So you’ve organised your event, your delegates/visitors are registered and you’re ready for the big day.  I don’t know about you, but I always think the event management business is like having an 18th birthday party every day of your life; Will people turn up? Do they like me? Is my party worth their valuable time? 

Of course, if we worried about this too much we drive ourselves crazy.  And to a point, we have to accept drop out rates, which can vary in my experience between 5 and 55%.  But there are ways to improve attendance at your events and here are my top eight tips:

1. Recognise the importance of feedback.  Don’t just ask attendees if they enjoyed your event – survey non-attendees also to find out what stopped them from coming.  This will give you valuable information when planning your next event
2. Keep in touch with your delegates.  If people book for your event month’s in advance, then don’t hear from you for a while, they may start to wonder if you received their booking or the event is still taking place.  Send regular emails to delegates (but be careful not to spam them) and remember to schedule an email or a call to them the day before the event to remind them that you are looking forward to welcoming them to your event
3. Another way to imrove attendance at events in to incentivise your delegates.  Give them something valuable/informative upon arrival or do a prize draw whereby you have to be at the event to be in with a chance of winning.
4. Use testimonials in your marketing literature.  This is a compelling way to make sure your audience knows they’ll be missing out if they don’t show up.
5. Upgrade key people to VIP status.  This could include fast track entry in to the event, a small corporate gift on arrival or priority seating.  If your delegates feel special from the outset then they are more likely to attend.
6. If appropriate, use a text messaging service to remind people on the day about easy parking/public transport, route diversions etc.
7. Make sure your venues are easily accessible, ideally with good transport links, free parking and disability access.  If your delegates feel they will have to fight through traffic and then stuggle to find a parking space, they are less likely to attend if something else crops up.