Industry events are hosting more first-time attendees than ever before. As event organizers, it’s our job to make these newcomers feel welcome — and that starts with personalizing pre-show marketing and communications. Here are six ways to attract and retain this valuable audience:
Create a First-Timer’s Guide
An event website may feel a bit intimidating and “inside baseball” to someone completely new to the event — or professional events in general. Building a customized landing page, like this first-time attendee guide mdg created for NAB Show®, serves as a go-to reference focused directly on the needs of event rookies. Address common questions and essential planning details, such as travel and hotel information, packing lists, instructions for badge pickup, opening night networking events, scheduling tips and instructions for downloading the mobile app. Promote what’s happening on social media and encourage new attendees to join the conversation and connect with peers.
Provide Personalized Recommendations
Big show? Don’t let newbies get analysis paralysis. Create tailored itineraries based on persona information provided at registration, including relevant sessions, exhibitors, special events and activations designed to alleviate specific pain points and advance their professional goals.
Show Them a “Day in the Life”
Help first-timers envision their experience on-site by outlining what a day at the show might look like. For example, mdg created a series of Day in the Life emails for METALCON with tailored content for general attendees, design industry professionals and contractors. In addition to segmenting by job function, consider customizing by years of experience, top reasons for attending and other key criteria. Day in the Life videos, like the reels mdg’s social media team recently created for AAPEX and SUPERZOO, are another great way to help attendees see themselves at the event.
Get People Talking
Go one step further than inviting attendees to connect on social media by leveraging platforms like Braindate. Attendees can post anything they’re hoping to discuss with peers before (or during) the show on the “topic market” and people with similar interests or challenges can “book” the discussion. Not only does this get attendees talking before the show starts and give them a built-in connection at the event, but it also helps us learn what’s on attendees’ minds.
Do More With the Event Map
An interactive map like the one Newtopia Now produced with mdg allows event organizers to include pop-ups and videos that welcome attendees and introduce various show floor areas and activations. Transforming a static map into an immersive experience gives both new and returning attendees a more comprehensive view of the event and generates excitement for what’s in store.
Keep in Touch
Imagine you’re a first-time attendee. Show time is approaching and you keep checking your email for more information about the event and … crickets. It’s not hard to get cold feet. Ease newcomers’ nerves by sending out Know Before You Go emails throughout the campaign cycle to maintain consistent communication, keep important information top of mind, and ensure essential details are always easy to find.
A Warm Welcome Starts With Pre-Show Marketing
The seeds of any event experience are planted long before attendees arrive — or even register. These are just some of the strategies event organizers can use to customize the experience for first-time attendees and increase the likelihood they’ll continue to participate in future events.
