drive greater conversion for your event - guide
TRANSCRIPT
A GUIDE TO DRIVE GREATER CONVERSION
4 EASY STEPS TO BOOST YOUR ATTENDANCE AND ACHIEVE GREATER
CONVERSION.
A GUIDE TO GREATER CONVERSION WE ARE THE TECHNOLOGY THAT POWERS ACTIVITIES 2
TABLE OF CONTENTS
21ST CENTURY EVENT PLANNING 3
4 STEPS TO ACHIEVING GREATER CONVERSION 5
1 – go paperless & streamline your registration Process 6
2 – market your event like an expert & boost Attendance 8
3 – keep your content current & your registrants informed 9
4 – knowledge is power: survey for success 10
A GUIDE TO GREATER CONVERSION WE ARE THE TECHNOLOGY THAT POWERS ACTIVITIES 3
21ST CENTURY EVENT PLANNING In order to plan a successful event and achieve greater conversion, one must
recognise the way in which events have evolved over the past decade. The event
planning model was a simple 3 step process; invite members to an event, deliver
the event, and obtain feedback. As technology has evolved, so have events. Event
planning no longer fits the simple three step process.
A GUIDE TO GREATER CONVERSION WE ARE THE TECHNOLOGY THAT POWERS ACTIVITIES 4
The key to creating a successful event now revolves around the attendee journey and their interaction with organisations and the brands behind the events.
In order to achieve greater conversion and maximise event ROI, the event planner
has to offer opportunities for extended audience engagement with their brand; and
ensure that this interaction extends long before the event takes place and continues
for a long time after. One of the main components to delivering better event
experiences and generating better results lies in understanding and monetising the
attendee journey.
THE FACT IS, ATTENDEES NOW DEMAND MORE FROM EVENTS, THEY WANT MORE CHOICES, A BETTER EVENT EXPERIENCE, MORE VALUE, AND MORE WAYS TO CONNECT. In order to deliver better, more measurable results, event organisers need to stop
thinking of a live event as the destination and start thinking of it as a journey,
bringing people together with sustained community engagement throughout the
extended event cycle.
We have identified 4 steps in the event planning journey that will help you effectively
engage with your audience and achieve greater conversion.
A GUIDE TO GREATER CONVERSION WE ARE THE TECHNOLOGY THAT POWERS ACTIVITIES 5
4 STEPS TO ACHIEVING GREATER CONVERSION
A GUIDE TO GREATER CONVERSION WE ARE THE TECHNOLOGY THAT POWERS ACTIVITIES 6
1 – GO PAPERLESS & STREAMLINE YOUR REGISTRATION PROCESS Many event organisers are concerned that the transition from paper to online
registration may alienate some of their attendees. Online registration makes it easier
for attendees to sign up for your events without the need to fill out and post paper
forms. It also provides attendees with real-time access to event information at their
convenience. In addition to signing up for sessions, attendees will also be able to
access travel and accommodation information.
The majority of the organisers we work with have found that the move from paper to paperless registration has been beneficial in increasing event attendance.
A GUIDE TO GREATER CONVERSION WE ARE THE TECHNOLOGY THAT POWERS ACTIVITIES 7
Speed up your registration process and boost your event attendance with online registration. Online registration can save you valuable time and resources on data entry and administrative tasks, enabling you to spend more time planning your event.
When designing your online registration, remember to customise your forms to match the look and feel of your website or brand.
Offer online payment options to your
attendees; not only does this save you time
handling cash and cheques during the event,
it is also more secure and convenient for your
attendees. Make it easier for attendees to
register by offering a wide range of payment
types and discount codes.
Providing discount codes and early bird
pricing is a great way of enticing potential registrants to sign up for your event.
When choosing your online registration provider, make sure that they have secure
online payment processing and that they are PCI Level 1 compliant.
Many online registration providers ask event planners for large payments in
advance. Choose a provider that offers pay as you go pricing. This will safeguard
your investment and prevent you from investing a lump sum without prior knowledge
of attendance figures.
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2 – MARKET YOUR EVENT LIKE AN EXPERT & BOOST ATTENDANCE Email invitations are a great first step in getting the word out about your event. Drive
event registrations by sending out targeted and professional looking emails.
Remember to customise your email invitations so that they are consistent with your
other marketing materials and website.
Although email marketing is a great start,
your marketing efforts should not stop there.
Promoting your event through a variety of
other marketing channels can significantly
extend your marketing reach.
When creating your event website, make sure
that you integrate your social media channels
within the site so that attendees can “like”, “google+”. “tweet” and “share” your posts
and video content. Another advantage of integrating social media is that it also helps
increase your SEO ranking.
Using social media in this way allows you to create a buzz around your event and
harness the power of Facebook, Twitter and LinkedIn to expand your reach and
empower your attendees to promote your event with social sharing.
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3 – KEEP YOUR CONTENT CURRENT & YOUR REGISTRANTS INFORMED Make sure you increase user engagement by keeping the content on your event site
current. Give attendees a “taster” of what is to come by including photographs, key
articles and videos that they may find interesting. Use a registration service provider
that gives your registrants access to a free mobile event app so that they have real-
time access to event information and content at their convenience.
It is vital that you keep in contact with your registrants so that they don’t forget about your event. It can be extremely frustrating for organisers to see unused name badges at the end of an event.
The good news is that there is a way to identify no-
shows before your events—yet it’s one of the
least-used features in event registration. It’s
called “click-to-confirm” reminders, and it allows
event organisers to send a series of triggered
email reminders leading up to an event, asking
attendees to confirm that they will be attending
the event.
This practice allows organisers to weed out people who have changed their minds
and open up spaces for sold out events. In addition, the extra action taken by your
attendees reminds them about the event and reaffirms their commitment to attend.
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4 – KNOWLEDGE IS POWER: SURVEY FOR SUCCESS Surveys are a great tool for event organisers. Most event organisers use them to
collect important information before and during an event.
Unfortunately, after the flurry and excitement of an event, most organisers overlook
the post-event survey.
It’s important to prepare your post-event surveys in advance to
collect the best data possible, gage the success of your
event, and identify possible areas for improvement.
Make your surveys accessible
by offering attendees mobile
access to your surveys from their
tablets and smartphones. Offering
incentives are also a great way to increase
participation.
This could be an e-book or guide that is of interest to
your audience; alternatively, entry into a draw or
competition also works extremely well.
When designing your survey, include multiple choice questions so that your surveys
are quick and easy to complete. It is a good idea to give attendees the option of
submitting their surveys anonymously to ensure accurate and honest feedback.
A GUIDE TO GREATER CONVERSION WE ARE THE TECHNOLOGY THAT POWERS ACTIVITIES 11
Remember to ask attendees how
they heard about your event as this
will determine where you need to
focus your marketing efforts for
future events.
When creating your survey, think about the information that you want to collect. Think about who will use the collected data and for what purpose.
In addition to your event management team, the senior leaders of the organisation
behind the event will also rely on the collected data to put metrics and value to their
REMEMBER, THE FEEDBACK GAINED FROM THE COLLECTED DATA WILL HELP YOU INCREASE YOUR CONVERSION FOR FUTURE EVENTS!
A GUIDE TO GREATER CONVERSION WE ARE THE TECHNOLOGY THAT POWERS ACTIVITIES 12
WE ARE THE TECHNOLOGY THAT POWERS ACTIVITIES Sometimes when we’re talking to event directors they say ‘You guys provide online registration software, don’t you?’ That’s true, but we really are so much more than that. We are your marketing magicians, your pricing advisers, your best practices buddies, and more. We are your partner and we are as dedicated as you are to growing your event and the industry. And we are also participants, which gives us a special insight into your world.
IMPRESS YOUR EVENT AUDIENCE
→ EVENT WEBSITE CREATOR
INCREASE ATTENDANCE
→ EMAIL MARKETING
EXTEND YOUR REACH
→ SOCIAL PROMOTION TOOLS
SAVE TIME
→ ONLINE REGISTRATION
SIMPLIFIED EVENT MANAGEMENT
→ PARTICIPANT MANAGEMENT
TRACK EVENT SUCCESS
→ ADVANCED REPORTING TOOLS
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