Driving Attendance to Events Using the A.R.E.A Framework
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Driving Attendance to Events Adopting the A.R.E.A. Framework Veemal Gungadin
Transcript of 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
Video
Search Engine(SEO)
SocialReferral
The Goal: Get Discovered
Attract
2. Reach Out Through Effective Emails
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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
Video
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
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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
