Know Your Alumni: Treat Them Right and Build Your Attendance in the Process

September 16, 2016

Hotels and airlines know their repeat customers and recognize them for their loyalty. I’m a million-mile flier and my card says it. Customers like recognition for their commitment to a brand and it makes them feel valued. Do you know your repeat customers, your alumni attendees, and do you demonstrate the fact that you value their loyalty?

Why are your alumni attendees so important to your event? Your alumni are far more than just repeat customers and event attendees. They are your brand ambassadors, biggest supporters, and in many cases their word-of-mouth promotion of your event can be one of your most effective forms of new attendee acquisition advertising.

Here’s how you can show your alumni that you value their loyalty:

1.  Gather data and demographics on your alumni

Create demographic questions to learn the following about your alumni:

·         Region where they attend the most events

·         How many years they have attended

·         Buying power they represent for their organization

·         Past spending habits at your events

·         Educational sessions profile

2.  Create a targeted marketing plan

Analyze and segment the data you’ve collected on your alumni to determine which benefits to market to each segment. Create your plan to include:

·         Geographic marketing—for events that are on rotation or that are held in multiple regions, this information becomes vital. Sending geographical relevant information to your alumni shows that you know their attendance preferences. Additionally, if your event moves to a new region, make sure to perform a thorough search of your data history from past events to capture alumni names for this new geographic region.

·         Targeted marketing messages—base marketing emails on your alumni attendees’ past spending habits and average number of attendance days. You are more likely to get a positive response if you send event information that is important to them.

·         Educational sessions profile—offer session options based on the past interests of your alumni. Provide the opportunity to purchase conference packages and a la carte choices for similar sessions that might be of interest.

3.  Offer alumni pricing and incentives

Reward your alumni for their repeat attendance by offering:

·         Special pricing or a promotion for a discount.

·         If your sessions and special events usually sell out quickly consider giving your alumni the first chance to purchase these offerings at an alumni “soft” opening or pre-sale.

·         An easier registration process—reduce the multiple steps of a typical registration process with pre-populated information so that your alumni can quickly complete their registration.

·         Extra perks—integrate with your vendors to offer perks to alumni such as housing discounts.

4.  Enhance the onsite experience

Look for ways to recognize your alumni onsite and reward them:

·         Create a special registration area for alumni only.

·         Offer a special designation on the badge for your alumni with the number of years they’ve attended your event.

·         Provide an alumni lounge with light refreshments and a recharging station. Give your alumni the chance to relax, recharge, network and connect with your event!

Remember, a little appreciation and recognition of your alumni goes a long way. Treat them well and they will be your brand ambassadors who help grow your attendance by spreading the word about their positive experience at your event. 

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact