When Can We Open Registration?

One of the most common questions I am asked is “when can we open registration?” It’s often asked from a place of excitement because the team is pumped about the plans we are making and wants to spread that enthusiasm.

My answer to the question must always be a balance of not discouraging the excitement and referring to the timeline and all the smaller decisions that still need to be made.

One of the most important questions that needs to be answered when developing the marketing timeline is what will prompt people to make the decision to register? The answer to that question will be unique to each event and could even be a combination of reasons. Some common examples include:

• Keynote speakers
• Variety of educational opportunities
• Location
• Entertainment lineup
• The compelling story of the event
• A personal connection to the reason for the event
• Networking opportunities

The compelling reason(s) that will prompt people to commit their time (and, in some cases, their money) to attending an event should all be represented in the timeline. For many of our association clients, the keynotes and educational sessions are the most important drivers of registration. To determine the answer to the “when can we open registration” question, we build the timeline by gathering answers to the following types of questions:

1. When will we have a list of potential speakers/presenters?
2. When will we contact the potential speakers/presenters?
3. What is a reasonable amount of time for speakers/presenters to respond?
4. Do we need to build in time for multiple rounds of speaker outreach, in case our preferred speakers decline the invitation?
5. Based on responses, how long will we need to gather speaker bios, photos, and session details?
6. What is our list of marketing deliverables?
7. How long do we need to compile all information into the format our design team needs?
8. How much time does our design team need to create all deliverables, including a website with registration?
9. How much time are we allowing for all appropriate stakeholders to proof materials?
10. How much time is needed for registration testing, and who will be performing the tests?

To be clear, I don’t provide a list of questions like the above as the answer to the “when can we open registration” question. Questions like these are all built into our strategic conversation about the event and part of our comprehensive timeline development.

Part of my responsibility as an event planner is to walk people through the entire event development process and demonstrate how every decision is connected to so many other event components. When all stakeholders are fully engaged in that process and understand (and have ownership in) the timeline, we can ensure that the excitement shared by our team and attendees is met with a seamless and well-timed registration experience that sets the stage for a memorable event.

Your Turn:

What are your most common struggles with registration and how do you approach them?  Is there a piece of the process that we can help with?

Mazda T. Miles, CMM, is the owner and chief strategist at Perfection Events in Philadelphia. The firm specializes in design, planning and production of meetings and events for corporations, associations, nonprofit organizations and public sector entities. Learn more at perfection-events.com or call 888-267-1859.