8 Steps To Winning Repeat Attendees


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Learn how to build loyalty and win repeat business for your conferences, in 8 easy steps, regardless of your budget!

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8 Steps To Winning Repeat Attendees

  1. 1. 8 Steps To Winning Repeat Attendees
  2. 2. Why Repeat Delegates Matter
  3. 3. • A 5% reduction in the customer defection rate can increase profits by 5 – 95% – Bain & Company. • It costs 6–7 times more to acquire a new customer than retain an existing one – Bain & Company. • The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing Metrics. • A 2% increase in customer retention has the same effect as decreasing costs by 10% – Leading on the Edge of Chaos, Emmet Murphy & Mark Murphy. Here’s our 8-step guide for winning those repeat attendees – regardless of your budget!
  4. 4. 1. Remind
  5. 5. • Send out a post-event report • Invite past delegates to view the conference recordings • Share photos and social proof of how great the event was
  6. 6. 2. Involve
  7. 7. • Get feedback from your attendees, speakers and sponsors • Pick up the phone, send a survey or use social channels • Prove their opinions makes a difference with direct action
  8. 8. 3. Recognise
  9. 9. • Make your past attendees feel special • Send handwritten invitations, put on exclusive events or invite them to mentor new attendees • For top tier influencers, invite them to join an advisory board
  10. 10. 4. Reward
  11. 11. • Offer something of exclusive value, such as a special drinks reception or dinner • Room upgrades, private transfers and tickets to local cultural events are other great ways to reward them • Straightforward discounts can also be an effective means of retention
  12. 12. 5. Communicate
  13. 13. • 365-days-a-year communication is key to building trust and loyalty • Where possible, lead with non-sales content & communication like speaker interviews, guides and market insights • It doesn’t have to be time consuming, a weekly newsletter that rounds up interesting industry news is better than nothing!
  14. 14. 6. Consistency
  15. 15. • ‘If it aint broke, don’t fix it’ can work wonders for repeat events • Repeat dates and locations can build expectations that prompt returning delegates • Even repeat themes can work in your favour by not chasing fads, but focusing on what really matters
  16. 16. 7. Freshness
  17. 17. • While consistency can play a key role in the success of an event, people won’t return if they don’t think there’s something new to discover • Prominently show who will be new at your event, because network opportunities drive sales • Where you have repeat themes, evolve them to cater for more advanced audiences who came last year
  18. 18. 8. Deliver
  19. 19. • Nothing kills repeat business more than under-delivering on expectations and bad customer service. • “A customer is 4 times more likely to defect to a competitor if the problem is service-related than price- or product-related – Bain & Company.” • If you can surpass expectations on the day, then the chances of steps 1-7 being successful will increase dramatically! •
  20. 20. For a more in-depth guide to winning repeat conference attendees, check out the full post here. For more great content focused on helping your events succeed, visit our blog: blog.eventbrite.co.uk
  21. 21. About
  22. 22. • Over $2B in ticket sales • Over 165 million tickets sold • 25% of gross ticket sales made in the last 6 months • 16 million monthly site visitors: • Localised in 14 countries • 7 languages supported by our customer service team • Average number of organisers using Eventbrite each month: 60,000 • Millions of events on our platform • Why not get your event on Eventbrite today? Join here!