What is an event without a community? They should go out ideally within 24 hours of your event ending, so everyone’s memory is fresh and you get the most accurate feedback possible. With the official launch of your event, and the event page being live, now’s a great time to tell the world (and particularly your audience) about the detailed programme, key features and any other key selling points you’ve had under wraps until now.Â. One of the most common mistakes people make in marketing their event happens before they’ve even started! It doesn’t have to be a hard sell, but it’s much harder to ignore a phone call than an email or one of a thousand tweets on their timeline. The Importance of Conducting a Post Event Evaluation. Secondly, it will help you achieve post-event engagement with your audience. If you’re not sure why it’s important to have a mission statement or explain “why” you are organising an event, take a few minutes to watch this video from Simon Sinek (you won’t regret it!). The interview could easily be with a speaker, sponsor, artists or anyone else of interest to your community. Exclusive sponsor offers: Everyone loves a bargain, and many valuable businesses have been built off this simple idea. Yet, your follow-up email is one of the most important you’ll ever send. Send targeted invitations to your customers and prospects by Now’s the time to reengage with them and, if they are free, they’ll no doubt appreciate the invitation and repay your generosity by telling their network about your event. If you are looking for wider press coverage, avoid talking about your event in a formulaic way — go beyond the date, location, price, etc. Ask if there’s anything you can help with? Pre-Event Marketing Use these simple marketing tactics to get the word out about your event: Email: Use email to announce event details and invite recipients to join you 1. Why not reach out to your existing attendees and incentivise them to promote the event on your behalf? During this stage, it is important that your organization take the lead in: Expressing relief and thanks to all involved ), because you shouldn’t ignore the value-led content in favour of exclusively sales-led content. The next stage in your event communication plan is the main marketing push, which, combined with the ‘Last call’ phase, is typically about 12 weeks long. We’ve also put together a handy template that plots all of these tactics in a sample 16-week event communications plan, that you can adapt to your specific needs. Thirdly, you can use this valuable information to grow your event community and successfully promote your next edition. Balance them with high value, interesting content that your target attendees will appreciate and find valuable. It should be the last thing you write and include: 1. Don’t ask long, complex questions. List key recommendations Along with your text about what you found most useful about the event, include photos and video or audio recordings, preferably embedded in the post. To sell tickets, you need to be armed with an event marketing strategy that is complemented by a communication plan to effectively promote your event to your target audience. Now is the time to play one of your strongest cards in your event communication plan if it’s a business event where networking will inevitably important: Who you’ll meet. So whether it’s paid social media (promoted posts) or Google Adwords, PPC and retargeting, now’s the time to put cash behind your campaign if you’re going to do it at all. If you captured data at the event using apps like Sli.do or DoubleDutch, this is a great place to include those too. Many event promoters put a ton of time and effort into their promotional emails, then neglect their post-event communications. This is the point where your employees either take what they learned at the … Include important stats in your post that are relevant to the community attending the event, e.g. Think about what would make someone chuckle or take a second glance if they saw your event in their Facebook newsfeed. The most important post-event engagement step your business can take is to actively make contact with any and all leads obtained during your event. 1 Month Pre-Event If you have a very large event, you’ll need some help writing thank you notes. You can turn all of these options on and off at will. Valuable content without backbreaking work = smart communication! How satisfied were you with the event? Event management agencies love talking about pre-event engagement tactics and on-site production strategies, but the post-event landscape is where the real magic happens. (Get the full unblurred template by downloading). An event marketing strategy is all about raising awareness of your event. Be open to innovative thinking: Formats like video and electronic media were once deemed too elaborate or expensive for pre-com. You can use this to fuel the rest of your pre-event marketing comms, rally people around your idea, and convince them of the need to attend your event. How much did they enjoythe individual workshops? You’ve now arrived at one of the toughest stages of event marketing. Whether five or 500 people attended, your post-event emails must be consistent each time. What did people like? So write about them! Work with any of your sponsors, exhibitors, supporters or media partners to provide an exclusive special offer or discount to their service. Once your event has finished, you can scroll back to the top of this post and start again! Ask participants to rate the date, location, speakers, vendors, and catering of the event. In an ideal world, your company would … Katie Sawyer is a writer at Eventbrite, where she helps event organizers throw awesome festivals, food and drink bonanzas, and cultural events. Here are 4 ideas for your event communication plan that you can run on a cycle, alternating them each week for a 15-16 week period. 