Event ticketing and registration are the first — and perhaps most important — opportunities to impress attendees with a seamless, personalized experience and set the stage for a successful event. In a post-pandemic, in-person-first world, ticketing is vital for getting participants onboarded to your full event experience.
Luckily, according to Bizzabo’s The state of in-person B2B conferences report, 61.7% of event organizers have seen growth in registration. Meanwhile, 56.2% of attendees reported that the event registration process at their most recent gathering was easy or very easy.
As event organizers report optimism around the growth of event registration and in-person conference attendance, it’s time to ensure your event ticketing strategy is primed for delivering increased revenue and a swift, personalized registration experience.
What is registration and ticketing for events?
Event registration is the process of capturing attendees’ details and confirming their participation in an upcoming event. It’s like rolling out the red carpet, welcoming guests with open arms, and ensuring they’re all set for the adventure ahead. In a practical sense, event ticketing involves providing attendees with passes or tickets, securing their spot, and granting access to the event.
Using event registration technology and event ticketing software, you can anticipate attendee numbers, preferences, and specific needs to tailor the event to your guests.
Key Elements of Effective Event Ticketing
Your event ticketing process determines your attendees’ anticipation and excitement toward your event. Here are some key elements to ensure your event ticketing process is a resounding success:
1. Choose the Right Ticketing Platform
Ticketing for events starts with selecting the perfect event ticketing platform that aligns with your event’s needs, offers seamless integrations, and provides robust features like real-time reporting and a mobile app.
2. Create an Appealing Event Page
Your event page is the virtual gateway to your event. Make it visually captivating, informative, and user-friendly. Highlight key details, such as the event agenda, speakers, accommodations, and unique offerings.
3. Set Ticket Prices and Offer Discounts/Promo Codes
Strategically pricing your tickets can impact attendance. Consider early bird discounts, group packages, or promotional codes to entice potential attendees to register.
4. Offer Different Ticket Types and Packages
Flexibility is the key to catering to diverse attendee preferences. Provide ticket options like VIP access, one-day passes, or bundled packages with added perks. If you’re hosting a large conference, you might offer a ticket package for multiple employees at one company wanting to register together.
5. Collect Key Attendee Information During Registration
At the registration stage, collecting information about attendees is crucial while also allowing them to personalize their registration information. Here are some examples:
- Let attendees choose their pronouns and name pronunciation.
- Let attendees provide information about their dietary preferences or needs, such as kosher, halal, or vegan.
- If you’re offering swag, let attendees choose their T-shirt size and preferences about receiving physical swag or whether they want to donate to a cause.
- Ask attendees what they want to see at the event or their expectations for networking opportunities.
6. Manage Attendee Data and Information
Efficiently handling attendee data is crucial for a smooth event experience. Use a secure system to manage registrations, track attendance, and communicate essential updates to attendees.
Bizzabo’s event promotion guide is a treasure trove for every event marketer who aims to master the art of event promotion. To get you started, here are some powerful strategies that can help scale your event registration strategy.
1. Use Social Media and Email Marketing
Social media and email marketing are two essential tools to promote onsite and virtual event registration. Leverage them to better connect with your audience:
- Craft engaging and visually appealing posts on social media that showcase the unique benefits of attending your event.
- Share exciting updates, behind-the-scenes glimpses, and testimonials to build anticipation.
- Encourage your followers to share the event details with their networks, expanding your reach organically.
- Personalize your email campaigns, addressing potential attendees by name and offering exclusive incentives like early-bird discounts. Keep them informed about the event’s value and what they can gain by being part of it.
2. Create a LinkedIn Event Page for Your Event
Watch your event promotion skyrocket by professional networking and fostering meaningful connections with industry experts and potential attendees on LinkedIn. Here are some tips to get started:
- Create a compelling LinkedIn event page that captivates attendees with essential details and showcases your event’s agenda and the expertise of your speakers.
- Highlight your event’s unique networking and learning opportunities, making it an irresistible gathering for industry experts and potential attendees.
- Spark engaging discussions around relevant topics, inviting others to share their valuable insights and experiences.
- Leverage your existing connections and industry groups to effectively promote your event, reaching a broader audience and generating buzz.
- Engage with professionals on LinkedIn to create a community of eager attendees who can’t wait to participate and make valuable connections, setting the stage for an unforgettable event experience.
Here’s a great example of a LinkedIn event page:
3. Collaborate With Influencers and Partners
Want your event to be the talk of the town? By collaborating with influencers and partners, you’ll witness the birth of an enthusiastic community that awaits your event.
Here’s what you have to do:
- Identify influencers who align with your event’s theme and have a strong following within your target audience.
- Work with them to create authentic content highlighting your event’s value. Whether through guest blog posts, live interviews, or social media takeovers, their endorsement will inspire trust and curiosity among their followers.
- Additionally, seek partnerships with organizations and leaders who share your target audience.
By combining resources and cross-promoting, you’ll exponentially expand your event’s visibility and attract attendees who are genuinely interested in what you have to offer.
