Event Planning - Marketing (Part VII)
- Sean Spence
- Nov 4, 2024
- 3 min read
Attendance
The primary indicator of the success of an event is the attendance figure in relation to your objective. Hosting an event with 15 attendees is acceptable if that was your target, but not if you were aiming for 100.
Projecting the Number of Guests
When inviting strangers to an event that they may not be particularly interested in, it is advisable to invite a larger number of people, ideally ten times more than your desired attendance (or ten times more couples than the number of individuals you aim for). This guideline is especially relevant for any type of fundraising event.
Once your connection with the attendees or their connection to the event's purpose strengthens, you may consider reducing the guest count multiplier. Any changes should be guided by a mix of intuition and past event outcomes. As a rule of thumb, it's advisable not to invite less than three times your target number.
What to do when it is not working out
Throughout the preparations for your event, it is important to assess periodically if you are meeting the required number of participants. Occasionally, you may discover that you are falling short. In such instances, what steps should you take?
Now is the time to intensify your efforts and think innovatively to draw in attendees. This could involve reaching out to new individuals for invitations, offering complimentary attendance to some, enhancing communication with your current invitees, or possibly altering the setup of the venue by downsizing to avoid it looking empty. Few situations are as disheartening as an event that clearly lacks participants - as the organizer, it is your responsibility to prevent this from occurring. Canceling is not a viable solution.
Easy Ways to Boost Attendance
Occasionally, when organizing an event, you may notice that attendance is not meeting expectations. How can you increase attendance?
Chamber of Commerce Ribbon Cutting
In certain neighborhoods, the chamber of commerce offers complimentary ribbon cutting ceremonies for different business occasions such as openings and anniversaries, and sometimes even for any event, regardless of membership. During these events, the chamber usually brings a group of "ambassadors" and staff, and promotes the ribbon cutting to both its members and the local community.
Interest Groups
Identify the specific groups that are interested in the purpose of your event. Contact them and consider providing discounted tickets or complimentary ones, if needed.
Students
Typically, fundraising issues are not resolved by seeking assistance from student organizations (high school, college, etc.). However, they can be very helpful in boosting attendance, particularly when free food is offered. Including them in events where it is suitable can bring a fresh dynamic to your gathering, enhancing its overall impact and memorability.
Ticket Give-aways
Prior to encountering challenges in achieving your goals, it could be beneficial to collaborate with radio stations or organizations for promotional ticket giveaways. This approach not only helps in filling seats but also increases awareness about your event among larger audiences.
Family and Friends
If things take a turn for the worse and you feel desperate, consider creating a list of family, friends, and acquaintances who could potentially attend your event at a discounted rate or even for free. If ensuring a full house is your top priority, this might be the solution.
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