How to use Approval Only Events in your Marketing Strategy
Whether you’re an event marketer, a planner, or someone in the field of marketing, this strategy could be the key to more successful and impactful events.
I’ll walk you through the concept of approval-only events, explain how it works, and, most importantly, how it can benefit you. To make it real, I’ll also share a story comparing two companies that used two very different event strategies. One went with open registration, and the other used an approval-only model. Let’s dive in!
What Is an Approval-Only Event?
First off, what exactly is an approval-only event? Simply put, it’s a type of event where attendees need to be approved by the organizer before they can attend. Unlike open registration events, where anyone can sign up, an approval-only event gives you control over who gets in the door.
This might sound a little restrictive at first, but it’s actually incredibly useful when you want to make sure that only the right people attend your event. Whether you’re launching a new product, hosting a high-profile networking session, or planning an exclusive industry conference, approval-only events ensure that the attendees align with your goals.
Open Registration vs. Approval-Only: A Real-Life Story
Let me give you a real-life example to highlight the difference between these two event models.
We once worked with two companies, both wanting to host high-end events. The first company was a luxury alcoholic drinks brand, and the second was a luxury car manufacturer. They both approached their events very differently.
Company A: The Open Registration Route
The drinks brand decided to go with an open registration event. They used our system at Oveit to allow anyone to sign up and attend their event. As expected, the event attracted a large crowd, which created a lot of buzz and excitement. The party was amazing, and there were plenty of attendees.
However, there was a catch – most of the people who attended were not part of their target audience. The brand was aiming to reach high-end clients and influencers in the industry, but many of the attendees didn’t fit that profile. As a result, while the event was fun, the brand’s message got a little lost, and the follow-up wasn’t as effective as they had hoped.
Company B: The Approval-Only Approach
The second company, the luxury car manufacturer, took a different path. They used an approval-only event model. They promoted the event to a broad audience but only approved attendees who matched their ideal customer profile. They carefully selected individuals based on criteria such as industry relevance, potential business partnerships, and interest in high-end cars.
The result? The event had fewer attendees than the open registration event, but every single person there was highly engaged and relevant to the brand. The conversations were more meaningful, the interactions with the brand were deeper, and the follow-up efforts led to much higher conversion rates. The attendees were exactly the kind of people the brand wanted to connect with.
Why Approval-Only Events Work
So, why did the approval-only event work so well for Company B? It’s simple: approval-only events give you control over your audience. When you control who attends your event, you can create a more personalized, focused experience. This leads to better engagement, more productive conversations, and stronger connections with your brand.
Here are some key scenarios where approval-only events shine:
- Exclusive Events:
When you’re hosting a VIP event, you want to make sure only the right people are there. Whether it’s a private dinner, a high-end networking event, or an invitation-only gala, approval-only events help maintain that exclusivity. - Product Launches:
When launching a new product, especially something high-value or niche, it’s important to have an audience that will appreciate and understand it. Approval-only events ensure that you’re showcasing your product to the right people—potential customers, industry experts, and influencers. - Industry Conferences and Professional Events:
In sectors like healthcare, finance, technology, or law, events often require a certain level of expertise. Approval-only events let you verify that attendees have the necessary credentials and background, ensuring that discussions are relevant and high-level. - Investor Pitch Events:
When entrepreneurs pitch their startups to investors, the stakes are high. Both sides—investors and startups—benefit from a curated event where attendees are handpicked for their relevance. Investors meet startups that fit their portfolio, and entrepreneurs present to those who are likely to fund them.
Who Benefits the Most from Approval-Only Events?
So, who stands to gain the most from these types of events? While approval-only events can work for many types of professionals, they are especially beneficial for:
- C-Suite Executives (CEOs, CFOs, etc.):
Busy executives don’t have time for events that aren’t relevant. They want focused discussions and targeted networking. Approval-only events ensure that the right people are in the room, making it worth their time. - Investors:
Investors love these types of events because they know they’ll be meeting with carefully selected startups, entrepreneurs, or companies that match their investment focus. - Sales and Business Development Professionals:
Approval-only events give salespeople and business development pros access to a pre-qualified audience. Instead of trying to wade through a crowd of unqualified leads, they can jump right into meaningful conversations. - High-End Marketing Professionals:
For marketers working with luxury brands or high-end clients, approval-only events ensure that the people they network with are the right fit for future partnerships and collaborations. - Entrepreneurs:
Entrepreneurs attending investor or industry-specific events get the chance to pitch their ideas to the right people, saving time and maximizing their chances for success.
How to Set Up an Approval-Only Event with Oveit
Now, let’s talk about how easy it is to set up an approval-only event using Oveit, the platform I recommend for event management. With Oveit, you can create an event that has different ticket types, and each ticket type can be approval-only.
Here’s a quick walkthrough:
- Set up your event in Oveit and create the types of tickets you want (for example, “VIP,” “General Admission,” “Partner”).
- Enable the approval-only option for the ticket types that require approval.
- When someone registers for the event, they’ll fill out a form with their details.
- As the event organizer, you’ll receive their application and can either approve or deny it based on your criteria.
- Once approved, the attendee will receive a confirmation and can attend your event.
It’s really that simple. You get full control over who attends your event, and you can ensure that only the right people are there, enhancing the quality of your event.
Final Thoughts: Why You Should Consider Approval-Only Events
In the world of event marketing and planning, it’s not just about getting as many people as possible to show up—it’s about getting the right people to show up. Approval-only events allow you to carefully curate your audience, making sure that every person in the room is valuable to your brand or business.
Whether you’re planning a high-end product launch, a professional industry event, or an exclusive VIP gathering, approval-only events can help you achieve your goals more effectively. With tools like Oveit, setting up and managing these events is easier than ever.
If you’re ready to take your events to the next level, I encourage you to try out the approval-only model and see how it can elevate your strategy. You might just find that having fewer, more engaged attendees is far more impactful than hosting a large, unfocused crowd.
Article written by .
Mike Dragan is the cofounder and CEO of Oveit and works daily on providing better tools for live experiences. Mike has a background in computer science and loves building digital products.