Organizing a webinar or participating in a trade show requires time, a substantial budget, and often a lot of energy. However, filling the event remains a challenge for many marketers: insufficient registrations, low attendance rates, increased competition on traditional channels, etc.
In this context, Web Push Notifications are a simple, fast, and measurable way to boost participation and maximize the ROI of your events.
- Why Web Push Notifications are an asset in a drive-to-event strategy
- How to use Web Push to fill your webinar
- Trade show or physical event: Web Push for traffic generation
- Case study: when Web Push helps turn an event into a success
- Practical checklist for an event-based Web Push campaign
- The benefits seen by advertisers
- In summary
Why Web Push Notifications are an asset in a drive-to-event strategy
Web Push Notifications allow you to send a short message that is visible directly on the user’s browser screen—even when they are no longer on your site.
Unlike email or social media, it guarantees immediate visibility and an average opt-in rate of 15%, ideal for generating quick responses to an event.
Its main advantages:
- Instant visibility: a clear message, delivered without an intermediary (you know that the display environment is safe).
- Qualified traffic: return to the registration landing page in one click.
- Automatic reminders: reminders before, during, and after the event.
- Precise management: real-time measurement of opens, clicks, and conversions.
In short, Web Push fits perfectly into an event marketing automation strategy, complementing your email, social media, or SEA campaigns.
How to use Web Push to fill your webinar
Before the event – generate registrations
Send targeted notifications to inform your subscribers:
🎓 Join our webinar tomorrow at 11 a.m. – there are still a few spots available!
You can segment according to the interest of your visitors: those who have already visited the registration page or interacted with content related to the topic.
During – encouraging participation
Send an automatic reminder 24 hours and then 1 hour before the webinar starts:
🚀 It starts in an hour! Click here to join us.
These notifications ensure a significant increase in attendance rates.
After – extending the commitment
Don’t let interest wane!
🎥 Find the replay of our webinar and our bonus resources here.
This final step turns your subscribers into qualified leads and boosts your brand awareness.
Trade show or physical event: Web Push for traffic generation
Although 100% digital, Web Push campaigns can also be used for in-person events. Thanks to their temporal and geographic targeting, they allow you to:
- Invite your subscribers to visit your booth.
- Remind them of opening hours or highlights.
- Redirect them to exclusive resources after their visit.
E.g.📍 Find us today at booth A12 – Hall 3. Live demonstration at 2 p.m.!
The result: more traffic to your booth, better brand recall, and a consistent experience between digital and in-person interactions.
Case study: when Web Push helps turn an event into a success
A media brand regularly organizes B2B webinars on industry topics. Despite high-quality content and a solid subscriber base, it faces two recurring obstacles:
- Few registrations outside of email campaigns.
- And attendance rates that often fall short of expectations.
The marketing team decides to integrate Web Push Notifications into its event communication strategy.
The goal: to diversify acquisition channels and effectively re-engage visitors who have shown interest in the content without completing their registration.
The communication strategy
- Targeted notifications scheduled to announce upcoming sessions and remind participants of key dates (7 days before, 1 day before, 1 hour before).
- A post-event follow-up campaign to distribute the replay and extend engagement with registrants and interested visitors.
- The complementary nature of email and Web Push Notifications makes it possible to broaden the overall audience, particularly among users who are reluctant to share their personal data.
The lessons
Web Push increases traffic to the registration page, improves responsiveness on the day of the live event, and leads to a higher post-webinar engagement rate.
Beyond this event, Web Push proves to be a sustainable lever for maintaining long-term relationships with participants and fueling future campaigns.
Practical checklist for an event-based Web Push campaign
| Step | Goal | Example of Best Practice |
|---|---|---|
| Define your audience | Identify relevant audiences (all visitors or only targeted pages?) | Segment by behavior or interest |
| Plan your schedule | Align push notifications with key event moments | D-7, D-1, H-1, post-event |
| Write impactful messages | Keep titles short, clear, and action-oriented | “Don’t miss our live!” / “It’s happening now!” |
| Personalize and test | Adapt notifications according to audience type | A/B test tone or call-to-action |
| Analyze the results | Measure click-through, conversion, and attendance rates | Adjust push frequency and content |
The benefits seen by advertisers
Brands that incorporate Web Push Notifications into their event strategy generally observe:
- More registrations than with email and social media campaigns alone.
- A better turnout on the day of the event thanks to contextual reminders (one day before, one hour before, practical information).
- Post-event reactivation, facilitating the consumption of replays, content reading, and appointment scheduling.
- Recurring traffic to the site, increasing overall visibility and supporting a long-term traffic generation strategy.
In summary
Web Push Notifications are no longer just a channel for building customer loyalty: they are a tool for boosting event performance.
Easy to integrate, respectful of consent, and effective at every stage of the journey (registration, participation, reactivation), it is an essential lever for companies that want to fill their webinars and trade shows with participants.
