Boy, do 52 weeks fly by when you’re having fun and communicating a lot! Work with any of your sponsors, exhibitors, supporters or media partners to provide an exclusive special offer or discount to their service. 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. Definitely follow up with anyone who left less-than-favorable feedback! 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).  Now they know their comments have been taken on board. Instead, you can provide them with the email templates and social updates you want them to send, and then just ask them to copy and paste. © 2021 Eventbrite. “I wanted to update you on [event] as in light of the current outbreak; I’ll be postponing it until [date] and look forward to seeing you then. 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. 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. Many an event communication plan starts a few months – maybe even just a few weeks – out from the event. Email is also a great support tool, helping you get your content directly in front of your audience, and offering them something of value beyond asking them to register for your event (again). Linking to these resources is also OK. 3. Is there a weird or funny story attached to how and why you’ve come to organise this event? Think about what would make someone chuckle or take a second glance if they saw your event in their Facebook newsfeed. One of the most common mistakes people make in marketing their event happens before they’ve even started! This tip seems obvious, but research shows that while 98% of exhibiting companies collect sales leads during their events, only 69% have a formalized lead follow-up plan in place. Every post-event strategy will look different from the next (first and foremost, depending on what the goal of your event is), but we believe that there are certain elements every successful post-event strategy should include. If you run events, you know that no matter how amazing your events are, they very rarely just “sell themselves.” Annoying, right? 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. You’ll probably find it’s a relatively time-intensive but effective way of securing a few more sales if they’re needed. How satisfied were you with the event? For example, early communication pieces should feature details like keynote speakers and venue details. And yet, a post-event report is really valuable. 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. 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. ), because you shouldn’t ignore the value-led content in favour of exclusively sales-led content. 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. Hot on the heels of this reminder about how good your event was, there should be your first major call to action. Yet the only way to build an event community is through consistent, useful and timely communication. You can then use your social channels to promote this content to your audience, invite them to comment (or create their own) and keep a conversation going about your event. Also, you can … Who are the headline bands, keynote speakers, celebrity chefs, etc. Telling the human story is a universal strategy of mainstream press, so play to that if you can. 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. Block time on your calendar so it happens. Keep it simple. Again, what the specifics of this look like will heavily depend on your event. The day-to-day event marketing period is the best time to invest in paid advertising. Write a blog post and newsletter outlining the 10 benefits of attending. 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. Whether five or 500 people attended, your post-event emails must be consistent each time. Why not reach out to your existing attendees and incentivise them to promote the event on your behalf? How would they rate the clarity of the speaker/presenter? The event is at its hottest when it’s first launched and all the details are fresh and new. 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. Valuable content without backbreaking work = smart communication! Here they are (with detailed explanations below): One of the most common mistakes people make in marketing their event happens before they’ve even started! The Complete 52 Week Event Communication Plan, a separate post and template for this phase, How to Create a Proactive Communication Plan, From On-Sale to Sold Out: Marketing and Promotion for Events, Save the date (once you’ve confirmed it), Keynote speaker / headline act confirmed (or any other major component to your programme), The sponsors, exhibitors and other event supporters, Announce the end of the ‘normal’ early bird, Tell people where to stay; and what to do while in town if you’re expecting a lot of out-of-town visitors. This adds a lot of credibility to your event and helps to build loyalty. 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. You can turn all of these options on and off at will. Now is the time to ask your partners for their support. 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. Yep, the life of a successful event organiser isn’t easy…but it can be hugely rewarding and being a leading figure in your community thanks to your strong communication will pay off big time over the long term. Review our leadership infographic templates or templates to help marketing teams to go remote for more ideas.. Use a crisis communication plan to keep outside stakeholders informed. 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. Post-event communication: The most neglected part of any event December 20, 2013 In my last article, Pre-event communication: Don’t let your event start at the door , I talked about how pre-event communication plants the seeds of important messaging and puts attendees in the right frame of mind even before they arrive at your event. It’s a win-win-win and you might find people start following you or subscribing to your newsletter just to get wind of the latest offer first. Katie Sawyer is a writer at Eventbrite, where she helps event organizers throw awesome festivals, food and drink bonanzas, and cultural events. You can then take the content from this post, rework it, and use to create a series of social media announcements. This could be followed up with a key stakeholder interview (your headline sponsor, chairman, MC etc. Announce a super early bird rate to get pre-event bookings in, even if nothing else is confirmed other than the date, venue and maybe your headline act / keynote speaker. As mentioned above, once you’ve gone past the initial launch excitement for your event, you’ll need to engineer more reasons to encourage people to register (and register now rather than later). You will build loyalty and ultimately help ensure long-term growth and success of your event program. Send the survey within 12 hours after the event, and include questions where guests rate various parts of the event. You can find her sampling beer, stuffing her face with cookies, and checking out local comedy shows. Employing telesales teams is expensive, and only effective if you’ve got a great inbound marketing program to support them with lots of fresh, warm leads. If it’s a consumer event, you can tell people who is coming from their friendship group. It’s not uncommon to have more than one of these events. Ask if there’s anything you can help with? See how many people you can get to pre-register for next year’s event. Simple Post-Event Evaluation Form free download and preview, download free printable template samples in PDF, Word and Excel formats If you are looking for wider press coverage, avoid talking about your event in a formulaic way — go beyond the date, location, price, etc. Design Tip: Try making each different section a list of recommendations such as “guidelines for 1-on1s” and “team rituals to implement.”