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. And there is clearly a knowledge gap, given the much smaller number of results around planning for event communications. The venue/location must be specified. Don’t make your partners work too hard for you. 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! 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. 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. Angle option #1: Why your event is completely novel, strange, a landmark first, etc. You can find her sampling beer, stuffing her face with cookies, and checking out local comedy shows. 2. “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. 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. Your second blog post should focus on the benefits of attending your event. Of course, it’s impossible to create a perfect “catch-all” strategy. The best way to do this is through guest posting or creating pieces of thought leadership that others will be happy to share. The best way to achieve this through a cycle of content creation, social promotion and engagement, and email support. If you want to track how well your various event marketing partnerships are doing, you can use custom tracking links. You’ve now arrived at one of the toughest stages of event marketing. 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. Surprisingly, post-event follow-up is often overlooked, but is still critically important. Top 16 event feedback survey questions for post-event questionnaire. 2. Now is the time to ask your partners for their support. Is there a weird or funny story attached to how and why you’ve come to organise this event? It’s an important topic, and a simple Google search for ‘How to build an event community’ reveals almost 500,000,000 results. Attendee conversation amplification is a great way to keep your finger on the pulse and share the best communications happening amongst your attendees. 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. Don’t hesitate to pick up the phone yourself! Instead, focus on one of two unique, newsworthy angles. Below is an event report template that you may use to get started. Planning to add a few emails to your event communication calendar? 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. 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. Schedule time to write and publish the report within 48 hours of the event. Related Articles. Blogging on your site is important, but you need to reach new audiences beyond your website visitors find new attendees. 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. 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. 1 Month Pre-Event If you have a very large event, you’ll need some help writing thank you notes. Ask participants to rate the date, location, speakers, vendors, and catering of the event. These can be mix and matched, or supplemented with anything else your company does after your events. And they’re essentially marketing and sales plans. post-event marketing plan will help you make the most of your event. Your marketing agenda and communication schedule will be influenced by deadlines for selling tickets, signing speakers, and/or deciding event programs. With your event now ready for prime time, get your first major email blast out to your potential attendees, including those who pre-registered. Definitely follow up with anyone who left less-than-favorable feedback! 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. 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. The day-to-day event marketing period is the best time to invest in paid advertising. 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 help get the ball rolling, here are a few tips you can follow to create a truly efficient communication strategy for your next event: Your action plan to strengthen event communication. 1. This is your mission statement. Maybe, but you’ll find life much easier if you have a large, engaged and growing community to support you. 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. 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. 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’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. It should be the last thing you write and include: 1. Work with any of your sponsors, exhibitors, supporters or media partners to provide an exclusive special offer or discount to their service. If it’s a consumer event, you can tell people who is coming from their friendship group. USE THIS TEMPLATE . 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. Most catchy, attention-grabbing corporate meeting invitations have some things in common. 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. Don’t forget the huge range and diversity of social media available to you now. 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. Who are the headline bands, keynote speakers, celebrity chefs, etc. This adds a lot of credibility to your event and helps to build loyalty. 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. A strong community and growing event will be sure to follow. Content curation: This means rounding up content related to a theme, and then ideally adding your spin on it. 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. 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. Do they have any questions? Once your event has finished, you can scroll back to the top of this post and start again! 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. How much did they enjoythe individual workshops? There’s no point doing it too early when you have nothing to sell. Show the world who is already going to be at the event, which will help convince others they should be there too. Now you have a central page to drive people to. This is a frequently missed opportunity. Hot on the heels of this reminder about how good your event was, there should be your first major call to action. 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. 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. Due to the editing process, it will often be hard to get your videos out much sooner than this without paying a premium. Let everyone know when the super early bird ends, when the event page is live and the detailed programme is announced. Yet, your follow-up email is one of the most important you’ll ever send. All Rights Reserved. Send the survey within 12 hours after the event, and include questions where guests rate various parts of the event. Maximize public participation in future events by finding out what keeps people coming back for more. It’s not uncommon to have more than one of these events. With the initial excitement of the event launch behind you, it’s time to knuckle down and find ways to keep the momentum going. Katie Sawyer is a writer at Eventbrite, where she helps event organizers throw awesome festivals, food and drink bonanzas, and cultural events. This can be a 1-to-10 scale asking questions, such as: 1. 