10 foolproof tips to increase your power of attraction

It is never too early to start promoting your conference. Awareness and interest are built over time. Even if you are not yet accepting registrations, you should already be in attendee recruitment mode.

1. Apply the rule of three

Apply the rule of three for your pre-conference communications. Build a communications plan that will reach yourthree target audiences (attendees, exhibitors and sponsors) at least three times before the date you want their decision.

2. Create the suspense

Some conference organizers unveil their event's program gradually, first with the keynote speakers, then with the expanded program, and finally with the workshops and more specialized activities. This process allows to communicate frequently with clients while constantly renewing the message.

3. All means are good

Don't skimp on the number of ways you can reach them. Use all available media and communication tools. Use mail, telephone, advertising and e-mail for strategic communications, and leverage the Web to provide information and enable online registrations.

4. Don't neglect press relations

Especially if you attract high-profile speakers! The trade press and some major media are always on the lookout for interesting stories. A well-placed story can be worth its weight in gold in terms of spin-offs, both for sponsors and people attending your conference.

5. Create an attractive message

Your campaign must strike a chord with your target audience. Energize your promotional tools with powerful visuals that remind participants of your event's tangible and intangible benefits.

6. Give details

It's not true that people don't read. Your target audience will love getting details if your message is relevant, punchy and well-targeted. Yet ensure that your message is short and straight to the point. Make sure that every word has its value!

7. Prompt people to take action

It's essential to reach people to get them to take action by using catchy slogans and phrases. Do it more than once, systematically in all your messages. Clearly remind people of the deadlines to register at a reduced cost and stick to those dates. 

8. Reward those early birds.

More and more people are waiting until the last minute to register. So, no matter how attractive your program, offer a financial incentive to people who sign up sixty days or more in advance. And make sure the discount is substantial.

9. Attract crowds

Do not hesitate to offer special rates for groups of participants from the same company or organization. However, before doing so, analyze the type of registrations you already have to make sure not to reduce your revenues by discounting what is already acquired.

10. Avoid absences

Registrations are now completed but your work is not done. Call registrants back 7-10 days before the event to remind them that the event is coming soon. Reminding attendees that your conference is a must-attend will reduce the number of last-minute cancellations.