Although online event registration is only a part of the total event communication flow, it is one of the most discussed topics. It often ends up being a time-consuming process, with multiple Excel lists that are complicated to maintain.
B2B event managers know that in many cases, the online event registration is more than a simple ‘RSVP’. Due to different target groups and complex schedules with multiple sub-sessions, the event registration process sometimes looks more like a mastermind SUDOKU puzzle. Well, here is how you can crack that puzzle and set up a flawless event registration in just a few easy steps.
Framework of your event registration
Before you start creating an online event registration form in your favourite event software tool, return to the drawing board and determine the framework of your registration process, by answering the following questions:
1. Who can register?
In the event that you invite a closed group, personalised registration is the safest way: only invitees with a personal link or code can register. If your event is open to anybody, open registration is your way to go. For example when you publish your event on social media: anyone can fill in the registration page to sign in. A great solution to generate new leads!
2. How many people do you expect?
It’s important to establish the desired number of attendees - and than to calculate the amount of invitees that leads to this number: How many people can attend your event? What’s the capacity of the venue and rooms? What happens when the maximum is reached? And what will you do when not enough people register? Unfortunately, experience shows that on average 50% of your invitees will register for free B2B events. And even after registrations, 20 to 30% no show is not a bad result. This information will help you calculate the ideal number of invitees. Are you organising a popular event? Then you might think of a waiting list to manage the maximum capacity of the event.
3. Can your invitee bring a guest?
If you offer your invitee the possibility to bring a guest or colleague, make sure you think the procedure through. What details do you need from the guest? Will the extra guest receive a separate confirmation with an e-ticket? Or will you send this to your invitee? Design the process carefully before sending out the invitation: changing the settings afterwards will lead to unnecessary workload!
4. Are there any sub-sessions with a maximum capacity?
Many B2B events have workshops, sub-sessions or other flexible programme items with limited seats. Write down the registration options for these sessions. Especially working with multiple time slots can be challenging, especially when you are not working with flexible online event registration software.
5. Will you check in your attendees at the event?
At Momice, we believe that checking in your attendees is a must. It’s the only way to know who attended your event. This data is essential for follow up: thank the people that attended, and ask them for feedback! Consider calling the people who did not show up to improve the relationship. In our next white paper we will dive deeper in setting up the perfect registration desk.
After answering these 5 questions, it will be easier to set up the next phase of your communication flow. Write down all communication touch points to make sure you collect all the data that you need. Think of the invitation text, registration page details, confirmation email text, e-ticket, reminders and thank you mails.
Once you’ve got this all covered, you can set up your registration page and test it! Ask your team to test too. An extra pair of eyes helps you to check whether the texts are clear and the registration is effortless. Don’t forget to also test the cancellation process. In our next blog, you’ll find tips & tricks to stay in control once your invitations are sent.