10 proven ways to increase event attendance (without increasing your budget)

Getting people to register for your event is only half the battle, getting them to actually turn up is where the real challenge begins. With budgets tighter than ever, event marketers are under pressure to do more with less. The good news? Boosting attendance doesn’t always require more spend, just smarter tactics.

Here are 10 proven, cost-effective strategies to increase event attendance without stretching your budget.

1. Tap into your existing audience

Start with the warmest leads: your current customers, email subscribers, and social media followers. A well-timed email or a personal invitation can go a long way. Segment your list by interests or past behaviours to tailor your messaging.

2. Create a compelling event value proposition

People are more likely to attend when they clearly understand what’s in it for them. Focus your messaging on outcomes: what will they learn, who will they meet, what problem will it help them solve? Make this value central across your website, emails, and social media.

3. Optimise your registration process

Reduce friction. A long, clunky sign-up form or confusing call to action can kill conversions. Ensure your registration page is:

• Mobile-friendly
• Clearly structured
• Free from unnecessary steps

Add calendar integration so attendees can save the date instantly.

4. Use social proof to build trust

People are more likely to attend events that others are excited about. Include:

• Testimonials from past attendees
• Speaker quotes
• Real-time registration numbers (“over 300 already registered”)
• Logos of confirmed partners or exhibitors

It shows your event is credible and worth the time.

5. Encourage word-of-mouth and referrals

Empower your attendees to help promote the event. Offer incentives such as:

• Entry into a prize draw
• Early access to content or seats
• A "bring a colleague" discount

Make it easy for people to share with pre-written email or LinkedIn text and event graphics.

6. Partner with relevant organisations

Collaborate with trade bodies, media partners, or community groups that already have your target audience’s attention. They may be willing to promote your event in exchange for exposure, free tickets, or co-branded materials.

7. Showcase your speakers or special guests

A well-known speaker or panellist can significantly boost interest. Share short video clips, quotes, or interviews in the lead-up. Let your speakers promote the event through their own channels, give them graphics and messaging to make it easy.

8. Leverage FOMO (fear of missing out)

Create a sense of urgency and exclusivity by:

• Promoting limited spaces (“only 20 spots left”)
• Offering time-sensitive perks (early bird extras or giveaways)
• Sharing live updates on registrations

People are more likely to act when they feel they could miss out.

9. Engage your audience before the event

Keep momentum going between registration and event day. This could include:

• A welcome email series with key info and reminders
• Polls or questions on social media
• Behind-the-scenes content or speaker previews

Engaged registrants are far more likely to attend.

10. Use free or low-cost publicity channels

Explore local event listing sites, community newsletters, and industry forums. Submit your event to:

• Eventbrite and Meetup
• LinkedIn Events
• Relevant LinkedIn and Facebook groups
• University societies or professional associations

Visibility in the right places can dramatically increase reach at zero cost.

Final thoughts

You don’t need a big marketing budget to get a big crowd. With the right message, smart use of your networks, and a few well-timed nudges, you can dramatically increase attendance and deliver a successful event, without spending a penny more.

Small tweaks, done consistently, can have a big impact.