Strategies For Increasing Event Participation With Incentives
Struggling to drive attendance and engagement for your virtual events? This guide covers strategies and event incentives that improve event participation, enhance experiences, and make every attendee feel valued—driving real results.
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Digital events and online meets are the new silver bullet. Everyone wants to get on one, and everyone is hosting one. Add it to your business and marketing strategy, and you can’t go wrong. Right? Wrong. It’s always possible to bite the bullet (or two) when the competition heats up, and everyone’s running after the same idea.
If one hasn’t done the homework, it is possible to end up as another Me-Too gig on the event calendar that fails to excite participation from speakers and guests. If you are looking to build a great panel, this can be a deal-breaker. So what are the secrets to an outstanding digital event – one they’ll be talking about long after everyone’s logged out?
What is an event incentive?
An event incentive is a reward or benefit offered to encourage individuals to attend, engage with, or participate in an event and its related activities. Whether it’s a digital gift card, exclusive access, or a prize for participation, these incentives are designed to boost interest, drive engagement, and create a more memorable event experience.
15 strategies to increase attendance at events
Here are 15 strategies to increase attendance at digital events.
1. Crowdsource your next big idea—and reward the buzz
‘#NewNormal vs #NextNormal’. ‘Rebooting growth engines’. ‘Innovating in uncertainty’. We’ve heard it all by now, haven’t we? Still, we’re stuck wondering how to boost participation in digital events.
The well of topic ideas is drying up fast. No better time for lateral thinking. Why not bring your audience into the spotlight, for a start?
Create a contest asking for ideas for your next webinar or digital event—make it a conversation on LinkedIn, Reddit, Facebook, or even a dedicated group chat. Send reminders, stir up discussion, and keep the buzz alive.
2. Partnering with influencers
Partnering with influencers who have a significant online presence in your industry can dramatically increase the reach and attendance of your digital event.
These influencers already have a loyal following, and their endorsement can lend credibility and attract a targeted audience to your event.
3. Offering early bird registration discounts
Providing early bird registration discounts is a time-tested strategy to incentivize attendees to sign up for digital events well in advance. It creates a sense of urgency and rewards proactive participants with cost savings, encouraging them to commit early.
Web Summit, one of the world's largest technology conferences, offers early bird registration discounts to attendees who book their tickets well in advance. These discounts can be substantial, with savings of several hundred dollars compared to regular ticket prices.
The early bird discount strategy employed by Web Summit encourages thousands of attendees to register early every year. This not only helps the event organizers plan more effectively but also ensures a healthy number of participants well before the event's start date.
4. Spread the word and make it interesting
With digital events flooding feeds, audience attention is fleeting. While your promotion checklist—videos, posts, blogs—is essential, it takes more to stand out.
Try gamifying your content. Ask speakers to share a short video or quote about the event. Turn it into a quiz or poll—blur their face or hide a word and let your audience guess. It’s interactive, fun, and highly shareable.
And to really drive participation, throw in a reward. Tap into PLUM’s expansive digital gifting catalog—from gift cards to experiences—and turn your contest into a can’t-miss opportunity.
5. Hosting pre-event webinars or workshops
Hosting pre-event webinars or workshops allows you to provide a taste of what attendees can expect at the main event. These smaller, free sessions can pique interest, showcase your event's value, and encourage people to register for the full event.
Salesforce, a leading customer relationship management (CRM) platform, hosts a series of free pre-event workshops called "Trailhead Live" before their annual Dreamforce conference. These workshops cover various aspects of Salesforce and provide valuable insights to attendees.
By offering these workshops for free, Salesforce attracts a large audience interested in their products and services, many of whom go on to register for Dreamforce.
Trailhead Live has proven to be a successful strategy for Salesforce, as it not only builds excitement for Dreamforce but also attracts a wide range of participants who may not have initially considered attending the main event.
6. Creating exclusive content and networking opportunities
Offer exclusive content and networking opportunities to registered attendees to make them feel special and valued. This creates a sense of exclusivity and encourages more people to sign up, knowing they'll gain access to unique experiences.
TED, known for its thought-provoking talks, offers a platform called TED Connect for registered attendees of their conferences.
This platform allows attendees to connect with speakers, interact with other attendees, access exclusive content, and continue discussions beyond the event. TED Connect enhances the overall event experience and motivates more people to register.
With exclusive content and networking opportunities through TED Connect, TED not only increases attendance but also fosters a strong community of like-minded individuals who remain engaged year-round.
