It’s every event planners worst nightmare, but it does sometimes happen. There can be times where your marketing efforts just aren’t paying off and ticket sales slow to a trickle. Sometimes this is a signal that the event is no longer relevant and should be pulled, others it’s just a sign that you need to tweak a few elements here and there.
Here are a few things to try to help you to bring your event back on track.
Make your event scalable
This can particularly useful where you’re hosting an event for the first time. When an event is new, it can be tricky to predict the demand for place, but there are things to you do to help to protect you against low sales or even to take advantage of greater than anticipated demand.
If you choose a venue with a variety of meeting rooms of various sizes, then providing the spaces are free, this could provide you with an opportunity to scale up or down your event. This will help you to ensure the best ROI on your event and could even turn it from a loss maker to a money spinner, just by tweaking the room capacity.
Slow ticket sales might not be a sign that your whole event strategy is flawed, but that a few minor changes might be needed. For example, if the feedback you’re getting expresses a concern around ticket prices and there is room in the budget to reduce these, then by all means consider giving discounts. This might be all that’s needed to pique interest again.
It could also be a sign that you are trying to reach your audience in all the wrong places. Revisit your marketing strategy to evaluate whether you could try different methods, for example, switching from a focus on social media to email marketing. Sometimes it’s not that you’re message isn’t resonating, but that it isn’t being heard at all.
Get people talking
A great way to spread the word about your event is to get your speakers and sponsors to spread the word for you. After all, you have chosen to work with them because they’re relevant to the audience you are trying to reach.
It can be a good idea to build a requirement for marketing into their contracts in order to make sure that you don’t miss out on this added benefit.
If your event really isn’t generating the appeal you need it to, then don’t be afraid to change. Whether it’s completely changing the format or the venue, it’s better to try something new than to blindly carry on making the same mistakes.
People’s tastes and needs change overtime and so it’s only right that your event changes with this.
For help and support with bringing your event planning back on track, get in touch with Wendy at Wendy Marston Events.