Charles River Laboratories

Nothing speaks higher of your brand than when a client becomes your advocate. What better way to promote your brand with no additional investment than providing exceptional service to your existing clients? So, how do we transform clients into advocates? Engagement.

Attendee engagement boosts satisfaction and fosters stronger relationships, increasing brand loyalty and a higher return on investment.

Here are some specific examples to build engagement at your next event:

1. Customize your registration platform. Build that relationship before they even arrive at your event. Make sure your registration platform can pre-populate your attendees' contact information. This will save your attendees' time and ensure that they know you recognize and value their repeat business.

When collecting data, remember to communicate where and with whom you will share it—transparency builds trust, and trust builds new opportunities.

2. Create impactful moments. A personalized on-site experience will provide lasting connections between attendees and your brand. 80% of consumers are more likely to purchase when brands offer a personalized experience.

• If your organization permits, don’t be afraid to use AI, like ChatGPT, to customize your program. You could upload your list of attendees with their titles and ask ChatGPT to group attendees with similar titles – now you have created an optional roundtable on a shared common topic. Or, based on their title, suggesting a relatable session for them to sign up for.

"Attendees also want to build their connections and partnerships. You can facilitate connections between individuals, allowing for valuable professional networking and collaboration."

• Incentivize attendees to post on their social channels, perhaps at a product demo, then just sit back and watch your program gain visibility to new potential contacts.

• Incorporate a 5K walk/run into your program with a donation to charity. Attendees will feel good doing something for a greater cause. The charity you select will probably also post about your participation, thus generating more positive PR for your organization.

• Remember to touch multiple senses, not just sight and hearing. The more senses you tap into, the more lasting impressions you will create. For example, provide a taste test break, i.e., offer a variety of granola bars, and have attendees vote for the best flavor. Post votes on your event app. Attendees love to see if their “favorite” is winning.

• Recognize repeat attendees with a digital ribbon, recognition on their profile or even a “2nd time” ribbon for their name badge.

3. Elevate Networking Opportunities. Attendees also want to build their connections and partnerships. You can facilitate connections between individuals, allowing for valuable professional networking and collaboration.

• Use your onsite app to connect attendees with your SME, speakers, and other attendees—they are at your event to gain new insights from your program and learn from others.

• Set up a “Free” no-WiFi Zone where attendees can grab coffee without checking their phones. Encourage face-toface networking—the more face-to-face interactions you provide, the more connections your attendees will walk away with.

Whether you implement personalization, create impactful moments, or provide elevated networking opportunities, your attendees will be more engaged, and you will increase your client lifetime value.

You want more than a satisfied customer- you want one to be your advocate.