. First, post-event content will allow you to keep alive the interest of your attendees about topics that they discussed during the event. You’ve now arrived at one of the toughest stages of event marketing. Angle option #2: Dive into the human element. 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. Here is a sample plan for ensuring you thank ALL donors- no matter how small the gift- in a timely manner post-event (and do so without stressing yourself out). 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. Be open to innovative thinking: Formats like video and electronic media were once deemed too elaborate or expensive for pre-com. 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. If you take the suggestions above as a roadmap to help shape your event marketing communication strategy, you will be in a much stronger position to build momentum and ultimately achieve more ticket sales. Exclusive sponsor offers: Everyone loves a bargain, and many valuable businesses have been built off this simple idea. Post event engagement will actually make your life easier throughout the year because your event’s content informs what … Here are the reasons why a post event evaluation is important: To know if the event achieved its aforedetermined measureable goals; To ensure the event met the expectations of … This touchpoint provides a valuable opportunity to promote other upcoming events, collect attendee feedback , and guide attendees towards the next step you want them to take. And there is clearly a knowledge gap, given the much smaller number of results around planning for event communications. The ‘who you’ll meet’ email and blog post should highlight all the biggest brands names (if not the exact delegates name and job title, just the company name should do), which helps sew the seeds of social proof and will no doubt tip any waverers over the edge. It’s an important topic, and a simple Google search for ‘How to build an event community’ reveals almost 500,000,000 results. 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. A very simple key that is seldom used in the event marketing to make sure your registrants come to the next event is a “thank you email” after the event. Thirdly, you can use this valuable information to grow your event community and successfully promote your next edition. The Importance of Conducting a Post Event Evaluation. Many event promoters put a ton of time and effort into their promotional emails, then neglect their post-event communications. This is a guide to building your event communication plan, and this is why you need one: Can you sustain a growing event without a strong community? #3: Attendee thank-you email and post-event wrap-up One of the most underrated attendee emails is the thank-you message. Below is an event report template that you may use to get started. During this stage, it is important that your organization take the lead in: Expressing relief and thanks to all involved Content curation: This means rounding up content related to a theme, and then ideally adding your spin on it. Being successful in event management is multifaceted, it is much more than just communicating with the people on your team as there are many pieces to the puzzle when pulling off an impeccable event. Once a person has committed to helping out in the event, the person cannot back down, otherwise, the one organizing the event would have wasted a lot of precious time and effort. 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? Facebook, Twitter, or LinkedIn might be obvious choices, depending on what kind of event you run, but consider Instagram, Snapchat, Pinterest, YouTube, Tumblr, Medium, Reddit, Quora and others too. What is an event without a community? Don’t ask long, complex questions. 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. By integrating your event with SurveyMonkey, you can quickly import attendee email addresses and create a customised survey to send out. By 12 weeks (at least) before the event, you’ll want to announce the event. Ask participants to rate the date, location, speakers, vendors, and catering of the event. Blogging on your site is important, but you need to reach new audiences beyond your website visitors find new attendees. 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. If they would, a journalist may also pick up on it. At this stage, you should already have created an event hashtag, and should already be using it in your social posts. An event feedback survey will enable the organizers to understand if they could deliver an event that met the expectations of its audience. USE THIS TEMPLATE . Later communication should include any surprise offerings and last chance messaging, to encourage guests to bring along others. Angle option #1: Why your event is completely novel, strange, a landmark first, etc. 56. The post-event flow has faded and you’re probably a while away from having some big announcements about your next event. number of attendees, number of student attendees, number of committers, etc. First, let’s deal with the structure. Schedule time to write and publish the report within 48 hours of the event. How to Wrap Up a Successful Event in 5 Steps. This is a frequently missed opportunity. 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. Wow, are we at the event already? A strong community and growing event will be sure to follow. Once your event has finished, you can scroll back to the top of this post and start again! The best way to do this is through guest posting or creating pieces of thought leadership that others will be happy to share. Even if the same people are being targeted, it will give them a sense of the event’s momentum and importance, while helping to reinforce your message. It’s good for all this activity to hit more or less at the same time. Summary of post-event report 2. Public events like fundraisers, store openings, and trade shows help your organization reach people outside your immediate circle. And they’re essentially marketing and sales plans. 