Registration 101: Start to Finish

Transcription

1 Registration 101: Start to Finish Tips for Planning, Implementing and Executing Your Event Registration By Lisa Burton, CMP Vice President 3525 Piedmont Road Building 5, Suite 300 Atlanta, GA

2 When you re planning a conference or another important event, your meeting investment and your brand s reputation are on the line. How much have you thought about the registration system and the process you are asking your attendees to follow? Registration is more than gathering your attendees name to print on a name badge. It s is the first contact they ll make with you and your event. Once a prospect determines the meeting is beneficial to attend, the next step is registering. You want to be sure the experience is positive from start to finish. You have a unique opportunity to delight your customers with an efficient and hassle-free process. Approach it thoughtfully! Having an accurate registration history helps determine important planning factors such as quantities for on-site materials, accurate food and beverage guarantees, and the number of onsite staff support needed, to name a few, to produce a successful event and stay within budget. The information you gather during the registration process allow you to know who your audience is before they arrive to your meeting. If you court sponsors and exhibitors to generate revenue, the demographics you collect during registration are an opportunity to create a compelling profile of your event attendance that s worth investing in. From choosing the right online registration system, providing excellent customer support before during and after your meeting, to managing registration data and financial information, the registration process can be a large undertaking and, depending on expected attendance, may require multiple full-time staff to manage. Whether you plan to manage the entire process yourself, or use a third-party for part or all of the components, we ve created this document to guide you through creating a robust registration program. First, we introduce some high-level strategic considerations. These are followed by more granular checklists addressing the setup procedure for your online system and registration form, as well as what to look for during a site visit to the event venue. We have also provided a list of badge printing how-tos and best practices. Lastly, we provide guidelines for preparing your onsite staff to provide excellent customer service at your event. Of course, outsourcing a third-party registration management provider can alleviate part or all of the work associated with the registration process, and allow you to focus on the business strategy for your meeting. If you have any questions as you embark on this important facet of planning your meeting, we re happy to advise you. Please us at info@meetingexpectations.com or call we have a team of professionals dedicated to registration with over a decade of industry experience. First Things First: Create a Registration Strategy Here are some high-level issues you will want to address as you plan your approach to registration:

3 Choosing an Online Registration System While faxing or mailing registration forms can complement your registration plan, online registration offers an efficient, economically- and environmentally-friendly approach to collecting attendee information and registration payment. If you don t already have registration software, you may want to consider outsourcing. There are many online platforms to manage and facilitate the registration process. Determining which system to use can be a little intimidating if you don t know the right questions to ask. Completing the Registration System Setup section of this document is a great place to start. In particular, the items found in sections IV and V will influence how complex your system will need to be in order to accommodate your requirements. Demographically Speaking - Asking Attendees the Right Questions When it comes to demographics, ask for only the information you will use for a specific meeting, otherwise you can overwhelm the registrant. What level of management will be at the meeting? Will attendees be able to build and manage their meeting agenda online? Should they be asked different questions than vendors, which may require building multiple registration forms or adding skip logic? Gathering the most accurate information can assist with the current meeting as well as planning meetings in the future. Providing Customer Support No matter how much information is provided on the website, people often want to communicate directly with a live person either by phone or via to find the information they are seeking. Having dedicated professionals to answer questions about the meeting agenda, process payments or make substitution requests can ensure your attendees receive the best customer support possible. Setting up a dedicated telephone number and address for your registration team to manage is the most efficient way to promptly answer registration questions and ensure these questions don t get lost in the shuffle of vendor, sponsor or speaker requests. Your customer support staff can also provide an immediate solution should there be any technical difficulties during the registration process. As much as we love and rely on technology these days, there are momentary glitches to any online application. Having a backup plan in place and staff to support it will alleviate any frustration during downtime. Managing Your Data Tracking your registration progress on a weekly basis is an important part of registration planning. Reports help calculate the ROI for marketing efforts, such as an promotion, conference invitation or telemarketing campaign, by monitoring registration response. Evaluating the number of registrants for each registration category can let you gauge who to expect at your meeting and allow you to focus on increasing registration to a particular demographic through target marketing. Most online registration software allows for full data exports to import the information gathered on

4 the registration form to Excel. Once the information is in Excel it is easy to sort, analyze and modify as necessary. Determine what information is vital to review consistently and determine the frequency with which you need to review. It s also important to review the data on a weekly basis for quality assurance. Cleaning up new data regularly, by correcting someone who types in all caps or all lowercase, will save you time when you go to print badges closer to the event date. We hope you find this information useful as you create a successful and memorable event and a seamless registration experience for your guests. If we can answer any questions, please us at info@meetingexpectations.com or call Registration System Setup Depending on the complexity of the event, the time to setup the online registration form can vary. To ensure your online form is properly set up, and the information you collect is used most efficiently, think through what you need to collect on the registration form. Obtaining good setup information in advance is key to minimizing implementation schedules. Determine whether a question is required to answer (full name, company, , phone) and what is optional (alternative phone number, fax number). Whether you are setting up the registration system yourself, providing the information to your in-house technology support, or using a third-party management company, you will want to determine the following areas before selecting the registration system which is ideal for your meeting. I. Event Overview a. Meeting/Event Name [Does the event have an annual name? Does the theme change each year? Will graphics be included in the online registration?] b. Meeting/Event Dates [Single date and location or multiple events] c. Meeting/Event Location(s) [Is this a single meeting, regional meeting, monthly meeting, road show, etc?] d. Expected Attendance [Provide several years attendance numbers if applicable, break this down into categories, i.e. paid attendees, vendors, exhibitors, speakers.] e. Desired Date Registration will Open [Having registration open for at least three months before your meeting will allow optimal time to promote the event and gain the attendance you re targeting.]

