteristics or interests relevant to your attendees (e.g., "Has attended this event before," "Works in marketing"). Participants find others who match each square, promoting networking and conversation.
These icebreaker games can be adapted to suit different group sizes, event themes, and objectives, helping to break the ice and create a lively atmosphere conducive to networking and engagement.
Another great idea is to offer pre-sales for the next event while the current event is still happening! This way, event organizers can take advantage of the excitement and energy of attendees, boosting their return on investment (ROI) right then and there. By capturing the enthusiasm and commitment of people who are already enjoying the event, you can ensure a solid start for the next one and keep the momentum going strong.
This stage plays a key role in event planning, forecasting, marketing strategy, and audience growth. Planners engage with attendees after events to increase loyalty, improve the lifetime value of each event attendee, and so on. Here are some strategies to improve post-event engagement:
Send thank yous to all attendees after the event. A quick email or thank-you note from the event staff can leave a lasting impression by making attendees feel valued and appreciated. You can learn more about sending the perfect post-event engagement email here.
Request responses to a follow-up survey. Keep it short and simple but ask valuable questions. Ask attendees what their favorite and least favorite parts of the event were and what they would like to see included at similar events in the future.
Send an exclusive discount for your next event to recent attendees only. Show your appreciation for their participation, build brand loyalty, and start creating buzz for upcoming events all at the same time.
Send attendees a highlight reel of the event's best moments. Have a member of the event team capture video of event highlights and take photos throughout. Consider creating an online photo album or Facebook Group specifically for attendees to discuss and share their experiences.
Ask attendees to share their experiences on social media. Encourage feedback and the posting of event content and photos. You can also encourage this by posting content of others (with their permission) on your social accounts. This will allow attendees to repost content with ease.
Lastly, create a post-event hashtag for event attendees to use so that you can easily view and track their post-event engagement.
When looking for vendors, it is important to consider those with a proven track record of enhancing event engagement.
For instance, partnering with a vendor specializing in innovative game-like solutions can create a sense of fun and healthy competition in your event. This will ultimately drive participation rates and overall attendee satisfaction.
In addition, opting for well-known vendors within your community can further amplify the visibility of your event, attracting a larger number of participants and generating increased interest.
By carefully selecting vendors that prioritize engagement and interaction, you can set the stage for a successful and memorable event experience that leaves a lasting impression on attendees.
A good engagement strategy helps set the tone for any event. For many attendees, the opportunity to build relationships is often the main reason to attend an event in the first place. By focusing on engagement at every stage of your event, you can create a captivating experience that keeps attendees coming back for more. Start planning your next event today, and watch your engagement levels soar!