How to Strategize For Event Registration Spikes

Based on your own past event data

Have you ever freaked out because your event is a couple of months away and you don’t have the number of registrants you thought you would? We’ve all been there!

In order to create an effective event marketing strategy, it’s important to set realistic KPIs, not just for your final registration number, but throughout your entire event promotion. This includes monthly checkpoints with your projected registration numbers. In order to do this, you’ll need some benchmark data, based off of your previous events.

We conducted an analysis of our own previous events (>20), with an average of 238 registrants per event. As you can see in our combined graph, we analyzed the data from all previous events to obtain one average graph displaying the registration timeline. We noticed a strong pattern of increased registration activity during the 30 days prior to each event. The overall activity increased even more toward the 20-day mark. This remained true even when we looked at the registration timeline for each event individually.