Audience Engagement: 3 Ways to Drive Attendance and Participation

2023 brought a busy calendar of events. From quarterly financial updates and conferences to glamorous awards dinners and bustling trade expos. We've witnessed audiences travelling across the country to network with peers at events, and to engage in a wealth of insightful content.

As we embark on a new calendar year, the event landscape is more competitive than ever. Schedules are busier than ever, inboxes are overflowing, and audiences have mastered the art of tuning into events between meetings at their desks. In this climate, how can event organisers cut through the noise, drive in-person attendance and craft experiences that resonate with today's audiences?

Here are 3 actionable strategies to help event planners harness key delegate trends to create more effective event experiences for 2024.

1. Personalise your event agenda for participation

With audiences hard pressed for time and head space, the first key in making your event resonate is to create a dynamic agenda tailored to individual interests. Organisers can develop a programme of focussed breakout sessions alongside the main plenary, fostering a sense of ownership and providing opportunities for delegates to network with professionals in a similar field. Harness technologies such as Slido to create interactive Q&A sessions, giving attendees an opportunity to feel actively involved and their experience more memorable.

"Learning is not a spectator sport."

Donald H. Blocher, Ph.D

2. Harness shareable content to drive in-person attendance

Amidst a noisy digital landscape, user-generated content is a key tool for event marketing, particularly as audience look to share their event experiences across LinkedIn and Instagram. A compelling study from Eventbrite/Buffer reveals that 85% of social posts shared by delegates during an event include images, videos or quotes.

Organisers can leverage the digital reach of attendees by spotlighting pivotal moments in the stage content through impactful quotes and insights, through dynamic content on display screens and by developing visually captivating branded spaces. By implementing a user-generated content strategy, event planners will see attendees share their experience within their networks and extend the event's visibility far beyond the day to drive future in-person attendance.

Implement event-specific hashtags and interact with social content online with your brand pages

3. Spotlight one core purpose

As we step into 2024, the focus shifts towards experiences grounded in meaning and purpose. The key to securing the commitment of attendees lies in communicating a meaningful ROI for taking a day away from their day job and pressing task list. Event organisers can capture the commitment of attendees by communicating a defined theme, topic or purpose for the event, aligning all speakers and activities to this core mission. Attendees should be encouraged to engage with this central theme throughout the event, fostering a sense of community during networking sessions and forging a more meaningful lasting connection with your audience.

"A clear and consistent message is a beacon in the noise of communication; one central theme guides and captivates the audience."

Simon Sinek

As we look forward to a vibrant year for the events industry, audience engagement will key for crafting impactful in-person experiences. Personalisation, harnessing shareable content, and centralising one core purpose emerge as the key to crafting memorable experiences that resonate with audiences.

What trends did you experience in 2023? Are there any key strategies you will implement for your 2024 events?