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Event Attendance Rate

by robprog
11 replies
Hi,

We are looking to launch events in the UK for a free marketing seminar and was wondering what kind of show up rate we should expect?

We are giving away free tickets when they purchase one of our existing products (books, dvd's etc.) and we will then follow up with a phone call to "book them on".

Thanks,
Rob
#attendance #event #rate
  • Profile picture of the author Claude Whitacre
    For free events, expect 30-35% of the people that tell you that they will attend, to show up.

    If you are just handing out tickets, no idea. But you should have something valuable (to them) that they get for showing up.
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  • Profile picture of the author robprog
    Hi Claude,

    Thanks for the reply!

    Do you run events yourself?

    If so do you follow up with any stick material to ensure a higher attendance rate?

    Thanks,
    Rob
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    • Profile picture of the author Claude Whitacre
      I have run my own events in the past.

      I promise a gift, upon attendance. Sometimes a lunch, sometimes a set of DVDs. It boosts attendance. I hand it out as soon s they arrive.
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  • Profile picture of the author Bayo
    A number of factors go into the mix including what your event is about, it's appeal, whether it's topical, a nice-to-know or legislative event etc. Add to that how aggressive your marketing of the even it.

    I'd agree that 30% is a realistic expectation as well, so it means overbooking (in order to cater for the no-show) is a must.

    Rgds,

    BAYO
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  • Profile picture of the author robprog
    Thanks for the responses.

    We are going to follow up with DM.

    Does anyone have a plan as to when it's best to send DM out?

    Ideally we want to send 2-3 to ensure attendance is as high as possible...
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  • Profile picture of the author franergy
    What we do with my company - is give tix to our events when folks buy books. You can even put the tickets IN the books. We've found that when people buy books with an event as a bonus -they show up. we're getting 35-45% show rate depending on the city - and we do multiple cities.
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    • Profile picture of the author robprog
      Hi Fran,

      Once they are "booked on" do you follow up with any stick to ensure they attend?

      DM Letters? Phone calls?

      Thanks,
      Rob
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      • Profile picture of the author Claude Whitacre
        Originally Posted by robprog View Post

        Hi Fran,

        Once they are "booked on" do you follow up with any stick to ensure they attend?

        DM Letters? Phone calls?

        Thanks,
        Rob
        No matter what you do, a free seminar will not have anywhere near 100% attendance. A promise of a gift upon arrival helps, and is worth the investment.
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        • Profile picture of the author robprog
          Originally Posted by Claude Whitacre View Post

          No matter what you do, a free seminar will not have anywhere near 100% attendance. A promise of a gift upon arrival helps, and is worth the investment.
          Hi Claude,

          Not expecting anywhere near 100% but the difference between 30% and 35% attendance would make a big difference.

          Thanks,
          Rob
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          • Profile picture of the author Claude Whitacre
            Originally Posted by robprog View Post

            Hi Claude,

            Not expecting anywhere near 100% but the difference between 30% and 35% attendance would make a big difference.

            Thanks,
            Rob
            A phone call the day before an event will increase attendance. Just call to let them know that you are holding their gift (whatever it is) for them, and have reserved their seat.

            I would send them actual tickets, with the address and other contact information on it. I'd also put a value on the ticket. Most people will just bring the ticket, and not the sales letter. What if they get lost? Put everything they need to know, directions, address, phone, time, everything...on the ticket.
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  • Profile picture of the author Blase
    The best way to do free is to have it sponsored by a third party. Like Chamber of Commerce, a bank, something like that.

    Attendees show up to a know third party, it's like an endorsement. Plus they may provide a free venue and do all of the inviting for you.

    I did one once for funeral directors, they took care of everything, even a free lunch. There were 75 attendees and all I had to do was show up. :-)
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