Why people aren’t returning to your events
You put on an amazing event, everyone seemed excited, and you expect everyone to return to your next event.
A few weeks, months and even a year rolls around, and those same people never check your website or buy another ticket. Why?
There are many reasons why people don’t return to events and performing arts spaces. Some might be out of your control, like people moving, older patrons passing away, or economic changes. The good news is that there is a lot you CAN do to keep people returning to your events year after year — even some things you don’t realize you’re not doing!
Here are the top five reasons why you’re struggling to get people to return:
#1 You never followed up
People came, saw, and had a good time. Then they promptly forgot about you because they were off living their lives.
When you’re in the thick of it, you can forget that not everyone is thinking about your summer theatre festival as much as you are. They won’t remember to think about it unless you give them a good reason. Here’s what you can do to keep up with people after they leave the venue:
Send an email within an hour to two days reminding them of their great time. Generally speaking, the sooner, the better, so you can catch them on a high. But if you want to hold off a few days until your photographer sends you some photos, that’s a great way to remind them what a good time they had
Send them news, info and your upcoming programming. They might love that you’re doing a mini-jazz festival, but they’ll never come unless they know about it! Keep them up to date on things that matter to them.
Send them something heartfelt. If you have mailing addresses, consider sending them a postcard or nice letter letting them know you appreciated having them and would like to see them return.
Retarget them through digital advertising. If you’re keeping up with your email marketing list (if you’re not, this is your reminder), you already have a rich resource for retargeting people. Use that list as a lookalike or retargeting audience in your digital marketing.
#2 You’re relying 100% on social media
If your idea of letting people know what’s coming up is by posting to your Instagram story, you’re in for a surprise.
Social media is an amazing way to build community, aid discovery, and get people to engage with you. It’s not such a good way to remind people you exist.
Social media is a fickle medium — you might go viral one day but be invisible the next. And with governments pressuring social media platforms to restrict their services, your likelihood of reaching new audiences and connecting with current ones is disappearing.
Avoid being held captive by The Algorithm™️ by mixing up how you reach out to people: Start a newsletter, adopt SMS notifications, capitalize on your best advocates, and work through your local community.
#3 There are physical barriers to entry
How long could you circle the block looking for a parking spot? Ten minutes? Twenty? An hour?
Regardless of how exciting an event is, people will give up if there are too many barriers. This can include practical ones like being unable to find a parking spot and accessibility issues for someone in a wheelchair.
Walk around the venue and see what issues might be keeping people from returning. Do you have enough accessibility ramps? Is parking expensive (and unexpectedly difficult)? Are there places for parents with grumpy, hungry, or sleepy kids to take a break? Are there places to get water on a hot day? Are there enough toilets?
In the marathon leading up to your event, remember to do some venue walkthroughs and write down any observations you have. You can even consider hiring a venue and customer experience specialist to handle the details.
#4 There are emotional & intellectual barriers to entry
I remember asking people why they didn’t attend the opera. The most common response was that it was “too expensive.” When I asked them what they thought it cost, they assumed it was a minimum of $80 per ticket. They were surprised to learn that a ticket was about $80 max, and most tickets were between $25 and $45.
Sometimes, people perceive your events as being far beyond their capacity to understand or ability to access. Whether or not this is the case, it’s your job to make sure you meet people where they are.
With the opera example, that might mean focusing more on price-centered messaging. For other organizations and events, it might mean making the content more relatable or breaking down barriers that leave audiences feeling like they don’t belong.
#5 There’s something fundamentally wrong with your event
So you’ve tried everything, and still, no one is coming to your events. What gives?!
This one might be hard to hear, but your event might have a foundational problem, meaning something about the product itself (not the marketing or communications) needs to change.
This could mean that your performances are too cerebral, the price is too high, the location is too far from your audience, or your market is too saturated.
Whatever the reason, now would be a good time to schedule a meeting to review your upcoming events with a fine-tooth comb and see what needs to change.
How can I get people to return to my in-person event?
Getting people to your event requires a plan and a lot of moving parts. Whether it’s messaging, delivery of that message, or something more, walk through your marketing plan and event to see things from your audience’s point of view.
Do an audit of your current communications methods and see if you are actually reaching people, make sure your events are accessible, and always focus on your audience’s needs.
Need help getting people to your events? From their house to yours, I’ll get them there!
Book a FREE 30-minute consultation with me.
