| Any event organizer who is planning to enter the | | | | indicates that online users abandon any registration |
| online event game needs to be aware of the | | | | process that exceeds a 5 to 10 minute limit. You can |
| different challenges he will face to prevent even the | | | | prevent registration losses due to abandonment by |
| smallest possibility of failure. Managing an online event | | | | employing the K.I.S.S. rule when creating your online |
| may seem identical to managing an offline event but | | | | event registration form. What is the K.I.S.S. rule? |
| there are key differences you need to consider to | | | | K.I.S.S. stands for 'Keep IT Short & Simple'. |
| prevent your event from becoming a catastrophe. | | | | When creating your registration form you need to |
| This article will highlight some of the key differences | | | | make it simple and compact. You can achieve this by |
| between an online and offline event, it will arm you | | | | remembering the following:a.Ask for relevant |
| with knowledge of the different types of challenges | | | | information only. If you don't need to know who |
| you may encounter and will provide you with | | | | your registrant's parents are, don't include the |
| marketing strategies and other tips that will help you | | | | question in your online registration form. Asking for |
| resolve any problems that might occur. | | | | such irrelevant information simply adds to your forms |
| Some challenges that you may encounter and some | | | | without providing you with any value.b.Use a multiple |
| suggestions on how you can tackle them: | | | | choice check box format wherever possible and |
| 1.Attracting Attendees Online: | | | | reduce the amount of time the registrant spends on |
| Just like to advertise and promote your event offline, | | | | a page. By using check boxes, the registrant only has |
| you also have to advertise and promote your event | | | | to select the right answer instead of think and |
| online. The only difference is that you have to use | | | | framing answers.c.Add value for previously registered |
| online marketing mediums in addition to your offline | | | | attendees by pre-populating the form wherever |
| mediums. To market your event online, you can use | | | | possible. This will not only reduce the time required |
| any of the following options:a.Optimize your event | | | | but also add value to your brand in the minds of your |
| website using key search engine phrases to ensure | | | | registrants. |
| that your website appears on the search engine's | | | | 3.Payment Options: |
| first page. Studies on online search behavior indicate | | | | An online registration facility gives you the option of |
| that websites that appear on the first couple of | | | | securing the registration with a payment. Why is this |
| pages receive more attention that those appearing | | | | beneficial? Well, people are indecisive beings who |
| appear the first few pages.b.Post banners on | | | | constantly question their decisions. So, if you haven't |
| websites where your target audience is known to | | | | secured your registration with at least a partial |
| visit. For example: If the target audience for your | | | | payment, you are quite likely to end up with a few |
| event are modern working women between the age | | | | empty seats on the day of the event. You can |
| group of 25-40, posting your event banner at fashion | | | | reduce the number of no-shows by accepting |
| websites such as Cosmopolitan, Vogue etc. that the | | | | payments directly online at the time of registration. If |
| aforementioned target audience visits frequently will | | | | you decide to accept payments online, here are |
| ensure that your event receives maximum | | | | some facts you should keep in mind:a.In western or |
| exposure.c.Post an event video on YouTube. If a | | | | developed countries having only credit cards, as |
| picture speaks a thousand words then a video | | | | payment option is acceptable because most of the |
| speaks a million. By posting a video about your event | | | | populace owns one or more card. However, if your |
| on an online video sharing website, you guarantee | | | | target audience hails from a credit card adverse |
| the attention of most visitors.d.Start an online group | | | | country like India having only credit cards as your |
| or forum on social networking sites such as | | | | payment option will restrict the number of |
| Facebook. Word of mouth was the first form of | | | | registrations and increase the number of abandoned |
| advertising and it is still an effective method today. | | | | registrations.b.In India, majority of people do not |
| You can use social networking sites as a form of | | | | have a credit card but they do have a bank account. |
| 'word of mouth' communication that you can use to | | | | So, if you offer net banking facilities as part of your |
| promote your event.e. Send out emails and e-invites | | | | payment options, you will be able to target and |
| to inform attendees that your event is taking place. | | | | capture a wider registration base successfully. |
| You can also link your banners to your event | | | | Always consider who your target audience is and |
| registration facility to encourage them to register | | | | what is mode of payment they preferred before |
| immediately. | | | | selecting an online event management solution |
| In addition to online mediums, you can promote your | | | | provider. You can play it safe by choosing an event |
| online event in the in the real world by adding your | | | | provider that offers multiple payment options. This |
| website url to all your communication from hoardings | | | | ensures that you can capture types of audiences |
| and press releases to brochures. This will make your | | | | easily. This is not an expensive venture as there are |
| target audience aware that they can register for | | | | companies offering multiple payment options as part |
| your event online. | | | | of the package. |
| Note: An added benefit of using online marketing | | | | The challenges listed in this article - the type of |
| mediums is that you can add a link directly to your | | | | marketing techniques that will attract maximum online |
| event website where you can provide potential | | | | visitors; the most effective way to collect online |
| attendees with more information about your event. | | | | registrations; and the importance of a real time |
| After all, if your attendees don't know that they can | | | | payment gateway process to your online conversion |
| register for your event online, they will not. | | | | rate may sound obvious. However, a surprising |
| 2.Simple Online Registration Forms: | | | | number of event organizers overlook these details |
| The internet is renowned for its quick and instant | | | | when launching their events online for the first time. |
| capabilities. By adopting the internet as a registration | | | | The aim of this article is to create awareness about |
| tool, you are subconsciously informing your potential | | | | these challenges and to prevent event organizers |
| attendees that they can register for your event | | | | from failing to generate sufficient revenue from their |
| online quickly and easily. After which, if the registrant | | | | event and dismissing this profit-generating medium as |
| finds a lengthy and complicated registration process, | | | | worthless. |
| he will abandon the process mid-way. Research | | | | |