Using discounts to boost your event attendance and increase your marketing ROI

2015-03-05_1746By Lynda Browne, Client Loyalty Manager

As an event manager you’ll know that not all event delegates are the same. Whether it’s personalising the delegate experience, identifying VIPs, or offering a discounted price based on any number of criteria, sometimes events treat delegates differently.

Focussing specifically on discounts, the chances are that not everyone at your event will have paid the same price to be there. Some may have received discounts based on who they are, or when they booked, how they are paying, or where they work for example. This may seem complicated to set up and administer, but fortunately your Eventsforce solution can help.

Read on to learn about the discount types available to you, and find out some real-life benefits of using them.

Early Bird: This discount rewards attendees who book early by offering them a lower price. It is a good discount for event managers to offer as it provides an early boost to the event cash flow, means that delegates are more likely to attend, and an early booking means the ‘space’ in their calendar is less likely to be filled by something else. Other advantages include a boost to your event marketing as they have more time to tell friends and colleagues about the event, plus delegates booking early can help your event planning, especially in areas such as booking catering or accommodation.

Code: The discount is applied when a code is entered into the promotional code box. The codes discount is often used to support promotional mailings. Different codes can be used to keep track of which marketing channels are the most effective, and can allow the event manager to more effectively measure marketing channel ROI.

Code Sequence: Similar to code discounts, but uses a sequence of codes. Code sequence is commonly used as an answer to a question on the registration page, such as ‘Please enter your registration number’. Code sequence is a great way of offering selected groups of individuals a discount to an event, based on one of their unique identifiers. In this example, members booking onto an event will be able to receive a discount when they enter their membership number.

Payment Method: This discount method is only applicable to the basket page, and can be used to offer a discount or surcharge depending on which method of payment the attendee selects. This discount can be used to help persuade an attendee to use a particular method of payment, or can be used to pass on costs incurred by the event from offering this payment method, for example, adding a surcharge to American Express cards.

Quantity: This is only applicable to group registrations and ticketing, and is based on a minimum number of the same item being purchased. For example, if the registration contains the same session 5 times, then the discount will apply to all items. This discount is designed to encourage group bookers to book additional registrations, sessions or additional bookable items.

Group Quantity: This is similar to the ‘quantity’ discount except that it is not restricted to the same item. For example, with a quantity discount, this discount can only be applied to a single session, one specific event, or just for one additional bookable item or a range of items, such as hotel accommodation, for example. With the group quantity discount, no such restriction are in place, so for example, if the total number of differing booked sessions is above 5, the discount can apply to all 5 sessions, the 5th session, or the 5th and above sessions.

Individual Quantity: This discount is only applicable to group registrations and allows you to set a discount on the nth occurrence of, for example, an event registration or session booking. Put simply, this is the discount to use if you want to offer ‘buy-one-get-one-free’ or ‘buy-two-get-one-free’ offers.

Value: This is a really simple discount and applies only to the value of the basket. If the value of the basket is above a certain amount, then a discount can be applied. In this case both the value’ and ‘discount’ can be decided by you. This is a great discount to encourage people to maximise their basket expenditure.

Compulsory:If you are looking to offer a temporary incentive as part of your event marketing, this is the discount to use. It creates an automatic discount for any item and is shown in the summary / discount page. When you no longer wish to offer this discount you can simply switch it off and it will no longer be applied.

Registration Prompt: This allows a discount to be applied according to how registration questions are answered. For example, if you were running an event promoting a fashion show you could ask delegates which similar industry shows they had been to and then offer a discount to those who are repeat visitors. This discount works in the same way as a Code discount, but allows the registration contact to enter a promotional code on the registration page rather than the basket page.

Attendee Quantity: If you want to encourage an individual company to book extra people onto an event, using this discount is one way of doing this. It applies to single registrations only and can, for example, be used to offer a discount to every 5th attendee who registers for an event.

Discount Attributes

All discounts within Eventsforce can also be given the following attributes

  • Capacity: This allows you to set the number of times the discount can be used across the entire event. If you set the maximum number of times the discount can be used at 2, only two people registering for the event will be able to use that discount, regardless of any other variables
  • Exclusive: You can also make a discount exclusive, so that no other discounts can be applied to the same booking

If you need any more information on this, or would like to discuss anything further please call our Technical Support team on +44 (0) 845 680 6826 or email support@eventsforce.com