Offering A Guarantee: Increase Attendance By Promising Value

| Total Words: 548

Many event planners, especially in the seminar and commercial events verticals, are always looking for new and innovative ways to increase attendance and revenue. While many event organizers have instituted strict refund policies when you register for an event they may actually be hurting their bottom line instead of protecting revenue.

Think about it: do you trust me more if I tell you that there are a lot of rules surrounding the return of my product, or if I tell you that if you’re not satisfied, for any reason at all you can return the product, no questions asked? The answer is in the implication that there may be a reason to return the product versus the assumption that there couldn’t possibly be a reason to return the item. And the same is true for services or events.

Getting Away from Refund Policies

Countless times when we’ve explained to meeting planners that their complex refund policies may actually be hurting them they have been in disbelief. It’s understandable because refund policies are supposed to protect the event organizer from people taking advantage of their event and then getting their money back and thereby...

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