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! If you are looking for wider press coverage, avoid talking about your event in a formulaic way — go beyond the date, location, price, etc. 4. … So in this plan, we’re going to start at week 1. post-event marketing plan will help you make the most of your event. Public events like fundraisers, store openings, and trade shows help your organization reach people outside your immediate circle. The best way to achieve this through a cycle of content creation, social promotion and engagement, and email support. So why not leverage the same principle for 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. 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. Keep it simple. List key recommendations 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. How much did they enjoythe individual workshops? Most catchy, attention-grabbing corporate meeting invitations have some things in common. Write a blog post and newsletter outlining the 10 benefits of attending. 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. 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. 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. Good Sample Post-event reports. You will build loyalty and ultimately help ensure long-term growth and success of your event program. Think about what would make someone chuckle or take a second glance if they saw your event in their Facebook newsfeed. 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. An executive summary is exactly that, a summary – keep it under a page. 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. A post-event engagement survey is perhaps the simplest way to gauge attendee satisfactionor lack of it. 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. 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 next action item in your pre-event communication strategy is to tell people why you’re organising the event. 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. 3. 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. If you run events, you know that no matter how amazing your events are, they very rarely just “sell themselves.” Annoying, right? Yet, your follow-up email is one of the most important you’ll ever send. With your event now ready for prime time, get your first major email blast out to your potential attendees, including those who pre-registered. 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. This can be as simple as a landing page with the name, date, event description, and option to register your interest. Planning to add a few emails to your event communication calendar? Surprisingly, post-event follow-up is often overlooked, but is still critically important. 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. It’s not uncommon to have more than one of these events. 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). 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. 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. Post-event follow-up email. Proactively answer your communities FAQs about the event: Dress code, catering, how to get there, key timings, apps to download etc. Valuable content without backbreaking work = smart communication! Due to the editing process, it will often be hard to get your videos out much sooner than this without paying a premium. “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. How satisfied were you with the event? This is a frequently missed opportunity. Linking to these resources is also OK. 3. Why not reach out to your existing attendees and incentivise them to promote the event on your behalf? You can turn all of these options on and off at will. Again, what the specifics of this look like will heavily depend on your event. This could be followed up with a key stakeholder interview (your headline sponsor, chairman, MC etc. 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!). Ask if there’s anything you can help with? If they would, a journalist may also pick up on it. Did they like the venue? 2 weeks before your event, you’re into the ‘last call’ phase. Post-Event Survey Pro Tips. Your second blog post should focus on the benefits of attending your event. 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. You can then take the content from this post, rework it, and use to create a series of social media announcements. This can be a 1-to-10 scale asking questions, such as: 1. If there is any networking involved, then it’s a great idea to use the concept of “social proof” at this stage. You could always use an app like Storify to pull everything together into a nicely presented narrative. 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. Now is the time to ask your partners for their support. Wow, are we at the event already? What did people like? Also, you can … And there is clearly a knowledge gap, given the much smaller number of results around planning for event communications. Use simple wording to express gratitude towards them. 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. Angle option #2: Dive into the human element. 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. This is your mission statement. You may also like summary examples. 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. So write about them! 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. See how many people you can get to pre-register for next year’s event. Ask participants to rate the date, location, speakers, vendors, and catering of the event. 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. 2. Spend the next 10 weeks (or more) executing your marketing campaign and working on a strategy for communicatin… Boy, do 52 weeks fly by when you’re having fun and communicating a lot! Carrying out such a study will also help the host learn improvement areas. 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. © 2021 Eventbrite. 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. While it may be advisable to contact them at the start of your campaign, there’s a good chance they’ll be busy and so won’t have committed. Explain the key themes your event will explore, so people can start getting excited about the content and what the experience will be like. 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. 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 an ideal world, your company would … Now you have a central page to drive people to. And yet, a post-event report is really valuable. Post event engagement will actually make your life easier throughout the year because your event’s content informs what … 3. Show the world who is already going to be at the event, which will help convince others they should be there too. Highlight key achievements 3. That said, there are some common tactics that can help guide you as you create your event communication calendar. 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. This will probably be in the form of another volley of blogs, social media updates and email blasts. 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. Be open to innovative thinking: Formats like video and electronic media were once deemed too elaborate or expensive for pre-com. Yep, that’s a full 51 weeks before your event takes place – and most likely the week after your last one just ended. The best way to do this is through guest posting or creating pieces of thought leadership that others will be happy to share. Summary of post-event report 2. The week before your event, and possibly as close as the day before, will see you send out a ‘Final call to register’ and galvanise any last-minute bookers to buy now! You can find her sampling beer, stuffing her face with cookies, and checking out local comedy shows. What is an event without a community? 1. In other words, a communication strategy addresses all the interactions you may have with the event-related stakeholders. (To get the most out of your paid digital marketing, check out this beginner’s guide). This adds a lot of credibility to your event and helps to build loyalty. Related Articles. Intrigued? Word of mouth is consistently shown to be one of the most powerful and effective marketing tactics you can utilise. 4. One of the most common mistakes people make in marketing their event happens before they’ve even started! Now comes the tricky part for an organiser wanting to stay in touch with their community all year around. Lastly in the post-event communications period, you should tell people what you’ve learned from the post-event survey. The event is at its hottest when it’s first launched and all the details are fresh and new. By integrating your event with SurveyMonkey, you can quickly import attendee email addresses and create a customised survey to send out. 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. 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. During this stage, it is important that your organization take the lead in: Expressing relief and thanks to all involved 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. 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. 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