Hacking an Event Guest List: Strategies to Do It

It may seem easy enough to reach out to your key prospects, especially senior executives, and ask them to attend your dinner or session, but getting them to come can be more challenging. This is due (in large part, but not exclusively) to the fact that you don’t have direct contact information to reach out to them. So how do you overcome this challenge for your event guest list and ensure your event stands out to your target audience?

Here’s a two-part question to start:

1. Do you know who your main prospects are?
2. Do you have the RIGHT ways to contact them?

Overcoming the Challenges of Business Dinners

It seems easy to convince executives to attend your dinner or event. Just invite them! It can’t be that hard. But when it comes to execution, getting executives to come to your tables can be a real feat. Without direct contact information (which you usually don’t have), this challenge makes perfect sense.

Often, associations and conference organizers are hesitant to share attendee lists due to privacy concerns and fear of spam. You’re grateful when it works in your favor, but when it goes against your business goals, it creates a tug-of-war that puts both exhibitors and marketers at a disadvantage.

However, there are several tactics you can employ to overcome this obstacle:

1. Year-over-year data collection: Collect and compile your own data across multiple events on a regular basis. Building a robust contact database over time will greatly reduce your reliance on third-party lists. This will inevitably take time and may need to be updated periodically as positions change, but it can help you in the long run.
2. Pre-show marketing: Use pre-show marketing to build awareness and anticipation. Engage with potential attendees through social media campaigns, email newsletters, and personalized outreach before the event.
3. Physical postal addresses:If you have mailing addresses, use them to send personalized invitations or gifts. A well-written, tangible invitation can make a big impression and increase participation. Plus, who doesn’t like a little non-electronic mail?

Strategies for Limited Contact Information

When direct contact information is not available, which happens more often than we would like, creativity and ingenuity become your best allies in developing your event’s guest list. Here are some effective strategies:

Leveraging Event-Driven Applications:Many events now have dedicated apps that list attendees. Use these apps to identify key prospects and collect contact information in real time.

Engage in real time:As soon as the event app is available, start identifying and connecting with potential attendees. The sooner you start, the more likely you are to grab their attention.

Using networking platforms: Tools like LinkedIn Navigator and ZoomInfo can help you identify and connect with executives. Take the time to prepare a shortlist of target companies and identify key decision makers within those organizations.

Create personalized invitations:When reaching out to executives, your message should be concise and compelling. Avoid generic pitches. Instead, emphasize the unique value proposition of attending your event. Sending emails at unusual times (early morning, late evening, or on weekends) can increase the likelihood that your message will be seen.

Use event apps to get quick information

We talked about leverage above, but it can’t be overstated how event-specific applications are gold mines for data. Here are some additional tips to get the most out of it:

1. Monitor participant lists:Check the app regularly for updates on attendees. This helps you stay informed about who will be attending and get involved in a timely manner.
2. Real-time interaction:Use the app to send direct messages to attendees. A personalized message sent at the right time can create a stronger connection than a simple email.
3. Collect data efficiently: Take advantage of the app’s features to collect contact information, session preferences, and interests from participants. This data can be valuable for follow-up activities.

Tools like LinkedIn Navigator and ZoomInfo

For more in-depth research and outreach, tools like LinkedIn Navigator and ZoomInfo are essential. Here’s how you can use them effectively to refine your event guest list:

1. Business Search:Identify target companies and create lists of potential participants. Study their roles and responsibilities to adapt your communication.
2. Personalized awareness:Use the information you gather to craft highly personalized messages. Mention specific issues or opportunities related to their industry or job role.
3. Follow-up strategy: Develop a follow-up plan This includes multiple touchpoints. This may involve LinkedIn messages, emails, and even phone calls if necessary.

Writing Effective Invitations for Executives

An effective invitation cannot blend into their traditional daily mail repertoire; it must Stand out and make the case for your event to be compelling. Here are some key elements that we believe contribute to success:

1. Short and sweet:Leaders have limited time. Keep your message short and to the point.
2. Convincing object:Your subject line should grab their attention immediately. Highlight the main benefit of participating and do it in an eye-catching way!
3. Personalization: Address the recipient by name and reference specific interests or industry challenges they face.
4. Clear call to action:Clearly state what you want the leader to do: respond, schedule a call, or visit a specific web page.

(For more tips, read: The Perfect Email Formula for Event Marketers.)

The importance of a compelling offer

Your event’s value proposition is what will ultimately attract executives; this means you need to know exactly what will appeal to your audience and ultimately convince them to accept your request for the event, dinner, etc. Consider the following when thinking about the best way to reach out to them:

1. Exclusive content: Offer them access to exclusive content or information they can’t get anywhere else. This could be a keynote speech by a renowned industry expert or a panel discussion on emerging trends.
2. Networking Opportunities:Highlight the opportunity to network with other senior professionals. Executives appreciate the opportunity to connect with their peers and discuss common challenges.
3. Problem solving sessions: Host sessions where attendees can collaborate to solve industry-specific problems. This not only adds value, but also positions your brand as a thought leader.

Ready to contact your buyer before the event?

Ensuring executive participation in your events requires strategic planning, creativity, and persistence. By leveraging event apps, using powerful networking tools, and creating compelling invitations, you can overcome the challenges of limited contact information and create a compelling value proposition.

Remember, the key to success lies in understanding your audience and consistently delivering value. By implementing these strategies, you can ensure your events are well-attended and impactful, driving meaningful engagement and business growth.

Ready to take your event marketing to the next level? Start implementing these tips today and watch your guest list fill up with high-level executives eager to engage with your brand.