On-Site Registration. 5 Things That Should "Register"

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Registering event attendees on-site is different that registering attendees prior to an event. On the positive side, an event manager will be "on-the-ground" and capable of managing the inevitable surprises that are part of any live activity. Yet those surprises can easily tax an inferior event registration system--so here are a few things every smart manager should think about. 

1) Attendance Control: A key challenge at these events is the "logistics" of making sure that you don't have too many people in the room, yet making sure (most) all your seats are filled. Your registration system should be able to assist in optimizing those logistics, with real-time tracking to balance advanced sign-ups with first-come first-served on-site registration. 

2) Agency Staffing: Most events are staffed by company personnel or employees in conjunction with select channel / technology partners and customers. But certain experiential events, including ride & drives and some types of sponsorships, are executed primarily by specialist agency partners. This adds a layer of complexity your event management system must handle.

3) High Event Frequency: Because of the use of specialty agencies, these types of events can be scheduled at very high frequency. For example, auto makers may run hundreds of ride & drive events across the globe each year--make sure you are not planning more than you can safely control. 

4) Venue Variety: Most other types of events are hosted within a narrow range of venue types: either a corporate office, dedicated meeting space, or a hotel / resort complex. But experiential events can take place in a wide variety of venues: concerts, malls, sports stadiums and arenas, restaurants, auto dealerships, spring break beaches, festivals...virtually anywhere large audiences gather.

5) On-Site Surveys: Surveys to measure brand lift and net promoter score (NPS) can be administered at almost any type of event, but are particularly critical for experiential events. Surveys can also be used to collect demographic information (gender, age, geography) and consumer preferences; these are the most direct and actionable data points companies can collect.

At an experiential event, consumers will arrive, interact with your brand, and leave within a couple hours or less. So ideally your registration system should be able to handle the registration, the survey, and the follow-up, all same day on-site. For more on this topic, click here