7. Incentivize to maximize attendance
Gratification is a powerful behavioral trigger. When attendees know there’s a desirable, personalized reward awaiting them, they’re more likely to participate. But it’s not just about any gift—the reward must align with what excites and resonates with your audience.
Tap into the Goal Gradient Effect—the closer people get to a reward, the more driven they become. Create reward milestones, countdowns, or tiered incentives to fuel anticipation. Platforms like Plum make it easy to match the right gift to the right persona, boosting engagement before, during, and after your event.
8. Implementing a referral program
Encourage your existing attendees to become advocates by implementing a referral program. Reward them for referring friends, colleagues, or acquaintances to register for the event. This strategy harnesses the power of word-of-mouth marketing and personal networks.
9. Leveraging personalized email marketing
Utilize personalized email marketing campaigns to engage potential attendees. Tailor your email content based on their interests, past interactions with your events, and preferences. This approach helps nurture leads and convert them into registered participants.
HubSpot, a leading inbound marketing and sales software company, hosts the annual INBOUND conference. They employ personalized email marketing campaigns to engage their audience. Attendees receive emails with tailored recommendations for sessions and activities based on their previous event interactions and interests.
HubSpot's personalized email campaigns have led to higher open rates, click-through rates, and ultimately, increased event registration. Attendees appreciate the relevant content and feel that the event organizers understand their needs and preferences.
10. Offering swag bags
Provide swag bags or digital goodies to registered attendees. These can include exclusive downloadable resources, discounts, e-books, or even access to premium content. Virtual swag bags add value to the event experience and incentivize registration.
11. Employing targeted ads and retargeting campaigns
Use targeted online advertising and retargeting campaigns to reach individuals who have shown interest in similar events, topics, or products. By showing them tailored ads, you can remind them of your event and encourage them to register.
12. Hosting virtual networking sessions
Create virtual networking sessions or pre-event mixers that allow attendees to connect with one another before the main event. These sessions provide a platform for participants to meet peers, potential collaborators, and even speakers, making the event more appealing.
13. Incentivizing user-generated content
Encourage attendees to create user-generated content related to your event, such as blog posts, social media updates, or videos. Offer incentives or recognition for the best content, turning attendees into event advocates and promoters.
Content Marketing World, a prominent content marketing conference, hosts a #CMWorld Twitter chat before their event. They encourage attendees and industry professionals to participate in discussions, share their insights, and use the hashtag. The most engaged participants are recognized and featured on the event's website and social media.
14. Implementing a loyalty program
Create a loyalty program that rewards repeat attendees for their continued participation in your digital events. Offer special perks, discounts, or exclusive content to those who have a history of attending your events.
Salesforce's Dreamforce conference features the Dreamforce Trailblazer Program, which rewards loyal attendees. Participants who have attended multiple Dreamforce events receive recognition, exclusive access to sessions, and networking opportunities with top executives and influencers. This program encourages ongoing attendance.
The Dreamforce Trailblazer Program fosters a sense of community and loyalty among attendees, motivating them to return year after year. It also serves as an attractive incentive for new attendees who aspire to become part of this exclusive group.
15. Hosting virtual experiences or simulations
Enhance the event experience by incorporating virtual experiences or simulations that engage attendees in unique ways. These interactive elements can set your digital event apart and make it more memorable.
Microsoft Build, an annual developer conference, offers virtual labs that allow attendees to get hands-on experience with Microsoft technologies. These labs are interactive and enable participants to test and learn in a practical, virtual environment.
Virtual labs and interactive experiences not only add value to the event but also provide a strong incentive for attendees to register. They offer practical skills and knowledge that participants can apply in their work, making the event more appealing and beneficial.
What are the different types of event incentives?
Event incentives can vary widely depending on the type of event, target audience, and engagement goals. Here are the most common types of event incentives:
Monetary incentives
Monetary incentives offer direct financial value to participants and are among the most effective ways to boost attendance and engagement. They work well for both internal and external events by providing a clear, tangible reward.
- Digital gift cards: Attendees receive instantly redeemable e-gift cards from popular brands like Amazon, Starbucks, or Target, offering them freedom of choice across a wide range of products.
- Cashback offers or discounts: Participants are offered cashback or exclusive discounts on services or products as a thank-you for attending or registering early, reinforcing brand value and loyalty.
Prize-based incentives
Prize-based incentives add excitement to events by introducing elements of chance and competition. They help maintain energy levels and can be used to gamify attendee participation.
- Lucky draw prizes: Randomized prize giveaways such as electronics, branded merchandise, or vouchers keep the audience engaged and give them a reason to stay until the end.
