{"id":1925,"date":"2023-10-17T10:46:00","date_gmt":"2023-10-17T09:46:00","guid":{"rendered":"https:\/\/www.biworldwide.com\/eu\/our-work\/blog\/how-to-make-a-good-first-impression-with-your-event-communications\/"},"modified":"2025-04-08T15:03:55","modified_gmt":"2025-04-08T14:03:55","slug":"how-to-make-a-good-first-impression-with-your-event-communications","status":"publish","type":"post","link":"https:\/\/www.biworldwide.com\/eu\/our-work\/blog\/how-to-make-a-good-first-impression-with-your-event-communications\/","title":{"rendered":"How to make a good first impression with your event communications"},"content":{"rendered":"
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\n\t\t\t\tFive ways to improve your guest registration experience\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t
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Why is it a struggle to get people to register for your events? Put simply, because it’s uninspiring.<\/p>\n\n\n\n

Read our five key ways to improve your guest registration experience and ensure you engage your delegates from day one. <\/p>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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One of the challenges in\u00a0event management<\/a>\u00a0is getting guests to register. Whether for a compulsory company conference in Wolverhampton or the recognition trip of a lifetime to Australia, the process of getting each guest to register and provide all the necessary information in a timely fashion can be long and drawn out.<\/p>\n\n\n\n

Why? Because it\u2019s uninspiring.<\/strong><\/p>\n\n\n\n

Guest registration is usually the first step in a guest\u2019s event experience and the first opportunity to create an impression of the event itself and what to expect next.<\/p>\n\n\n\n

Sadly, with timelines to meet and a plethora of information to collect and relay, this first experience can often overlook its potential to inspire and become an email full of words, instructions, do\u2019s, don\u2019ts, and demands. Hopefully a link to more information and the critical \u2018register\u2019 button. Unfortunately, this approach does little to excite the guest and motivate their registration, let alone generate any kind of anticipation or purpose in the event they\u2019re to attend.<\/p>\n\n\n\n

Here at BI WORLDWIDE, we like to talk to our clients (and anyone that will listen), about behavioural economics. That’s because we have proven success applying its principles to our solutions to inspire behaviour change and deliver measurable results for our clients.<\/p>\n\n\n\n

Here are five actionable ideas you can use in your next event to improve the impact of your guest registration experience.<\/p>\n<\/div>\n\n\n\n

VIVIDNESS EFFECT
People remember things that are graphic or dramatic.<\/em><\/strong><\/h2>\n\n\n\n
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It\u2019s easy to see the obvious use of vividness in events when it comes with Hollywood action movie budgets! However, (check left, check right) between you and me, you don\u2019t need to have a huge budget to make the vividness effect work for your event. Really, vividness is about getting your guests to pay attention to your event and then keeping that attention.<\/p>\n\n\n\n

Guest registration is one area where vividness can be used to great effect without costing a fortune. It\u2019s not just about pretty and colourful, although this can play a role in making invites and websites attractive to initially grab that attention. But triggering an emotional response is more likely to keep that attention.<\/p>\n\n\n\n

Humour and disruption from the expected are great ways to capture your guest\u2019s attention, keep it, and elicit positive emotional responses that they\u2019ll associate with your event.<\/p>\n\n\n\n

Make sure your headline is eye-catching, whether that’s the subject line of your email or the title of your webpage. For example, the subject \u2018Are you ready for the party\u2026.after this year\u2019s Company Conference\u2019 is more likely to attract people to open an email than \u2018Company Conference 2025\u2019.<\/p>\n\n\n\n

Adding in creative touches, imagery that elicits the feelings you want to convey, e.g. this is going to be fun, and even a small amount of humour can all help to grab your guest\u2019s attention and keep it.<\/p>\n\n\n\n

Now what you do with all that attention now you have it\u2026.<\/p>\n<\/div>\n\n\n\n

CHOICE ARCHITECTURE
People don\u2019t make any choice at all when faced with too many choices.<\/em><\/strong><\/h2>\n\n\n\n
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Removing choices may seem like a strange thing to suggest in today\u2019s world of hyper-personalisation but it actually allows you to get to the personalising part faster. We limit the choices in order to steer guests towards the actions we want them to take; we want to give them a choice they\u2019re happy to make. Telling people to take the stairs because it\u2019s better for you will see only a few extra people taking those stairs. Turn them into a piano that plays a note for each step and those numbers substantially increase without anyone saying a word. Although we can\u2019t create a piano stair during registration, we can look at the choices that we\u2019re giving our guests.<\/p>\n\n\n\n

The huge amount of information found in most invite emails is partly a genuine want to impart what\u2019s considered all relevant information to the guest, but also a desire to head-off potential questions that could come from the guest and take up time. There’s a slight assumption that every guest is going to call or email asking multiple questions if all this information isn\u2019t provided up front. What\u2019s happening is that this time-saving exercise is backfiring, and the deluge of text is making it more difficult for guests to find the answers they want and delaying their registrations, leading to multiple questions and multiple chase emails.<\/p>\n\n\n\n

The only choice we\u2019re giving guests is: read this long email and then register for the event. And, unsurprisingly, that\u2019s not a choice most will want to make immediately upon receiving this email.<\/p>\n<\/div>\n\n\n\n

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The huge amount of information found in most invites:<\/h3>\n\n\n\n
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