USE THIS TEMPLATE . 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. Communication is one of the most important aspects of being an effective event planner. Later communication should include any surprise offerings and last chance messaging, to encourage guests to bring along others. Katie Sawyer is a writer at Eventbrite, where she helps event organizers throw awesome festivals, food and drink bonanzas, and cultural events. Reveal the final programme (assuming it’s changed since the first announcement) and also release an interview with your keynote speaker or headline act. You will build loyalty and ultimately help ensure long-term growth and success of your event program. One of the most common mistakes people make in marketing their event happens before they’ve even started! How satisfied were you with the event? (To get the most out of your paid digital marketing, check out this beginner’s guide). 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. If you continuously send out sales messages, these will get old very quickly and turn your audience off. This is particularly important if you’re running multiple tracks or have more than one stage. 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! Related Articles. Yet, your follow-up email is one of the most important you’ll ever send. Be open to innovative thinking: Formats like video and electronic media were once deemed too elaborate or expensive for pre-com. Assuming it’s relevant to your audience, you’re providing value to everyone. 2. How to Wrap Up a Successful Event in 5 Steps. Most catchy, attention-grabbing corporate meeting invitations have some things in common. 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. First, let’s deal with the structure. Secondly, it will help you achieve post-event engagement with your audience. 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. 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. 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. 4. … 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. 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. 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. The post-event flow has faded and you’re probably a while away from having some big announcements about your next event. Send targeted invitations to your customers and prospects by 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. Are you (or anyone involved in the event) an interesting story? Again, what the specifics of this look like will heavily depend on your event. The next action item in your pre-event communication strategy is to tell people why you’re organising the event. 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. 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. You can then take the content from this post, rework it, and use to create a series of social media announcements. Interviews: Interviewing people of interest to your community is a great way to produce valuable content without too much leg work. 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. This adds a lot of credibility to your event and helps to build loyalty. Think about what would make someone chuckle or take a second glance if they saw your event in their Facebook newsfeed. 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. Also, you can … 1 Month Pre-Event If you have a very large event, you’ll need some help writing thank you notes. With the initial excitement of the event launch behind you, it’s time to knuckle down and find ways to keep the momentum going. Let everyone know when the super early bird ends, when the event page is live and the detailed programme is announced. The best way to achieve this through a cycle of content creation, social promotion and engagement, and email support. If it’s a consumer event, you can tell people who is coming from their friendship group. post-event marketing plan will help you make the most of your event. If you also recorded any of the event – speaker sessions at a conference, acts at a music festival – then you can again use these to draw your community back to the event (and show those who didn’t make it what they missed out on). But wait until too close to your event and you won’t give it time to impact on results. All Rights Reserved. 2. The interview could easily be with a speaker, sponsor, artists or anyone else of interest to your community. Event 360 provides great tips on Communicating with Participants Before, During and After the Event in this blog post by Sarah Coniglio and Patrick Riley. Exclusive sponsor offers: Everyone loves a bargain, and many valuable businesses have been built off this simple idea. ... You can provide an optional slot for name and contact if the participant wishes to receive follow-up communication. For example, early communication pieces should feature details like keynote speakers and venue details. Valuable content without backbreaking work = smart communication! Once your event has finished, you can scroll back to the top of this post and start again! How would they rate the clarity of the speaker/presenter? Block time on your calendar so it happens. 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. This way they can help you with your communications plan by spreading the word to their audience from the very beginning. 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. Do they have any questions? It’s basically your normal communication strategy with a little bit of extra love thrown in during the days and weeks following the event. Good Sample Post-event reports. First, post-event content will allow you to keep alive the interest of your attendees about topics that they discussed during the event. You can turn all of these options on and off at will. In an ideal world, your company would … 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. The results provide valuable metrics with data on what went well and what didn’t go so well. You may also like summary examples. Who are the headline bands, keynote speakers, celebrity chefs, etc. 1. And yet, a post-event report is really valuable. At this stage, you should already have created an event hashtag, and should already be using it in your social posts. number of attendees, number of student attendees, number of committers, etc. 13 Tips on Building an Event marketing strategy. If you are looking for wider press coverage, avoid talking about your event in a formulaic way — go beyond the date, location, price, etc. 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. Many an event communication plan starts a few months – maybe even just a few weeks – out from the event. 