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HOW TO: Love thy delegates… because without them, you don’t have an event

At Marketing Options International (MOI) we pride ourselves on our low level of no-shows, with an average attendance rate of above 80 per cent. We’ve achieved this by gradually transforming our delegate management service into what we call a ‘concierge service’, dedicated to nurturing our delegates before, during and after each event.

While many B2B companies are good at the ‘during’ and ‘after’ side of event engagement, we think the ‘before’ aspect is just as important, if not more so. When our clients invest a lot of money in audience generation, the last thing they want is for all those initial registrations to turn into no-shows by the time the event comes around. After all, the aim of most events is to generate sales leads, so every no-show is potentially a lost sale.

So what’s the best way to ensure registrations turn into delegates who turn into customers? The key is to make them feel loved from the moment they click the ‘Register now’ button.