And Finally: It’s Time For the Mad Dash to the End

This is the fourth of a four-part series about how to market your association’s events in 2024.

If you’ve followed along in our series of blog posts about the three phases of event marketing, you know that so far, we’ve covered:

1. Inspire People
2. Reassure the Intent

What’s left? Closing the deal. Sealing both the inspiration and the intent with action.

We call the third and final phase of marketing The 40-Day Dash. Because . . . well, it’s a 40-day dash. It’s 6 weeks of focused effort to help you reach your attendance goals.

Why Does It All Happen in the Last 40 Days Now?

Simple: Covid.

Covid changed the rules about everything. And while we’ve returned to many of our pre-Covid behaviors, one that hasn’t come back is registering early. 

In our post-Covid world, attendees are waiting longer than ever to register for events. Many people won’t commit until 40 days out or less. In a recent survey to our newsletter subscribers, 53% said most of their event registration is happening within 40 days of their event!

Hence, the 40-day dash.

What do you do in these last 40 days? You think like your prospects, meet them where they are—which means using a range of messages and platforms—and make direct asks.

This is how we are approaching marketing for our clients, and it’s working. We’re seeing the numbers peak in those last 40 days.

Here’s how to do it.

40-Day Dash Tip #1: Lean Heavily on Social Media

Instead of over-relying on email (something associations notoriously do), create a plan that leans heavily on organic and paid social media. Your organic posts can be about speakers and sessions, as well as testimonials from past attendees. Draft posts for your board members, executives, and speakers to post on their accounts.

You’ll need to do some paid campaigns as well. Where do your attendees spend their time? Invest in that platform. We’ve had great luck with paid LinkedIn campaigns, using custom targeting and demographic targeting.

40-Day Dash Tip #2: Retarget Likely Suspects

You have to stay in front of people! One post isn’t enough. Follow potential attendees around the web. Web retargeting is a great way to nudge people who have shown some interest in your event.

We will often do pixel retargeting, to re-engage people who went to the event website but didn’t register. We also use CRM targeting, which means uploading lists of past attendees, current members, resigned members, and prospective members for targeting.

40-Day Dash Tip #3: Cross-Market Across Your Organization

Take advantage of your existing communication channels and warm audiences to cross-promote your events. That can mean adding a few sentences about your event in the footer of other emails. Or you can include mentions of the event in blogs, newsletters, podcasts, and videos.

Remember, you’re trying to reach people everywhere they are!

40-Day Dash Tip #4: Send Thoughtful Emails

Yes, you are allowed to send emails. Some emails. We all get too many emails, and if people see emails from you over and over again, they’re more likely to ignore. But, if you’re strategic about it, you can still reach people with email.

Just don’t send more emails than necessary, and make sure each one answers your audience’s number one question: What’s in it for me?

One thing we often recommend: Schedule your last-chance reminder email for Sunday evening to boost engagement.

40-Day Dash Tip #5: Don’t Forget Direct Mail

Mail volume is down, so it’s a little easier to get attention these days with good old mail! Direct mail can yield excellent ROI for event marketing. People like something they can hold in their hands. Direct mail pieces can add a level of authenticity to your event, and executing them is quick, easy, and relatively inexpensive.

A great postcard with agenda highlights, an invitation to a special reception, or an infographic of your event “by the numbers” can play really well in those last 3 weeks. Always include an QR code!

So . . . what’s left? We do have one more tip for you as you navigate this 6-week sprint. Call in reinforcements!

When you absolutely must meet your attendance goals, enlist the help of experts who know how to navigate the 40-day dash.

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