How Associations Can Boost Event Attendance with Smarter Marketing

For associations, annual events are where connection, learning, and member engagement come alive. But even the most valuable event programming can fall flat if the right people don’t know about it—or don’t feel compelled to attend.

To increase attendance and attract high-quality registrants, associations need to modernize their approach to event marketing. That means moving beyond traditional email blasts and tapping into strategies that build trust, leverage data, and create excitement.

Here are a few proven ways to elevate your association’s event marketing and drive stronger attendance.

1. Use Lookalike Audiences to Reach New, Qualified Prospects

If you’re already running digital ads, you’re sitting on a goldmine of data. Platforms like Meta and LinkedIn allow you to create lookalike audiences—groups of users who share similar attributes to your current members or past attendees.

By uploading your member or attendee list, you can let the algorithm identify patterns in demographics, interests, and online behavior to find new people who are likely to be interested in your event.

This is especially effective when:

• You’re trying to grow membership in niche or professional communities.

• You have strong member retention but want to reach “the next generation” of your industry.

• You’re marketing hybrid or regional events that appeal to broader audiences.

2. Turn Attendee Testimonials Into Stories That Sell

People trust people more than they trust brands. That’s why attendee testimonials are so powerful for associations. Instead of just sharing post-event survey stats, turn those positive experiences into shareable, story-driven content.

Feature testimonials like:

“I made three new industry connections at this conference that directly led to new business opportunities.”

“This was the only event where I felt I was among peers who truly understood the challenges in our field.”

These quotes can fuel your landing pages, email campaigns, and social posts. Bonus points if you can capture them on video—seeing and hearing real members talk about the value of attending brings authenticity that no ad copy can replicate.

3. Send Emails That Lead with Thought Leadership; Not Just Logistics

Associations are known for expertise. Use that strength to your advantage. Instead of limiting your emails to registration reminders, anchor your campaigns in thought leadership topics tied to your event programming.

For example:

• Share a short Q&A with one of your keynote speakers.

• Highlight a trending topic your event sessions will explore.

• Offer a “3 takeaways you’ll gain from attending” message that ties to your members’ goals.

By framing your event as the place to engage with cutting-edge ideas, you’ll attract attendees who are motivated by professional growth—not just those looking to check a box.

4. Spotlight Influencers and Leaders in Your Community

Every association has its internal influencers—the members, speakers, or board members with strong networks and credibility. Spotlighting them can make your event more relatable and aspirational.

You can:

• Feature these individuals in “Speaker Spotlight” posts across LinkedIn or Instagram.

• Encourage them to share personalized invitations to their networks.

• Create short “Why I’m Attending” clips that can be shared on social.

Taking it a step further, consider running influencer-style campaigns within your industry. Partner with respected professionals or creators who can authentically advocate for your event’s value. A micro-influencer campaign—where several niche voices promote your event—can often outperform a single high-cost media buy.

5. Create a Multi-Channel Experience That Builds Momentum

No single marketing tactic works in isolation. The best-performing event campaigns combine:

• Targeted ads (using lookalike audiences) to reach new people.

• Testimonials and influencer content to build trust.

• Email storytelling and thought leadership to nurture interest.

The goal is to create consistency and anticipation across every touchpoint—from the first save-the-date email to the final “See you next year!” post.

The Takeaway

Associations have something most organizations dream of: a built-in audience of engaged, like-minded professionals. The opportunity lies in activating that audience in fresh, strategic ways that reflect today’s marketing landscape.

By blending data-driven targeting with authentic storytelling and thought leadership, your next event won’t just attract attendees—it will build community, strengthen loyalty, and set the stage for year-round engagement.