4. Using Targeted Advertising Campaigns
Home in on your target audience through dynamic social media advertising. With targeted advertising, your event message will strike the bullseye of the most relevant individuals, attracting genuinely interested attendees.
Here’s how you can leverage targeted advertising campaigns:
- Fine-tune your audience parameters based on demographics, interests, and behaviors.
- Craft ad content that sparks excitement, clearly communicating the benefits of attending your event.
- Lead your audience to a dedicated landing page with all the essential event details.
5. Leverage Event Listing Websites and Directories
Make your event more visible by listing it on the event listing websites and directories. Submit your event with an enticing description that highlights the event’s value and what attendees can expect. Don’t forget to include essential details like the date, location, agenda, and credentials of your speakers.
By featuring your event on these dynamic platforms, you’ll draw in a highly targeted audience of genuinely interested individuals ready to seize your event’s incredible opportunities.
Want your event featured on one of Bizzabo’s event directories? Submit it now!
6. Encourage Speakers To Share the Event on Social
Empower your event speakers and keynotes to be ambassadors for your event. All you have to do is to encourage them to share their excitement on their social media platforms, providing teasers about their presentations and the valuable insights attendees will gain.
Create a social media kit for your speakers with pre-designed graphics and compelling content, making it easy for them to share event details with their followers.
When your speakers actively promote your event, it drives attendance and elevates the credibility and appeal of your gathering.
How To Streamline the Event Check-in Process
Once the day of your event arrives, there is nothing worse than watching lines of registrants snake out the door while you try to get through check-in. Here are some tactics to help streamline day-of event check-in:
- Implement a digital check-in system: Ditch the long lines and implement a user-friendly digital check-in system that allows attendees to breeze through the process with a few taps on their devices.
- Use QR codes and mobile ticketing: Make your event more convenient by allowing attendees to scan their QR codes on their smartphones, enabling contactless entry.
- Train event staff for efficient check-in procedures: Equip them with comprehensive training on efficient check-in procedures so they can handle any situation smoothly and with a friendly demeanor.
- Leverage SmartBadges™ for more effortless check-in and data collection: These innovative wearable Smartbadges streamline the check-in and entry process. They also capture essential data for personalized event experiences.
How To Handle Event Registration and Ticketing Challenges
Handling event registration and ticketing challenges can be daunting, especially when juggling logistics and attendee expectations. From navigating technological hurdles to crafting efficient communication strategies, here are some tips for tackling the biggest challenges head-on.
Dealing With No-shows and Cancellations
No-shows and cancellations can throw a wrench in your event plans. Your best bet is to stay proactive by sending friendly reminders to attendees and offering incentives for early check-ins. Also, consider waitlists to fill vacant spots, ensuring a packed event that excites everyone.
Handling Ticket Refunds and Exchanges
To avoid ticketing chaos, communicate refund deadlines clearly and provide multiple channels for attendees to request refunds or exchanges. With a customer-centric approach, you’ll turn potential frustrations into positive experiences, earning trust and loyalty from your attendees.
Updating Attendee Information Onsite
Keep attendee information up-to-date by implementing self-check-in kiosks with user-friendly data update options. By allowing attendees to make changes themselves, you’ll minimize long queues and ensure accurate information, setting the stage for an impeccable event experience.
Overcoming Technical Difficulties and Glitches
Technical difficulties can be nerve-wracking, but being prepared is half the battle. Conduct thorough tests of your ticketing platform and on-site registration systems beforehand.
Have a tech-savvy team on standby to swiftly tackle glitches, ensuring a smooth registration process that minimizes worries.
3 Tips To Maximize Attendee Satisfaction During Registration
The ticketing process sets the stage for the entire event experience, and ensuring a smooth and user-friendly ticketing process can significantly impact attendee satisfaction. Every step matters — from the moment potential attendees visit your event page to the completion of their registration.
Here are three essential tips to maximize attendee satisfaction during the ticketing process:
- Streamline the registration process: Simplify the ticketing and registration process to minimize friction for attendees. Keep the registration form concise, collect only essential information, and offer multiple ticketing options to cater to different needs. Consider providing an option for one-click registration for returning attendees to expedite the process further. Remember, a seamless registration process sets a positive tone for the entire event journey.
- Offer transparent pricing and incentives: Be upfront about event ticket pricing and any additional fees to build trust with your audience. Hidden charges can lead to frustration and may even discourage potential attendees from proceeding with their registration. Communicate the value attendees will gain from the event, making them feel confident about attending.
- Provide excellent customer support: Prompt and helpful customer support can improve attendee satisfaction. Be accessible and responsive to attendee inquiries through email, phone, or live chat. Address any concerns or issues promptly, showing attendees that their experience matters to you. Additionally, consider setting up a comprehensive FAQ section on your event website to proactively address common questions and concerns, empowering attendees to find answers quickly.
A positive event ticketing experience encourages attendees to register promptly and sets the tone for a successful and memorable event in which attendees will be eager to participate. Remember, ticketing is an opportunity to showcase your commitment to attendee satisfaction from the beginning.
