You just don’t know who is going to turn up, but it’s easy to accurately estimate after a few events!
I get asked this key question all the time, “Edward, what percentage of people actually turn up to your live events?”
There are different answers everywhere on this one based on many factors. The pricing of the event, type of crowd, database source, whose speaking, the brand etc.
However, I can tell you that to my own events it’s 40% give or take 10%. I have had some events where a mere 30% turn up and some events where 70% turns up. If I take the 90% of situations, it’s almost 40% or some variant.
It seems to remain the same too regardless of numbers. If I book in 10, 4 people show up. If I book in 50, 20 people show up! My events are usually Free / Low Cost, designed to support my community and help with the good old Sales Funnel (i.e. getting new clients).
I have found many friends to get extremely similar types of results in this regard and I have tried so many initiatives to increase the % that show up. I have found that some have helped slightly, however it was much easier just to get more people in.
For example, tomorrow night I have 114 booked in now! That is great, and I would expect at least 50 people. Of course, I don’t know, and I most certainly hope heaps do, but you don’t know.
My advice and thinking? You never know what you will get to an event, but always count on people not coming along. That means to get the quantity of people you need, you must book more. As you run some events, you will find out your own percentage and you can use that in your calculation.
What happens is that you get lucky and unlucky. If say not as many people as you hope turns up, that is great! Just make do and do the best job possible. Let’s say more people turn up, just make do and do the best job possible. The trick is regular and consistent events. Monthly is great and for those on a mission, fortnightly rocks too!
Enjoy the thoughts, check out my events here and love your work!
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