Hosting an event is a thoughtful way to put your brand in front of potential clients or to build a strong employee culture. Events are fun, and taxing to prepare. Your team can spend weeks or months making sure everything goes smoothly. But if no one shows up, was it worth it?

A big part of event planning is simply getting people to attend, whether it’s a marketing event, a charity fundraiser, or a company barbecue. The more people in the room, the better the event. So what actually moves turnout? Three things.

Consistent promotion

Marketing the event tops the list. It’s how word spreads. Emails and flyers are a good start, but get more creative than that.

Give people a behind-the-scenes glimpse of what to expect. Preview the food, name the guests and speakers, and show off the swag you’ll be giving away. Every specific detail you share adds to the anticipation.

Be transparent about expectations

Vague event details turn people off. When someone is confused about what to expect, the easy choice is not to come. Be up front about:

Whether food and drinks are provided or cost extra
The timeline of the event
Parking, dress code, and anything else a guest would wonder about

No one wants a surprise when they walk in. Do the diligence and give guests every necessary detail ahead of time.

Get your swag ready

Previewing the event’s swag is one of the most effective draws you have. Well-planned merchandise (t-shirts, tumblers, tote bags) puts a smile on every attendee’s face.

Think past the product to the decoration, too. Just your logo? The event’s name (especially if it recurs every year)? A call to action? There’s no wrong answer. It depends on your goals. Go with colors that mirror your brand and products people will genuinely use again. Consistency and practicality win. For matching the item to the goal (traffic-driver vs. headline prize vs. shippable follow-up), see our guide to running a successful swag giveaway.

Whether you need help getting the ball rolling or you’re ready to produce, we handle event merchandise start to finish: design, decoration, and delivery on the event’s deadline. Tell us about your event and let’s fill the room.