Bedside book whitepaper

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INCREASING THE NUMBER OF ATTENDEES IS FUNDAMENTAL FOR THE SUSTAINABILITY AND GROWTH OF YOUR EVENT. IN ORDER TO ACHIEVE GREATER CONVERSION EVERYTHING MUST BE CONSIDERED, FROM HOW TO PROMOTE YOUR EVENT TO WHAT PRICING STRATEGIES SHOULD BE IMPLEMENTED.

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Bedside book whitepaper

  1. 1. INCREASING THE NUMBER OF ATTENDEES IS FUNDAMENTAL FOR THE SUSTAINABILITY AND GROWTH OF YOUR EVENT. IN ORDER TO ACHIEVE GREATER CONVERSION EVERYTHING MUST BE CONSIDERED, FROM HOW TO PROMOTE YOUR EVENT TO WHAT PRICING STRATEGIES SHOULD BE IMPLEMENTED.
  2. 2. What’s your magic number? BENEFITS OF HAVING A REGISTRATION TARGET Don’t be fashionably late! CROSS SELLING OTHER EVENTS 3 3 4 5 Tiered pricing strategy GROUP DISCOUNTS Cost on event day 5 6 7 previous databases EXTENDED REGISTRATION DEADLINE Event day registration incomplete registrations 7 8 8 8 promotional widgets Social media strategy QR CODES Simple but effective website Leverage sponsor promotion Partner with similar events Email marketing 9 10 10 11 11 11 12 BUILDING A DATABASE OPEN FUTURE EVENT REGISTRATIONS 12 12 Event Organiser’s Bedside Book Powered by ACTIVE Network
  3. 3. Maximising registration for any event requires you to plan ahead in order to attract and entice your target audience. Every race organiser should set a maximum capacity for their event. This should be decided based on previous events and depend on the venue size and amount of resources available. Once you have your number, it should be fed into your online registration system. For example, if you are using ACTIVE RegOnline, the maximum capacity for the event is entered as the ‘target registration’. The online registration system that you are using will keep track of all attendees so that you don’t exceed your maximum capacity.  Easier management: A pre-defined target allows you to work on a comprehensive marketing plan which is designed and targeted to achieve your registration numbers. For example: If you have a small event, it can help you position it as “exclusive”.  Measuring your marketing plan: A registration target will help you choose how to use your marketing plan. For example: In the scenario where registration numbers are low, one could offer discounts or launch online contests to market the event. Event Organiser’s Bedside Book Powered by ACTIVE Network
  4. 4.  Creating waiting lists: All registrants exceeding your target registration can be placed on a waiting list. Their registrations will be confirmed subject to cancellations/capacity increase, helping you decrease no-shows. Your event registration should be launched within a week of having confirmed the logistics for your event. In the highly competitive events market, it is important to take the opportunity to extend your visibility by opening your event registration early. An earlier launch of registrations can be supported by emailing past databases as well as using an early bird pricing strategy. ACTIVE’s Recommendation: Launch event registration at least 3 months prior to your events. Event Organiser’s Bedside Book Powered by ACTIVE Network
  5. 5. Be proactive and take up the opportunity to cross-sell other events that you or your partners are organising. Some opportunities where other events can be promoted include the:    Confirmation email sent to registrants Early bird pricing promotional emails Post event mail sent to the attendees Selecting the right price enables the organiser to boost their revenue, while enticing potential registrants to attend the event. To achieve this fine balance there are several strategies or approaches that one could take. This is one of the most effective ways to promote your event. Clearly communicate the benefits of early registration to your potential registrants at the event launch as well as the subsequent price increases for the event as the event date approaches. There are usually 3 pricing levels for event registrations. Here’s an example: Event Organiser’s Bedside Book Powered by ACTIVE Network
  6. 6. In Normal Scenario Revenue 1,000 registrations x £10 £10,000 Tiered Pricing scenario Early bird (cap at 30%) 300 registrations x £8 £2,400 Normal Price (majority will register at normal) 550 registrations x £10 £5,500 Late entry (assume at least 25% register within two weeks of event) 250 registrations x £15 £3,750 Total Revenue £11,650 Using the example above, it is clear that the organiser can increase revenue through a tiered pricing strategy. Using a tiered pricing strategy also gives rise to additional opportunities to promote the event through your marketing channels. Customer results using a tiered pricing: Brighton Marathon The organisers wanted to increase revenue without a substantial increase in attendance levels. Using the tiered strategy the organisers were able to create a sense of urgency and exclusivity for their event and as such achieved an 18% increase in event revenue. “Attendance increased by 3% while revenues grew 18% by implementing early bird and late pricing schedules” Tom Naylor, Event Director Encourage potential registrants to get their friends and colleagues to register for the event by offering group discounts to individuals who register at least 4 other attendees. Marketing the event within their circle of influence can significantly help you increase your registration numbers. Event Organiser’s Bedside Book Powered by ACTIVE Network
  7. 7. It is considered best practice to increase the cost of registration on the day of the event. You can charge up to double your normal registration fee. There are two main benefits of doing this:  Provides an incentive for your attendees to register earlier (helping you with cash flow and logistics planning.)  Decrease your logistical cost of having volunteers, managing on-spot registrations as well as your administration costs. This section of the guide covers various aspects of event registration in order to help you effectively manage and communicate with your event audience. The starting point of any registration should be to contact past attendees to share details of your upcoming event and the early pricing discounts available to them. Using ACTIVE Network’s online registration platform enables organisers to access previous event databases with ease in order to create an email distribution list. Event Organiser’s Bedside Book Powered by ACTIVE Network
