Playbook: Filling Your Event Room
Goal: 15-25 attendees per event
For full context, watch Onboarding Video 1: Best Practices for Getting 15-25 Attendees
Understanding Your Prospects
What Is a Qualified Prospect?
A qualified prospect is someone:
- Within your target age range
- Interested in learning about your topic and what their options are
A qualified prospect does NOT mean they're ready to buy today.
Your job at the event is to convert qualified prospects into buyers. That conversion happens through your presentation and follow-up—not through hyper-targeted ads that only find people with their credit card out.
The Targeting Trade-Off
We can target based on various criteria, but there's a direct trade-off:
More qualifiers = Smaller audience = Higher cost per registration
Targeting Approach | Audience Size | Cost per Registration |
Age + one qualifier | Large | Lower |
Age + 2-3 qualifiers | Medium | Higher |
Age + asset level + homeowner + specific zip codes | Very small | Much higher |
We've had clients request things like: "I only want homeowners over 65 with $500k+ in assets in these 3 zip codes."
We can attempt targeting like this, but:
- It's not 100% precise (ad platforms have limitations)
- You dramatically shrink your available audience
- Your cost per registration goes up significantly
- You may struggle to fill rooms consistently
Our Recommendation
Start with: Age + One Other Qualifier
Examples that work well:
- Seniors (age-based)
- Parents of minor children
- Recent retirees
- Pre-retirees (55-65)
Run at least one event with broad targeting before narrowing further.
This gives you real data on what your market looks like. You can always tighten targeting later—but starting too narrow often leads to empty rooms and higher costs with no clear benefit.
The 3 Decisions That Determine Your Turnout
1. Location & Venue
Market Size
- Target markets with 50,000+ population
- Smaller markets = fewer qualified prospects in your demographic
Venue Selection
- Well-reviewed, easy to find, easy parking
- Somewhere attendees would choose to go on their own
- Avoid run-down, confusing, or hard-to-access locations
Rotation Strategy
- Rotate between 3+ locations
- Keep locations ~15 miles apart
- Don't return to the same venue within 60 days
Best Days & Times
Day | Time | Notes |
Tuesday | 11 AM or 6 PM | Good option |
Wednesday | 11 AM or 6 PM | Good option |
Thursday | 11 AM or 6 PM | Good option |
- 6 PM typically performs best
- 11 AM works well for retirees
- Avoid Monday (too close to weekend) and Fri-Sun (weekend mode)
2. Offer a Meal
Why it matters:
- More RSVPs
- Higher show rates
- Event feels more valuable
Guidelines:
- Budget ~$15/person
- Restaurant with meeting room OR catering at venue
"Free meal seekers" concern:
- Yes, you'll get a few
- But you'll get MORE qualified prospects than without a meal
- Most people won't sit through a presentation just for a small meal
3. Phone Follow-Up
This is what separates full rooms from empty rooms.
Scenario | Expected Show Rate |
Without calls | 10-30% |
With consistent calling | 50-60%+ |
Two Critical Calling Windows:
Window 1: Immediately After RSVP
- Call within minutes if possible
- They're still in "yes mode"
- Builds early commitment
Window 2: Day Before the Event
- Serves as a reminder
- Use: "I just need a final headcount for the venue"
- Removes last-minute hesitation
Calling Rules:
- Call until you get a live conversation (voicemails don't build commitment)
- Try morning, afternoon, and early evening
- Document every call in Eventfull
Quick Reference Checklist
Before every event, confirm:
Key Numbers to Remember
Metric | Target |
Market size | 50,000+ |
Venue rotation | 3+ locations |
Distance between venues | ~15 miles |
Days between same venue | 60+ |
Meal budget | ~$15/person |
Show rate goal | 50-60% |
Attendees goal | 15-25 |
Caveats & Alternatives
The recommendations above are designed to consistently hit 15-25 attendees. However, some clients prefer different approaches. That's fine—just set realistic expectations.
Smaller Markets (Under 50,000)
- Can still work
- Plan to visit less frequently (audience exhausts faster)
- Expect smaller rooms—10-15 may be your ceiling
No-Meal Events (Libraries, Community Centers, etc.)
- You'll get fewer RSVPs and lower show rates
- Cost per registration is often higher, not lower (smaller audience to target)
- Works if you're okay with smaller rooms and prioritize venue flexibility
Unproven or Super Niche Topics
- Example: "Medicare for Veterans Only" or "Estate Planning for Business Owners Only"
- Dramatically shrinks your audience
- Higher cost per registration
- Harder to fill rooms consistently
- Consider testing with a broader topic first, then narrowing based on results
Bottom line: These alternatives exist. We can support them. Just understand the trade-offs before choosing a non-standard approach.
Questions? Submit a ticket in the client portal.