August 20 Mastering FOMO Marketing: Techniques to Increase Event Engagement
Posted at 10:49
Event Management
By EnsightGlobal
In today’s hyper-connected digital age, fear of missing out, or FOMO, has become a powerful psychological factor influencing consumer behavior. But what is FOMO in event management, and how can you leverage this in your FOMO marketing strategy? The sense of anxiety or concern that others may be having a beneficial experience that you are not a part of is a powerful force that savvy marketers can harness to increase engagement, especially for events. From music festivals to webinars, understanding and mastering FOMO marketing is key to increasing awareness and attendance for your event. In this blog, we explore the concept of FOMO, delve into its psychological underpinnings, and offer practical techniques to leverage FOMO to increase event engagement.
Techniques to leverage FOMO in event marketing
Now that we understand the psychological basis of FOMO, let’s look at some techniques to incorporate it into your life effectively. Event Marketing Strategy.
- Exclusive pre-launch access
Creating exclusivity is a powerful way to generate FOMO. Offering early bird tickets or a limited-time discount to a select group makes them feel special, privileged, and included. When people feel they’re getting something others can’t, they’re more likely to act quickly to secure their spot.
Example: Coachella, one of the world’s most famous music festivals, often releases a limited number of early bird tickets months before the lineup is announced. This advance release not only rewards loyal attendees, but also creates excitement and buzz for those who missed out.
Actionable tip: Use personalized emails and targeted social media ads to offer exclusive access to early bird tickets or VIP passes. Make sure the offer is time-limited to create a sense of urgency.
- Create scarcity
Scarcity is a well-known driver of FOMO: when something is in limited supply, it becomes more valuable. This concept can be used effectively in event marketing by highlighting the limited quantity of tickets, seats, or time slots.
Example: Eventbrite often displays a “x tickets left” notification during the purchasing process. This visible scarcity encourages potential attendees to complete their purchase before it’s too late.
Actionable tip: Clearly display the number of remaining tickets on your event page and in promotional materials. If you expect tickets for your event to sell out quickly, don’t be afraid to highlight that fact.
- Show social proof
Social proof is a key element of FOMO marketing. When potential attendees see that others are interested or have already signed up, they are more likely to follow suit. Social proof can come in many forms, including testimonials, influencer endorsements, or showing the number of attendees who are already signed up.
Example: Many conferences display a ticker on their registration page showing how many people have already registered and how many seats have been filled. Similarly, showcasing the experiences and posts of past attendees on social media can encourage others to attend.
Actionable tip: Use social media platforms to generate buzz about your event. Share influencer posts, highlight user-generated content from previous events, and display real-time registration numbers on your website.
- Use a countdown timer
Countdown timers are an effective way to create a sense of urgency, a key element of FOMO marketing. Whether it’s counting down to the start of an event, the end of an early bird discount, or a registration deadline, these timers can motivate potential attendees to take action.
Example: Websites like booking.com use countdown timers to indicate when an offer is about to expire, encouraging users to make a booking decision quickly.
Actionable tip: Incorporate countdown timers into your email campaigns, event website, and social media posts. Make sure these timers are prominently displayed and tied to important deadlines, such as the end of a discount or the start of an event.
- Highlight what participants will miss
Another effective FOMO strategy is to highlight what potential attendees will miss out on if they don’t attend your event. You can do this by focusing on unique aspects of your event, like exclusive content they can’t get anywhere else, networking opportunities, or special guest appearances.
Example: Technical conferences often advertise keynote speakers or special workshops that are only available to attendees, thereby increasing the perceived value of the event.
Actionable tip: Highlight the unique features of your event in your marketing materials. Use phrases like “Don’t miss out on this…” and “Your only chance to…” to highlight the exclusivity and irreplaceable value of the experience.
