Event Audience Retention

You might be a seasoned event professional, but it's never too early to start thinking about audience retention.

As an event professional, getting your audience to return to your next event is a part of the effort that you put into your event marketing.

What percentage of your audience return for your events?

Event professionals and organizers are always looking for ways to attract new people to their events. However, once you've attracted your audience, event marketing must also focus on keeping them engaged.

Attendee retention is just as important as attracting new attendees. If you can't keep the audience, you have coming back for more, then it defeats the purpose of your event marketing efforts.

Audience retention is a key metric to track as an event professional. It shows how many people came to your event, and how many of those people came back for your next event.

Event professionals often measure audience retention in terms of a percentage, or 'retention rate'.

Audience retention is critical to maximizing ROI on your event marketing efforts because it helps you see how well you can convert attendees into regulars – or even better, brand ambassadors who promote your future events on their own accord.

You need feedback from people who attended once or who have stopped attending as to why they are not coming back to your events. If someone didn’t attend your last event but did sign up for email updates about future events, they should receive a follow-up from you. And act on the feedback you receive.

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