Knowledge Seekers. These attendees want to improve themselves. Content and speakers drive their decision to show up. To woo them:
- Target your content to them
- Invest in a high-profile speaker
- Offer lots of choices
- Provide for note-taking and session-materials archiving in your app
- Offer creative meeting-space set-ups
- Include sessions that feature attendee-speaker interaction
- Provide great post-event information
Tech-Savvy Networkers. These attendees value relationships. The volume of opportunities to connect drives their decision to show up. To woo them:
- Include features in your app that ease connection
- Gamify your event
- Provide tons of networking sessions
- Offer speed networking sessions
- Supply the attendee roster before the event
- Keep conversations going post-event
Inspiration Seekers. These attendees crave purpose. The volume of experiences drives their decision to show up. To woo them:
Social Butterflies. These attendees love meeting new people—and sharing the experience. The volume of meet-ups drives their decision to show up. To woo them, you should:- Include motivational speakers and self-help and coaching sessions
- Offer brainstorming and co-creation sessions
- Offer chances to become immersed in the destination
- Use alternate venues that remove them from the traditional one
- Offer community outreach or CSR experiences
- Offer tons of opportunities for interaction in breakout sessions
- Offer informal meal settings, to encourage socializing
- Pack your event with entertainment and leisure activities
- Ask Social Butterflies to be your advisors
- Give them opportunities to be influencers through your app
- Make the professional benefits of attending clear in promotions
- Offer ice-breakers early during the event
- Include lots of breakout sessions
- Point out content that is forward-thinking or research-based
- Include ample free- or down-time
- Include a recommendation engine in your app
- Provide a virtual version of your event
- Include plenty of gadgets
- Provide access to key brand representatives
- Offer chances to win exclusive merchandise and experiences
- Provide product demonstrations and early access to new products
- Hold focus groups to allow them to share their insights and ideas
- Showcase the brand end to end