How to avoid no shows at free events?

October 3, 2008 | AUTHOR: Julius Solaris | POSTED IN: Barcamps and OpenSource

The results of a discussion on how to ensure that people who RSVP‘d yes at your free event do actually turn up.

The intrinsic value of free events

I love free events. What I love even more is free events with free drinks. It seems like I am not the only one. It is getting ridiculously awkward to actually pay to get in.

If you did your homework chances are that you can cover expenses and make a profit just relying on sponsors.

Last week I attended a Trade Show, a Meetup, a Twestival and a Barcamp.

In all of those I got free food and drinks, gadgets and I did the best networking ever.

The next time someone shows up and tells you you need to pay 1000£/$/€ to attend a conference or a networking event, bear in mind you are actually paying for the steering wheel of organizer’s SUV.

One problem

Now, from the organizer perspective, getting sponsors may be relatively easy if you have a good target audience. But making sure the audience actually attends the day of the event, that’s a whole different ballgame.

I noticed at one of the above events that 40+ attendees did not show up. That’s a pity because they excluded at least the same number of people, who eventually got together for a parallel event.

My problem

I’ll be soon organizing a free event. Don’t be curious. It will be on the barcamp concept, which we love so much, but I cannot disclose more than that.

The problem is we got space for 60 people and much bigger forecast demand. We want to make sure that those who RSVP Yes actually turn up.

On a first come basis

It doesn’t work, as simple as that. That’s what was used at the above event and the results were upsetting.

A twitter conversation

I decided to ask my supercool twitter pals about it and here’s the conversation

Conclusions

Although I originally thought that money was not an option, I am sure that everybody will be happy to donate to charity.

At this stage this is by far the most accepted alternative. Returning the money could be a bit of an issue. Collecting the money online requires payment of fees and so forth, so in my opinion a straight donation policy with no returning option may work better in terms of planning.

A must is to have a symbolic contribution ranging from 8£ to 10£ sounds good to me (convert if you are not sure). Charging more than that brings SUV thoughts to my mind.

What’s your opinion?

The issue is not closed at all. Do you have an engaging way to enusre attendance? Do we need to use money?

http://www.bview.co.uk Colin Bruce

Good summary. Post-purchase rationlisation or something else?

Of the people I know that didn’t show to said event the fact it was free made them register “on the off chance” they weren’t doing anything else. Perhaps better messaging during the reg process would have put some of them off?
http://www.bview.co.uk Colin Bruce

Good summary. Post-purchase rationlisation or something else?

Of the people I know that didn’t show to said event the fact it was free made them register “on the off chance” they weren’t doing anything else. Perhaps better messaging during the reg process would have put some of them off?
http://www.eventmanagerblog.com/ Julius

@Colin Bruce -

I agree. One of the other options was to actually question people with a screening questionnaire on their motivation. Although selecting who’s coming and who’s not it’s not my cup of tea (or should I say coffee).

But you definitely give a great tip which is to be clear with communication at registration
http://www.eventmanagerblog.com/ Julius

@Colin Bruce -

I agree. One of the other options was to actually question people with a screening questionnaire on their motivation. Although selecting who’s coming and who’s not it’s not my cup of tea (or should I say coffee).

But you definitely give a great tip which is to be clear with communication at registration
http://www.digitallyspeaking.com Thierry Curis

If the event is part of a series of recurring events, a no-show after registration means they are placed on the standby list for the next event, and registered only if there is space left on the last day. And/or, also in order to increase loyalty, people who showed up have a priority for registering to your next event.
Use threats: if they don’t show up, leave their email address on a forum for more spam. Just joking here…:)
http://www.digitallyspeaking.com Thierry Curis

If the event is part of a series of recurring events, a no-show after registration means they are placed on the standby list for the next event, and registered only if there is space left on the last day. And/or, also in order to increase loyalty, people who showed up have a priority for registering to your next event.
Use threats: if they don’t show up, leave their email address on a forum for more spam. Just joking here…:)
http://www.eventmanagerblog.com/ Julius

We just released the registration information for ecoCampLondon and I was about to threat people

We asked for a pledge and e communicated that clearly. We’ll see what happens!

