Your attendees’ experience doesn’t begin the moment they arrive at your venue. It starts the moment they discover your event. For some, that might be a recommendation from a trusted friend or colleague. Others might find your event through search or an advertisement on social media.
Regardless of where they learn about it, it’s your team’s job to demonstrate the value of attending.
To create an unforgettable attendee experience from start to finish, make sure your team can execute these three strategies:
Strategy #1: Faithfully articulate the event experience online
88% of consumers gather information online before purchasing a product or service. When someone discovers your event online, what will they learn? If your event’s online presence doesn’t convince them to attend your event, your attendance will suffer.
To make a good first impression:
Showcase your event experience: The top two places people bounce to after visiting your site or page are YouTube and Google Images. Why? They want assurance that your event is for them, and a picture (or video) is worth a thousand words. So use images and videos that help attendees visualise themselves at your event.
Convey the benefits of attending: Don’t just tell people about the great “features” of your event (such as your list of performers, your amazing venue, or the menu for lunch), tell them how your event benefits them. What will your attendees experience or learn?
Strategy #2: Capture interest with a captivating promotion strategy
Your event’s web presence is the foundation for an unforgettable experience. The next challenge is to develop a promotional strategy that sparks interest and invites people to take a journey.
To reach more attendees and grow event attendance today, make sure your promotion strategy will:
Reach event-goers on their favourite mobile apps: Event-goers are always on the go — and on their phones. In fact, 50% of online consumption is concentrated on a handful of mobile apps — most of which are owned by Google and Facebook.
You need to take advantage of those popular apps to educate people, and ultimately persuade them to attend your events. Find out which apps your attendees use the most in this ebook.
Rekindle interest with retargeting: What can you do when an interested event-goer lands on your event page but never finishes buying a ticket or registering for your event? Simple: invite them back.
Retargeting lets you advertise to people who’ve visited your event page but didn’t hit “buy.” Since you’re showing ads to people who already know about your event — they’ve been to your event page — there’s no need to beat around the bush in your copy or creative. Don’t be afraid to create urgency by telling them when sales for tickets or registrations end.
Strategy #3: Make it easier for attendees to commit
Even if your promotion strategy and web presence captures interest and captivates event-goers, a difficult purchase process can make them think twice about attending.
To avoid frustrating potential attendees, audit your purchase flow and eliminate these barriers:
Too many steps: Each additional step in the checkout process leads to a 10% decrease in transactions. That means that each time you add a step, you may be losing 10% of your potential attendees.
Required logins: 23% of online shoppers say they wouldn’t buy if they had to create a new user account. So if you’re not confident that all of your attendees already have accounts with your ticketing provider, you’re forcing them to make an account — and one in four won’t bother. That’s another quarter of your potential attendees, gone because they were forced to log in before buying tickets.
Hidden fees: The number one cause of online shoppers not completing their purchases is unexpected costs at the end. If your purchase process doesn’t show additional fees on the final checkout page, disgruntled customers might be closing the window instead of checking out.
Learn more ways your team can be more efficient
Experienced staff are critical to creating the perfect experience for your attendees. But what works today might not work tomorrow. If you have a lot on your plate and don’t plan to grow your team, consider working with a partner or agency to help with the strategies you’ve learned here. Just be sure that they understand the unique challenges related to your event.