The number of registrations is a good indicator of event success. How do you, as an event professional, increase the number of registrations? The answer is a thorough analysis of the target audience, combined with effective marketing and clear communication.
Knowing who will visit your event is the only starting point. Make sure you understand who you want to have at your event and why they should want to be there. Only if you can answer these questions will your audience feel the need to sign up.
Make a promise
The invitation or RSVP for your event should contain one message: How will your event contribute to the needs of your audience? How do you understand your invitees, and do you aim to give them something that benefits them? The ‘standard’ invitation text, “You are invited to event X on date Y at venue Z. Come and see speakers A, B, and C.” does not cut it.
Try summarising what they can expect briefly and clearly — and make a promise to your audience: “After the event, you will be better able to X” or “Speaker Y will help you solve challenge Z.”
Experiment
Try different angles to convey your arguments and find out what resonates best with your audience. Don’t be afraid to send one or more reminders, all approaching the same theme but taking a different approach or formulation: share an interview with your key player, reveal something interesting about the program or venue, or link your event to a topical issue.
Make it pretty (easy)
Your event invitation competes with many emails, so make sure it stands out. Use a unique design, beautiful images, sharp texts, and a clear call to action. Ensure the invitation process is smooth and easy, e.g., by pre-filling some fields in the registration form and including a remarkable sign-up (and cancellation) button in the invitation email.
Repeat
Often, we do not realise how many times we have to repeat a message before it comes through. It is not unusual to send two or three reminders for an event simply because the average professional receives 20 – 60 emails a day! Make sure you include the option for your contacts to unsubscribe if they are not interested.
Stay top of mind
In the run-up to your event, engage your audience by feeding them interesting bits of information about it. Announce new speakers, sessions, workshops, or other interesting news facts. An update every one or two weeks is a great way to stay top of mind. Always direct your contacts to the event website: this is the place where all up-to-date information can be found at all times.
Evaluate
Collect as much feedback as possible during the event (using interaction tools) and after (by sending a survey). This information helps you determine the success of this event and improve the next one. Ask questions and try to find out your attendees’ expectations so you can better fulfil their needs (or top them!) in the future.
