Converting registrations into actual attendance remains a persistent challenge for industry events, particularly those with free or low-cost entry where the commitment barrier is minimal. As event organizers, it’s our job to bridge the gap between “signed up” and “showed up” — and that starts with strategic verification tactics throughout the pre-show journey. Here are five ways to ensure that the people who register will walk through your event’s doors:
Send Thoughtful Confirmation Emails
Boilerplate confirmation emails can feel transactional and easy to ignore. Instead, create messages that promote immediate action and investment in the event. For example, include a call to action to a dedicated landing page with prompts like “You’re in! Have you booked your travel and accommodations yet?” This approach encourages registrants to take concrete steps toward attendance by providing direct links to hotel blocks, transportation options and suggested itineraries. Each action they take increases their psychological (and sometimes economic) investment in attending.
Deploy Engagement-Focused Add-On Emails
Keep the event top of mind with emails that go beyond simple reminders and highlight valuable opportunities: “We look forward to seeing you! Have you reserved your spot for the VIP networking reception?” Each communication should introduce a new reason to attend, whether it’s a keynote speaker announcement, a limited-capacity workshop or a special event that requires advance sign-up. This creates excitement and reinforces the value of showing up.
Leverage SMS Texting Campaigns
When you need to capture attendees’ attention instantly, text messaging cuts through the digital noise and lands right in their pocket. Consider a strategic SMS campaign with event countdowns, real-time updates and exclusive offers to maintain engagement leading up to the show. The immediacy and personal nature of texting creates a direct connection with registrants that’s tough to ignore — but only if you use it responsibly. Only message people who have explicitly opted in to receive texts and keep communications personalized and value-driven. And don’t overdo it on your messaging frequency; you want registrants to report to event check-in, not report your texts as junk.
Provide a Curated Experience
Personal invitations to exclusive event opportunities can help boost verification rates, especially among first-time attendees who might feel overwhelmed by a large event. Some options include matchmaking services that connect attendees with relevant exhibitors, small group conversations on specific topics, dedicated VIP lounges or guided show floor tours. These experiences can be segmented by industry, interest or experience level, providing value tailored to attendees’ specific needs. The promise of efficiency and personalization makes attendance more appealing, while the exclusive nature of these offerings also creates a sense of special access that’s difficult to turn down.
Require a Nominal Deposit
Sometimes, a small commitment can make a big difference in attendance rates for events that don’t have a registration fee. Consider requiring a minimal deposit that attendees can use as credit toward a food and beverage purchase, event swag or an upgraded event experience.
The journey from registration to attendance requires intentional marketing strategies that encourage commitment, offer value and reduce barriers to participation. Our recommendation is to experiment with these verification tactics, measure the impact they have on show-up rates and continuously refine and adapt based on what’s working (or not) for your event audience.
