#8 Reaching out to no-shows

August 28, 2013 — Leave a comment

They said they would come, but they didn’t. Now is not the time to let them slip away.

Personal information is a valuable currency in the digital world, and it is the lifeblood of Demand Generation. Perhaps even more valuable, however, are time and attention. In fact, some observers have coined The Attention Economy as a phrase to describe the trade between brands (who offer value, information and utility) and their audiences (who pay with their time, focus and feedback). As a theory, it has its critics but it useful to help understand the scarcity of your audience’s attention.

Keep this in mind when dealing with the inevitable ‘fall off ’ between registrants and actual attendees. These people  had some intention of turning up or tuning in – they made a small initial investment of time and attention to register or indicate their interest in some way. Ultimately, they weren’t able (or decided not) to be there. Either way, they didn’t continue investing. The question is: how do we react now?

.

b2b events digital

Maybe they got a better offer? Don’t punish your no-shows, there may be value in them yet.

.

It’s useful at this point to revisit your objectives, (what did you want your prospects to do as a result of coming to your event?) and skip straight to that for non-attendees.  What can you offer a no-show to bring them back into the fold and get them to continue the relationship or respond in the way you were trying to generate with the event itself? If you were trying to match prospects with your own internal experts at the event, for example, now is the time to reach out and offer to do that, virtually, for your no-shows.

It’s really important not to relegate or punish them for not showing up – sympathise with their plight and offer them a fast-track or make-good offer. Consider a summary stream of content that makes them feel like they have broadly ‘caught up’ with what happened at the event, but with very clearly marked paths to pursue more connection or utility. You might want to consider a way that also showcases other attendees – their contributions and reactions. This re-enforces the perception that the event was well attended, not just in terms of quantity but also quality. Give the non-attendees a sense of the community that was formed at the event and an opportunity to connect and still become part of it, perhaps as part of an ongoing digital community.

Finally, work out a plan B and offer it to your non-attendees: can you direct them to a similar or related event in the near future? Offer to pre-register them and send reminders to ensure they can attend your next event.

This is the eighth instalment of the series: 10 ways to leverage digital for better B2B eventsWe recently ran an audit of the various tactics, strategies and recommendations we’ve developed @ Ogilvy for using digital to improve the live event experience (for the audience) and performance (for the marketer) – this advice is a summary of what we found to be true and useful.

< Previously in this series: #7 How to distribute your content      

> Up next in this series: #9 Ongoing digital communities

______________________________________________________________

About the Author: Barrie Seppings blogs about making things better – for clients, brands, agencies and humans. He is currently Regional Creative Director at Ogilvy Singapore and he likes boards surf, skate and snow. Follow him on the Twitter, connect on LinkedIn, or add him on Google+

About the images: all photographs used with the permission of Martin Ollman Photography. Contact Martin directly for rights and commissions.

______________________________________________________________

 

Advertisements

No Comments

Be the first to start the conversation!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s