7 Questions to Help Calculate Expected Event Turnout


One of the first things you are going to need to know about your new event is how many people to expect. The expected turnout affects everything; catering, venue, number of speakers and more. Before you decide on a firm number, ask yourself a few questions.

1) Do I want my event to be as big as possible?
We have a tendency to think ‘more is more’, but that is not always the case. Sometimes, by having a smaller number, not only can you save money on the venue, but you can also make the event exclusive enough that you can sell out every time. That said, if you have your heart set on a large conference, sometimes you want as many attendees as possible.

2) How big am I on social media?
If you book a 10,000 seater conference hall, and only have 50 twitter followers after a year of tweeting diligently, you may be in trouble. Unless your speaker is a big, big name in the speaking world, there is very little chance of you selling out a room of that size. While having 100,000 followers does not guarantee 100,000 ticket sales, it does ensure that you have a larger potential audience.

3) What are my competitors doing?
Lets face it, we all check out competitors at some point! If events in a similar market to you are taking place at venues for 50-100 people, bare that in mind as a starting figure. You may decide you can go bigger/smaller, but it’s a good starting point.

4) Did my last event sell out?
This is a no-brainer. If you have hosted events previously, look at whether you have over- or under-estimated how many people to expect in the past. If a previous event was similar to the present one and got good feedback, then size it equally/marginally bigger.

5) How much promotion can I afford to do?
You’re already using Pickevent, a great way to promote your event. What else can you do? Dedicating time to post about the event on twitter and facebook is a great way to increase promotion. If you can afford it, boosting some of these posts is even better, as it ensures your event is seen by a wider amount of people.

6) Is it my first event?
You know that old adage about diving in at the deep end? Forget it! The only people who head straight for deep waters are those who already know how to swim! Planning an event is a big venture, and starting out with 1,000 guests is a quick and easy way to guarantee becoming overwhelmed.

7) How much do I want to charge?
9 times out of 10, if you take a product and change nothing, but hike up the price, the less people will buy it. However, if hiking up the price can guarantee a higher standard of quality, then people will pay. For example, top Premier League teams often scale their pricing; though the same service is being provided (getting to see your team play), people are willing to pay more to see them play a top 7 team than they would to see them play relegation fodder. Again, this is a case of looking around, finding out the median ticket prices at events in your field, and working out how you fit into this. Your  event idea may be Champions League, but if your budget is more Accrington Stanley, charging £75 a ticket may get you more laughs than sales.

Have you joined Pickevent as an Event Organiser? Find out more.

Ali Coulson

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