Event Psychology
Have you noticed how some events are hugely popular, while others struggle? It's all about understanding human behaviour.
The Endowment Effect
People value things more when they feel ownership.
Events like Glastonbury or Wimbledon ballots create a sense of being "in" or selected, fostering early ownership. Oasis's 2025 reunion ballot for "Oasismynet" the effort to apply made potential tickets valuable.
Platforms like Eventbrite frame discounts as a "place you secure," not just a cheaper ticket.
Artist mailing lists (e.g., major UK bands), venue schemes (O2 Priority), and credit card perks (Amex Experiences) offer "exclusive access," making members feel they own a valuable privilege.
CRM integration or membership portals subtly pre-populate details for returning attendees, making registration feel like an ongoing, effortless interaction.
The Psychology of Surprise
Unexpected elements grab attention and build excitement:
UK music festivals (Glastonbury, BST Hyde Park) are masters. Unannounced stage appearances create unforgettable moments. "Secret sets" and teasing "very special guests" also build anticipation.
Flash sales via email or social media, sometimes with quirky subject lines, offer unadvertised deals.
The UK's Secret Cinema is a good example, building events entirely around unknown films and locations. Pop-up dining, "unseen" arts events, and "mystery weekend breaks" also leverage curiosity for unique experiences.
Framing
How you present your event's value is key. Explain what it means to them.
Instead of "Ticket Price: £500," frame it as "An Investment in Your Future: Gain industry-leading insights for just £500."
If speakers aren't well known, describe them as "fresh voices not seen on every conference circuit," making them sound exclusive.
Instead of "Networking Session at 3 PM," frame it as "Your Exclusive Chance to Connect with Industry Leaders – don't miss this opportunity."
The Scarcity Principle
Create urgency by highlighting limited availability or time.
"Only 50 tickets left! Don't miss your chance to join the biggest event of the year!"
Clearly state when discounted rates end, perhaps with a countdown timer: "Early bird pricing ends in 3 days!"
Send a final reminder email just hours before registration closes: "Registration closes at midnight – this is your last opportunity!"
Reason Why
Always tell people why they should attend or register.
When asking for registration, clearly list key takeaways: "Register because you'll gain practical skills, network with peers, and hear from leading experts."
If your event is costly or requires travel, explain its value: "The ticket cost includes three days of intensive workshops, catered lunch, and exclusive access to our post-event content library, ensuring maximum value."
Instead of "Buy your ticket," say "Buy your ticket because this is where industry leaders share strategies that transformed their businesses."
By understanding these psychological triggers, making attendees feel ownership and delighting them with surprise, event organisers can go beyond basic marketing. They create connections, by transforming interest into action, and ensure their events don't just happen, but thrive.
