Alt
on 10 May 2017 7:36 PM
  • Event Management
  • Membership Development

You have the date set, your event organizing a committee on board, and your online registration site all set up. You’ve got an amazing event planned, so why aren’t people registering?

It might be that you need to give your marketing strategy a little more thought. Here are our top five reasons why you may not be filling your seats.

#1: They Don’t Know About It.

It’s too obvious, right? But when you are eyeball-deep in event logistics, it’s easy for marketing to become an afterthought. In reality, marketing should be the FIRST thing you think about when planning your event.

Start by putting together a simple event marketing strategy. Who are you trying to attract? What do they care about? How will you make the content of the event relevant and exciting to them? What are they willing to pay? What industry websites and publications do they read for their information? How and when will you communicate with them? Once you have the answers to these questions, you’ll better understand how to bring value to your audience through your content and speakers.

#2: They Can’t Relate.

Prospective attendees should immediately connect with the event, and be compelled to learn more. They need to know exactly how they’ll benefit right off the bat. Fancy slogans can sometimes miss the mark. So when you’re putting together your marketing materials, always include a simple and brief description that includes who should attend, and specifically how they will benefit. This simple step can make a big difference.

#3: Your Topics and Speakers Are Old News.

People attend conferences and seminars to get new ideas. You need to give them valuable content, or they’ll move on to the next event. Find fresh ideas for topics and speakers by looking at industry websites and publications and making a list of topical themes in the most recent blog posts and articles. Check the Facebook pages of leading industry organizations to see which posts have generated the most activity.

It is good practice to pull out surveys from previous events to remind yourself of what went over well, and what didn’t. Looking back at reports from previous years will also give you an idea of which sessions were most attended, and who attended them. Even better, ask past attendees about which subjects most interest them.

If you’re struggling to generate the reports you need to make decisions, you may want to consider looking at event registration software that gives you in-depth event reports and built-in survey functionality. It’s worth the investment if it can help you make better decisions in the future.