5 II. Determine Registration Types and Rates [Will everyone pay the same rate? Do speakers receive complimentary registration? Are there any VIP attendees who will need special treatment?] Examples: a. Customer b. Vendor c. Prospective Customer d. Prospective Vendor e. Corporate Employee f. C-level Executive g. Investor h. Press i. Event Staff j. Sponsor k. Exhibitor/Service Provider l. Speaker III. Determine Registration Periods [The earlier people register, the easier it is for you to plan for your meeting. Offering lower registration rates in advance (commonly known as early-bird rates ) provides an advantage to you and the attendee. Be sure to check the day of the week on the calendar. In the event a registrant has a question or experiences technical difficulty, you want to be sure a registration support staff member is available to answer questions. Thursday is typically a good day of the week to end a specific rate or offer, as it allows an extra day to handle any registrant concerns before the weekend and honor the lower rate if applicable.] a. Early [Generally runs through the opening of online registration until approximately one month prior to the start date of the meeting. Good practice to set the registration system to end one rate at 11:59 PM in the time zone of your event and start the next registration period at 12:00 AM the next day.] b. Advance [Begins immediately after the early rate expires. Generally expires three days prior to the start date of the meeting.] c. On-Site [Begins immediately after the advance rate expires and runs through the meeting.]

6 IV. Determine Registration Packages [What is included with each package? Will One-day Passes receive the same access as Full Conference? This information can be noted in most registration systems] a. Full Conference b. One-day Pass c. Two-day Pass d. Workshops Only e. Expo Only V. Additional For-Fee Options a. Workshops b. Activities c. Guests d. Evening Events e. Golf Tournament f. Tennis Tournament VI. Standard Contact Profile a. Salutation b. First Name c. Last Name d. Industry Designation e. Job Title f. Company g. Address h. City i. State/Province j. Country k. Zip/Postal Code l. Office Phone Number m. Cell Phone Number n. Home Phone Number o. Fax Number p. Address

7 VII. Additional Contact Profile Fields a. Preferred First Name (name to be printed on attendee name badge) b. Suffix c. Web Site URL d. Division e. Special Needs f. Special Dietary Needs g. Emergency Contact Name h. Emergency Contact Phone i. Emergency Contact VIII. Demographic and Marketing Questions a. How did you hear about the conference? b. What is your primary role in your organization? c. How many of our conferences have you attended? d. What topic area(s) are of most interest to you? e. Are you planning to visit the Expo? f. Are you planning to attend the evening events? (list them individually) g. Compliance: I agree to abide by the conference terms and conditions (cancellation and substitution policies) IX. Financials [Outsourcing third party meeting management companies can offer support if you don t have access to an online merchant account, or a dedicated accountant to manage the event budget and financials.] a. How will financials be received? Online merchant account? b. What type of payments do you accept? (credit card, check, wire transfer, PO) c. What type of credit cards do you accept? (Visa, Master Card, American Express) X. Determine Cancellation and Substitution Policy a. Will you accept substitutions? (fee?) b. Cancellation dates: i. Refund minus % of the processing fee before X date ii. 50% refund before X date iii. No cancellation refund within two weeks of the conference iv. When can registrant expect to receive a refund? Use this worksheet to ensure that all areas of the registration setup are thoroughly complete and implemented on time.

8 Registration System Setup Checklist Complete Section One: Event Overview Sign off on Conference Graphics concept Incorporate Conference Graphics into site Build out registration form(s) Develop form logic Finalize registration fee schedule Finalize guest packages Incorporate registration fees and guest packages Develop initial web site content (if applicable) Implement web site (if applicable) Sign off on web site (if applicable) Incorporate ecommerce Develop confirmation s Incorporate cancellation, substitution policies Finalize workshops, sessions (if applicable) Incorporate workshops, sessions (if applicable) Testing Client sign off on registration form Switch ecommerce to live mode and test credit card processing Clear out test data and go live Due Date