Thanks

Julius
http://www.eventmanagerblog.com/ Julius

We just released the registration information for ecoCampLondon and I was about to threat people

We asked for a pledge and e communicated that clearly. We’ll see what happens!

Thanks

Julius
http://www.marketingblagger.com Andy Bargery

Hi Julius,

I think a three strikes and you’re out policy could work, i.e. if you register and don’t attend three times, you will be removed from the membership and blocked from future attendance.

Although I love the deposit idea. The amount you could charge would very much depend on your audience.

I run the London Bloggers Meetup and surveyed the members about whether they would be happy to pay a joining fee which would be exchanged for a free drink on the night. Roughly 60%-70% of the membership said they would be happy to do this.

Look forward to hearing other ideas!

Andy

Andy Bargerys last blog post..PR 2.0 Seminar
http://www.marketingblagger.com Andy Bargery

Hi Julius,

I think a three strikes and you’re out policy could work, i.e. if you register and don’t attend three times, you will be removed from the membership and blocked from future attendance.

Although I love the deposit idea. The amount you could charge would very much depend on your audience.

I run the London Bloggers Meetup and surveyed the members about whether they would be happy to pay a joining fee which would be exchanged for a free drink on the night. Roughly 60%-70% of the membership said they would be happy to do this.

Look forward to hearing other ideas!

Andy

Andy Bargerys last blog post..PR 2.0 Seminar
http://www.meetingpartners.nl Liza Bergman

Hi there!

I guess the no-show-subject is always relevant for organizing an event, free or not.

I would like to change the discussion from ‘how do we punish or reward people afterwards’ (for showing up) to ‘how do we maximize the % of show by forehand?’ Like when it comes to: content/program, speakers, visitors, location, etc.

So my question would be: ‘What makes your event irresistible for your audience?’ Of course free drinks are nice, but what else do you offer?

That’s my focus… What can people find/experience during your event (they can’t find anywhere else easily)? What are you doing it for…? Back to basics…

Talk to you soon!

Best regards,

Liza
http://www.meetingpartners.nl Liza Bergman

Hi there!

I guess the no-show-subject is always relevant for organizing an event, free or not.

I would like to change the discussion from ‘how do we punish or reward people afterwards’ (for showing up) to ‘how do we maximize the % of show by forehand?’ Like when it comes to: content/program, speakers, visitors, location, etc.

So my question would be: ‘What makes your event irresistible for your audience?’ Of course free drinks are nice, but what else do you offer?

That’s my focus… What can people find/experience during your event (they can’t find anywhere else easily)? What are you doing it for…? Back to basics…

Talk to you soon!

Best regards,

Liza
http://www.eventmanagerblog.com/ Julius

Hi Liza,

totally agree.

Compelling content should be a given. And yeah it is true that no shows are result of poor concepts.

On the other hand what I am trying to explore is how people react to the fact that an event is free.

One of the most horrible results of poor event planning practices is the fact that people are mostly responding to money. They ignore other stimuli. And that is preoccupying.

On rewarding those who actually do show up, you definitely have a point there. Not enough is done in that perspective.

I have always complained about insane ROI’s and I am indeed convinced that Free is the new black. User generated events are an answer to that. I also think a major step should be done in changing perception that high price means high quality, specially when it comes to events.

Julius
http://www.eventmanagerblog.com/ Julius

Hi Liza,

totally agree.

Compelling content should be a given. And yeah it is true that no shows are result of poor concepts.

On the other hand what I am trying to explore is how people react to the fact that an event is free.

One of the most horrible results of poor event planning practices is the fact that people are mostly responding to money. They ignore other stimuli. And that is preoccupying.

On rewarding those who actually do show up, you definitely have a point there. Not enough is done in that perspective.

I have always complained about insane ROI’s and I am indeed convinced that Free is the new black. User generated events are an answer to that. I also think a major step should be done in changing perception that high price means high quality, specially when it comes to events.

Julius