When Apple launches a new product, people don’t just buy it—they camp outside stores, record unboxing videos, and share their experiences online. Why? Because Apple has turned its customers into brand ambassadors—loyal advocates who market its products better than any ad ever could.
Now, imagine applying this strategy to your events. What if your event attendees didn’t just leave with a brochure but became evangelists who actively promote your brand to their networks?
The good news? You don’t need a billion-dollar budget to make this happen. Let’s break down how you can turn event attendees into an army of brand ambassadors.
Why Brand Ambassadors Are Your Best Salespeople
Brand ambassadors are more than just happy customers—they’re your most powerful marketing asset. Unlike traditional advertising, which people often ignore, advocacy-driven marketing is built on trust, community, and word-of-mouth influence.
Here’s why it works:
📌 92% of consumers trust recommendations from people they know over any other form of marketing.
📌 Brand advocacy increases marketing effectiveness by up to 54%.
📌 76% of consumers say they’re more likely to trust content shared by “normal” people over brand-produced ads.
That means the more genuine, unpaid advocacy you generate, the more influence your brand has. And events? They’re the perfect breeding ground for brand advocates.
Step-by-Step: How to Turn Event Attendees into Brand Advocates
1. Get Attendees Invested Before the Event
You can’t expect attendees to suddenly become fans after the event—you need to start nurturing them before they even arrive.
🎯 How to do it:
Create an exclusive pre-event community (LinkedIn group, Slack channel, or private WhatsApp chat).
Give attendees early access to sneak peeks, VIP content, or behind-the-scenes event setup.
Run a contest where attendees who post about the event in advance get special perks.
Salesforce’s Dreamforce event builds hype months in advance by engaging attendees in LinkedIn communities, releasing teaser content, and sending VIP packages to high-engagement attendees.
2. Create a VIP Experience That Feels Exclusive
People don’t advocate for brands—they advocate for experiences. If your event feels generic, no one will talk about it. If it feels exclusive, high-value, and unforgettable, people will naturally share it.
🎯 How to do it:
Offer VIP badges or lounge areas for highly engaged customers.
Provide personalized event swag (with their name, not just your logo).
Introduce high-value networking opportunities, such as private speaker meetups or closed-door roundtables.
HubSpot’s INBOUND Conference provides a VIP experience for top customers—with private dinners, exclusive meet-and-greets with speakers, and first-access to content. The result? High engagement and tons of social media buzz.
3. Turn Attendees Into Content Creators
If no one talks about your event, did it really happen? Encourage attendees to become content creators in real-time.
🎯 How to do it:
Create Instagrammable moments (photo booths, neon signs, interactive setups).
Give away prizes for best event-related posts with a branded hashtag.
Set up live testimonial booths where attendees can record quick video testimonials.
At Adobe MAX, attendees receive custom event hashtags and incentives for sharing their experience on social media. This generates thousands of organic posts, increasing event visibility.
4. Offer Incentives for Advocacy
Let’s be honest—people love rewards. The best ambassador programs offer real value in return for advocacy.
🎯 How to do it:
Create a referral program for attendees to bring their network to the next event.
Offer discounts, event perks, or free access for attendees who post about your brand.
Recognize top advocates by featuring them in post-event content.
Sephora’s Beauty Insider Program rewards customers who share the brand online with exclusive products and VIP access to private events. This keeps their community engaged and active.
5. Keep the Momentum Going Post-Event
The biggest mistake brands make? They stop engaging attendees after the event ends.
🎯 How to do it:
Send personalized thank-you messages with highlights from the event.
Feature top attendee content on your website and social channels.
Invite engaged attendees to be part of an ongoing ambassador program.
TEDx events keep their community active year-round by hosting follow-up discussions, featuring attendees in post-event content, and providing early access to future events.
Summary
✔ Engage attendees before the event—create exclusivity, build hype, and get them excited.
✔ Deliver a VIP experience that makes people feel special and valued.
✔ Turn attendees into content creators by encouraging social sharing.
✔ Offer incentives and rewards for advocacy and engagement.
✔ Keep the momentum going post-event with continued engagement opportunities.
Final Thoughts
Turning event attendees into brand ambassadors isn’t about luck—it’s about strategy. By creating exclusive experiences, fostering engagement, and rewarding advocacy, you can build a loyal community that markets your brand for you.
With Localista, you can take this strategy even further—tracking attendee engagement, capturing interactions, and managing ambassador relationships effortlessly. Are ready to turn your event attendees into your biggest advocates?
