“Event marketing is an extension of your content marketing. That’s the backbone to a really successful event.” – Stefanie Grieser, strategic marketing professional and author.
Building a successful event requires a strong community that is connected and engaged, ready to lend its support and help your event grow. To nurture an event community, purposeful and timely communication is necessary. We share a few tips to help you prepare for your big event!
Expand Your Online Presence
When hosting an event, be sure to harness the power of social media. In this digital age, being visible online is a huge plus. Bring your event online by announcing and promoting it regularly via email blasts and on social media platforms. Having a strong online presence plays to your advantage. Use social media to share regular updates and the latest news regarding the event so as to build excitement around your event.
During the event, utilize the power of real-time marketing and post updates when you can. These updates could include pictures and videos on your social media channels like Instagram, Twitter, Facebook, LinkedIn and YouTube. Once the event is over, craft a post-event note (a brief on the event or thank you message) and post this on the various channels linked to your company website. If your event is an educational one (i.e. a conference, workshop or seminar), you can also think about hosting a webinar as a follow-up to the meeting.
Word of Mouth
For any event to stand out, you need to offer something compelling enough to spark and sustain conversations. This will further promote brand awareness and build a larger following behind your event. It could be anything from highlighting a reputable keynote speaker, or the announcement of special awards to recognize outstanding achievements and contributions to the industry. These can be huge draw factors that your intended audience wouldn’t want to miss out on. Word of mouth is a powerful marketing tool!
Make It Interactive
An event is an interactive ground that brings like-minded individuals together to share ideas and experiences. Include programs or activities to set your event apart and actively engage your audience. Customized gifts lend that personal touch but more importantly, they capture the mindshare of your audience. Rather than a generic event T-shirt or cap, how about portable battery banks imprinted with your company logo? These mementos are not only practical, but also spread awareness beyond the event.
When It Ends
Be sure to send out thank you emails and post-event surveys and feedback forms within a day of your event’s conclusion – when everyone’s memory is fresh and you’re likely to receive the most accurate feedback possible. Input from participants will help in future program planning.
Also take some time to gather all the points discussed during the conference and notable quotes from speakers and release a post-event report. You should not miss out on your major call to action, with the opportunity to get people to pre-register for upcoming events.
Stay in Touch
Do stay in touch with your community. Update them on future activities and other news of interest (but avoid spamming!). Remain visible on social media just so participants can check in and remain in the loop.
On Social Media: Post weekly industry-related news updates on Twitter to engage with your community online. One way to increase your following is to use high-volume hashtags that are relatable to your target groups. You should plan the best time slots to post your updates for maximum visibility and pick-up. Use fewer words and more visuals to capture your audience’s attention.
Monthly Blogs: This could be a more in-depth, monthly blog post summarizing the state of the industry or new developments impacting the industry. Post interviews with industry experts and publish views on your website to gain credibility and promote thought-leadership within the industry.
Last but not least, “Think Big, Think SEO”. Choose your keywords carefully and wisely and include these on all your posts, urls, etc. – any way you can, and your event will stay on top!
Posted by Chloe Tan, CorpMedia