It’s fantastic to see that face to face events are back, allowing businesses to reconnect with their prospects and clients in person after a long while. Events are one of the most impactful ways for businesses to interact with their target audience, ones that make the longest lasting impression and provide the best value.

However, one of the most frequent concerns I hear when working with a client on events is ‘But what if no one turns up?’. Needless to say – this will only happen if you allow it. So, what are the steps that you can take to ensure your room, physical or virtual, is full?

1.     Always aim to oversubscribe

Having too many people is a good problem to have. You will know your capacity, but always aim to have more people signed up that you can take. The sad truth is that the dropout rates – in the build-up to the event, on the day and no-shows are around the 40 percent mark. So always be prepared to lose that proportion of your confirmed guests and you will avoid unpleasant surprises on the day.

2.     Build up the hype

Talk about your event at various places, in various forms. Even before the official invites go out, start spreading the word. Evaluate initial interest by mentioning it to your potential guests and find out what would make them attend the event, what are the preferred formats, where and when would be a convenient time to host it. Build your event around your guests and you are likely to attract the right people with the right message.

3.     Make it easy to attend

Keep the registration process easy to follow and quick, with clear next steps and agenda. They will only make an effort if it’s at a convenient time and place, so keep your audience in mind when planning the event. Mark your confirmed attendees’ calendar with a placeholder that contains all the relevant information about the event location, timings and agenda. Ask them any questions, such as their special dietary requirements ahead of the event so that they know what to expect. The easier the process, the more enjoyable their experience will be.

4.     Extend the invite

Conflicting priorities and busy calendars often result in guests being unable to attend, even if they are interested. But don’t just accept their decline – ask them if anyone else on their team or extended network would be interested to join in their place. If they see your event as a valuable way to spend time, they will be happy to forward the invite to relevant people. Another way to ensure a continuous flow of guests is to plan a series of events – this will give your guests options to attend at different time and if they are unable to attend your next event, they might be interested to join the one after. So let them know if you are considering another event or hosting a series.

5.     Overcommunicate

Just because they said they would come doesn’t mean they will actually turn up. And it’s often for a very simple reason – they forget they signed up and by the time they realise, it’s easier to cancel. That’s why regular communication in the build-up to the event is essential. Once you sent their calendar placeholder, get in touch with details about the event. Your guests will be interested to hear more about the speakers, other attendees, the discussion topics or the plan on the day. In a current environment, it’s also valuable to let them know about the health and safety measurements and any Covid restrictions they need to be aware of. The more often you can be in touch with relevant information, the more they will be reminded about the event itself.