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. ), because you shouldn’t ignore the value-led content in favour of exclusively sales-led content. Now you have a central page to drive people to. Maximize public participation in future events by finding out what keeps people coming back for more. 56. Proactively answer your communities FAQs about the event: Dress code, catering, how to get there, key timings, apps to download etc. If there is any networking involved, then it’s a great idea to use the concept of “social proof” at this stage. It’s good for all this activity to hit more or less at the same time. Show the world who is already going to be at the event, which will help convince others they should be there too. 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. Intrigued? What is an event without a community? Send the survey within 12 hours after the event, and include questions where guests rate various parts of the event. If you want to track how well your various event marketing partnerships are doing, you can use custom tracking links. Don’t forget the huge range and diversity of social media available to you now. 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. This will probably be in the form of another volley of blogs, social media updates and email blasts. And they’re essentially marketing and sales plans. Simple Post-Event Evaluation Form free download and preview, download free printable template samples in PDF, Word and Excel formats This could be followed up with a key stakeholder interview (your headline sponsor, chairman, MC etc. This can be as simple as a landing page with the name, date, event description, and option to register your interest. 2 weeks before your event, you’re into the ‘last call’ phase. All Rights Reserved. It’s not uncommon to have more than one of these events. 3. Ask follow up questions about the most important aspects of the event, like the keynote speaker. Schedule time to write and publish the report within 48 hours of the event. 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? This can be a 1-to-10 scale asking questions, such as: 1. Content curation: This means rounding up content related to a theme, and then ideally adding your spin on it. 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. 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. You can always make use of an event report sample to help you with your report. You want to direct potential attendees and previous attendees into the “awareness” stage of your marketing funnel so that you can inform and advise them as they make the journey towards buying a ticket. These can be mix and matched, or supplemented with anything else your company does after your events. 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. 2. You can use it to capture leads and early interest (which can then be contacted later) and it will help build up your SEO authority with Google. Ask if there’s anything you can help with? For much more detail on your event marketing strategy, we’ve got a separate post and template for this phase. 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. This is your mission statement. What did people like? 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. 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. See how many people you can get to pre-register for next year’s event. 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. Why not reach out to your existing attendees and incentivise them to promote the event on your behalf? 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. 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. That said, there are some common tactics that can help guide you as you create your event communication calendar. (Get the full unblurred template by downloading). Keep it simple. Surprisingly, post-event follow-up is often overlooked, but is still critically important. You can find her sampling beer, stuffing her face with cookies, and checking out local comedy shows. The day-to-day event marketing period is the best time to invest in paid advertising. So in this plan, we’re going to start at week 1. How much did they enjoythe individual workshops? What will be improved next year? Lastly in the post-event communications period, you should tell people what you’ve learned from the post-event survey. Here are some general timeline rules to stick to when planning your communication strategy: 1. This is a frequently missed opportunity. 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. You could always use an app like Storify to pull everything together into a nicely presented narrative. By 12 weeks (at least) before the event, you’ll want to announce the event. Definitely follow up with anyone who left less-than-favorable feedback! 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. Even if they did, by now they might have forgotten about it. 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. You can use the table of contents as a guide to help you with the type of information you’ll need to collect and write. In other words, a communication strategy addresses all the interactions you may have with the event-related stakeholders. © 2021 Eventbrite. Balance them with high value, interesting content that your target attendees will appreciate and find valuable. Maybe, but you’ll find life much easier if you have a large, engaged and growing community to support you. Telling the human story is a universal strategy of mainstream press, so play to that if you can. 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. 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. 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. 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. 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’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!). Public events like fundraisers, store openings, and trade shows help your organization reach people outside your immediate circle. Post event engagement will actually make your life easier throughout the year because your event’s content informs what … Boy, do 52 weeks fly by when you’re having fun and communicating a lot! 3. If you’re new to Eventbrite, now would be a good time to check out these help centre articles: While it can be hard to pick up national press, it’s still worthwhile issuing a press release and sending it out through as many free distribution channels as possible. 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