In the last year we have seen a dramatic change in registration habits across association annual meetings – one that causes committee chairs and board members to squirm in their seats. When it comes to registering to attend events, annual meeting registrants procrastinate.
While attendees register later and later for events, event planners and committees are forced to keep their calm and redirect their focus on strategic and continual marketing. In 2016, Management HQ (MHQ) clients all experienced a similar delayed registrant pattern for their annual meetings. For one MHQ client, 45 percent of their annual meeting attendees registered within two weeks of the event; 20 percent in the week prior to the event.
Although we cannot pinpoint the precise reason for delayed registrants, we do know two things:
- Many organizations have been forced to shave dollars from their bottom line which leads to expense cuts across departments; and
- Employees are continually challenged to do more with less.
Delayed registrations can cause a bit of panic for committee chairs or board members immersed with event planning – and more specifically, event budgets. Adapting event planning tactics should take the lead and guide a strategic execution leading up to the event.
- Don’t panic. Whether it’s rigorous approval processes or fluctuating work or personal schedules, there are specific ways you can ensure attendees find their way to your registration page. Strategic registration pricing and a sound marketing plan will support registration.
- Offer tiered registration pricing. There will always be a jump of early-birds registering within the first week of availability. Appeal to attendees with incentives to register early and less desirable terms for registering later on. Structure your registration prices to your advantage.
- Use data to know your audience. Track your registration trends over two or three years and address each year with a fresh set of goals. Pull data reports from the last two years and analyze the ebbs and flows so you know what to expect. Create target goals for each week or month leading up to your event to keep yourself on track to meeting your revenue goals.
- Work smarter, not harder. Adapting communication plans to match the registration trends will allow you to use your time wisely. Be sure a broad array of communications vehicles – from emails to flyers to networking – are in use and play well together. Finally, use the individuals already immersed with your event. Committee members, board members and volunteers should all be including the event in day-to-day conversations. Provide them the tools to execute.
Overall, continue to have an open conversation about attendee registrations between committees, boards of directors, and your management team. Low registrations numbers can ignite fear and quickly divert energies in negative tailspins. Focus attention to what you can do to deliver a successful event. Then, enjoy seeing the fruits of your labor in action.
