Free events can be double-edged swords. Cost obviously isn’t a barrier for invitees. But achieving high attendance often feels like a mission impossible. This begs the question… How do you turn pre-registered guests into attendees when there’s no commitment?
Recently, the Royal Academy of Engineering achieved over 85% attendance at a completely optional Friday afternoon event before a bank holiday weekend – a situation where a steep drop-off rate of 50% or even 60% would usually be expected.
So, what was their secret for bucking the curse of free events? A highly personalised, relationship-driven approach ultimately yielded a room buzzing with engagement and energy.
It’s not easy (or everybody would be doing it!). In fact, it’s a very time and knowledge intensive process. But it’s perfectly possible to achieve similar results by combining tried-and-tested strategies with thoughtful planning.
And here’s how.
Learn the Lessons of the Past
Understand why people didn’t attend previous events and use your findings to address barriers:
- Analyse feedback – Review comments from past events, particularly from no-shows.
- Spot trends – Was the venue too remote or unappealing? The timing inconvenient? The content underwhelming?
- Measure and improve – Use the insights to refine future event planning.
Make Free Events Personal with Curated Invitations
Forget generic email blasts to out-of-date or unqualified databases. Because truthfully, if you don’t know or care who they are, chances are they’ll feel the same way about you!
Instead, focus on targeted, personal outreach:
- Identify Key Attendees – Start with a carefully curated list of people who you really want at your table and who’d genuinely benefit from your event.
- Ask for Referrals – Ask your network and existing attendees to recommend others for whom the event might be relevant.
- Follow Up – Reach out individually to build connections and reinforce the value of attendance.
This approach builds trust and makes attendees feel valued, creating a sense of exclusivity even at free events which might be perceived as not so worthwhile.
Keep the Momentum Going
Signing them up isn’t enough. Moving forwards, it’s vital to keep your guest list engaged from the moment they register:
- Create a Countdown – Build anticipation with emails, SMS text messaging and / or social media posts in the lead-up to the event.
- Send Regular Updates – Share sneak peeks of what to expect, such as speaker highlights, exciting sessions, and networking opportunities. (A word of warning… Don’t be your own worst enemy by bombarding their inboxes and putting them off!)
Communicate a Clear Cancellation Policy
Encourage accountability by communicating the Ts & Cs of free events in the same way you would with paid events:
- Set Clear Expectations Upfront – Let attendees know they should cancel if plans change.
- Start a Waitlist – Reinforce empty seats can be filled by others eager to attend.
Request Reconfirmation
Check in with attendees a few days in advance to reconfirm they’re coming (or not).
It’s a key window of chance to reduce drop-offs by giving them the opportunity to bow out and free up space for others if they just got giddy at the mention of ‘free’ but don’t intend following through.
Build FOMO
Nobody wants to miss out on a hot ticket. So, use this psychology to boost attendance at free events with the following tactics:
- Introduce Scarcity – Offer limited seats for specific sessions or experiences.
- Showcase Value – Use testimonials, photos, or videos from past events to illustrate the kudos of attending.
- Share Live Updates – Generate buzz by showing what attendees will miss if they don’t show up.
Offer Attendance Incentives
Sometimes a little extra motivation goes a long way. And better still, you don’t need to go overboard to make an impression:
- Keep it Simple – Freebies, digital resources, or raffle prizes can boost excitement.
- In-Person Makes Prizes – Make rewards solely available to those who show up, to inspire commitment.
On a Final Note
At the end of the day, high attendance at free events is little to do with luck and everything to do with strategy. Every touchpoint matters. And you can turn registrants into enthusiastic attendees by focusing on engagement and exclusivity.
“The RAE event demonstrated the sheer power and depth of leveraging an incredible network,” Brightspace Founder and MD Sarah Threlfall explained. “We were all delighted the event demonstrated HUGE return on investment, even considering the extra time needed.”
At Brightspace Events, our portfolio of modular services includes (but isn’t limited to):
- Defining event strategy and objectives to support broader business objectives
- Designing creative content and event identity
- Venue finding in the UK and overseas
- Event branding and stock design – electronic and print
- Project management across stakeholders and suppliers
- Marketing plan and strategy including social media
- Automated and triggered emails
- Event analytics and ROI reporting
Contact us today for an informal chat about the benefits of arranging well-attended, memorable free events that satisfy your organisation and your audience.
