Today, industry association CLC-VECTA launches the sector-wide awareness campaign ‘No Show = No Go’.
A campaign designed to make participants of business events more aware of the consequences of not showing up for an event they registered for. On average, 10 to 30 percent of registered participants fail to attend.
Gerbrig Reitsma, Business Affairs Advisor at CLC-VECTA:
“With a working group and in collaboration with Elderhorst Media, we started developing the message and script for a video. We soon concluded that we wanted to highlight much more than just food waste. After all, the impact of no-shows reaches far beyond that.”
An independent industry campaign for everyone in the sector
The video draws attention to an issue that affects the entire industry as well as event participants. To create broad awareness, the involved parties developed an independent industry campaign—complete with its own visual identity, website and communication.
Food waste, unnecessary costs, empty seats and lost content value
“No-shows: almost every organiser or event manager encounters them. An event is fully prepared, participants are registered, yet a significant portion does not show up. On average, 10 to 30 percent of registered participants stay away. The impact goes far beyond just food waste: from unnecessary costs and empty seats to lost content value,” says CLC-VECTA.
New awareness video featuring recognisable situations
For the campaign, a video was developed showing the impact of no-shows through four scenes. The video features a frustrated event manager throwing away badges, a sleeping parking attendant hired for nothing, a disappointed participant in a matchmaking session, and of course a scene highlighting food waste.
Filmed during INSPIRE with industry extras
Filming took place at the end of August during INSPIRE, the event organised by the Dutch Association of Event Managers. A fun detail: several industry colleagues attending INSPIRE appear in the video as extras.
“When you register and then stay away, it’s not just food that goes to waste or seats that stay empty—you also diminish the content and value of the event,” says Dirk Prijs, Director of the Dutch Association of Event Managers. “Every participant brings knowledge, experience and a network. So a no-show is truly a no-go.”
Call to action
At www.noshow-nogo.nl, you will find all information, a practical toolkit, FAQs, and of course the awareness video: the “original version,” a “short version,” and a subtitled version. All materials are freely available for organisers, venues, agencies, suppliers, and event participants.
“We call on everyone in the industry to actively use and share the campaign. Visit the website for tips and details on how to participate. Together, we contribute to successful and sustainable events,” says Dineke Philipse, Association Manager at CLC-VECTA.
