driving attendance to events using the a.r.e.a framework

Driving Attendance to EventsAdopting the A.R.E.A. Framework

Veemal Gungadin

Veemal Gungadin

CEO, GlobalSignIn

In Events Technology space since 2006

Flagship Product: www.gevme.com

https://sg.linkedin.com/in/veemal

Your GoalMaximise attendance to your event

A R E A© 2015 GlobalSign.In Pte Ltd

Attract

Attract

1. Create Remarkable Content

Educational & Inspiring Story

Call To Action

Web Summit

In 4 years, grew from 400 to 22,000 attendees

1-2 blog posts per week

Website / Landing Page

Blog Social

Email

Video

Search Engine(SEO)

SocialReferral

The Goal: Get Discovered

Attract

2. Reach Out Through Effective Emails

1

4

2

Personalize Subject 1

Personalize Content2

Send from personal name3

3

Have clear CTA4

25% Email Opens are from a mobile deviceBased on GEVME Email Analytics (May-Jul 2015)

Number depends target audience and type of email. May go as high as:

48% Based on Litmus Email Analytics (Jan 2015)

Cater for Mobile Devices

Cater for Mobile DevicesD

ESK

TOP

MO

BIL

E

Email Remarketing

● Send the same email again to your list of people who did not open the email

● Tips:○ Change the subject line○ Do it only once

Typical open rates around 22%

*Above Numbers based on industry average

32%Open Rate

Email Remarketing

Attract

3. Segment your Audience

Contacts from China

Eg: Segment on Geography

● Write in Mandarin

● Cater for local timezone when reaching out

Registered for event

Eg: Segment Registered People

● Don’t send out email invitation to people who have already registered

● Send separate email to registered people

Better Results With Segmentation

+30%

Higher Email Open Rates

+50%

Higher Email Click-thru Rates

Register

Register

1. Frictionless Online Registration Experience

Simplify Registration Form

Source: Hubspot

More is Less

1

Pre-populate Data

1. Leverage on your contacts database

2. Send personalised invitation

3. Pre-population of data

2

Compare

Only 2 optional fields to fill up

Which will give better conversion rate?

22% Mobile Web TrafficTo Registration Form

41% 13%39%Based on GEVME Web Analytics (May-Jul 2015)

Implement Responsive Forms3

Implement Responsive Forms3

Different Layout & Interaction for MobileDESKTOP MOBILE

Register

2. Group Registration

Group Registration

42% Registered Attendees form part of a group registration

On Average Based on GEVME Registration Analytics (2014)

Register

3. Waiting List

Scarcity Drives Desirable Behaviours

● Registered people feel privileged● People on Waiting List who eventually get a

spot feel lucky● Minimise attrition rate● Grow your database

Engage

Engage

1. Generate Teaser Content

Website / Landing Page

Blog Social

Email

Video

Email

Blog

Video

Teaser Blog Post

Videos

Video of past event - as inspiration Interview of personalities/speakers

Engage

2. Reach Out Through Email & Social Media

Email subject both reminds of event & shows interesting topic

Link to blog post

A Sample Engagement Email

Reminder about event details

Social

Invite registered people to LinkedIn Group

Follow registered people from event’s account

Engage

3. Facilitate Sharing

Enable Social Sharing of Event Page

Pro-actively Ask Registered Attendees to Refer

Attend

Attend

1. Make it easy to decline RSVP

Sorry, I can’t make it

Form can be used as an opportunity to check for interest for future events.

Link to personalized form where attendee can opt out of the event

Attend

2. Include Calendar Invite & QR Code Ticket in Confirmation Email

Attach Calendar Invite ( .ics) File

Make QR Code ticket readily available on mobile

Send ticket with QR Code / Barcode to confirmed attendees

Speed Up Check-in on Event Day

Attend

3. Remind Pre-Registered People

Channels

Phone Calls SMSEmail

1

2

3

4

5

1

2 3

4

5

Name of event, venue, address & Link to Google Maps

QR code & PDF Ticket attached

Recap

1. Create remarkable content2. Reach out with Effective Emails3. Segment your Audience

1. Frictionless Online Registration2. Group Registration3. Waiting List

1. Generate Teaser Content2. Reach out through Email & Social Media3. Facilitate Sharing

1. Make it Easy to Decline RSVP2. Issue Ticket with QR/Barcode3. Remind Pre-Registered People

A R E AAttract Register Engage Attend

Discussion

How can the A.R.E.A framework make your event successful?

Thank You

www.gevme.com

@gevme

http://www.linkedin.com/company/gevme

https://www.facebook.com/GEVME.Events