How To Ensure Event Security and Fraud Prevention
Your events can be made safer by harnessing the potential of event registration technology. Take the following precautions to ensure the safety of your event and attendees.
Implement Secure Payment Processing Systems
Secure payment gateways are the backbone of a trustworthy event. Choose reputable platforms that encrypt sensitive data during transactions, providing peace of mind for you and your attendees.
For example, partnering with well-established payment processors like PayPal or Stripe ensures secure and seamless transactions, safeguarding your event revenue and attendee information.
Verify Attendee Identities and Tickets
Counteract potential fraudulent entries by verifying attendee identities and tickets at the entry points. Use QR code scanners or barcode readers to validate each ticket, ensuring only legitimate attendees can access it.
For added security, consider integrating ticketing systems with ID verification services to authenticate attendees’ identities. This way, you’ll prevent unauthorized access and create a safe environment for all attendees.
Use Anti-counterfeiting Measures
Avoid the possibility of counterfeit tickets with cutting-edge anti-counterfeiting measures. You can prevent the replication of event tickets by incorporating holographic seals, RFID chips, or unique security codes.
An NFC wristband or RFID badge, for instance, enhances the event experience and serves as an anti-counterfeiting measure.
How To Boost Event Registration and Increase Ticket Sales
According to Statista, revenue in the event ticket market is projected to reach $77.53 billion in 2023 and grow by 9.7% in 2024. To maximize revenue and ensure a packed house, consider implementing the following marketing strategies for ticket sales:
Make It Easy to Register
People often escape a challenging registration process. The easier the registration process, the more attendees you’ll secure. Offer a user-friendly and intuitive registration form with minimal required fields.
For instance, implement a one-click registration option through social media accounts, like “Register with Facebook” or “Google Sign-in,” reducing friction and encouraging more sign-ups.
Create Customized, Dynamic Registration Flows
Personalize the registration experience based on attendee preferences and previous interactions. For example, if an attendee has expressed interest in specific sessions or topics, tailor their registration journey to highlight relevant options, increasing the likelihood of conversion.
Offer Multiple Payment Options
Cater to diverse preferences, broaden your potential customer base, and attract more attendees by providing various payment methods. Alongside credit/debit card payments, consider integrating digital wallets like Apple Pay or Google Pay for swift and secure transactions.
Promote Your Event Registration
Watch your event registration score soar by leveraging the power of social media platforms and running email marketing campaigns.
Focus on creating visually appealing posts, captivating email campaigns, and engaging video teasers to entice potential attendees. Collaborate with industry influencers to spread the word and create a ripple effect of interest in your event.
Follow Up With Registrants
Nurture relationships with registered attendees to ensure they remain excited about your event. In the lead-up to the event, follow up by sending timely updates, exclusive content, or sneak peeks to build anticipation.
For instance, share behind-the-scenes glimpses or interviews with speakers to keep attendees engaged and eager for the big day.
Debrief and Review Metrics and KPIs
After the event, assess its success by analyzing key metrics and KPIs. For example, review the conversion rate of website visitors to registrants, measure the impact of promotional efforts, and evaluate attendee satisfaction through post-event surveys.
Using these insights, you can refine your strategies for future events, ensuring continuous improvement and growth.
Achieve Your Event Registration and Ticketing Goals with Bizzabo
One of the simplest ways to meet your event registration and ticketing goals is to adopt leading event registration technology and ticketing software for your events.
Achieve your event registration goals with Bizzabo’s cutting-edge platform, which goes well beyond streamlining and personalizing the entire process.
Promote and Personalize Event Registrations: With intuitive and scalable event registration software, Bizzabo enables you to create dynamic registration flows for various event types. From simple RSVPs to complex conferences, Bizzabo offers the flexibility to cater to all your onsite and online event registration needs.
Organizers can leverage both free and paid ticket types, advanced field customization, and sophisticated promo codes to incentivize and engage potential attendees.
Streamline Day-of-Event Registrations and Check-In: Long lines and cumbersome check-ins are a thing of the past with Bizzabo’s enhanced onsite registration solution. Attendees can start learning and networking immediately, as Bizzabo provides a seamless and intuitive check-in process.
From the registration website to check-in, badges, lanyards, and kiosks, Bizzabo maintains a consistent brand experience throughout the event. With contactless event and session check-ins using the Klik SmartBadge™ and QR codes, Bizzabo optimizes the registration process, making it faster and smoother.
Additionally, attendees can enjoy easy and instant mobile event app login from check-in, making their overall experience hassle-free and memorable.
Drive Event ROI with Data-Driven Decisions: Bizzabo’s dynamic event registration software enables organizers to make data-driven event decisions. By integrating with tools like Marketo and Salesforce, Bizzabo enables event marketers to attribute their marketing efforts accurately and track campaign performance effectively.
Bizzabo’s Ticket Boost tool incentivizes registrants to refer others, expanding the event’s reach and driving higher attendance rates. Finally, Bizzabo allows organizers to assess ROI and monitor progress toward registration goals and capacity, enabling them to optimize their event strategies for maximum success.