The Patron Journey
Stage 1: Discovery
Build Awareness
"Which live event will give me the greatest value?"
Key Activities
- Seeing an event ad online.
- Evaluating business goals.
- Checking website analytics.
Pain Points
- Difficulty finding events.
- Uncertainty about value.
- Cluttered information.
Planner Action
- Determine date/location/price.
- Launch website & SEO.
- Target personas effectively.
Stage 2: Commitment
Registration
"Will this meet expectations? Is it smooth?"
Key Activities
- Buying tickets (Web/App).
- Receiving confirmation email.
- Providing demographic info.
Pain Points
- Price sensitivity.
- Complex checkout flow.
- Hidden fees.
Planner Action
- Communicate expectations.
- Track demographics.
- Ensure payment security.
Stage 3: Anticipation
Final Prep
"What can I do before I arrive?"
Key Activities
- Booking travel.
- Downloading Event App.
- Opening "Know before you go" emails.
Pain Points
- Unclear instructions.
- Not knowing what to expect.
- App download issues.
Planner Action
- Finalize event elements.
- Send preparation emails.
- Build excitement.
Stage 4: First Impression
Welcome Arrivals
"How do I check in? Is it fun?"
Key Activities
- Scanning ticket/QR code.
- Entering the venue.
- Getting badge/wristband.
Pain Points
- Long registration lines.
- Confusion on where to go.
- Technology failure.
Planner Action
- Troubleshoot arrival issues.
- Ensure warm welcome.
- Manage crowd flow.
Stage 5: Engagement
Enhance Journey
"How do I get the most out of this?"
Key Activities
- Buying products via QR/RFID.
- Live polling participation.
- Networking & Activations.
Pain Points
- Too many options (FOMO).
- Poor signage.
- Confusing schedule.
Planner Action
- Make live adjustments.
- Poll sentiment.
- Facilitate networking.
Stage 6: Memory
Cultivate Reflection
"What were the best elements?"
Key Activities
- Leaving the event.
- Filling evaluation forms.
- Social media sharing.
Pain Points
- Event not memorable.
- Difficult survey forms.
- No follow-up.
Planner Action
- Solicit feedback immediately.
- Thank stakeholders.
- Analyze satisfaction data.
Stage 7: Loyalty
Inspire Post-Event Action
"Do I want to attend in the future?"
Key Activities
- Registering for next event.
- Sharing lessons learned.
- Referral recommendations.
Pain Points
- Cannot find info for next year.
- Dead air after event.
Planner Action
- Personalize outreach.
- Open pre-registration.
- Share "Best Of" content.
The Patron Journey
Stage 1: Discovery
Build Awareness
"Which live event will give me the greatest value?"
Key Activities
- Seeing an event ad online.
- Evaluating business goals.
- Checking website analytics.
Pain Points
- Difficulty finding events.
- Uncertainty about value.
- Cluttered information.
Planner Action
- Determine date/location/price.
- Launch website & SEO.
- Target personas effectively.
Stage 2: Commitment
Registration
"Will this meet expectations? Is it smooth?"
Key Activities
- Buying tickets (Web/App).
- Receiving confirmation email.
- Providing demographic info.
Pain Points
- Price sensitivity.
- Complex checkout flow.
- Hidden fees.
Planner Action
- Communicate expectations.
- Track demographics.
- Ensure payment security.
Stage 3: Anticipation
Final Prep
"What can I do before I arrive?"
Key Activities
- Booking travel.
- Downloading Event App.
- Opening "Know before you go" emails.
Pain Points
- Unclear instructions.
- Not knowing what to expect.
- App download issues.
Planner Action
- Finalize event elements.
- Send preparation emails.
- Build excitement.
Stage 4: First Impression
Welcome Arrivals
"How do I check in? Is it fun?"
Key Activities
- Scanning ticket/QR code.
- Entering the venue.
- Getting badge/wristband.
Pain Points
- Long registration lines.
- Confusion on where to go.
- Technology failure.
Planner Action
- Troubleshoot arrival issues.
- Ensure warm welcome.
- Manage crowd flow.
Stage 5: Engagement
Enhance Journey
"How do I get the most out of this?"
Key Activities
- Buying products via QR/RFID.
- Live polling participation.
- Networking & Activations.
Pain Points
- Too many options (FOMO).
- Poor signage.
- Confusing schedule.
Planner Action
- Make live adjustments.
- Poll sentiment.
- Facilitate networking.
Stage 6: Memory
Cultivate Reflection
"What were the best elements?"
Key Activities
- Leaving the event.
- Filling evaluation forms.
- Social media sharing.
Pain Points
- Event not memorable.
- Difficult survey forms.
- No follow-up.
Planner Action
- Solicit feedback immediately.
- Thank stakeholders.
- Analyze satisfaction data.
Stage 7: Loyalty
Inspire Post-Event Action
"Do I want to attend in the future?"
Key Activities
- Registering for next event.
- Sharing lessons learned.
- Referral recommendations.
Pain Points
- Cannot find info for next year.
- Dead air after event.
Planner Action
- Personalize outreach.
- Open pre-registration.
- Share "Best Of" content.