The most important part of planning and setting up Registration is timing — sooner is better! While you don't need to set up every ticket and checkout form by the time you publish, launching some discounted ticket options for early registrants who simply can't wait to be part of your next event is a great idea. 😄
Launch your Registration page as early as possible so everyone has time to learn about your event, register for it, and make travel plans if needed.
For in-person and hybrid events, launch registration at least 3-5 months before your event to give registrants extra time to make travel arrangements.
Since virtual attendees don't need to travel to your event, virtual events can have a shorter timeline of 2-3 months.
You know your event and audience, so the timeline is ultimately up to you. Whatever you decide, make sure you have enough time to plan and execute your marketing and promotion strategy, which we discuss later in this article.
Before attendees can start registering, complete the following setup steps:
Some aspects of your promotion plan or event logistics may affect setup. Here are some considerations to help you think through some of the nuances:
In addition to exclusive groups, consider assigning tickets to non-exclusive groups for an even more tailored experience.
Plan your promotion strategies and identify target audiences, then draft email, website, and blog content with those in mind.
Work with sponsors, exhibitors, and speakers to reach their networks with flash sales or targeted promotions. Work this promotion tactic into your sponsorship deals! Plan and coordinate beforehand to stay organized and ensure a smooth and seamless experience, and consider providing a social media kit with suggested messaging, images, and links they can share.
Coordinate sponsors, exhibitors, and your own team to embed widgets and embedded links on the websites. Don't forget to use UTM parameters and integrate third-party analytics tools for tracking success.
Create any necessary access or discount codes for flash sales, students, and other eligible registrants in advance. This will help solidify your promotion plan. Remember that you can generate registration links with an access code already filled in, so registrants can find only the tickets you want them to purchase, based on the link they click from. Set the access code to go live at a certain time.
Create customized checkout confirmation messages and confirmation, refund, and cancellation emails for specific ticket types ahead of launch so that tailored messaging is ready to go when registration opens. Learn more in our article about customizing registration checkout messaging.
If you want registrants to answer follow-up questions based on answers to previous questions, carefully think through the structure and criteria for answering follow-up questions.
Consider setting up registration in time to advertise it during other events and create special discounts for repeat registrants.
While it's tempting to start broadcasting on all channels right after publishing Registration, it's a good idea to run through registration yourself at least once. As you test Registration, consider any possible points of confusion and address them proactively. Pay close attention to the following:
Make sure promo and access codes are working as expected.
Make sure that checkout forms are set up correctly and are associated with the appropriate tickets.
Review questions, including wording, options, and follow-up question criteria.
Review confirmation, refund, and cancellation email content and setup. Clear communication throughout the attendee experience reduces dropped registrations and instills confidence in your registrants during and after the process.
There are many ways to publicize your Registration page. Here are some ideas about how to spread the word after you've published Registration:
Send out emails and post the registration link, direct ticket links, and links with pre-filled promo codes on your website and social media spaces to quickly and easily help people find the registration page. Take full advantage of these simple promotion avenues!
When you launch early registration ticket options, gather a list of those who signed up early last year and send that list a special email.
Without overwhelming people's inboxes, periodically send reminders to unregistered people on your email list.
After folks register, stop asking them to register. 😄 Removing them from registration reminder email lists doesn't have to be the end of your promo efforts, however. Consider sending 'refer a friend' emails and rewarding referrers with event swag, discounts on next year's event, or a special Game Code to give them a boost in the leaderboard.
Launch digital ads in online spaces frequented by your ideal attendee. Don't simply pay Google or Facebook money to show your advertising media to random people — target specific audiences with tailored content, and use UTM parameters to track success.
Tell your sponsors, exhibitors, and speakers when it's time for them to publish their own promotion efforts.
These are only some of the possibilities for promoting your registration, and there are many more. Network with other event planners to learn even more amazing ideas, and let your imagination run free!