Getting people to commit to an event is no easy task. It requires strategic planning, clear communication and marketing, and a way to capture early interest. That’s where pre-registration comes in. By allowing potential attendees to show early interest, the pre-registration process can help optimize your marketing strategy and enhance the attendee experience. In this guide, we’ll go through what you should know about pre-registration and how to set it up effectively.

What Is Event Pre-Registration And Why Does It Matter?

Pre-registration is the process of allowing potential attendees to express early interest in an event before general registration opens. This process typically happens months before registration begins and is a way for people to say “yes, keep me in the loop about this event.” When executed properly, pre-registration provides a wide range of benefits, such as:

• Providing an opportunity to offer incentives (such as discounted rates, early bird pricing, VIP access and more)
• Helping organizers estimate headcount, which is essential for optimizing catering, staffing requirements, and other logistical aspects of an event.
• Providing insight into attendee interests and expectations. With this data in hand, you are in a better position to tailor everything from your event marketing strategy to your event experiences to match the needs, wants and desires of your target audience.
• Boosting attendance and revenue because people who show early interest are more likely to follow through and actually register for the event.

Planning Your Pre-Registration Process

Before you announce pre-registration to your followers or email subscribers, there are three things you need to nail down:

• Your pre-registration goals
• Your event registration method
• Your pricing strategy

1. Define Your Goals

Even though pre-registration doesn’t involve a full commitment to attending your event, it still requires potential attendees to complete an action (such as providing their contact information). So, it’s important to be clear about what your objectives are for this phase in the event lifecycle. For example, is your goal to:

• Evaluate interest in your event?
• Create buzz about your event?
• Build an email list to promote special offers?
• Generate revenue early?
• Build a list of interested people whom you can poll to better tailor your event offerings?

Being clear on your goals increases the chances that more people confirm their interest early.

2. Choose the Right Pre-Registration Method

There are two ways to handle pre-registrations: through an event management platform like Guidebook or by using something as simple as an Excel spreadsheet. The former is preferable because it comes with automation and saves you loads of time (not to mention less risk of manual errors). In addition, using an event management platform looks more professional and allows you to strengthen your brand identity (which will leave a positive impression on potential attendees).

3. Define Incentives

• Will pre-registration be free or require a deposit?
• Will early registrants get discounts or special perks?
• Will pre-registered attendees have priority when full registration opens?

How to Set Up Pre-Registration for An Event Online

Setting up pre-registration online ensures convenience and accessibility for attendees. Follow these steps:

1. Select an Event Management or Registration Platform

There are many moving pieces in the event planning process. And your tech stack is one area where overwhelm can quickly occur as a result of juggling too many platforms. To simplify things, look for an event management platform - like Guidebook - that offers:

• Event marketing websites, so that you have a landing page to promote and drive traffic to.
• Event registration with customizable registration forms, allowing you to collect contact information
• CRM and marketing integrations
• Seamless integration with an event mobile app. This will come in handy when you open up full registration–attendees can start engaging with each other and engaging with the content in your app before event day.
• Secure payment options (if applicable)
• Automated confirmation emails
• Data tracking and reporting

2. Create an Event Marketing Website

Your event marketing website is your event’s home online. It’s the place where potential attendees can go to learn about the who, what, where, when and why of your event. This website should include:

• Event details (date, location, agenda, speakers)
• The benefits of pre-registering (access to discounts, exclusive access, etc.)
• A simple and easy-to-fill pre-registration form
• A clear call-to-action encouraging sign-ups

3. Enable Automated Confirmations & Reminders

Automation doesn't just save you time, it also ensures that attendees stay engaged and informed leading up to the event. In addition, automation allows you to send confirmation emails as soon as someone shows interest in your event. This re-assures them that their request was successfully processed. When thinking about automation and reminders, considers setting up:

• Instant confirmation emails
• Reminder emails as the event approaches
• "Add to calendar" functionality so that attendees can save the event on their personal calendar in one click

Setting Up Pre-Registration for An Event for Free

Even without a fully integrated event management, you can set up and manage pre-registration with free tools. Here are 2 suggestions to get you started.

