How to attract and excite attendees from first touch to final goodbye
“By focusing on strong themes, immersive storytelling, inclusive experiences and strategic follow-up, you’re accomplishing much more than just hosting an event.”
Your event is packed with incredible content, inspiring speakers and immersive experiences, but none of it matters if you don’t capture the attention of your attendees. Every meeting planner knows the feeling, and the worry starts long before the event doors open. So, how do you stand out in a sea of event invites and digital noise? More importantly, how do you keep that energy and excitement alive through every phase of the attendee journey?
High-quality experiences start with intentional planning, rooted in strong themes, storytelling and strategic engagement. Here are our top tips to attract, excite and retain attendees before, during and after your event.
Make the First Touchpoint Unforgettable
The journey begins with your invitation. This first interaction sets the tone and determines whether someone clicks “register” or scrolls past. That means you need more than a date and a destination. Instead, you need a story.
Read More: What is the Secret of a Memorable Meeting Location?
Start with a theme that resonates deeply with your target audience. What challenges are they facing? What inspires them? What’s in it for them? Build messaging that speaks directly to these points, and wrap it in compelling visuals and graphics that evoke curiosity and emotion.
Don’t forget the call-to-action. Make it clear why this event matters and what kind of return on investment they can expect. This might be new ideas, valuable connections or an unforgettable experience.
Carry the Theme from Start to Finish
A successful event theme is more than just a tagline. Think of it as a thread that weaves through every moment. To create a seamless, engaging experience, integrate your event theme into every touchpoint, from pre-event communications to on-site activations.
Start with a communications plan that outlines how your theme will appear in all facets of the event, from emails, websites, registration materials and social content. Then bring the theme to life on site. Design your stage and breakout rooms with branding elements that reinforce the message, curate food and beverage offerings that complement the vibe and use decor, gifting and even session titles to reflect your story.
Whether it’s a high-energy sales conference or a wellness-focused retreat, your theme should be felt, not just seen, throughout the entire event.
Build Meaningful Engagement Moments
Think beyond exciting speakers and eye-catching activations to keep your attendees engaged. You’ll have greater success when you create moments of connection.
Engagement will look different depending on your audience. For some groups, that may mean live-facilitated networking or guided workshops. For others, casual experiences like pop-a-shot games, attendee-led murals or conversation corners with soft music and mocktails might be the perfect fit.
Read More: Wellness at Work: How Meeting Planners Can Enhance Productivity, Engagement and Retention
Inclusivity is key. Design experiences that welcome all personality types, from the extrovert who thrives in big crowds to the introvert who prefers one-on-one chats. Consider quieter lounges, alcohol-free drink options or tactile engagement like interactive installations that invite people to contribute or collaborate.
Don’t underestimate the power of your on-site staff to keep attendees engaged. They’re a major touchpoint for engagement. Make sure your team is welcoming, helpful and trained to connect attendees with resources and each other.
Let the Experience Live On
Your event might end at the closing session, but the impression your event has on your attendees shouldn’t. Keep the momentum going with thoughtful, well-timed post-event communication.
Start by sending out a highlight document with key takeaways and insights. Share session recordings, breakout notes and presentation decks so attendees can revisit the content or share it with colleagues. A great post-event strategy reinforces learning while adding extra value for those who couldn’t attend everything.
Smart gifting can also carry your message forward. Choose items that are useful, memorable and aligned with your event theme. There’s immense value in gifting something attendees will actually use and appreciate.
Finally, tease what’s next. Announce the date or destination for next year’s event or share a “save the date” video featuring photos and testimonials from this year. Keep the energy alive and make your attendees excited to return.
Use Technology for Smarter Planning
Innovative technologies now allow planners to capture real-time insights into attendee engagement and emotional connection. Using tools like AI-powered sentiment analysis, facial expression recognition and wearable tech, planners can measure exactly what content resonated, moment by moment, and adjust programming accordingly.
Did a session topic fall flat? Was a break needed at a different time to hold attention? These insights not only help assess the true impact of a current event, but they also provide key details that planners can use to design future experiences that are even more engaging.
Read More: Event Tech: The Future is Now
Technology can also make interactions more meaningful. Using technology to encourage attendees to discuss likeminded topics during intimate sessions or small group gatherings can get attendees out of their shells, create more robust conversations and boost engagement to positively impact the overall event experience.
Your audience is busier than ever, which means they can be quite distracted. Capturing their attention, keeping them engaged and leaving a lasting impact takes thoughtful planning and intentional design. By focusing on strong themes, immersive storytelling, inclusive experiences and strategic follow-up, you’re accomplishing much more than just hosting an event. Instead, you’re building a community that looks forward to coming back.
Events aren’t just about logistics. They’re about people. When we create with that in mind, the result is unforgettable.
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Gina Boos, CMP, is a senior program manager at Bishop-McCann with more than 13 years of experience in corporate and non-profit events. She focuses on the full attendee journey, always prioritizing the attendee experience, and is known for her creative problem-solving skills.
Jaclyn Trainor, CIS, is a strategic account director at Bishop-McCann. With more than a decade of experience in the corporate events industry, Jaclyn is passionate about creating memorable experiences and exceptional events that exceed client expectations.
This article appears in the September 2025 and September/October 2025 issues. You can subscribe to the magazine here.
