SAACI NEWS

The key to boosting event engagement

No-shows, once accepted, are an unavoidable aspect of event planning. It directly impacts delegate engagement and overall event ROI, however, it poses a significant challenge to event planners and their success.

By Glenton De Kock, chief executive officer of SAACI

When confirmed attendees fail to show up, the consequences ripple throughout the event, with wasted catering, unused materials, and overpaid venue costs eating into budgets. Lower attendance can also deflate energy levels, disappointing speakers and sponsors alike. Industry veteran Sarah Thompson, chief executive officer of Global Events Solutions, notes:“Each no-show represents not just a loss in revenue, but a missed opportunity for connection and learning. It’s a domino effect that can undermine even the most meticulously planned event.”

Interestingly, research shows a strong correlation between pre-event engagement and attendance rates.“When attendees are invested in an event before it begins, they’re far more likely to show up and participate fully,“ explained Dr. Michael Chen, an event psychology researcher at Event Horizons Institute.

Forward-thinking planners are adopting innovative approaches to combat no-shows and boost engagement, for example:

• Gone are the days of generic email blasts — use datadriven insights to tailor pre-event messages, highlighting sessions and networking opportunities that align with individual interests.

• Move towards interactive programming by incorporating live polling, Q&A sessions, and collaborative workshops. These not only enhance engagement, but create a fear of missing out (FOMO) that drives attendance.

• Additional nice-to-haves, such as the introduction of event apps with gamified elements like check-ins, session attendance tracking, networking challenges, and reward systems, can incentivise engagement.

• Clear communication of cancellation policies will alleviate some of the repercussions on planners. Charging a nominal fee for no-shows, for example, is a great way to ensure attendance. (The proceeds can go to a charity chosen by attendees, or to offset some of the catering and other event costs.)

As the events industry continues to evolve, addressing noshows isn’t just about protecting the bottom line — it’s about elevating the entire event experience. By focusing on engagement strategies, planners can create events that attendees won’t want to miss.

“The future of successful events lies in creating experiences that are so compelling, that attendance becomes a must, not a maybe,”Ms Thompson concluded.“It’s time for our industry to shift from managing no-shows, to inspiring can’t-miss moments.”

In an era where every interaction counts, tackling noshows through enhanced engagement is essential for the future of events. As industry professionals, the power to transform attendance rates and event success lies in our hands.