五种方法把参会者和演讲者变成活动推广人
5 Ways to Turn Attendees and Speakers Into Promoters
会展营销团队可通过五项策略把忠实参会者转变为活动推广者。首先通过数据识别“超级粉丝”，再邀请演讲者、参展商和参会者用个人语言创作个性化内容，而非转发通用文案。同时可提供激励措施，如主题演讲提前入场、席位有限场次的保证名额、免费注册及酒店等竞赛奖品，并借助梗图配文比赛等趣味方式扩大传播。
It has never been harder to catch the attention of potential event attendees. Their inboxes are overflowing with invite emails, their Instagram feeds are an endless stream of event promotions, and their calendars are packed.
One successful strategy for getting people to your event is to call on its loyal fans — repeat attendees — to get the word out. But even if your event marketing team prepares everything they need, from social media graphics to prewritten copy, how can you make sure people will share it?
These five things will help you turn your attendees into your biggest marketers.
1. Identify Your Superfans
Analyze event data to find your base of superfans. Posh University defines superfans as those who:
- Consistently attend every event and register or purchase tickets early
- Actively post about your events on social media
- Have strong personal and business networks (friends, influencers, groups, and communities)
- Align with your brand identity and culture
2. Personalize the Outreach
Asking a speaker, exhibitor, or attendee to post a generic event announcement is different from suggesting they create a personalized post in their own words.
Snöball suggests sharing this exercise with them:
“Imagine someone seeing the post without knowing anything about the event. What would make you stop and pay attention?
- An idea you want to learn more about
- A session you might want to attend
- Someone you would like to meet
- A reason to connect with the person posting
- An opportunity you don’t want to miss”
Ask them to create posts with these things in mind.
3. Offer Incentives
Give your event ambassadors something in exchange for their efforts:
- Early entry to the keynote session, or a private introduction backstage
- Guaranteed spots in capacity-limited sessions
- Speaker or panel spots for top referrers
- Ambassador or "insider" ribbons for name badges
- Shout-outs in the app, on stage, or in event communications
- Discounted membership or entry for the following year
- VIP lounge access
4. Create a Contest
Everyone loves a good competition, so why not create one among your referrers, complete with prizes like free registration and hotel for next year’s event?
Build a leaderboard using unique codes for each referrer, and award prizes to the top three people who bring in the most attendees. Or offer the chance for a company, team, or chapter to win a prize, such as joining a VIP table at the front of the ballroom for the keynote speaker. If you’re looking to grow your first-time attendees, create a contest specifically for people to bring in the most new people.
5. Make It Fun
If you’re going to encourage attendees to work on your behalf, make sure they will enjoy themselves.
For example, ask ambassadors to post an event meme and invite their followers to compete for the best caption. The contest gives them a chance to smile and draws attention to the event at the same time.
来源：Skift Meetings · meetings.skift.com