Event attendees have more power and alternatives to choose from than ever before. They can make or break event organizers. So what can set you as an event organizer apart from other fierce competitors? How can you keep attendees loyal and make them return to the events you are organizing?
According to a Walker study, by the year 2020, the quality of customer service will be of greater importance than price or product offering. Building and maintaining good relationships with your customers, i.e. event attendees, is key to a growing business.
A great part of the attendee’s experience of the event comes down to how the interaction with you as an organizer is and their ability to share their thoughts with you, both good and bad. This could concern a specific event you are offering, or the overall experience with you as an organizer. Customers today gladly express and share their opinions. When it comes down to it, that particular concert, circus or theatre is a product created to meet with the attendee’s interests and needs. And who is better than the actual event-goer him or herself to tell you about those? They know what they want and need better than anyone else. And that’s great news for your business. Here’s why:
What makes event-goers trust you as an organizer and make them keep coming back to your events? Well, they need to know you are hearing them and taking their opinions into account. Event-goers love feeling valued and sharing their insights. They like to engage in your attempt in increasing the value of the events you are offering.
Building emotional bonds with the event-goers is essential. They want to know they are talking to real people who are acknowledging them rather than an organizer that will make them feel anonymous. By engaging with your attendees on a regular basis, their experience will improve, and the process will feel more personal. By creating an emotional connection with the attendees, you will keep them loyal to you as an event organizer.
By carefully listening to the attendees and taking their opinions into account, they will feel personally involved in your business. Showing that you value their input and want them to involve is essential for you as an event organizer.
Feedback from attendees is an excellent tool for insights. Not only will their feedback give you ways to improve, but it will also always give you brand new ideas.
You learn who the event-goers are and how you can satisfy their needs in the best possible way. By listening to your event-goers’ thoughts you have the possibility to improve your offering as an event promoter concerning products, services, communication and innovation.
Both positive and negative feedback is insightful. It clarifies what needs improvement in your business and/or what should be stressed, which will often give you fresh ideas. Analysing the thoughts of the attendees will enable you to see what is currently not working, and find ways to make the event-goers’ overall experience better. It will help you address the current issues at stake and create action plans.
The comments from the attendees will provide you with informed business decisions. After all, they are the ones you created your business for. It is essential to create products or services not only made for them, but made by them.
By establishing an attendee feedback loop, keeping in regular contact with them and continuously making changes through what you learnt you ensure you will be at the forefront among event organizers.
Event-goers’ loyalty to you is priceless. According to a study, it is 6 to 7 times more expensive to acquire a new customer than it is to keep a current one. Nurturing your long lasting relationships with event-goers and improving their journey is therefore essential.
Retaining customers is less costly than acquiring new ones. Actively seeking feedback will create a more personal relationship. It shows that you care about the event-goer’s experience. When you build a stabile and positive relationship with your attendees, they will be loyal. Which, in return, will create more ticket sales.
You will grow from being a organizer that sells tickets to events, to a organizer that genuinely cares about the event goers’ personal experience throughout their journey.
90% of customers believe brand recommendations from friends and people are 4 times more likely to buy when referred by friends. Word of mouth marketing is the best possible way to grow your audience as well as the number one method to acquire new attendees to your events.
Another way of growing your word of mouth is by asking for online reviews. According to a data collection made by Invesp, 90% of consumers read online reviews before visiting a business. And 88% of consumers trust online reviews as much as personal recommendations. Online reviews should not be underestimated as they can easily help you acquire new attendees. When customers have an emotional bond with you as an organizer or to the events you are offering, they are more likely to refer you to others.
Having a referral program is a great asset benefiting both you as a event promoter and the event goers. So go ahead and ask your attendees to refer you to their peers. You have nothing to lose.
We previously wrote an article about customers being powerful storytellers and influencing their peers. However, that is only true if your customers feel they have a great emotional connection and a positive experience with your business. Customers need to feel special and giving them a chance to express themselves is your greatest asset.
Oct. 26, 2018, Virginie Behar