2. Lastly in the post-event communications period, you should tell people what you’ve learned from the post-event survey. Given communication is at the heart of a successful community and successful long-term events, in this post we’re going to provide you with a 52-week event communication plan and template to help you really nail it. An executive summary is exactly that, a summary – keep it under a page. Whether you’ve been marketing for a matter of months or weeks, your event will eventually loom large in front of you, and with just a couple of weeks (or even just a couple of days) to go, it’s time for your las call communications. 56. This can be as simple as a landing page with the name, date, event description, and option to register your interest. What will be improved next year? Write a blog post and newsletter outlining the 10 benefits of attending. Event partnerships can be crucial to your event’s success, so you need to start reaching out to potential collaborators, complementary brands, and media partners early — way before your event has officially launched. 1. This can be a 1-to-10 scale asking questions, such as: 1. 4. … How to create and send email invitations for your event, The 2020 Guide to Event Marketing: Strategies, Ideas, and Examples, 51 Social Media Ad Copy Templates to Sell Out Your Event, Storytelling Sells: Bring Your Event’s Copy to Life on Social Media, Your Questions Answered: How to Price Your Event. First, let’s deal with the structure. Don’t forget the huge range and diversity of social media available to you now. Now you have a central page to drive people to. Block time on your calendar so it happens. Thought leadership blog posts: Whether you’re running a conference, a charity fundraiser or a workshop, you’ve probably got some opinions and insight into the things your audience cares about. If you are uncomfortable or unable to attend for any reason, I completely understand, please let me know either way by [date]. By 12 weeks (at least) before the event, you’ll want to announce the event. A strong community and growing event will be sure to follow. Schedule time to write and publish the report within 48 hours of the event. Who are the headline bands, keynote speakers, celebrity chefs, etc. Getting on social media early is an important way to create momentum for your event promotion, building a community and spreading the mission that you’ve written about in your blog post (which you can link back to in your posts). Event Communication Plan Phase 1: Pre-Event Pre-event page. And yet, a post-event report is really valuable. This where you can use the “early bird discount.” Early bird discounts work by staggering your ticket sales to go up in price the closer to the event it gets. Ask follow up questions about the most important aspects of the event, like the keynote speaker. After an event, it’s time to send the post-event email to attendees and non-attendees, communicate new leads with the sales department and note any changes that need to be made next year. This is a frequently missed opportunity. The post-event period could last up to 6 weeks, and so we’ve got 6 key messages to match, which are: The thanks for attending and post-event survey are hugely important. Step #1. Top 16 event feedback survey questions for post-event questionnaire. So once a month you could find the 10 best tweets in your industry; share the 5 best posts you’ve read; or list the best album releases of month. The following week is a good time to recap the key moments from your event as captured on social media – whether that’s a series of tweets, photos on Instagram or Facebook posts. Highlight key achievements 3. If you’re looking to fill a few last-minute places or get the word out in an impactful way, then influencers could be your best shot. This adds a lot of credibility to your event and helps to build loyalty. Planning to add a few emails to your event communication calendar? The best way to do this is through guest posting or creating pieces of thought leadership that others will be happy to share. Every event is different — as is every lead time, budget, and target market. Too many organisers forget they can create an event page and push it live to capture early interest, even if all of the details aren’t yet finalised. You’ll probably find it’s a relatively time-intensive but effective way of securing a few more sales if they’re needed. You could even offer them referral fees if they become an affiliate, which is easy to track and manage with Eventbrite. The next action item in your pre-event communication strategy is to tell people why you’re organising the event. Keep it simple. If you continuously send out sales messages, these will get old very quickly and turn your audience off. In other words, a communication strategy addresses all the interactions you may have with the event-related stakeholders. Event email example #4: The