Low Attendance - Part 2: Your event subject might be the problem
We’ve all been there. You’re hosting a business-critical event. The logistics are tight, the venue’s locked in, and you’re promoting it across all the right channels.
But registrations are trickling in. Attendees aren’t biting. The powers that be want to know why.
Here’s the harsh truth: it could be the event subject that’s turning them away.
In Part 2 of our Low Attendance Series, we dig into why even important topics fall flat and what you can do to make them feel urgent, engaging, and hard to resist for the right audience.
Not every topic is sexy, but every topic can be sold
Let’s say your event is about:
Regulatory updates
Internal process improvements
Cybersecurity protocols
Procurement system changes
None of these are “headline grabbers.” But they are important.
The solution isn’t to change the topic—it’s to reframe it through the lens of your audience.
Reframe from feature led to outcome
Your attendees don’t care what you’re covering. They care why it matters to them, the “what’s in it for me?” factor. Here’s a couple of examples:
DON’T “Q3 Compliance & Risk Briefing”
DO “How to avoid the fines: What you need to know before Q4”
DON’T “Procurement portal update”
DO “Slash 3 Hours off every vendor approval this year”
Focus on problems solved, time saved, money gained, risk avoided, not just a rigid subject line.
Use Emotion + Logic
B2B audiences are no different from other audiences; they make decisions emotionally first. Tap into that.
Use phrases like:
"Stop wasting time on admin…"
"Avoid becoming the next case study in failure…"
"Here’s what your peers already know and you don’t."Back it up with stats:
“72% of companies that fail cyber audits missed these 3 steps.”
A little plug for us! Mitingu lets you personalise subject lines and messages into segmented email flows, so each persona hears the version that resonates most.
Bring in people, not just content
Sometimes the subject doesn’t change, but the messenger does.
A customer story or internal champion can bring a topic to life
Instead of “talking about compliance,” have someone share how they navigated a tricky audit
Use case studies, testimonials, and real results in your comms
Spoiler alert: That’s the topic of Part 3, coming next week.
Using this approach not only makes your messaging more engaging, it’s also more likely to encourage more registrations, higher attendance, and better post-event feedback.