Content, social-worthiness are what draws event attendees: UFI conference speakers

Driving traffic to their event is the main concern of event organisers, and making admissions free may not necessarily translate to a higher turnout, revealed speakers at the recent UFI Asia-Pacific Conference 2018 in Kuala Lumpur.

Event organisers stand a higher chance of driving traffic to the event by ensuring attendees feel invested in the event, and the content is relevant to their needs and offers some kind of value to them, opined Atul Todi, co-founder & CEO of 10times. 10times is an India-based online platform which serves as a database of events and as a marketing tool for organisers and venues.

Attendees have to feel invested in an event, regardless of whether they are drawn by trends and reviews, or influenced by the content

Based on a survey done by 10times in 2017, first-time millennial attendees are more attracted to trends and reviews posted by third-party sources on social sites, as compared with first-time Gen X attendees who are more influenced by content and insights posted by the exhibitor.

The survey also revealed that engaging millennial influencers show the highest promise as they will share and tweet about the event and influence at least 10 people, as compared with Gen X who may influence their close circle and influence two to five people.

Talk2 Media & Events’ managing director, Matt Pearce – who organises the Fitness Show and the Good Food & Wine show both in Australia – revealed that running a consumer show could be more challenging than a trade event as there is no compelling reason for consumers to buy an admission ticket in advance.

This makes it difficult for organisers to estimate how many people will eventually turn up to the show. Pearce added that while leisure shows reach a broader audience, the challenge is competing for time and attention of potential event goers.

To attract them to an event, one has to have curated content with an added element of fun and entertainment because one of the top reasons for attending a consumer show is to have “a good day out”, Pearce shared.

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