Ask the Expert

Q. How do I get my members to register for our conference earlier than usual? While we don’t have the program completed yet, we know that more than 50% of members will register no matter who the speakers are. The rooming list shows a lot more people than registered, but we know they’re booking their room so that they don’t get left out in the cold.

A. You have to ask yourself, why should attendees register early if there’s no incentive or there isn’t a penalty for registering later? Here are a few tips, but bottom line, you need to reward early registrants.

• People are used to deadlines, so give one to them. Build in multiple deadlines starting with early bird and raise the prices slightly. Don’t be afraid to have 4-5 cutoffs.
• Think about the first come, first served mentality, i.e. “the first 50 or 100 individuals who register will get ‘what?’ A drawing to win a free registration next year? Priority seating at the luncheon? Spotlighted in the newsletter? Extra drink ticket at the reception? Complimentary workshop?
• Back your timeline up even earlier and add a loyalty or legacy rate. The lowest rate offered. This rate, which has a short window, can only be used by members who attended last year’s conference. They will always be eligible for the legacy rate unless they drop a year.
• Go through that rooming list and cross reference. Communicate that only registered attendees can take advantage of the block and room rate. Incentivize that group to book.

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