- Gamified rewards: Attendees earn points through interactive sessions or games, which they can redeem for curated rewards—ideal for boosting interaction in webinars, expos, or trade shows.
Experiential incentives
Experiential gifts focus on memorable moments rather than material possessions. They cater to people who value personal growth, fun, or exclusive access and are especially effective for high-level attendees.
- Masterclass access: Offer participants exclusive entry to live virtual sessions on wine tasting, photography, or public speaking, led by industry experts, adding educational value to the event.
- Weekend getaways: Provide vouchers for luxury hotel stays or spa retreats, allowing top-performing participants or loyal customers to relax and unwind post-event.
Recognition-based incentives
These incentives highlight individual achievements and are particularly effective in internal events such as corporate town halls, training programs, or employee award functions.
- Certificates & trophies: Public acknowledgment through digital certificates, physical plaques, or trophies builds self-esteem and creates a long-lasting association with the event.
- Leaderboard mentions: Recognizing top contributors or performers by name on virtual leaderboards or live streams encourages healthy competition and reinforces participation.
Merchandise & swag
High-quality swag builds brand recall and offers a physical reminder of the event. It's most effective when items are functional, stylish, and aligned with the attendee's lifestyle.
- Branded apparel: Items like premium t-shirts, hoodies, or jackets with event branding serve as both a souvenir and wearable advertising.
- Tech accessories: Give away branded power banks, wireless earbuds, or mouse pads that blend utility with a professional look—perfect for hybrid or tech-focused events.
Charitable incentives
These gifts appeal to socially conscious attendees who appreciate a higher purpose tied to their participation. They’re especially suitable for thought-leadership events or CSR-aligned initiatives.
- Donations on behalf of attendees: Make a charitable donation in the participant’s name to a cause aligned with your brand or the event theme, reinforcing shared values.
- Charity vouchers: Provide attendees with the option to choose a cause they care about through charity gift cards, allowing them to direct the impact personally.
Exclusive access
Exclusive incentives offer a feeling of VIP treatment and insider privilege. These are perfect for encouraging registrations or rewarding top-tier attendees or early responders.
- Product beta access: Give select participants early access to new features, tools, or products before the public launch, making them feel like trusted insiders.
- Private networking sessions: Arrange small-group meetups or 1:1 video chats with speakers, influencers, or senior leadership, providing rare opportunities for personal interaction.
Adsyndicate automates virtual event rewards with Zapier & Xoxoday Plum integration
Adsyndicate, a 25-year-old independent advertising agency, partnered with Sandisk (Western Digital) to launch a new wireless digital charger. With physical events ruled out due to the COVID-19 pandemic, they sought an innovative way to execute a virtual product launch and engage press attendees.
Challenge
- Couldn’t host a traditional in-person press event due to pandemic restrictions.
- Needed to create a high-impact virtual experience to communicate the product launch effectively.
- Required a seamless and rewarding way to drive attendee engagement during the virtual event.
Solution implemented
To solve this, Adsyndicate leveraged Xoxoday Plum integrated with Zapier to automate reward distribution and enhance virtual event participation. Key steps included:
- Created a virtual cafeteria experience with interactive product demo 'Hotspots'.
- Integrated Zapier with Plum to automate reward delivery based on user actions.
- Distributed exclusive brand vouchers (INR 500–1000) to attendees who interacted with demo content.
- Offered global redemption flexibility, enabling participants to redeem rewards from over 21,000 options across 75+ countries.
- Enabled seamless reward access via email/SMS links, ensuring instant gratification.
Results
- Over 100 personalized digital rewards distributed during the event.
- Achieved nearly 100% redemption rate, showcasing high engagement.
- Delivered a memorable virtual experience that closely replicated the impact of a physical event.
- Strengthened Adsyndicate’s brand engagement and inspired them to repeat the model for future campaigns.
Conclusion
The virtual realm is your canvas, and increasing attendance at digital events is your masterpiece waiting to happen. By embracing innovation, nurturing engagement, and understanding your audience's needs, you hold the keys to a thriving virtual presence.
Remember, it's not about just hosting events; it's about crafting experiences that leave an indelible mark. So, go forth, be bold, and let your virtual presence shine brighter than ever before. Your digital stage is set, and the world is watching. Now, let's captivate them like never before!
With Xoxoday Plum, you can reward your attendees with personalized digital gifts and turn passive viewers into active participants. Our automated rewards engine makes instant gratification seamless—so you can focus on creating unforgettable virtual experiences.
Schedule a free demo today and elevate your engagement strategy.
