There is no foolproof plan to guarantee delegate registration. However, for Helen Brewer, there are many considerations that reduce the risk of limited or no registrations.
It seemed such a great subject to plan a conference around. Everyone gave the impression that the conference would be a winner, while others proclaimed the conference was likely to be overbooked.
So, why are there hardly any registrations? With low registrations, tension creeps over the planners and panic sets in. Deposits have to be paid; worse still, non-refundable deposits have already been paid. And to top it all off, presenters and service providers are beating down your door for final details. It’s a nightmare. What went wrong? Did it even go wrong? Perhaps not all the rules of the shifting goalposts of conferencing were quite understood. Below are a few ways to improve delegate registration.
PROGRAMME CONTENT Delegates are busy people with demanding schedules and as a result they will have no time to sit and listen to the same old speeches, unless there are riveting revelations coupled with a well-executed Q&A session. These programme considerations are becoming more essential as Google and other technologies can get the same message across at any time, in the comfort of a would-be attendee’s home. If a business person sees the alternative – getting a copy of the presentation before the event or even following the conference online – it is likely they would opt for that rather than attend. So if there is nothing to pull them in, there is limited motivation for being there.
VENUE SELECTION If a targeted delegate has had a negative past experience at the same venue, it is likely to take something special and a dazzling programme to entice them to register. Word-of-mouth is arguably the most powerful communication tool and if negative sentiments are being spread, the conference is bound to be a disaster.
Issues to take into consideration include:
• accessibility (external and internal)
• parking and parking payment
• noise disturbances from adjacent meeting rooms
• poor or limited catering
• questionable hygiene standards.
READ: HOW TO INCREASE YOUR EVENT ATTENDANCE
FINANCIAL CONSIDERATIONS Charge structures can indeed determine certain perceptions. If a registration fee is far higher than average and the programme is very enticing, also having targeted senior management, it may seem advantageous to be there for a multitude of reasons. There are organisers that will consider a below average or very low registrant fee structure, which could be off-putting as attending delegates may question why the programme is so inexpensive? Be prudent – do an accurate calculation between set and variable expenses and effectively calculate a break-even number of paying attendees in order to make an informed decision. A further rule is to avoid making your attendees guess what is and what is not included within the fee. A lack of clarity could turn a possibly interested delegate into a non starter.
EXPECTATIONS Always make every effort to deliver that which is stated on the programme and in good faith. Presenters must be confirmed and subject matter should be definite. It is appreciated that unforeseen circumstances can occur, yet these should be infrequent in virtually uncontrollable situations. Delegates do not want to attend conferences where presenters actively try to sell the products or services they represent. Attempting, or allowing, a hard sell at a conference is a sure way of damaging organiser and presenter reputations.
TIME FACTORS Timing is perhaps the most challenging concern of all. On the one hand, with plenty of time and insufficient registrations, it is possible to cancel, postpone or reschedule. On the other, especially at this economically problematic time, delegates are tending to register at the last minute, making it difficult to decide on proceeding or not. Certainly, a cut-off registration date can be included. The additional issues are due to so many conference organisers not sticking to the deadline date; delegates have become cynical and are unlikely to stick to the cut-off date. With the significant information overload that our business world experiences today, take into consideration who you are attempting to attract and what will move them from their offices to your conference.
Remember: the bells and whistles are supremely important!
Helen Brewer is a director of the MICE Academy. She has been involved in the MICE industry for over 35 years and has immense knowledge and experience to assist with best practice.
