How to build an effective referral marketing strategy for events, expos and trade shows.

When it comes to events, expos, and trade shows, referral marketing can be significant as it allows organizers to reach out to new people, using their contacts. In contrast to cold outreach, the concept of referrals is built on credibility, and individuals will way more readily attend an event when they are referred to by a colleague, a peer, or a leader in the industry that they trust.  

A successful events referral marketing plan is not just a plan that boosts sales in terms of ticket purchases, but it is also a plan that helps in creating better relationships in terms of building buzz and creating long term interest. 

The key to designing a successful program is to know the nuances of making referrals, develop a program that will be appealing, use technology, and measure the outcomes constantly. 

This blog will discuss the various aspects of designing an effective referral marketing program of events, expos, and trade shows.

1. Understanding the Psychology of Referrals

The first step towards creating a powerful referral strategy is to understand the reasons why individuals refer the event to others at all. Events are typically recommended by the attendees when they think that it will add value to their colleagues, when they have a reputation to reinforce, or when they have an incentive to receive an award. 

Knowing these motivations will enable the organizers to come up with programs that will appeal to the participants. The core of a referral is human psychology – people refer events, expos, and trade shows to their peers not because they are requested to do so, but because it will fulfill more profound social and emotional desires. Trust, social proof and the urge to share positive experiences with others are the motivators of referrals. 

A referral is a very strong endorsement – when one suggests an event since he or she is putting his or her personal credibility on the line. The invitation made by a trusted peer makes the attendees more assured to take part, as compared to when the advertisement is made directly. 

Furthermore, the use of referrals generates a feeling of belonging because the attendees enter the community they have friends or colleagues in. With such psychological motivators, organizers of the event can develop strategies that tap into the inherent human tendencies that will make referrals feel authentic, beneficial, and socially meaningful.

• Referrals are rooted in trust and credibility: This is in contrast to advertisement whereby referrals are personal recommendations. The credibility of a recommendation is more effective – any skepticism is diminished and the invitees’ decision making is faster.

• They build social capital: When an individual makes a recommendation to others to attend a high quality event, he or she is perceived to be learned and resourceful. This improves their status in either professional or personal circles.

• Incentives provide an additional push – Although a person may appreciate the event, incentives like discounts, upgrades, and special services can encourage people to be active in spreading the word.

2. Crafting a Clear and Compelling Value Proposition

There can be no successful referral program when the event itself does not provide a good reason to be present. The key premise of your strategy is a clear value proposition, since it will help the attendees feel comfortable about inviting others. 

Opportunities shared by people are those they think will place them in a good light.To be successful as a referral marketing strategy, your event has to have a transparent and persuasive value proposition about which the attendees are delighted to talk. 

The only reason people refer to certain events is because they feel the experience will offer them tangible benefits, be it in the form of high-quality networking, access to exclusive knowledge, or industry trends. 

A poor or indistinct value proposition would not motivate a great deal, and attendees might not be very inspired to share the word. Conversely, a powerful message explains precisely why the event is worth attending and what makes it different from similar events. 

• Focus on unique event experiences: Emphasize what will make your event stand out – distinguished keynote speakers, exclusive networking contacts, or interactive exhibitions.

• List the benefits to the attendees: Be clear about the benefits the attendees will get: new knowledge, career development, exposure to innovations or good connections. An ambiguous pledge is not going to promote sharing.

• Mark the event exclusive and prestigious: People love being in on experiences that can make them look well-connected. By turning the event into something that people have to attend in the first place, referrals are bound to take place.

3. Designing an Attractive Referral Program

After the value proposition has been created, the next thing that should be done is to come up with a referral system that is rewarding, fair and easy to be involved in. The referral program must not be seen as a burden. A successful referral program compensates and rewards the attendee in a manner that is not only fair, but also exciting. 

Your referral program can come in the form of discounting the tickets, getting VIP access, branded merchandise, or the mentioning at the event, but the rewards have to align with what the audience appreciates the most. The structure should also be made transparent, easy to understand and referrers must clearly know what’s in it for them.

