Turnout

Getting people to show up is a significant driver of success. If you run any event, want a crowd downtown, strive to increase traffic through a business, church, or community group – numbers matter. Increasing attendance requires a multi-step approach that leverages strategic marketing, community engagement, and unique value propositions. It’s not hard, but it does take some intentional action. Here are nine strategies to consider:

Understand Your Audience: Identify the target audience for your festival. Consider age, interests, and geographic location. Do you want to build on your success for groups you’re already drawing, or do you want to pull in groups that are underrepresented? What are the values of the group you want to attract? What does the group look like? Which communication channels do they prefer? This information builds resonance for your key messages, key images, and choice of outreach methodologies. Gather insights from previous attendees or community members about what they enjoyed and what they would like to see. It can be scientifically based or just a set of conversations where you ask the same questions to 30 people. Get outside the planning group to understand your guest perspectives.
Effective Marketing: Utilize platforms like Facebook, Instagram, Reddit, and Spotify to create buzz. Share engaging content such as behind-the-scenes preparations, interviews with performers, and promotional videos. When you have a hot story with a lot of engagement, boost it with additional advertising. Build a mailing list and send out regular updates, exclusive offers, and event highlights. If you have mobile numbers, do a text blast. Remember to use your key messages and images. Partner with local newspapers, radio stations, and TV channels to advertise the festival. Press releases and interviews can help spread the word. Get posters, fliers, and other signage in front of where your target groups spend time. Partner with these places to further enhance outreach and even recruit volunteers.
Community Involvement: Partner with local businesses, schools, and community organizations. They can help promote and might offer sponsorship or support. Engage the community by recruiting volunteers. They can help with organizing and promoting the event, creating a sense of ownership and pride.
Unique and Compelling Offerings: Secure popular local or regional performers who can draw a crowd. Offer a variety of activities that cater to different interests, such as live music, food stalls, arts and crafts, workshops, hands-on activities, and children's entertainment. Introduce unique elements like VIP passes, backstage tours, or meet-and-greet sessions with performers.
Promotion of Local Culture: Showcase local artists, musicians, and craftsmen to foster community pride and draw their supporters. Emphasize any cultural or historical significance of the festival to attract those interested in heritage and tradition.
Accessibility and Convenience: Ensure there is ample parking and easy access to the venue. Partner with local transport services to offer shuttles if needed or hire a bus company to move people around. Provide facilities for families, such as baby changing stations, kids' activities, and safe play areas.
Incentives and Discounts: Offer discounts for early bookings to encourage advance purchases. Provide special rates for group bookings to encourage people to come with friends and family. Reward repeat attendees with discounts or exclusive perks.
Engaging Content and Storytelling: Share compelling stories about the history, mission, or notable past events. Use high-quality visuals and punchy words in your marketing materials to capture attention and convey the right atmosphere based on your target group. An event called “Celebrate Mehville” has a completely different vibe than “Mayhem in Midtown.”
Evaluate and Adapt: Analyze what worked and what didn’t. Use surveys and feedback to improve future events. Keep adapting your strategies based on attendee feedback and emerging trends.

By implementing a well-rounded approach that combines strategic marketing, focused community engagement, and unique offerings, you can significantly increase attendance and ensure the success of your efforts.

For more information on how Cobalt can help you adapt and thrive in the changing demographic, economic and social environment, visit the Cobalt website or reach out to us by email. Let us know if you need anything at all for benchmarking or research data; we are here for you.

Cobalt Community Research is a national 501c3 nonprofit, non-partisan coalition that helps local governments, schools and membership organizations measure, benchmark, and affordably engage communities through high-quality metrics, mobile geofencing data, surveys, and dynamic population segmentation. Cobalt combines big data with local insights to help organizations thrive as changes emerge in the economic, demographic and social landscape. Explore how we can help.