event follow-up: Marketing United. Of course, it’s impossible to create a perfect “catch-all” strategy. If they would, a journalist may also pick up on it. It’s not uncommon to have more than one of these events. The post-event flow has faded and you’re probably a while away from having some big announcements about your next event. You can always make use of an event report sample to help you with your report. If you want to track how well your various event marketing partnerships are doing, you can use custom tracking links. Wow, are we at the event already? How would they rate the clarity of the speaker/presenter? Carrying out such a study will also help the host learn improvement areas. If you run events, you know that no matter how amazing your events are, they very rarely just “sell themselves.” Annoying, right? This is particularly important if you’re running multiple tracks or have more than one stage. Many organisers focus solely on bringing in new attendees, forgetting that they have a potentially killer marketing tactic at their disposal — those who have already been convinced of your event’s value and registered their place. Your second blog post should focus on the benefits of attending your event. And they’re essentially marketing and sales plans. You know you want to use social media, email, and word of mouth to drive your ticket sales, but the best communication plans follow a timeline and a logical sequence — each promotion reinforcing the last. Hearing from you regularly keeps your event and brand top of mind. It’s an important topic, and a simple Google search for ‘How to build an event community’ reveals almost 500,000,000 results. It’s good for all this activity to hit more or less at the same time. Ensure that all pre-communication links to the bigger picture: All pre-com should be on brand, in line with brand values, and supportive of what’s happening at the event and in post-com. For consumer events, it might be less obvious: You could create interesting infographics, gifs or other visual assets; write about ‘what’s hot’ and breaking trends; or produce a series of YouTube videos, or podcasts, that capture event-goers attention. If you’ve noticed that a few of your targeted attendees, or some of those pre-registered leads, have still not bought a ticket, why not give them a call? Interviews: Interviewing people of interest to your community is a great way to produce valuable content without too much leg work. This is your mission statement. Emails about events have a 26% open rate — much higher than typical marketing emails — so email should be central to your communication plan and ticket sales. Did they like the venue? Let everyone know when the super early bird ends, when the event page is live and the detailed programme is announced. If you go down this route, you can also offer a super-early bird incentive to those who pre-register, helping you to capture even more early interest. Content curation: This means rounding up content related to a theme, and then ideally adding your spin on it. See how many people you can get to pre-register for next year’s event. If your event was educational in any way, for example a conference, then the 4th week is a great time to release a post-event report detailing the key trends and findings from the event. While there are a million and one things you can add to your onsite event communication plan, I would focus on 3 in particular: Key timings so everyone knows what’s going on and where they need to be. 2 weeks before your event, you’re into the ‘last call’ phase. If you write it your press release with key search terms in mind, then anyone with Google Alerts set up for those terms will see your release. Talk about your event’s unique value proposition or mission statement, so everyone understands why it is a must-attend event, different from last year, and stands out from your competition. Attendee conversation amplification is a great way to keep your finger on the pulse and share the best communications happening amongst your attendees. By integrating your event with SurveyMonkey, you can quickly import attendee email addresses and create a customised survey to send out. In this blog post, we break down the anatomy of a memorable meeting invitation email and immerse you in the best practices of corporate email communication. Conducting a post event evaluation is a must after every event. Post event engagement will actually make your life easier throughout the year because your event’s content informs what … By doing this, you are better placed to share good news with your stakeholders and able to build on what went well in future events. Your final blog posts, social media updates and emails should now take on a more urgent, sales-focused message as you’ve spent the past few weeks or months building up a relationship — now is the time to be super clear with your direct calls to action and convert that long-term strategy into ticket sales. For much more detail on your event marketing strategy, we’ve got a separate post and template for this phase. Event highlights are your curated parts of the event that you want to make sure everyone sees, whether they’re at the event or not, so your attendees don’t miss out and non-attendees start to get a real sense of FOMO. Definitely follow up with anyone who left less-than-favorable feedback! 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