2. With your event now ready for prime time, get your first major email blast out to your potential attendees, including those who pre-registered. Every event is different — as is every lead time, budget, and target market. ... You can provide an optional slot for name and contact if the participant wishes to receive follow-up communication. That said, there are some common tactics that can help guide you as you create your event communication calendar. The rest of your marketing comms should be geared towards building up interest and urgency in the lead-up to the expiry of your discounts, helping you create spikes of ticket sales. Maximize public participation in future events by finding out what keeps people coming back for more. This will probably be in the form of another volley of blogs, social media updates and email blasts. Event Communication Plan Phase 1: Pre-Event Pre-event page. Multi-channel communication is best. 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. Lastly in the post-event communications period, you should tell people what you’ve learned from the post-event survey. Even if they did, by now they might have forgotten about it. In other words, a communication strategy addresses all the interactions you may have with the event-related stakeholders. For conferences and B2B events, it’s relatively straight forward as you can create an industry report or offer a white paper that combines top tips from all your speakers. You may also like summary examples. Due to the editing process, it will often be hard to get your videos out much sooner than this without paying a premium. 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. Assuming it’s relevant to your audience, you’re providing value to everyone. 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. 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. post-event marketing plan will help you make the most of your event. (To get the most out of your paid digital marketing, check out this beginner’s guide). Spend the next 10 weeks (or more) executing your marketing campaign and working on a strategy for communicatin… This can be a 1-to-10 scale asking questions, such as: 1. 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. 13 Tips on Building an Event marketing strategy. 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. Let everyone know when the super early bird ends, when the event page is live and the detailed programme is announced. 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. How much did they enjoythe individual workshops? Have you overcome adversity or challenges? Use simple wording to express gratitude towards them. Proactively answer your communities FAQs about the event: Dress code, catering, how to get there, key timings, apps to download etc. You could always use an app like Storify to pull everything together into a nicely presented narrative. Don’t make your partners work too hard for you. Ideally this would include a deposit, but if not just a simple pledge of their intention will help you get a feel for how sticky your audience is, or how many new faces you’ll need to attract. Good Sample Post-event reports. You can always make use of an event report sample to help you with your report. 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. 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. 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. Yet, your follow-up email is one of the most important you’ll ever send. 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. Concentrate your spend a few weeks before each early bird offer, helping to reinforce and amplify all your other marketing activities so everything enjoys maximum reach and impact. In an ideal world, your company would … For much more detail on your event marketing strategy, we’ve got a separate post and template for this phase. Event planning is a complicated procedure that requires good communication and teamwork. 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. With roughly 6 months to go, now’s the time to start mixing key announcements about your event into the event communication plan, while maintaining a drum-beat of community building content too. Now comes the tricky part for an organiser wanting to stay in touch with their community all year around. This is the point where your employees either take what they learned at the … 4. These can be mix and matched, or supplemented with anything else your company does after your events. So in this plan, we’re going to start at week 1. Hearing from you regularly keeps your event and brand top of mind. Instead, focus on one of two unique, newsworthy angles. The best way to achieve this through a cycle of content creation, social promotion and engagement, and email support. Time is gold and so are the dates that are indicated in the event brief. Take the time once a month to write a blog post that you think will be of interest to your audience, based on your particular experience, expertise or view point. It is a way of capturing the key achievements and learnings while they are still fresh in your mind. Word of mouth is consistently shown to be one of the most powerful and effective marketing tactics you can utilise. If you created your own survey form using an outside tool like Google Forms, you can also use the "Emails to Attendees" feature to send the survey link to attendees. Send targeted invitations to your customers and prospects by 2. Don’t hesitate to pick up the phone yourself! Balance them with high value, interesting content that your target attendees will appreciate and find valuable. Intrigued? Communication is one of the most important aspects of being an effective event planner. Some big announcements you might want to include are: The next stage in your event communication plan moves you into promotion and marketing territory, as you start to gear up for ticket sales, but the event page isn’t quite live yet. The venue/location must be specified. This can be as simple as a landing page with the name, date, event description, and option to register your interest. 4. … 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. What will be improved next year? Your second blog post should focus on the benefits of attending your event. Don’t forget the huge range and diversity of social media available to you now. 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 continuously send out sales messages, these will get old very quickly and turn your audience off. With the initial excitement of the event launch behind you, it’s time to knuckle down and find ways to keep the momentum going. Now you have a central page to drive people to. If you want to track how well your various event marketing partnerships are doing, you can use custom tracking links. © 2021 Eventbrite. 2. Explain the key themes your event will explore, so people can start getting excited about the content and what the experience will be like. But wait until too close to your event and you won’t give it time to impact on results. Interviews: Interviewing people of interest to your community is a great way to produce valuable content without too much leg work. Your marketing agenda and communication schedule will be influenced by deadlines for selling tickets, signing speakers, and/or deciding event programs. 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