Forecasting attendance with realistic targets
Use past event data, marketing reach, and ticketing conversion benchmarks to estimate attendance. If past data is lacking, conservative assumptions help avoid overspending.
Methods to estimate:
- Historical trends: Use previous similar events as a baseline.
- Funnel metrics: Apply typical conversion rates (impressions → registrations → attendance) to your marketing reach.
- Early registration indicators: Track early-bird sales to project final turnout.
Practical tips:
- Build multiple scenarios (optimistic, realistic, conservative) for planning and staffing.
- Monitor RSVP-to-attendance ratios close to event — many events see 60–80% of registrants actually attend.
- Use reminders and incentives to boost show-rate, such as calendar invites or limited-time perks.
Having layered scenarios lets you scale resources up or down as registration data arrives. That flexibility reduces waste and keeps the attendee experience strong.