Attendees have always been procrastinators. Freeman research shows that roughly half of attendees register just five weeks before an event. And a 2023 Maritz analysis of 30 trade shows revealed one in four wait until the final week. Fast forward two years, several economic recalibrations, geopolitical shifts, and workforce reductions later, and it’s easy to see why a “wait-and-see” approach is not only still with us, but a sense of uncertainty is stronger than ever.
When used strategically, uncertainty can be a lever — not a limitation — to move your audience in the final weeks. Here are six tactics that go beyond the basics and use today’s climate as a springboard for late-registration success:
Make Registration a Low-Stakes Commitment
With consumer confidence falling and your attendees feeling the financial pressure, provide peace of mind by introducing a risk-free “Commit Now, Decide Later” pass that allows attendees to reserve a spot with no fee or a nominal deposit and confirm closer to showtime. The act of declaring their intent — even lightly — helps attendees clear the mental hurdle and start making plans. Ensure your team has a targeted verification campaign ready to deploy for these early registrants.
Connect the Dots to Tangible ROI
Freeman research shows that professionals are now more selective than ever about the events they choose to attend. They’re working with leaner budgets, tighter teams and growing time pressures — and if your marketing doesn’t clearly communicate your event’s value, it won’t make the cut. Whether you’re sending last-minute emails or posting on social media, make sure you’re providing a concrete answer to attendees’ No. 1 question: “What’s in it for me?” Positioning your event as the place to decode chaos by highlighting sessions focused on hot-button issues — such as tariffs and global supply chain fragility, administration impacts, or rollbacks on ESG and DEI — frames attending as a critical source of stability. Speak to your attendees’ motivations and establish your event as the only place to get exactly what they need.
Share a “Why Attend Now” Video
Don’t just email another reminder. Use the power of video to grab attention and resonate on an emotional level. Whether your leadership delivers the message or you use on-screen graphics and a voiceover, you’ll want to walk through the changes and disruptions impacting your industry — and why that makes this year’s event a must-attend. If you know your audience is struggling with specific hesitations, don’t shy away from addressing them. But remember, as with any social media content, keep your video brief and easily digestible.
Multiply Your Message With Referral Incentives
When your field is experiencing funding cuts or layoffs, it may not feel like the right time to travel to events or take time away from work. That’s why it’s more important than ever to tap into your prominent attendees, industry influencers, speakers, and exhibitors to reassure your audience of the value of attending. Ask them to share referral codes — along with the message that with so much in flux, it’s the ideal time to network and focus on professional development.
Go Beyond “We Noticed” to Concierge Outreach
When your event is down to the wire, it’s time to get laser focused on those most likely to register. Personally reach out to anyone who downloaded your agenda, added a session to their calendar, or abandoned the registration process. Connect the message to their individual interests by suggesting related sessions and content, or offer to talk through registration options — but be mindful of personalization that feels overly intrusive.
Zero In on Your “Drive-In” Audience With Geotargeting
Nearby attendees may have reluctantly passed on early registration because of future unknowns in their industry or potential conflicts — be they client meetings or children’s schedules. But with expenses relatively low even amid budget constraints, and the event around the corner, they may just need a nudge in the right direction. Implementing a geotargeted “last chance” paid media campaign gives your drive-in audience that push with a well-timed reminder that the event is happening right in their own backyard.
Uncertainty is real, but so is the opportunity to deliver value and inspire action — if events acknowledge attendees’ current realities, respond with empathy, and have the courage to be bold and forthright in their approach to last-minute attendee acquisition.
