3 event marketing mistakes hurting your event registrations

When was the last time you sat down to evaluate your event marketing strategy? I’ve been there

I’ve been there—everything seems fine, but registrations just aren’t picking up the way you expected. Despite your hard work, something’s not clicking, and it’s frustrating. Trust me, I’ve made these mistakes too, and they’ve held back my events in the past.

Here are three common mistakes I’ve come across that might be hurting your registrations—plus a bonus tip you might not expect.

Are you unsure which marketing channels will best reach your audience? 

It's crucial to meet your target market where they are, engage them on the platforms they prefer, and speak directly to their interests. 

Your content should resonate so strongly with them that they immediately think, "This is exactly what I need!"

I’ve seen firsthand how campaigns that focused on one platform like Facebook ended up wasting resources when the real audience was more active on LinkedIn.

 Choosing the wrong platform means you’re missing your audience and throwing marketing dollars down the drain.

How to fix it:

• Focus on 1-3 key channels that have proven to engage your audience most effectively.
• Analyze past event data to see which platforms led to the most registrations. Do attendees respond better to email, social media, or event partnerships?
• Match your audience to the platforms they’re already using. For example, LinkedIn might work better than Instagram if you're targeting professionals.
• Use intent-based marketing like SEO campaigns. For example, if someone is searching for event solutions, targeting keywords around event planning can capture high-quality leads.

Pro tip:
If you’re unsure, start small—don’t try to be everywhere. Refine your strategy as you go. 

I’ve spent a lot of time explaining to clients how a complicated registration process can hurt event attendance. 

Gathering information is essential, but it’s not that attendees are unwilling to provide details—it’s how you ask for them.

A long or confusing registration form frustrates potential attendees, increasing the chances they’ll abandon the process altogether. So here’s how you can fix it and increase registrations. 

How to fix it:

• Trim the form: Only ask for essential information upfront—name, email, and maybe one or two more fields.
• Gather additional details later: Save more specific information requests (e.g., attendee preferences) for later stages or give them a reason to provide that data (exclusive content, discounts, etc.).
• Ensure mobile-friendliness: Make sure your registration form is easy to fill out on mobile devices. If it’s clunky or confusing, you’re losing attendees.
• Use one-click payment options: Make the checkout process as seamless as possible with options like Apple Pay or Google Pay.
• Guide users: Use helpful prompts or examples, such as password guidelines or tooltips for fields that might confuse users.
• Implement conditional logic: Don’t overwhelm users by showing all fields at once. Event registration platforms like Nunify that adjust based on the user’s responses make the process smoother and less intimidating.

Pro tip:
Offer a social-login option. Over 70% of users prefer it because it simplifies the process, making registration faster and more convenient. Source: LoginRadius.

Have you noticed that people register for your event but never show up?

 I used to face this a lot. I’d assume registration was the hardest part and drop the ball on follow-ups, only to see attendees vanish by event day.

A strong follow-up strategy keeps them engaged and ensures they’ll attend. Without regular touchpoints, they might forget, lose interest, or get distracted by other plans. This is where an event app helps the most. 

How to fix it:

• Send a confirmation email right after registration, reinforcing their decision to join and setting expectations.
• Build excitement with teasers in your event invites. Share early access to speaker announcements, event schedules, or exclusive content.
• Set up automated reminders:
  • One week before:  Share session highlights or event updates.
  • One day before: Send check-in instructions and event tips..
  • Morning of the event: Send a friendly reminder with last-minute access details or a ‘We can’t wait to see you!’ message.
• Add value to every reminder: Use these touchpoints not just as reminders, but to offer exclusive content, countdowns, or networking opportunities.

Pro Tip:
I found that using dynamic calendar invites (Google or Outlook) in confirmation emails reduced drop-offs. It kept the event top-of-mind and synced with attendees' daily routines. And automating reminders freed up my time, helping me focus on more impactful tasks.

Bonus: You’re not using an event app

In today’s digital world, event apps are essential. If your event management software doesn’t offer one—or if you’re not using an app at all—you’re missing out on improved attendee engagement and smoother event operations.

I once ran an event without an app, and the difference was noticeable. Communication was clunky, and attendees missed important updates. After switching to an event app, my engagement rates doubled. Pre-event communication, reminders, and real-time updates became effortless.

Avoiding these common event marketing mistakes can save you time and stress while boosting registrations. 

Focus on the right channels, simplify the registration process, and keep your attendees engaged with follow-up reminders. And if you haven’t already, integrate an event app to streamline communication and engagement.

With these tips, you’ll be on your way to a more successful, well-attended event.