Registration Trends

I have been on the road for 9 out of the last 13 weeks. I attended events, prepared events and delivered events … from business decision makers to software developers (all in the IT Industry).

One trend I have seen is that people register later and later, independently of the price. Where an event’s registration 3 weeks before opening was seriously lagging compared to previous years, completely catched up in the last weeks. This was the case for most of the events I was involved in or events I was specifically following.

The bad thing is that this makes planning, budgetting and decision making very difficult. The good thing is that people still attending events en masse. Or was it the right strategy, listening to attendee needs, clever marketing? Who knows?

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1 Response to “Registration Trends”


  1. 1 Mark White November 14, 2009 at 17:24

    Some reasons for booking late plus additional thoughts:

    1)

    IT folks can with a higher certainty commit to attend an event the later they book as by then they’ll have a clearer picture of their schedule. If you book way in advance then, no matter how well IT is planned, work commitments will take precedence.

    Events have greater predictability around planning and delivery whilst IT isn’t quite the same. Seems there is a mismatch between how your audience plans and how events plan.

    2)

    The short-term view / constant change is commonplace in today’s society. Why book n months in advance when the situation will have changed by then? (similar to 1))

    Perhaps events need to be able to scale on-demand like IT systems are expected to. (yes I do appreciate how difficult that is to do with a physical event but a virtual event…)

    Perhaps this requires a re-thinking of venue selection that can accomodate greater flexibility.

    Perhaps this requires a re-thinking of how content is delivered…break-outs delivered virtually and then a follow-up event shortly after for face-to-face interactive sessions…

    3)

    The incentives for booking in advance are just not strong enough. Budgets / costs play a part but honestly, time out of the office is a greater drain on a companies’ resource as this represents a lost opportunity cost.

    Cheers,

    -M


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