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. Again, what the specifics of this look like will heavily depend on your event. If you are uncomfortable or unable to attend for any reason, I completely understand, please let me know either way by [date]. 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 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). 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. 2. Good Sample Post-event reports. Summary of post-event report 2. It’s good for all this activity to hit more or less at the same time. 4. In other words, a communication strategy addresses all the interactions you may have with the event-related stakeholders. 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. Step #1. You may get some local, trade, or niche press pick-up (not to mention blogs and other personal authority sites). Don’t ask long, complex questions. An executive summary is exactly that, a summary – keep it under a page. Many event promoters put a ton of time and effort into their promotional emails, then neglect their post-event communications. Even if they did, by now they might have forgotten about it. Every event is different — as is every lead time, budget, and target market. 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. Now comes the tricky part for an organiser wanting to stay in touch with their community all year around. You could even offer them referral fees if they become an affiliate, which is easy to track and manage with Eventbrite. 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. The Importance of Conducting a Post Event Evaluation. 2. 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!). Assuming it’s relevant to your audience, you’re providing value to everyone. So why not leverage the same principle for your event? Conducting a post event evaluation is a must after every 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. Event email example #4: The event follow-up: Marketing United. Lastly in the post-event communications period, you should tell people what you’ve learned from the post-event survey. 4. … Design Tip: Try making each different section a list of recommendations such as “guidelines for 1-on1s” and “team rituals to implement.”. Did they like the venue? 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). Have you overcome adversity or challenges? 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. Later communication should include any surprise offerings and last chance messaging, to encourage guests to bring along others. You may also like summary examples. 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. This can be as simple as a landing page with the name, date, event description, and option to register your interest. A post-event engagement survey is perhaps the simplest way to gauge attendee satisfactionor lack of it. First, post-event content will allow you to keep alive the interest of your attendees about topics that they discussed during the event. 2 weeks before your event, you’re into the ‘last call’ phase. For much more detail on your event marketing strategy, we’ve got a separate post and template for this phase. Event Communication Plan Phase 1: Pre-Event Pre-event page. 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 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. The results provide valuable metrics with data on what went well and what didn’t go so well. While this is better than nothing, it’s not quite a communications plan; and it won’t necessarily help you build a strong community all year round. 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. An event feedback survey will enable the organizers to understand if they could deliver an event that met the expectations of its audience. This could be followed up with a key stakeholder interview (your headline sponsor, chairman, MC etc. 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. 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. So write about them! The Post-Event phase is a time of retrospection and critical assessment for agencies or organizations responding to a crisis. Include important stats in your post that are relevant to the community attending the event, e.g. This way they can help you with your communications plan by spreading the word to their audience from the very beginning. 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? ... You can provide an optional slot for name and contact if the participant wishes to receive follow-up communication. 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. 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. Proactively answer your communities FAQs about the event: Dress code, catering, how to get there, key timings, apps to download etc. Wow, are we at the event already? Spend the next 10 weeks (or more) executing your marketing campaign and working on a strategy for communicatin… Send targeted invitations to your customers and prospects by 56. What did people like? Yep, that’s a full 51 weeks before your event takes place – and most likely the week after your last one just ended. Post-event follow-up email. 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). 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. You can then take the content from this post, rework it, and use to create a series of social media announcements. 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. Interviews: Interviewing people of interest to your community is a great way to produce valuable content without too much leg work. 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. Multi-channel communication is best. The event is at its hottest when it’s first launched and all the details are fresh and new. Ask if there’s anything you can help with? Now you’ve read the post, why not grab the template to help you manage your year-round event communications plan? 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. But wait until too close to your event and you won’t give it time to impact on results. 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. 13 Tips on Building an Event marketing strategy. You will build loyalty and ultimately help ensure long-term growth and success of your event program. 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. If they would, a journalist may also pick up on it. 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 looking for wider press coverage, avoid talking about your event in a formulaic way — go beyond the date, location, price, etc. At this stage, you should already have created an event hashtag, and should already be using it in your social posts. All Rights Reserved. Here are some general timeline rules to stick to when planning your communication strategy: 1. First, let’s deal with the structure. