8.4 Marketing and Registration

Once an event has been planned, it is ready to be marketed to the guests. This stage requires a solid understanding of the target audience for the event. The audience demographic will dictate how best to market the event. If, for example, the event is a wedding, the invite list is specific and known to the client. In this case, print invites are sent to a pre-described list with perhaps a follow-up email or phone call. In the case of a large industry conference, the marketing would be much different. It might include perhaps mass email communications to a wide audience as well as social media posts, ads in association publications, and, perhaps, even collaborations with social media influencers. Regardless of the type of event, the planner must have a clear understanding of the targeted audience to achieve success.

After the audience has been clearly defined, marketing items, such as targeted media ads or flyers, are chosen and designed. Event marketing options include printed flyers, print ads, social media posts, blog posts, emails, text messages, TV ads, radio ads, and newspaper or magazine ads. Most events will use a mix of these options. Utilizing marketing over different platforms or with more than one touch point is called a “marketing campaign.” The campaign should have slightly different messaging throughout the life cycle. It may include “save the date,” “register now,” “last call to register,” “become a sponsor,” or “thank you for attending” messaging.

Each component of the campaign should have its own look and message, but the overall theme of the campaign should remain consistent. Each piece of marketing that a potential guest sees should be identifiable as belonging to the same event. Additionally, marketing should give the guest an idea of the event’s goal and style. For example, if an event is an upscale black-tie gala fundraiser, the marketing shouldn’t have clowns and bright colors. Everything about the marketing campaign should not only encourage action but also give the guests a clear understanding of what they will encounter at the event. Successful marketing campaigns understand the targeted demographic and select marketing platforms that appeal to and engage these audiences. Successful marketing also maintains target platforms consistently and thematically, which adds excitement building up to the event.

Practice

Look at this flyer for a real event in Spokane, WA, and answer the following questions.

1. Who do you think is the intended audience?
2. Do you think this event is formal or informal?
3. What will guests encounter at this event?
4. Do you think this is a small or large event?
5. What other media do you think this event was advertised on and why?

Registration Benefits and Headcount Planning

Not all events require registration. However, a pre-event registration, whether free or for a paid ticket, can help the planner identify the headcount at the event. All venues will have a capacity limit, which determines the maximum number of people that can safely fit into a space. No one wants to be shoulder to shoulder at an event, and the number of exits of a venue will determine how long it would take guests to exit the space in the event of an emergency. A registration process will reduce the need to turn people away at the door if the event is too popular for the capacity. Additionally, catering items may be purchased by the person, as are items like swag, name badges, and printed programs. These items need to be purchased or contracted a minimum of 1 week before the event. If the event is new, no historical data lets a planner predict how many people may show up. The risks of not knowing precise numbers include running out of food and other supplies or over-purchasing items that cost the client money and increase waste. A registration page can help give a planner an estimated headcount in advance of the event. Registration pages also help create an air of exclusivity around an event and will give the planner demographic information that they can use to make event decisions or send follow-up marketing messages to.

Designing the Registration Page

When designing registration pages, consider which data should be collected, what platform to use, and understand how and if the platform will keep the data secure. A registration page is customizable, and the planner can select which information a guest provides. Planners should think about the event and only ask for information that they need. For example, if the event has a plated dinner, the planner will need to know dietary restrictions so that alternative meals can be arranged. If the meal is served buffet style and guests can pick and choose their food, then perhaps dietary restrictions are not necessary to know on the registration form. Additionally, if no food is served, adding a field on the registration form for dietary restrictions would be confusing for guests, and they would automatically assume that food was being served. It is common to ask for some demographic information on registration pages to understand the audience better. This is an acceptable practice if the data is kept confidential and is used in some way for decision-making. Guests might feel that a questionnaire is invasive if it includes too many demographic questions, especially concerning age, sexual orientation, or race. Because it is almost impossible to gather information from guests after the event has ended, a successful planner will think through what information they need when creating a registration page and limit the information to the necessities. Guests may not want to attend the event if they feel that the registration page is too long, too invasive, or too difficult to navigate.

Designing registration pages that are easy to navigate can depend a lot on the platform that is selected to house the registration page. Most registrations are completed on digital web-based platforms, which include free and paid versions. Each option has specific features that a planner must evaluate against their needs and their budget. More robust registration systems offer fully customizable fields, tech support, guest support, and data warehousing into customer relationship management (CRM) software. The planner should select a platform that allows for their event needs, fits within their budget, and can protect the data that guests submit.

Privacy and Data Security for Registration Platforms

Data protection and privacy are valid concerns with any registration process. In the case where there is a need for a paid ticket at registration, this issue becomes even more important as the guest’s credit card information needs to be encrypted. Most registration pages include some type of protected data, such as email addresses, cell phone numbers, or payment information. It is up to the planner to select software that will assist with data protection. It is also up to the planner to create best practices of how to handle registration data within their teams. Having password-protected data sites, not sending data over email, and not leaving data in unsecured locations are the first steps to good data management. If a data breach is detected, a planner must follow state and Federal laws that specify how guests must be notified. A data breach may damage the client’s reputation and the success of future events. Registration pages must ask the correct information on secure platforms and be backed by good data management practices.

Ticket Pricing Strategies

For events that require a paid ticket, the planner is often tasked with deciding what the ticket price should be. At this stage, the planner should refer to the budget and the revenue goals of the event. If the event is revenue negative, meaning that the event can lose money, the planner should have a conversation with the stakeholders about exactly how much money they are willing to lose. In this case, the other deciding factor would be what the guests would reasonably be able to pay. To calculate a reasonable cost, the guest demographic should be identified. If the event is for families of small children, for example, the ticket price per person would be lower than a black-tie gala fundraiser. Families typically have less disposable income to spend on events than do single individuals who are participating in philanthropic activities. If the event is revenue-neutral or revenue-generating, the planner can estimate the ticket price by calculating the fixed costs divided by the anticipated number of guests plus the per-person variable costs.

Attributions

1. Figure 8.9: Digital Marketing Strategies, by kuldeep singh, is licensed under CC BY 2.0.
2. Figure 8.10: Pig Out in the Park, by Pig Out in the Park, is ???