We recently released an all new registration question metrics dashboard. You now have the ability to view a high-level overview of the answers to the questions you’ve asked on your registration form. Having answers in an excel doc is great, but it can take a long time to gather any useful insight. With visual representations in the form of pie charts, it allows you to quickly spot important trends that can influence how you manage your event.
So what actions do you currently take from your registration questions? Are you asking questions that will help you achieve a successful event? Are you asking questions before the event at all? If not, or you don’t know the answers to these questions, don’t worry! Race Roster is here to help.
Our goal is to help you create questions with intention. When you ask the right questions, you will be able to provide a better experience for your participants while growing your event. So you probably want to know what type of questions you should ask. After surveying a number of top event organizers, we’ve identified 5 great questions to ask to drive the best results:
1. How did you hear about this event?
Perhaps quite a bit was invested into social media marketing this time around – or maybe, you decided your resources were better spent elsewhere. Now is your chance to determine which channels are generating the most value – or the least. If most people discovered your event through marketing channel “A”, but the majority of your ad dollars were put into marketing channel “B”, it’s time to drive more growth by focusing on where your participant’s are coming from.
2. How many times have you participated in this event?
By asking this question, you can determine how many of your participants are coming back year after year. With this information, you can:
- Develop focused retention campaigns to increase the number of returning participants
- Reward your loyal participants by offering an early bird discounted registration
- Identify who you should be focusing your marketing efforts on (e.g., past participants vs. newcomers)
3. What is your goal pace?
Asking for a target pace will help you achieve a smooth and safe start to your event. This information will enable you to sort participants with similar goals into waves, allowing people to start off with others running at the same speed. This eliminates the risk of placing runners who want to go fast behind participants moving at a slower pace – or vice versa. Strategically organizing your waves will enhance your participant’s overall experience, making them more likely to return the following year.
4. Are you travelling from out of town? Where will you be staying? For how many nights?
Understanding the demographics of your participants allows you to generate meaningful economic impact reports. You can share this information with various interest groups (e.g., tourism boards, city council, local vendors) to communicate value to your local economy.
5. Do you use a tracking app while you train?
Asking your participants if they use a tracking app while they train will allow you to gain insight on communities with potential engagement opportunities. You can even take it a step further and use an event day app to communicate important information to your participants on race day and leading up to the event.
By incorporating effective questions into your registration forms, you’ll obtain information provide a better event experience for your participants, engage with sponsors, and grow your event well into the future.
