Thursday, August 13, 2015

How to build a Houseful event?

“Productivity is never an accident. It is always the result of a commitment to excellence, intelligent planning, and focused effort.” - Paul J. Meyer

The few hours before the event are the most nervous times for an event planner, as it is the time that they have to face that one big litmus test, the test of audience attendance. So, whether you are organizing a convention, product launch, dealers meet or a customer event, the size of your audience will hold testimonial to the success of your event. It’s a fizzle when an event manager spends countless hours and money in planning an event and only a pint-size of the expected attendees turn-up. Empty chairs are the bane of every event planner’s existence, thus the following suggestions can be considered by event planners for improving the attendance of their events and keep this bane at bay.  

• Research upfront & feedback afterwards: Try to find out what your prospect attendees are (do’s & don’ts) looking forward to in an event and try to accommodate as much as their requirements as you can. After all, they are the ones whom you’re organizing the event for. Further, since you’re an event planner and planning events is an ongoing process for you, make sure to take feedback from the audience after the end of the event about the things they liked and didn’t like in the event. 

• The venue is at a convenient location, which is notable and affordable: The venue chosen should be accessible and not very expensive so that it suits the pocket of all the attendees. Further, a notable event location draws more crowd and buzz as people are already aware of the location and scale of events taking place at that particular venue. Kamani auditorium and India Habitat Centre are some of the most famous and affordable event venue locations in Delhi. 

• Right date and time: The time of the year, day of the week and time of the day, all make a difference when it comes to audience attendance. For example, mornings are great for seminars, after work is great for appreciation/networking events and weekend afternoons and evenings are preferable for weddings and concerts etc.  

• Save the dates: Save the dates reminders should be sent out early to the target audience as it gives them time to plan their calendars well in advance and assure their availability at the event.

• Incentives for early check-inn or arrivals: Discounts/vouchers are a great marketing strategy for early registrations or last minute walk inns. 

• Personalized invitations:  A handwritten invitation or an invitation with some kind of personal touch e.g., name etc. garners more attention and makes the audience feel special.

• Overlapping with identical events: In case of 
an allied event is planned for the same time/day when you’re planning to hold yours, it’s recommended to look out for other options available as having two large scale events will only eat out into each other’s success and none of the two events will be benefited.

• Entertainment & lively activities: The event manager should make sure to include some extracurricular activities and fun time into their event schedule if the duration of the event is for a complete day or so. 

• Use Social Media: Go to multiple social media platforms and create your event. Using various channels to get your message out is essential. Nowadays, social media isn’t just about the youth. People from all generations are there on these platforms and using these platforms can get one maximum visibility and that too absolutely free of cost.

The above mentioned pointers will not only help increase registration/attendance for the upcoming events but also make attendees feel comfortable, lively and more enthusiastic about the event.

Thus, it sums up, “Build it up and they will come”.

-Parul Sardana
 Faculty, INLEAD 

Images Courtesy- Google Images 

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