In their pocket, on their radar: event engagement with WhatsApp

Event organisers are always looking for new ways to engage attendees, maximise return on their investment, and deliver value for sponsors, explains Helen Nurse, founder of Capture 1.

Helen Nurse Photo Credit: Capture 1

But have you ever considered engaging delegates through the message app, WhatsApp? 

WhatsApp Business API is a tool that allows organisers to connect with their audience before, throughout, and after events, through the app which most people already have on their phone and with which they are entirely familiar. 

There are many ways that the platform can be used by organisers – the limit is often your imagination – but here are five innovative ways to get the most out of the tool. 

Send real time updates straight to the pockets of attendees 

The best laid plans of mice and men so often go awry.

 Even the most meticulously planned events and conferences can be subject to last minute changes, for example a speaker is unwell and must be substituted at the last minute. To keep attendees up to date, organisers can use WhatsApp to provide updates as they happen. 

Email can be used as a substitute, but data shows WhatsApp has a 10 times faster response rate than email, which is vital when last minute changes occur that attendees need to know about quickly.

Encourage further attendance with quizzes 

Once you’ve established communication with an attendee, use interactive quizzes to suggest more suitable events. This is how umbrella organisers can maximise attendance at sister events.

Focus the attention on the attendee’s preferences and lifestyle, rather than the events themselves. People love to answer questions about themselves and discover which event is best suited for them. You could also offer exclusive discounts, or session recommendations based on their answers. 

Don’t stop momentum when events sell out 

Too many organisers think when an event sells out, the job is done. But what happens when people cancel or pull out? What if you want to offer attendees more, like VIP experiences or exclusive launches? With WhatsApp, organisers can create waitlists, which keeps momentum rolling. 

Reminders and ticket release notifications can be automated so hopeful attendees never miss an announcement. Those still on the waitlist can also be offered exclusive discounts or early access to encourage further sign-ups. 

Run competitions to keep attendees engaged

Encourage event attendees to enter a competition by sending a picture, video, or written message via WhatsApp. Not only does this create a novel buzz at the event, but it builds a valuable contact list for future promotions. 

Automated responses can confirm the participants entry, countdown to entry deadline and of course, announce the winner. 

Create a direct line of comms from sponsor to attendee 

Guests are at the heart of events and conferences, but sponsors help make them happen. Therefore, the better value we can offer sponsors, the better our events can be. 

WhatsApp opens a direct line of communication from sponsors to attendees, allowing them to offer exclusive event promotions and important messages. Be careful not to spam attendees – they don’t want to receive constant marketing messages, but carefully selected comms from relevant sponsors that benefit the recipient are usually well received. 

WhatsApp Business API is more than just a messaging tool, it’s a dynamic platform that enables event organisers to stay connected, enhance the attendee experience, and offer greater value to sponsors. 

Embracing this familiar and responsive channel can turn every event into a more engaging, efficient, and successful experience for everyone involved.