Event Guide: Sold-Out! The ultimate guide to successful business events

Six proven principles have been shown to increase registration rates. Social proof works by highlighting guests who have already registered. Scarcity – that is, artificially limiting the number of places available – triggers the fear of missing out (FOMO). Reciprocity works through small added benefits, such as a free gift for early bookers. Commitment is triggered by save-the-dates sent out well in advance. Liking is fostered through authentic communication by the organising team on social media. And authority is strengthened when renowned speakers or prominent guests are highlighted.

That depends on the type of event. As a rule of thumb, the following registration rates apply: for internal events, around 70% of those invited register; for free events, approximately 25%; and for paid events, around 15%. So, if you want to attract 100 participants for a paid event, you should invite at least 650 to 700 people. The open rate for event invitations ranges between 40% and 55% depending on the type – another reason to target the audience specifically and via the right channels.

Poorly attended business events usually have several causes: an inconvenient date, the wrong venue, a target audience that is too small or hard to reach, inadequate marketing, or registration barriers that are too high. The first step is to identify the exact problem. Is the event on a Thursday in September—the most popular day and month for business events? Is the registration process digital, mobile-friendly, and completed in just a few clicks? Do the content and target audience align? Ensuring these basics lays the foundation for a well-attended event.