1. Free Event Registration Tools

• Guidebook – With Guidebook's event management platform, you can create an Event Marketing Website and set up free registration with ease. Plus, as a Guidebook user, you have the option of incorporating a mobile app into your event experience, thus helping to boost engagement and even grow sponsorship revenue.
• Google Forms and Google Sheets:With Google Forms, you can create a simple form with fields like name and email address, and then have that information automatically stored in a Google Sheet that you use for tracking interest.
• Facebook Events – If your audience is active on Facebook, create a Facebook Event so that people can RSVP. Also encourage your followers to share the event to boost awareness.

2. Leverage Social Media & Organic Marketing

• Create promotional posts that you share on platforms like Instagram, LinkedIn, Facebook, TikTok, and Twitter.
• Go live on one or more of the above platforms to connect with your audience and talk about your event.
• Encourage word-of-mouth marketing through past attendees and influencers.

3. Use Canva

With Canva you can create a simple landing page and set up a pre-registration form to collect basic attendee information. This method does require additional manual steps to collect all the user data. In addition, if you don’t have your own domain, then the landing page you create for your event will still show Canva’s domain in the URL. This is far from ideal for your brand. However, it’s another option.

Promoting Pre-Registration to Drive Sign-Ups

1. Leverage Email Marketing

Your email list is one of the most effective tools for promoting pre-registration. Whether you're reaching out to past attendees or a segment of subscribers that you acquired through another means, email marketing allows you to personalize your messaging and create urgency. How to use email to boost pre-registration:

• Craft a compelling email explaining the benefits of signing up early, such as access to exclusive content, discounts, or priority registration when general registration opens.
• Create a sense of urgency by using limited-time incentives - such as early-bird discounts or VIP access - to encourage immediate action.
• Don’t just send one email about pre-registration and then ghost your subscribers. Instead, keep the conversation going with countdown emails, sneak peeks and teaser emails. These variations in your emails will keep your event top of mind.
• If you’re emailing a specific segment of subscribers, make it personal. Speak directly to them and reference their interests, or highlight what makes this event particularly relevant to them.

2. Use Social Media & Ads

Social media allows you to reach new audiences, as well as your email subscribers who follow you. It’s a great place to build excitement, spark conversations, and encourage more people to express interest in your event. How to promote pre-registration on social media:

• Create countdown and engagement posts that include behind-the-scenes content or teaser videos to show attendees what they can expect.
• Run targeted ads to reach your ideal audience on the platforms they spend time on. Consider retargeting website visitors who have viewed the event page but haven’t pre-registered yet.
• Create a branded hashtag for your event and encourage pre-registered attendees to share their excitement using the hashtag.
• Use interactive features like polls and live videos to start a conversation with your audience and increase interest in your event.

3. Form Industry Alliances

Your event’s speakers and sponsors, as well as other industry influencers, are another way to generate pre-registration buzz. They are perfect partners for promoting pre-registration because many of them already have a following that trusts them. How to leverage partnerships effectively:

• Ask speakers to share the pre-registration link and give them pre-written social media posts or email templates to make it a no-brainer for them to share your event.
• Collaborate with thought leaders and influencers in your industry who can introduce your event to a broader audience. This can mean going live together on Instagram or LinkedIn, or sharing posts on your feeds (and tagging each other).
• Involve sponsors in the promotion. Sponsors have their own networks and marketing channels, so encourage them to announce pre-registration on their platforms.
• Cross-promote in partners' newsletters or blogs. A mention in a relevant blog post, podcast, or email newsletter can introduce your event to new audiences.

Conclusion

Pre-registration is an opportunity to increase awareness for your event and ultimately, boost attendance. With the right tools and strategies, you can maximize participation and create a seamless experience for attendees (and yourself or your team). Ready to simplify event pre-registration? Start customizing your event website or book a demo to learn how our event management platform can streamline your entire process today!