Board of Innovation Triples Event Reach with Incentivized Referrals

Objective

Time Required

Tools Needed

Reach a wider, more diverse audience and push more event registrations

<1 hour

Event registration page MAP Email

Objective

Reach a wider, more diverse audience and push more event registrations

Time Required

<1 hour

Tools Needed

Event registration page MAP Email

Board of Innovation’s summit event for AI innovators, AUTONOMOUS, expects 10K+ attendees for its 2025 date. While some of this success comes from a longstanding brand culture, the company also uses a key event referral tactic to drive awareness that we can all learn from.

This playbook details the unique referral strategy Board of Innovation (BOI) uses to attract higher numbers of registrants to events. By incentivizing people to invite their network in exchange for free tickets, BOI can reach more people in their target demographic and expect more attendees.

What you’ll learn

How to use a referral strategy as part of a virtual event
Ways to implement an end-to-end referral workflow
Integrations that automate the entire backend process

Expected Results

Reach 3x more potential registrants
Double registration number
Promote your event among diverse audiences

Step 1: Explain referral structure on event landing page

Tickets to AUTONOMOUS are €100, but there’s also a way to get free tickets: by inviting three others, who will also get free tickets.

This is clearly explained on the summit registration page, with the options laid out side by side using forms built in HubSpot:

We’ve seen referral systems that are contingent on people taking a paid action. For example, if you refer someone who signs up, then you get a free ticket.

This tactic is different in that everyone involved gets access to a free ticket, which is an equitable way to encourage people to spread the word.

Want More Event Strategy Ideas?

Learn how BOI runs its large-scale annual summit and uses the resulting video content to fuel a growing YouTube presence.

If someone decides to go ahead and refer three people, they’re now signed up for the event and get this message:

Step 2: HubSpot creates contact and sends email invite

If the registrant isn’t already in the system, HubSpot creates a new contact and sends them an email with all relevant event info.

Then, for the three folks who were referred, an email goes out explaining that someone they know invited them to AUTONOMOUS and providing more context about the event.

See below for the email that all referrals receive:

While the ticket is free, the referral must still confirm interest. BOI wants to be sure they aren’t spamming people or adding uninterested registrants to the list!

Step 3: Confirmation link is sent via email

If the referral does want to attend AUTONOMOUS, they click the confirmation link and are greeted with this screen:

That person is now in the HubSpot system and officially signed up for the event. This landing page also has some further info about AUTONOMOUS so the registrant can dive deeper. The goal here is to get everyone on the same page about what the summit is about so everyone knows what they signed up for.

Results

Giving registrants a reason to tell others about your event is good for everyone involved — you boost your registration and attendance numbers, and people are able to attend a paid event for free.

With this play, Board of Innovation:

Exponentially expanded summit invitees and registrants
Streamlined the entire backend referral process
Set expectations with registrants about what to expect

Make Your Next Summit Unforgettable

Planning your next summit and need an events platform that can handle the volume? Find out why Board of Innovation trusts Goldcast to make it happen.

Get a Demo