You may forget that attendees are consumers, very smart consumers, and they know how to do their research before they drop major coin on a live event. It's a big investment for most and they want to make sure they're making a good decision. Now, since this channel is centered around the profitability of your live event, this is an important topic. It'll give you some insight, as a first-time organizer, on what attendees are paying attention to. Believe me, we read that sales pages. For the attendee whose primary focus isn't connection, everything about your sales page has to align with where they are in their business right now, their current pain points and how your live event can help them. For most attendees, making a live event purchase is an emotional one. They enter one way and they sure hope to leave a different way. For example, if they walked in feeling overwhelmed about their social media content, they expect to want to walk out feeling more sure and with a strategy and helpful tips. Since your profitable live event depends on ticket purchases, let's get right into the 7 questions attendees ask before buying.
What does it cost? - I surveyed my audience of attendees a while back and I asked what is the number one factor that plays a major role in their decision to purchase a ticket. The answer? Price! Not everyone has a budget to attend 4 or 5 events a year. Some attendees have saved up for 1, maybe 2 events, so they're very picky with the event they choose. They're looking at if the event is all-inclusive or not, if not, they're pricing out the other elements like food and hotel, to see if the total is within their budget. They're also looking at the pricing tiers and the benefits. If there's a valuable VIP or early bird option, they'd consider taking it.
Where is it located? - For most entrepreneurs, location is exciting. Attending a live event is an opportunity to possibly travel somewhere they've never been to before. So if you live in a cool city like San Francisco or Asheville, take advantage of having your live event close to home. Close to home also ensures you don't leave anything behind or take on additional expenses. As long as the venue makes sense for the event type, that's what matters. If you want to learn more about this specifically, I'll link it in a card above.
Does my business need it right now? - An attendee who has budgeted for 1 or 2 events that year will not spend money on a live event just to hang out. Usually, they are attending to get a current pain point solved. Don't think of pain point as something directly related to their business. I've seen organizers plan live event to help attendees relax, to encourage them, to fill their cups. Most times organizers plan live events that are an extension of their current service, offer or content. If an attendee wants to work with you, but can't afford your service or offer, they will most likely take you up on that live event offer because it checks other boxes as well.
How many days can I take off? - This can pertain to their jobs or business. Some attendees go to live events knowing that they'll do an extended stay to either explore the area or see friends and family. From a business standpoint, if you're planning a live event for a wedding, you may want to consider the busy wedding season and strategically choose a date before or after the season. If you're hosting a 4-day event, and as a first time organizer, I don't think you will, you may want to offer different price options. For example, if day 1 is more of a welcome day and day 4 is more of a wrap up day, perhaps include a price point where attendees can take advantage of days 2 and 3 if they wouldn't necessarily care for days 1 and 4.
Who is the event for? - Attendees want to know this. There is nothing worse than attending an event that was marketed for general entrepreneurs but the majority of attendees are photographers or the content is for newer entrepreneurs. Be super clear on your website, your social media platforms, in your marketing and advertising. Live events are an investment and attendee remorse is real. If you're not intentional about this, it can hurt your brand if attendees communicate their frustration with others. Don't forget that a huge part of live events is the in-person connection with other entrepreneurs who are a part of the online atmosphere. It's difficult to have a variety of connections if they're all the same people.
Do I know the organizer? - This is huge. It's definitely a result of the know-like-trust factor. When attendees already follow you on social media and are on your email list and perhaps even and are familiar with your content, products and services, saying yes to your live event is easier for them. It's a no-brainer especially because they've come to know you. So consider launching to your audience first before you launch to everyone else. And of course, if you're not consistently speaking with your email list or social media followers, this can prove to be a bit more difficult.
What is the main content of the event? - Content is everything. Most attendees are attending your live event to learn. One way to make sure you're supplying the content that your audience needs is to ask them. We all know that we shouldn't be creating things just because we think it sounds nice, so I won't go into that. However, if you pose the question to your audience, and ask them about their pain points, you'll receive responses. Their answers will draw you to the exact content you need to create for your live event. If you don't receive enough answers, try speaking to your audience in FB groups or Instagram DM.
Alright, so that was quite a list but it's necessary to understand what attendees are thinking about before they purchase a ticket to your live event.
It walks you through each planning element from A to Z.