  8. 8. Registration deadline is an old concept applicable when registrations were primarily offline and the organisers needed time to collate the registrants’ data to finalise event logistics. Online Technology brings the opportunity to register last-minute attendees without affecting your planning, and more importantly extending the customer’s ability to make a decision about their attendance. In fact, organisers should extend the registration deadline until the last day, and by implementing a tiered pricing system they can create an additional commercial advantage. Investing in an iPad/Tablet is a great way to reach out to potential attendees to register on the day of the event. It saves on the cost of labour, risk of paper being misplaced, as well as the handling of cash/change during at the event. Every Friday the organiser should check on all the incomplete registrations on their system. A standard email should be sent out to the incomplete registrants. They could also be offered a last-minute incentive to complete their registration. Event Organiser’s Bedside Book Powered by ACTIVE Network
  9. 9. Widgets are pre-designed buttons which can be placed on a web page in order to direct people to a specific form, content or page. Where can the “Enter Now” widgets be placed?  Event website  Company website  Sponsor website  Vendor websites  Any other promotional sites Research indicates that the ‘Enter Now’ button should be placed in the top right corner of the page for optimum results. ACTIVE Network’s system provides organisers with the option of using “Enter Now” widgets to direct registrants to their registration page. Event Organiser’s Bedside Book Powered by ACTIVE Network
  10. 10. This is increasingly one of the most important marketing strategies for your event as a lot potential attendees spend quality time on various social networking sites. Most people do not miss the ‘trending’ topics of the day on these networking sites. Here are a few strategies to increase social media awareness:  Integrate Social Media buttons: Place social media buttons on the checkout/confirmation pages of your registration forms. Always include them in your design and encourage attendees to share their registration.  Email formats: Include social media buttons within your email template forms.  Facebook Contests: Online contests (caption competition, one-liners) should be hosted on a regular basis. The winner can be offered free entry into your event. All those who participate in the contest, will also indirectly or directly (depending on the contest) be promoting your event on their social timelines and increasing your event’s exposure.  Refer a friend: Sending a simple email request to your registrant asking them to request their friends or colleagues to register will act as a reminder for them to encourage other people to participate in your event. A QR Code is a matrix bar code readable by QR scanners and smart phones. All printed marketing material should include a QR code, allowing the reader to easily navigate to your event registration page. With the increase in smart phone users, it’s the easiest way for people to reach your registration page while on the move. Event Organiser’s Bedside Book Powered by ACTIVE Network
  11. 11. Although it is important that every event should have a website, it is probably even more vital to keep it simple. An effective event website has a high conversion between the number of people who visit the website and the number of people who register for the event. It is always in the shared interest for event sponsors to promote the event along with the organiser. Be bold in requesting access to their databases or placing information on their marketing collateral to promote your event. Here are a few ways to leverage sponsor promotion:  Have a write-up, along with an “Enter Now” button on their website.  Have the event QR code, placed on their marketing material.  Mention the online link on the event press release Take up the opportunity to partner up with other organisers of similar events that are not in direct competition with you in terms of the event date and location. The biggest advantage of doing this is to build a shared database which can be used to promote you events. Event Organiser’s Bedside Book Powered by ACTIVE Network
  12. 12. A standard email template should be created to promote your event. Make sure that you send out email invitations to your database informing them about your upcoming event in addition to email reminders. This should include the following details:  Integrated social media buttons.  Register now link - a quick link to access the event registration page.  Basic event details including time, date and venue. Consolidating your participant database after the event builds a pivotal communication platform for your future events. The event database should include details of the complete list of registrants and incomplete registrations. A few days after the event, while the experience is still fresh in the minds of your attendees, is the ideal time to send out invites and information about your next event or function. Research shows that this is the optimum time to reach out to your attendees in order to sell them similar experiences at a discounted rate. Event Organiser’s Bedside Book Powered by ACTIVE Network
  13. 13. Often when we speak to event directors, we get asked “You guys provide online registration software, don’t you?” The answer is yes we do, but we really do so much more than that. We are your marketing magicians, your pricing advisers, your best practices buddies, and more. We are your event partner and we are as dedicated as you are to growing your event and the industry. We also attend a lot of events, so as participants we have a special insight into your world.     +44 (0) 207 554 0949 Event Organiser’s Bedside Book   +65 6692 6072 1800 229 019 0800 452 608 Powered by ACTIVE Network

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