Questions to Ask When the Numbers are Low

Sometimes event registration doesn’t go quite as well as we hope. The number of attendees we plan to have are not as high as we need them to be. In fact, the event might be on the brink of cancellation due to low attendance. (How do you know when to cancel? We’ll discuss that in another blog post soon!)

When the guest numbers are lower than expected, here are questions you can ask to gain a better understanding of why you may be in this situation:

  • Have you marketed the event well? Whether through social media, mailouts, personal invites, emails, flyers, radio or other marketing means, do people know about your event?
  • Is this an event people want to attend? Does the theme entice people to come? Do people want to hear from the platform speakers? Would you want to attend your event if you were a paying guest?
  • Is the event location convenient? Do people have to travel too far? If flying, are there clear instructions on how to best get to the event location from the airport?
  • Is the price reasonable? Too high, and you’ll limit your number of guests because people can’t afford it. Too low, and you might run into people thinking the event isn’t high quality.
  • What is the weather typically like during the time of your event? If it is a snowy season, guests may be hesitant to book travel.
  • Is the time of your event conducive to the guests to which you are marketing? For example, a senior adult retreat can more easily occur during the week than a marriage conference where couples may have to secure childcare or take off of work.
  • Are there competing events during the same time? In addition to other conferences, are there events that might affect a majority of your guests? These could include graduations, sporting events, holidays, etc. If attendees are coming from the same area, and your event is planned for the weekend of the high school state football tournament, this might be a reason numbers are low. If you are planning a men’s event, have you looked to see when the next major sporting event near your date is?

At the end of the day, sometimes we can’t explain why event registration numbers aren’t what we had hoped, expected, or budgeted. It’s natural to be disappointed, but, if you ask yourselves the above questions, perhaps you can get a better understanding of the whys to your low numbers. If it’s not too late, you can act on these, as well. For example, market your event if there is still time. Change the date if it is a possibility. Adjust the pricing structure if it fits within your budget. You can’t plan for every situation, and you can’t please everyone with the date your event falls. However, with a little pre-planning research, you can hopefully avoid a low attendance.