Ep 236: What to Do Before an Event to Get Members to Show Up and Connect
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What to Do Before an Event to Get Members to Show Up and Connect
Most event organizers focus on what happens during the event.
The speakers. The sessions. The networking.
Those things matter.
But if you want better attendance and stronger connections, your event starts long before anyone walks through the door.
The time between ticket purchase and event day is one of the biggest opportunities to improve the attendee experience.
In a recent conversation with event experience expert Phil Mershon, we discussed how pre-event community building helps attendees show up, build relationships, and get more value from the event.
The Hidden Risk Between Registration and Arrival
Someone buys a ticket.
Then life gets busy.
Work piles up. Doubt starts to creep in.
They begin asking themselves:
Is this worth my time?
Should I really go?
Will I know anyone?
That is when attendance drops.
It is not always because the event lacks value.
It is because people begin second-guessing their decision.
Your job is to keep them engaged between registration and arrival.
Connection Starts Before the Event
The strongest event experiences begin before the first session.
Phil shared that the level of connection people experience during an event is directly related to the connection work that happens beforehand.
When attendees meet people before they arrive, they already know who they want to connect with.
Some have even made plans to meet for lunch or attend a meetup together.
That changes the experience from walking into a room full of strangers to walking into a community.
Start Building Community About 60 Days Before the Event
Timing matters.
If you start too early, people are not paying attention yet.
If you wait too long, there is not enough time for relationships to develop.
Phil has found that about 60 days before the event is when attendees begin thinking about their plans. Around 75 days before the event, his team opens a Facebook group where attendees can start connecting.
Inside the group they:
Welcome new attendees.
Start conversations.
Answer questions.
Share helpful information.
Help people connect before the event.
This creates excitement without asking people to stay engaged for months.
Don't Build the Community Alone
Community leaders should not be the only people creating conversations.
Phil invites engaged alumni into the Facebook group before new attendees arrive.
These ambassadors help welcome people, start conversations, and set the tone for the community.
As new attendees join, they see an active group instead of an empty one.
That early activity encourages more people to participate.
Help People Make Plans Before They Arrive
One of the biggest reasons people hesitate to attend an event is the fear of not knowing anyone.
The Facebook group gives attendees a place to make connections before they arrive.
Some organize lunch together.
Others plan to attend pre-event meetups.
Even simple posts asking, "Who wants to have lunch?" help people build relationships before the event begins.
Let the Community Evolve
Phil also shared that some of the best engagement came from ideas his team did not plan.
Attendees started creating their own introduction posts and engaging in creative ways.
Instead of shutting those conversations down, his team let them continue.
Sometimes your members will create opportunities for connection that are even better than what you originally planned.
Start the Experience Before Event Day
The attendee experience begins long before check-in.
Creating opportunities for people to connect, ask questions, and make plans before the event helps attendees arrive feeling excited instead of uncertain.
As Phil shared, those early connections become one of the most valuable parts of the event experience.
Ready to Build a Retention System That Keeps Members Engaged?
If you want more practical strategies to improve engagement and create stronger member experiences, see how you can work with Shana at shanalynn.com.
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