The Events Industry is a truly unique sector to be a part of. It is a blend of creativity, chaos and conversation. If offers the opportunity for Event Managers to be extremely experimental with their work, whilst also exploring the psychology of human interaction, experience and engagement.
Psychology is often a very overlooked side of Event Management. What an earth does catering, decorations and chit chat have to do with the human brain? Well I genuinely believe that if an Event Manager does not spend time trying to understand their attendees and is ignorant of both psychological and physiological influences, their event will fail. It will suffer from either a lack of sign ups, a high dropout rate or negative attendee reviews.
An individual could have been thoroughly engaged and entertained for 6 hours and be loving your event – but if they spent a whole hour queing for the toilet or the food was rubbish or they spent 4 hours straight sitting down with no movement or refreshments, that is all that they will remember. It’s vital that new Event Managers think about the entire experience for each individual attendee. They should map out everything they will see and come across the minute they walk in the door all the way through to them leaving.
Below are some vital factors every Event Manager needs to think about during the Event Management process to reduce as much friction as possible, improve attendance figures and maintain value and experience.
Venue, Date & Time
- How convenient is your location? Do they have to travel far? Is there a lot of traffic in that area? Is there parking? Will they be requiring public transport? Can you provide transport to make their journey easier?
- What time of the day is it? Are they likely to be leaving work? Would they be happier with a morning/evening event? Are they likely to have children and a family at home that would affect their decision to attend? What other commitments do they have at that time? Are they hungry?
- What day of the week are they likely to attend? For example if you are creating a corporate drinks event, do not host it on a Monday or Friday night!
- Where are they when they see your advert/invitation? Are they busy? Do they have children with them? How easy is it for them to process the information? What is your call to action? How easy is it for them to sign up? Is it visually engaging? Does it provide all the information they require to attend?
- How many times should you remarket to them? How many different methods should you use? Are you annoying them by emailing them too much and therefore creating a negative vibe around your event?
- How can you reduce your drop out rate? Is an email sufficient? Should you text? Or is this too invasive for this audience? Can you offer an incentive to attend? What is likely to have happened in the last 24 hours that would stop them attending?
- Have you built up enough excitement on social media channels to make them want to attend? Have you created the “fear of missing out”?
- Can they park? How far do they need to walk? Is someone greeting them at the door? Is there somewhere for them to put their coat and bags so they can relax? If they are alone, has someone in your team gone to talk to them? Have you provided the Wifi code? Is catering easily accessible? Do they know where the toilet is? Are the drinks close to the food?
- How long is the event? Will they be sitting in a particular seat for a long time? Will they be hungry or thirsty or uncomfortable in some way? Do you need to provide a break? Can they hear? Is it too hot/cold? Are there any distractions or background noise? How far do they have to travel between rooms? How long do they have to queue for at certain areas?
- How can you make your event memorable? Have you said thank you for attending? Have you made them feel valued? Have you offered them an incentive to attend again? Have you asked for feedback to find out if you missed anything? Have you mentioned your next event?