Turning event registrants into brand advocates is not just a nice-to-have; it's a strategic process that can dramatically amplify your brand’s reach and credibility. Advocacy doesn’t happen overnight—it requires a focused approach to nurturing relationships, fostering engagement, and creating a sense of community.
In this blog, we’ll explore how to build a loyal group of advocates from your event attendees, focusing on key principles and actions that turn passive participants into enthusiastic champions for your brand.
1. The Foundation: Creating a Sense of Belonging
At the core of any brand advocacy strategy is the feeling of belonging. People advocate for brands they feel connected to, not just as customers, but as part of a larger mission or community. The goal is to ensure that your event attendees don’t just view your brand as a provider of products or services but as something bigger that they want to be a part of.
Build Emotional Connection
Creating a sense of belonging starts with building an emotional connection. This means communicating your brand’s values, mission, and purpose clearly throughout your event. Attendees need to feel aligned with your brand’s goals to become advocates.
Foster Two-Way Engagement
Instead of just broadcasting messages to your audience, open up opportunities for two-way communication. Encourage interaction, feedback, and participation in meaningful ways during your event. Whether through Q&A sessions, polls, or discussion forums, making attendees feel heard is key.
2. Engagement Beyond the Event: Continuity is Key
Once the event is over, the real work begins. It’s important to keep the momentum going by fostering continuous engagement. Advocacy isn’t born from a single experience—it’s the result of consistent, valuable interactions over time.
Create an Exclusive Post-Event Space
One of the most effective ways to keep attendees engaged is by creating an exclusive space for them to interact post-event. This could be a social media group, a forum, or even a dedicated app where attendees can continue to network, share experiences, and engage with your brand.
Deliver Consistent Value
Deliver regular, valuable content to your community. This could be in the form of insider tips, exclusive industry news, or special access to resources and upcoming events. Your goal is to provide continuous value that reinforces their connection to your brand.
3. Empower Attendees with Opportunities to Lead
Advocacy stems from a sense of ownership and leadership within a community. When people are given the opportunity to take a more active role, they’re more likely to feel invested and motivated to champion your brand.
Involve Attendees in Future Events
Invite past attendees to get involved in the planning or promotion of future events. This could be as simple as having them share their event experiences or even taking on more formal roles, such as co-hosting breakout sessions or leading small group discussions.
Highlight User-Generated Content
Celebrate and showcase contributions from your attendees. Whether they’re sharing insights on social media or posting photos from your event, highlighting their contributions makes them feel valued and gives others in your community a reason to get involved.
4. Recognition and Rewards: Building Loyalty Through Appreciation
One of the fastest ways to turn a satisfied attendee into an advocate is through recognition. People want to feel appreciated for their contributions, and brands that recognize their community's efforts tend to foster stronger loyalty and advocacy.
Recognize Engagement Publicly
Acknowledge your most engaged attendees publicly. Whether it’s through a social media shout-out, a spotlight in a newsletter, or a special mention during your next event, public recognition goes a long way in reinforcing their commitment to your brand.
Offer Exclusive Perks
Go beyond public recognition by offering exclusive perks for your most loyal attendees. This could include early access to future events, special discounts, or unique opportunities to engage with your brand’s leadership team. Offering something exclusive creates a deeper bond and encourages continued advocacy.
5. Building a Movement: Advocacy Through Shared Purpose
When event attendees feel like they’re part of something bigger than themselves, advocacy happens naturally. To build a lasting group of advocates, position your brand as part of a larger movement or purpose that resonates with your audience.
Align Your Brand with a Cause
Advocacy isn’t just about your products or services—it’s about shared values. Aligning your brand with a cause that your attendees care about can create a deeper sense of connection. Whether it’s environmental sustainability, social justice, or community development, standing for something that resonates with your audience strengthens loyalty.
Encourage Storytelling
Encourage attendees to share their personal stories about how your brand or event impacted them. Storytelling helps humanize your brand and deepens the emotional connection between your audience and your message. Stories have the power to inspire others to advocate for your brand, as they see the real-world impact you’ve had.
6. Facilitate Peer-to-Peer Networking: Advocacy through Relationships
Building a strong community of advocates isn’t just about their connection to your brand—it’s also about fostering relationships between the attendees themselves. When attendees feel connected to each other, they’re more likely to support and advocate for the brand that brought them together.
Organize Networking Opportunities
Facilitate networking opportunities both during and after your event. You can organize small group meetups, virtual networking sessions, or even create a mentorship program where attendees can connect with each other for guidance and support. The stronger their connections to each other, the more invested they’ll be in your community and brand.
Create Peer-Led Discussions
Encourage your most engaged attendees to lead peer discussions or roundtable talks within your community. Giving them a leadership role not only makes them feel valued but also empowers them to actively contribute to the growth and development of your community.
7. Create a Journey: Nurturing Advocates Over Time
Brand advocacy isn’t a one-time achievement; it’s a journey. Once you’ve turned an attendee into an advocate, you need to nurture that relationship over time to ensure their continued support.
Map Out a Loyalty Journey
Create a structured path for attendees to follow after your event, guiding them from participant to advocate. This journey could include various touchpoints, such as follow-up emails, access to special content, or personal invitations to future events. Mapping out this journey ensures you’re continually engaging and nurturing their loyalty.
Keep Advocates in the Loop
As your advocates continue to support your brand, it’s important to keep them informed and involved. Share updates about your brand’s initiatives, upcoming events, or even sneak peeks of new products and services. Keeping them in the loop makes them feel like an integral part of your brand’s ongoing story.
Conclusion: Cultivating Lasting Advocacy
Turning event registrants into brand advocates takes time, effort, and a focused approach. By creating a sense of belonging, fostering continuous engagement, and empowering attendees to take an active role in your community, you can build a loyal base of advocates who champion your brand long after the event is over.
The process is about more than just engagement; it’s about creating meaningful relationships, recognizing contributions, and nurturing a sense of purpose that aligns with your brand’s mission. Advocacy, when cultivated properly, doesn’t just amplify your brand’s message—it becomes an essential part of its growth and long-term success.
