20 Aug fomo marketing mastery: techniques to boost event engagement
in today’s hyper-connected digital age, fear of missing out, or fomo, has become a powerful psychological driver influencing consumer behaviour. but what is fomo in event management ? and how do we leverage this into a fomo marketing strategy. this sensation of anxiety or apprehension that others might be having rewarding experiences from which one is absent is a potent force that savvy marketers can harness to drive engagement, particularly for events. from music festivals to webinars, understanding and mastering fomo marketing can be the key to elevating your event’s visibility and attendance. this blog explores the concept of fomo, delves into its psychological underpinnings, and provides actionable techniques to leverage fomo to boost event engagement.
techniques to leverage fomo in event marketing
now that we understand the psychological basis of fomo, let’s explore some techniques to effectively incorporate fomo into your event marketing strategy.
- exclusive pre-launch access
creating exclusivity is a powerful way to generate fomo. by offering early bird tickets or limited-time discounts to a select group, you make the recipients feel special, privileged, and part of an inner circle. when people believe they are getting something others aren’t, they are 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 pre-launch not only rewards loyal attendees but also stirs anticipation and buzz among those who missed out.
actionable tip: use personalized emails or targeted social media ads to offer exclusive access to early tickets or vip passes. ensure the offer is time-sensitive to create urgency.
- create scarcity
scarcity is a well-known trigger for fomo. when something is in limited supply, its perceived value increases. this concept can be used effectively in event marketing by highlighting the limited availability of tickets, seats, or time slots.
example: eventbrite often shows a “x tickets left” notification during the purchasing process. this visible scarcity drives 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 your event is expected to sell out quickly, don’t shy away from emphasizing that fact.
- showcase social proof
social proof is a critical element in fomo marketing. when potential attendees see that others are interested or have already registered, they are more likely to follow suit. social proof can be displayed in various forms, such as testimonials, influencer endorsements, or showing the number of attendees who have already signed up.
example: many conferences display a ticker on their registration page showing the number of people who have already registered or the number of spots filled. similarly, featuring testimonials or posts from past attendees on social media can encourage others to join in.
actionable tip: use social media platforms to showcase the buzz around your event. share posts from influencers, highlight user-generated content from previous events, and display real-time registration numbers on your website.
- leverage countdown timers
countdown timers are an effective way to create a sense of urgency, a critical element in fomo marketing. whether it’s counting down to the start of the event, the end of early bird pricing, or the closing of registration, these timers can nudge potential attendees into action.
example: websites like booking.com use countdown timers to indicate when an offer is about to expire, prompting users to make a booking decision quickly.
actionable tip: incorporate countdown timers in your email campaigns, event website, and social media posts. ensure these timers are prominently displayed and related to significant deadlines, such as the end of a discount or the start of the event.
- highlight what attendees will miss
another effective fomo strategy is to emphasize what potential attendees will miss if they do not attend your event. this can be done by focusing on unique aspects of the event, such as exclusive content, networking opportunities, or special guest appearances that won’t be available elsewhere.
example: tech conferences often promote keynote speakers or exclusive workshops that are available only to attendees, thereby increasing the perceived value of the event.
actionable tip: in your marketing materials, highlight the unique features of your event. use phrases like “don’t miss out on…” or “this is your only chance to…” to emphasize the exclusivity and irreplaceability of the experience.