How Peter Swain Uses RSVP and Subscription Calendars to Double Show Rates customer success

For business accelerators, coaches, and masterclass hosts, getting people to show up is just as important as the content itself. Few understand this better than Peter Swain, an entrepreneur who has built a thriving community through mastermind sessions, bootcamps, and accelerator programs. With a strong focus on creating seamless user experiences, Swain has made AddEvent an essential tool for ensuring engagement and participation.

The Challenge: Getting on People’s Calendars Without Friction

Before discovering AddEvent, Peter encountered a common yet frustrating problem—getting people to show up to his events. He first needed an Add to Calendar (ATC) button solution about 5 years ago, but at the time, options were limited, and each calendar platform required a different button. The inability to easily implement a single add to calendar button made the solution a non-starter. Because of this, his events were seeing low attendance rates, resulting in a lower event and ad ROI.

Fast forward to today, and Peter has integrated AddEvent across multiple touchpoints in his business, from public sales events to exclusive mastermind courses. Whether through direct RSVP event pages or full subscription calendars, AddEvent has become the primary calendar management tool for his programs.

The Solution

To solve his attendance challenges, Peter implemented AddEvent’s RSVP pages, Add to Calendar buttons, and Subscription Calendar throughout multiple touchpoints including landing pages, email sequences, and automated follow-ups. This ensured that attendees could effortlessly add events to their personal calendar with just one click. The RSVP pages provided a frictionless registration process for his webinars, while the Subscription Calendar gave automatic updates and reminders to those who participated. 

The Results

By streamlining his approach and eliminating the hassle of manual event tracking Peter was able to significantly improve his attendance rates, effectively doubling them compared to his previous manual methods. The increase in attendance rate directly impacted his ad spend efficiency, allowing him to cut acquisition costs in half by maximizing conversions from his webinar and event funnels. He doubled his ROAS while keeping his paying clients highly engaged. With more people showing up, more prospects moved through his sales process, ultimately leading to higher revenue and stronger ROI.

Why AddEvent? 2x the Show Rate vs. Previous Approaches

Peter has tested various systems to improve attendance, but nothing has been as effective as AddEvent. He has found that when using AddEvent’s RSVP pages, his show rate doubles compared to when he uses Zoom registration or builds his own landing pages.

With multiple live programs running, Peter leverages AddEvent to streamline scheduling for everything from free public events to premium mastermind calls.

For paid programs, he uses a subscription calendar model, ensuring members get every update automatically. This approach is critical for those of his participants that don’t use a calendar regularly to keep them in the loop.

“The clients love it.”

His customers appreciate the simplicity of one-click calendar subscriptions, reducing the likelihood of missed events while keeping engagement high.

Acquisition Costs & The Power of Attendance

One of the most compelling reasons Peter relies on AddEvent is its direct impact on marketing and ad spend. When running ads for events like webinars or masterminds, attendance rates directly affect acquisition costs.

With a healthy monthly ad budget, optimizing show rates is non-negotiable. Peter’s approach follows a simple flow: Paid ad → Landing page with RSVP → RSVP to webinar → Offer. But none of that matters if people don’t attend. You can’t close someone who hasn’t shown up.

By ensuring more people show up, AddEvent plays a direct role in increasing conversions and lowering marketing expenses.

How AddEvent Integrates Into Peter Swain’s Business

Beyond improving attendance, Peter has found creative ways to integrate AddEvent into his tech stack:

• RSVPs sync with Zapier to push event data into their CRM to update contact data and automate email sequences.
• Subscription calendars manage recurring mastermind calls (e.g., 8+ per month).
• Public event calendars handle sales webinars and free sessions, ensuring prospects stay engaged.

Peter also recognizes the importance of user experience (UX) in conversions. He has noticed that when users interact with internal pages using AddEvent, they have a smoother experience with auto-filled fields on mobile devices, improving conversion rates.

Conclusion: Removing Friction = Higher Attendance

For Peter, every step in the user journey matters. Whether it’s ensuring mobile users have an easy time filling out RSVP forms or making sure paid mastermind members always get the latest event updates, reducing friction is the key to higher attendance and better conversions.

With AddEvent’s embeddable calendar tools, subscription calendars, and RSVP event pages, Peter has found a simple yet powerful solution to one of the biggest challenges in event-based businesses—getting people to show up.

And when attendance equals revenue, that’s a game-changer.