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Keeping the no-show rate as low as possible is the goal of everyone who assigns appointments or organizes events of all kinds. But what exactly does this mean and why is it so important to keep this rate as low as possible?
What does "No Show rate" mean?
The "no show rate" indicates the percentage of those who registered for a particular event who did not show up.
This refers to people who do not show up for an agreed date or do not attend an event despite having registered or reserved in advance.
The English term "no show" is best translated into German as"Nichterscheinen".
No-show (fees/invoice)
A no-show is a situation in which a guest does not arrive despite having previously booked or canceled a hotel room. The hotel can then issue a no-show invoice. Any expenses saved must be deducted from the agreed accommodation price. Airlines refer to passengers who do not show up for a booked flight or cancel their flight as no-shows.
How is the no-show quota calculated?
For a Now Show calculation, the number of people who registered but did not show up must be divided by the total number of people who registered . If you multiply the result obtained by 100, this corresponds to the no-show rate as a percentage.
Example: 138 people have registered for your event. In the end, 26 participants did not take part. First divide 26 by 138. Multiplying the result by 100 then gives a rate of 18.84 percent for this case.
Why are there no shows?
Of course, there may always be reasons why someone does not attend an event despite having registered in advance. Examples include illness, a sudden bereavement in the family or an urgent professional obligation that cannot be postponed - possibly as a replacement for a colleague who has fallen ill at short notice. However, experience shows that all these reasons play a relatively minor role and can hardly be influenced by the organizer.
In the context of participant management, the most interesting reasons for a no-show are those that can be at least partially influenced by the organizer in order to achieve the lowest possible no-show rate.
These include:
- the type and location of the venue
Transport links, parking facilities, a lack of information on how to get there or a remote conference venue are also important factors influencing the no-show rate, regardless of the weather.
- the frequency of the event
The proportion of no shows tends to be higher for events that are either repeated more frequently or take place at the same time as other events relevant to the same target group.
- Possible competing events
- the lack of uncomplicated ways to cancel
The issue of cancellation options should not be underestimated. For example, if participants find it difficult to find the cancel button on the website, they often do not bother to search for it or send a message to the organizer.
- the weather.
Of course, the weather cannot be influenced by the organizer either, but it can at least be taken into account as an influencing factor in the planning. Does the venue offer attractive opportunities to spend time outdoors during breaks or meals? After all, the prospect of having to spend an entire summer day in a windowless conference room often motivates people not to attend if the weather is nice and sunny. Conversely, bad weather discourages fewer people from attending if the event location is easily accessible by various means of transportation.
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What are the risks associated with events with a high no-show rate?
A high no-show rate is initially annoying, as a lot of preparation, costs and other resources have often been invested in the event. At least some of these points could have been reduced if the no-shows had canceled.
This is particularly noticeable at live events. If an event is canceled in good time, it is often possible to book a smaller room or order less food and drink, for example. This point seems less important for virtual events, but is by no means irrelevant. For example, it is possible that the number of entrances for participants is limited and cannot be reallocated in the event of a no-show.
There is also a risk that the credibility and reputation of the provider will suffer if an event is only actually attended by a small number of registered participants. In addition, there are missed opportunities to disseminate your own information and messages and to promote exchange and networking among participants.
Reading tip: Sustainable events - What is important?
How can you avoid or reduce no-shows?
Various measures have proven effective in ensuring that as many of the registered participants as possible actually attend an event. An event with attractive content and an attractive and easily accessible event location are certainly two of the most important points in this context.
Detailed travel information should also be provided in good time. The same applies to virtual events: Instead of explaining how to get there, it is important here to explain the log-in procedure in good time and in a way that is easy to understand and to provide all the necessary access data. An effective instrument for reducing the number of no-shows is also the pricing policy.
Experience shows that the no-show rate is particularly high for free events and particularly low for events with high ticket prices. This is all the more true if the ticket price has to be paid in advance in order to secure a place. The corresponding pricing policy should be supplemented by clear regulations on a no-show fee, which you charge for a now-show participant.
In the run-up to the event, it is also advisable to send reminders by email or in another suitable form, ideally in combination with a check-in procedure. For example, all registered participants receive a message shortly before the event asking them to confirm their participation and thus officially check in or to click on a clearly visible cancel button.
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For purely online events, it is also important to communicate the specific added value of live participation compared to reviewing materials such as slides or similar at a later date. For example, the opportunity to discuss with the speakers directly in the webinar or ask questions to renowned experts can be pointed out.
If events are in high demand, a waiting list should be kept so that participants who are unable to attend can be replaced by other interested parties in good time.
These articles may also interest you:
Measuring event success: the right way to do it
Event Trends 2022: The future of hybrid events
How to increase event ROI with CRM integration
Conclusion
The lowest possible no-show rate is certainly not the only indicator of a successful event and good event management, but it is undoubtedly one of the most important. It helps to avoid wasting resources and contributes to a positive perception of the organizer and the other stakeholders involved in the event - such as speakers or panel participants.
To keep the no-show rate as low as possible, it is important to understand the possible reasons for a no-show and consciously avoid them. On the other hand, suitable instruments such as reminder emails, check-in or a waiting list should be used when planning the event.