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It’s Your Event Registration Data – Use It!

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It’s your event registration data – use it!

 

Conventional logic tells us to keep things simple when putting up an event registration form – keep as few barriers as possible between your attendee and their successful registration. Keep it simple, right? This generally works well for things like receptions and corporate events. There are times however that you will want to ask for a few questions other than just name and address. For recurring events with participant-tailored content (such as annual conferences) you will want to get a bit more information. Listed below are four examples of how when it comes to repeated events, it’s all about the numbers:

 

Example 1: You’re organizing a conference with two types of professionals, Doctors and Nurses, in San Francisco. The original plan was to organize educational content as 80% doctor’s sessions, and 20% nurse’s sessions. After historical data collected via registration is reviewed however, it shows a 30% increase in the proportion of nurses at shows previously held in San Francisco – session topics may now be adjusted accordingly to allow for the projected increase in the number of attending nurses.

 

Example 2: The deadline for finalizing your event catering is rapidly approaching. At first you based the quantity of food ordered at the reception based solely on the number of attendees. At an average of 13 pieces of food per person for a reception that serves as a meal, and projected attendance of 125 people, you initially calculate 1625 pieces of hors d’oeurvres will be needed. A quick look at the reporting tells you however that fully 30% of the attendees going to the Opening Reception are actually graduate students. Cash strapped, hungry grad students, who without fail will always eat 50-75% more than your average attendee. After reviewing the registration demographics, you know to increase the catering numbers, lest the students devour all of the food before the reception is half over!

 

Example 3: Your International Annual Meeting on Business Management alternates yearly between locales on the East Coast and the West Coast of North America. Past data indicates that every year the Meeting is on the West Coast, a large number of MBAs from China attend. You may decide that based on this data, some sessions held jointly with a Chinese business school may be in order, or that perhaps an Alumni Reception would work.

 

Example 4: You are a long time non-profit event planner who has found their dream job in a faraway land. You have managed your association’s Bi-Annual Meeting for the last eight years, and your last task in your current role is to bring your replacement up to speed. Having eight years of detailed demographic information on hand is going to make your replacement’s transition period a lot smoother. She’ll be able to understand your attendees that much better, and you’ll have more time for packing.

 

These are just a few of the ways that you can use registration data collection and archives to your advantage.  To help get set up for your upcoming events, call 1-800-507-3759.


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