9 Badge Printing Process Many online registration systems offer convenient print-on-demand tools that allow you to print badges onsite at your event. These tools, however, can often cost more than your budget allows. Follow these steps when preparing your registration data for badge printing. Perform full data export or pull other registration report Delete any records that are not complete registrations (cancellations, incomplete, save for later, etc.) Delete extraneous columns (be sure to keep any you might need for sorting, registration types/ inserts, ribbons, etc.) Sort by last name, then first name If there s a Badge name field be sure to update the other name fields with this information Ensure all fields are properly capitalized Ensure all company names match in spelling, punctuation, etc. Ensure all registration categories are the same for each company s registrants (if applicable) Add accent marks (if applicable) Don t forget to print badges for guests (and attach to main registrant s badge) After mail merge, make sure all information fits on each badge before printing Registration Site Visit Check List Use this checklist as a way to prepare for your onsite event registration. During the preplanning site visit to your meeting destination you will want to determine following: I. Counters/Desks [Does the meeting venue have a built-in registration counter? If so, are there electrical outlets available for use? If there are no built-in counters, do you need to use a general contractor to construct a free-standing registration counter or will tables provided by the venue suffice? Will you need tables or pipe and drape?] a. Computer [Determine the number of computers needed at registration area based on: whether you plan to process registrations onsite; if you plan to use a computerized check-in system; if you plan to print on demand through the registration system; whether you plan to have computers set-up for new attendees to register on-site. Do you need an internet connection?] b. Printer [Does the hotel or convention center have printer(s) you can use or do you need to order printer(s) form an audio visual company? How many printers do you need based on your computer needs?]

10 c. Internet Connection [Does the meeting venue have wireless access? Do you need to have an internet connection established?] d. Badges/Lanyards set-up e. What handouts should the team plan to distribute? f. Conference bags and other items [Will conference bags be handed out at the registration desk or will there be a dedicated area for bag distribution? What other items do your attendees need to receive when they check-in at your meeting?] II. Registration and conference storage [Does any of your registration items, including laptops or printers, need to be locked up and secured after registration hours? Is there storage for registration supplies at the counter? Or does security need to be hired?] III. Registration flow and lines a. How will you organize check-in? Do you have lines broken down by last name or company? b. Are rope and stanchion needed to keep participants organized? IV. Staff Office (internet access and printer in office) V. Signage (for counters and registration directional) VI. Areas to note in relation to registration [Ask the venue for a floor plan to note specific location on the map.] a. Nearest and overflow restrooms b. Emergency exits c. Meetings rooms d. Breaks and Lunch location e. Exhibit Hall f. Lost and Found g. Restaurants within hotel or venue h. Business Center i. First Aid and Medical Attention location j. Shuttle info: Pickup and Drop off (if applicable) Event Customer Support Share these customer support best practices to provide anyone who will be assisting with onsite registration at your event. Using a temporary staffing agency in the city in which your event takes place is a good way to reduce travel costs.

11 Please Be Punctual It is important that you are punctual when arriving for duty, as well as to and from breaks. If you are unable to volunteer as planned or unable to report to duty as scheduled, please contact <insert name and contact information here.> Breaks Please note that everyone will have an opportunity to take a break. However, due to the high checkin volume, all breaks will be staggered, with the exception of restroom breaks. Please be sure to verify with registration manager before taking a break or leaving the area for any reason. Acknowledge the Attendee Immediately When an attendee approaches the registration desk, please be sure to greet him/her with a smile and acknowledge him/her immediately. If you are unable to assist him/her, please inform the attendee and/or direct him/her to the appropriate location. Remember: a SMILE goes a long way and provides a great first impression. Please Be Courteous and Resourceful We all are instrumental in ensuring that an attendee has a great experience; therefore, it is important that you are courteous to each and every attendee. Please provide any beneficial details and/or resources that will enhance his/her conference experience. Keep the Line Moving We know that as registration/information desk staff, you are very likely to assist your colleagues. If the registration line is long, we encourage you to provide them their materials as quickly as possible and do not take extra time to catch-up with them at this time. Instead, let them know when you will be available to spend more time with them. Absolutely No Eating or Chewing Gum We appreciate your dedication and hard work and understand how convenient it is to eat while sitting at the registration desk (especially when there s less traffic). Needless to say, it does not display the level of professionalism we are striving to achieve; therefore, eating and chewing gum at the registration desk is prohibited. You are allowed to have beverages, as long as they are not visible by the attendee and kept away from the equipment. Designated eating areas will be provided and we would like for you to take full advantage of your breaks and lunch.

12 Cell Phone, Text Messaging, and ipod Usage To ensure prompt and efficient service to an attendee, please refrain from using your cell phone, text messaging device, or ipod while at the registration desk. All phone calls and messaging should be taken away from the desk at your discretion. Please be sure to inform Registration Manager of your departure from the area. Keep Your Area Clean and Organized In striving to maintain a professional image at all times, one of our goals is to ensure that the registration area and counters are kept clean and well organized. Please be sure to have all handouts and materials stocked at all times. When the registration traffic is low, take time to re-organize your area and ensure that it is neat and orderly. ### We hope that these guidelines have equipped you to create an efficient and reliable registration experience for your attendees one that leaves them welcomed, appreciated and delighted to participate in your event time after time! info@meetingexpectations.com