How do I increase registrations to my webinars?

How is the economy affecting registration trends for KRM clients? The newest reports indicate that more and more registrations are coming in closer to the event date than ever before.

What KRM clients are experiencing

Financial services industry client has experienced a shift in registrations trends:

2008 = 74.12% of total registrations came in during the 30 days before the event
2009 = 83.86% of total registrations came in during the 30 days before the event

Healthcare industry client experienced a larger shift in the month before the event:

2008 = 50.24% of total registrations came in during the 30 days before the event
2009 = 65.22% of total registrations came in during the 30 days before the event

Publishing market client experienced the largest shift in the month before the event:

2008 = 48.51% of total registrations came in during the 30 days before the event
2009 = 71.89% of total registrations came in during the 30 days before the event

Further evidence of the shift in registration behavior is seen by the same client in the publishing market.

2008 = 2.76% of total registrations came in on the day of the event
2009 = 5.05% of total registrations came in on the day of the event

What does this mean for you? Should you cancel your webinar or hold it?

The most recent registrations trends suggest that you shouldn’t give up hope too early in getting people registered for your audio conferences, webinars and streaming events. Registrations for events across the board are coming in later than ever before. So, instead of jumping the gun on cancelling your events 2 or 3 weeks out, it may be in your best interests to hold off and turn up your promotional efforts.

Do I need to adjust my promotional schedule?

We understand many of you cannot send an unlimited number of emails to your audience, but it may be worth looking at your promotional timeline and altering it to fit your audiences’ needs. Promote as many times as you can … including as close to the event date as possible.

Example Promotional Schedule

• Start promoting your events 4 weeks out (from the date of your events)
• Promote events at least once a week 3 weeks out and 2 weeks out (blast emails, newsletters, flyers, direct mail, social media, etc.)
• Promote 3 days out to keep your events “top of mind” for your audience and prompt them to register … before they miss out on the opportunity to do so.
• Send a day before reminder to register, which is very important given the most recent statistics. If you’re not telling people to register during the timeframe they’re most likely to do so, you’re missing out on potential revenue!

What our KRM sister company, PESI, is experiencing with their events (virtual and face-to-face):

We are currently experiencing the most significant change in registration patterns since 9/11. Early registrations have dropped significantly and it appears that the financial discount for early registration (i.e. 3 weeks prior to the activity) doesn't trigger purchases as it once did.

Regarding email campaigns, the best results we've experienced are for promotions with a defined, short time period (i.e. 24 hours).
Mike Conner
PESI

Get all your webinar and audio conferencing questions answered

Call KRM Information Services at 800.775.7654 or email info@krm.com, Monday through Friday 7 a.m. to 5 p.m. Central Time. Tell us your needs and we’ll help you build your events, your way.