Knowing when and where to stage your event is often tricky. How far will people be willing to travel? Is it best to choose a weekday or a weekend and what time of year is most advantageous? Being able to answer these questions can help you to maximise attendance at your events.

Although it is not always possible to predict people’s preferences or actions, there are a number of data sources you can refer to to assist you when making these important decision.

If you’re in the early stages of planning, here are four actions you can take to help you choose the right time and location for your event…

Check your website’s Google Analytics

The first question to answer is ‘where are your customers located?’ If you have an established website, which you use to promote your events and sell tickets, this can be a goldmine of information.

Hopefully you already have Google Analytics installed on your website – if not, check out our article and why you should and how to go about it. Via your Google Analytics dashboard (in the Audience section) you will be able to see geo location data showing where your site visitors are based.

Google Analytics determines locations from a visitor’s IP address. And provides a number of geographical dimensions, such as City, Region, Country. It’s pretty accurate but do bear in mind that if visitors are connecting via a VPN. It can provide inaccurate location data so it’s not totally fool proof.

On the whole, however, you will get a good idea where your site visitors are coming from. And you can also look at conversion rates by geographic location. Did a large percentage of people who bought tickets to your last event come from an area outside of the event’s location? In which case, maybe you could gain greater numbers of attendees by holding the event closer to them?

Are you getting lots of site visitors from the north of England. But not converting them because your events are down south? Perhaps it’s time to consider staging your events in multiple locations. To make them accessible to people in both regions? The data you glean from Google Analytics can also help you plan and measure the effectiveness of your marketing. So be sure to exploit it.

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