I’m a late convert when it comes to early bird pricing.  Back when I was organizing events for a non-profit, we were always on the look-out for ways to get people to register, and pay, early.  Our experience, quite frankly,  with early bird pricing for both conferences and fund-raising events was that this kind of tiered pricing didn’t work.

In contrast, MeetMax recently provided online event registration for an alternative energy conference, and 56% of their registrations came in before the early bird deadline.  So how do you know whether early bird pricing is going to work for your conference or event?  What should your expectations be for the number of people who will register for an event early?  Can you predict what your overall registrations will be based on the number of early registrants?

The relevancy and timeliness of the event content to the target market is probably the single biggest determinant as to whether early bird pricing works.  An alternative energy conference, featuring leading experts in the field, marketed specifically to people who work in that field, has highly relevant and timely content.  A fundraising event, held annually, while important does not have the same characteristics.

Another factor in the effectiveness of early bird pricing, is the distance people have to travel to attend the conference.  A national event would see better results than a local one.

The extent of the discount can be a factor; our client offered a 30% discount to incent early registrations.

Frequent communications to your target market reminding them of the upcoming deadline is a must.

To boost early registrations, and generate cash flow to help fund the event, you might consider offering an additional benefit as well as or in place of a reduced rate — a book, for example, or an introduction to the keynote speaker.   Or, think about providing an incentive that is a discount on colleague/friend registrations.  This would have the advantage of increasing your numbers as well as bringing in early registrations.

Of course, historical data is the very best way to predict whether early event registrations will be a significant percentage of your overall numbers.  Make sure your registration database includes a timestamp on registrations and that you have access to your event registration data from past events.

Wondering whether to use social media to promote your next event, and wondering how exactly to go about that?

I found a reference to a great example of using Facebook for event marketing.  Check out the National Association of Automobile Dealers on Facebook (http://www.facebook.com/pages/National-Automobile-Dealers-Association-NADA-2010-convention-Orlando-FL/187704176760?ref=mf)  In addition to a link to register for the event, there are video clips and photos from prior years, promos for top speakers, etc.

What are the elements of an effective event marketing website?  Drawing from my experience planning events, and from our MeetMax clients, with some additional insights from LinkedIn users, I’ve compiled the following list of elements of a successful event website: 

REGISTER ONLINE: Clear means to register online (and make it easy)

POST-EVENT MARKETING: Let registered attendees download materials after the event - for example, copies of presentations, exhibitor brochures. 

USABILITY. I want what I want, and it always can’t take too much time to find it.  Make the Navigation simple and straight-forward.

NETWORKING - The most valuable discussions at an event often take place outside the presentation rooms.  If you want a truly successful event, find ways to facilitate your attendees in connecting with one another. A great way to do this is to offer the ability to set appointments with exhibitors, speakers or sponsors in advance.

ENGAGING - People want similar information to what’s in brochures, but more engaging.  Take advantage of technology, for example by regularly adding extras such as speaker video-clips.  Update the content regularly and use email to encourage registered attendees to remain engaged with the event as it draws near.

COMPLETE – Content has to be complete and up to date.  You need specific content for different audiences — attendees, exhibitors, sponsors.

• For Attendees (Must-Have’s):

1.  Topic and Theme of the Event
2. Audience Description so I know what’s in it for me
3. Agenda (that is up to date)
4. Speaker information including their bios (again, up to date)
5. Session descriptions that actually match the content of the session.
6. On-line Registration Form with ability to accept credit card payments, along with other forms like P.O.’s or checks.
7. Logistics – Hotel, Travel, Directions, PARKING, Meals

• For Attendees (Nice to Have’s):

1. Dress Code
2. Spouse/Guest Information – either your guest program or some ideas of sights to see and things to do while the attendee is at the conference
3. Video snippets from last year’s event, for example the mainstage speaker

• For Exhibitors and Sponsors:

1. Description of Sponsor and Exhibitor packages
2. Ability to sign-up/register online
3. Attendee profiling including demographics, behavior, content interests
4. Ability to reach prospective attendees with a virtual presence, micro=site content 
   Chat/click-to-talk/schedule appointments

HELP IS AVAILABLE – one-click button to contact someone for more information or assistance and have a person focused on ACTUALLY answering the emails/phone

I am always in awe of people who can design efficient, timely, smooth processes.  I had an opportunity recently to watch one of our clients in action and the check-in process she organized was a thing of beauty!

Her check-in process was personal, professional, quick, and seemingly error free.  The corporate event had over 700 senior level attendees, most checking in between 7:30 and 8:45.

• The planner  had 7 stations set up for checking in attendees as they arrived.
• Attendees could step up to any of the 7 stations.
• At each station was a staff person, who accessed the attendee data on a lap-top computer, using a search function to quickly located the record.
• She then checked the person off and printed their badge for them on a small Canon personal printer.
• Behind the table, an assistant passed the staff person a bag with all of the conference information, who handed it to the attendee.
• The attendee was then directed to down to a separate station where they could pick up their personal schedule for the day, and request changes to the schedule.
• Once they had their schedule, a staff person waiting by the table, provided them with directions to their first session.

Watching the efficiency of this set-up, I timed a few of the people getting in line to see how long it took them to move through the process.  Most took less than 2 minutes and the longest was 7.  When the prominently displayed LED clock in the lobby indicated the time for the first session, all of the attendees had been moved through the check-in process.  It was impressive to watch.