“If you build it, they will come.”
In the 1989 movie Field of Dreams, this incessant whisper haunts
Kevin Costner’s character, Ray Kinsella. (warning – spoiler alert).
The Iowa corn farmer is inspired to build a baseball field as he
hears this mantra. Intrigued, he depletes a great percentage of his
crop to create the field, and famous ghosts of baseball past arrive
to play. Nearly bankrupt, Ray remains tenacious in his quest to
keep the field and in the end is rewarded for his persistence. At
movie’s end, an endless sea of headlights lines Iowa corn-filled
roads; hundreds and thousands driving to see the Field of Dreams.
Planning an event can sure feel like creating a movie production.
The goal is always to maximize attendance and build retention.
The burning question. If you plan it, will they attend? The thirst to
sustain and increase attendance and registrations for tradeshows,
conventions, symposiums, annual meetings, and events remains
unquenched. Boosting attendance. Retaining memberships. Sus-
taining engagement. A sea of attendees lining up for registration.
Here are the top three methods to increase attendance at industry
events:
1) Location.
The corn fields of Iowa didn’t deter the masses, but if one should
Google what element impacts attendance at an event, pages upon
pages about location are the first to populate. When selecting a
meeting location, ask: is it desirable? Where are the attendees
coming from? Does it offer a break from the heat? The cold? Pic-
turesque? Is it cost prohibitive? Is the location in alignment with
the relationship and brand you are marketing? Is it easy to get to?
Locations and travel costs are typically the primary element to in-
fluence attendance. An elementary insight, but a leading factor
none the less.
2) Build The Relationship
Consider your event an extension of your brand. People are loyal
to brands. Think of the products you value and cannot live with-
out. We identify with these brands as part of our
lives. They impact and enhance our lifestyle. In the Field of
Dreams, people came from all over because of the love of baseball.
The love of the “American Brand.” How does the
meeting foster your brand and company mission? What are you
doing to build the relationship with attendees?
Look at your available resources. Are the board of directors, or
field representatives or chapter members reaching out and con-
necting with potential attendees? Is there a platform, technology,
social media forum, or app for registraints to connect and engage
before they arrive? We always want to connect with others; gain
insight to build business, learn new strategies, best practicies, or
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overcome business and industry challenges. Be an advocate for
the attendees and they will see value in the relationship and event
you are planning.
Surveys are another way to build the relationship. How are you
gaining insights from your attendees? How are you using it? What
are your attendees telling you? How are you taking their feedback
to make future events impactful for them?
Post Event: what is being done to keep the relationship front of
mind? The best value for any event, tradeshow, or meeting is re-
moving one from the hustle and bustle of daily operations. Meet-
ings provide an atmosphere of full immersion; limiting distrac-
tions and supporting focus. A world of networking, breakthrough
technology, new products, fresh initiatives, research or studies.
One literally drinks the “Kool-Aid” when at a convention. But
what can be implemented when one returns home? What is the
cadence for follow up? Did they send themselves a post card?
When they return to the daily grind, what did they do with their
credentials and lanyards? Did the attendee cascade the informa-
tion to their staff? Is there a way to support implementation back
home while at the event? Are you creating a spot on the site for
attendees to share photos? Success stories? Key learnings?
3) Generate Anticipation
How are you marketing to build anticipation? Will attendees be
the first to see or view or try a new technology, program, or re-
source? Are you utilizing influencer campaigns? What incentives
are you offering? Are there elements available only at the event?
Limited time pricing? Event pricing?
In the Field of Dreams, the whisper always grabbed your atten-
tion. It was consistent and prompted action and intrigue. How do
you ensure communication prior to the event is accurate and con-
sistent? How is it attention grabbing? Do attendees have to search
or find details, or do you spoon feed information? Give attendees
a plan of action; homework prior to the event. Send reminders
or use an app with a countdown to the event to build excitement.
Could you pilot an initiative in advance and present the results
at the event? Show the attendees how a business pain point was
mastered. Can you then extend an invite or challenge other re-
gions, markets, chapters, etc. to do the same? Can you measure or
contrast their results? Measurable results become the catalyst for
future benchmarks.
No matter your focus: location, relationship building, anticipa-
tory marketing, ensure there is follow through. Attendance and
brand loyalty are retained when a client has trust in the associa-
tion, trade or business hosting the event. Become consistent, plan
it, and they will attend.