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Thursday / August 17.

The Latest Event Industry Insights

Overseas event attendees can bring greater revenue per visitor for your event

New research from the United Nations has predicted that by the end of this year, 40 per cent of the planet’s population will be connected to the internet. During 2012, 250 million new people came online, but it is estimated the total number will have hit 2.7 billion by December 2013 as prices for connectivity decrease and infrastructure boosts coverage.

Indeed, broadband prices were found to have fallen by 82 per cent between 2008 and 2012, opening up the chance to purchase it for almost everyone. In addition, the UN estimates there will be 6.8 billion mobile-cellular subscriptions, which is nearly as many as there are people on Earth, with half of the population already covered by a 3G network.

The agency International Telecommunication Union (ITU) compiled the research, entitled Measuring the Information Society 2013.

The findings are great news for marketers and anyone else who needs to reach a wide audience, including event organizers. Never before has event ticketing software offered such an enormous reach and been able to target so many people at once. The days where the reliance on pure brick and mortar ticket agents are no longer sufficient, especially for large-scale events.

Dreamforce 2012 attracted more than 90,000 attendees. If you look at the attendees beyond USA, that accounted for more than 10,000 and multiply that by the ticket price and you can see the multi-million dollar revenue that foreign delegates can bring to you.

So here are 5 things that you might want to consider when targeting foreign delegates:

1)     Offer online ticketing option prominently on your event home page.

2)     Have your communications mobile-ready. That means both your event website and emails sent. Remember that there are as many mobile connections as the human population.

3)     Offer ticket plus hotel booking packages as part of your ticketing options. This will help to increase your augmented revenue stream while providing value to foreign delegates wanting to stay at a hotel near the event venue.

 

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Include hotel booking as part of your ticketing option during the registration process

4)     Reach out to potential attendees via your partners and exhibitors by embedding a ticketing widget to broaden your reach.

 

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Use embeddable ticket widget on your partners website to broaden your reach

 

5)     Offer after-event networking sessions that help the foreign delegates to build new connections. Often, business opportunities open up itself over a couple of drinks. If cost is an issue, find an exhibitor or partner who are willing to sponsor a couple of thousands to buy a round of beer for these delegates. The turnout typically is very positive.

This rise in connectivity offers corresponding opportunities to target foreign event delegates and accompanying revenue, so why not capitalize on them today?

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