• Develop tiered reward systems: Having increasing rewards based on the number of referrals (e.g., one free drink for one referral, VIP membership for three referrals, free pass for five of them) will encourage the participants to go beyond one or two referrals.

• Rewards should align with the interests of the audience: Rewards should be professional, such as premium seating, networking lunches, or access to exclusive workshops, which are more successful than generic ones in business expos.

• Give benefits to both referrer and referee: Two-sided rewards are effective since both parties feel appreciated. For example, the referrer can be given discounts, whereas a bonus gift can be given to the referree.

4. Simplifying the Referral Process

Even the most effective referral programs do not work when they are overly complicated. Individuals can get frustrated if the referral process has too many steps. That is why it is essential that things are simple and convenient.

• Provide individual referral links or codes: Provide attendees with unique codes, which can be easily tracked and redeemed. This makes the process easier to do and more straightforward.

• Offer easy to share digital content: Pre-made email templates, WhatsApp messages and social media posts simplify the spreading of the word by the participants.

• Make the process of getting referees into the program as easy as possible: Once someone has gone through a referral link, the opening page of the event registration process must be simple, quick, and mobile-friendly, in order to prevent drop-offs.

5. Leveraging Technology and Digital Platforms

Technology in the modern digital-first world can increase the referral programs and make them more efficient. Event software should be integrated into apps and social platforms to connect with more extensive networks.

• Connect referrals with event management systems: There are several event registration systems today that have referral levels that can be tracked automatically, making it easier to keep track of performance.

• Use social media to the greatest extent:Encourage attendees to post referral links on LinkedIn, Twitter, or Instagram, depending on the place where your target audience spends most of its time.

• Apply gamification features: It will be more entertaining and enjoyable to the participants when you add leaderboards, referral challenges, or digital badges.

6. Promoting the Referral Program Effectively

Your referral programs cannot work if attendees are not aware of them. Proper promotions are essential in order to get the greatest number of referrals and thereby, attendees.

• Advertise pre-event, during event and post event: Create early referral campaigns, continue promoting them during the ticket sale phase, and do stimulation of referrals to future events once the event is over.

• Use a variety of promotional channels: Publicize the programs through email campaigns, event websites, social media posts, and even on printed tickets/passes.

• Showcase success stories of former referrers: Spread testimonials or spotlights of people who have gained in the past through referring to get them to join.

7. Measuring and Optimizing Your Referral Program

A referral strategy cannot be static, it has to be constantly reviewed and tweaked depending on performance statistics. Results tracked by organizers can be used to tailor their program in order to get improved results.

• Monitor referral conversions, and not only shares: We want to know more than how many links were shared, how many referrals actually converted into ticket purchases or sign-ups.

• Compare the channel performance: Comparing how well email, social media, and direct messages performed with referrals is an effective way to improve the future campaigns.

• Gather participant feedback: Actively seek feedback from participants, both referrers and referees on their experience. Their information will point out obstacles that you might have missed.

8. Building Long-Term Loyalty Through Referrals

The critical thing to note is that referral programs must not only be one-time events. They will be able to create long-term loyalty and make the attendees brand ambassadors.

• Turn effective referrers into brand ambassadors: Find the most active referrers and establish stronger connections with them by providing ambassador opportunities or special privileges.

• Loyalty through rewards: Have cumulative rewards where the rewards are carried over a series of expos or trade shows and participants feel like they are appreciated steadily.

• Promote continued community interaction: Develop online communities or groups in which the attendees may further network even after the event. This makes the referral cycle go on throughout the year.

Conclusion

Referral marketing is among some of the most affordable and effective tactics of boosting attendance at events, expos, and trade shows. Referrals are also more personal (compared to paid promotions that may seem impersonal), as trust and credibility are used which will guarantee that the new attendees are highly relevant and engaged. 

Being able to learn the psychology of referral, creating an effective value proposition, providing a program that is rewarding and easy to use, using digital tools, and continuously measuring outcomes, the organizers can unlock considerable growth opportunities. 

More importantly, a referral program can also turn attendees into lifetime promoters of your event who not only attend but also advertise your events proactively.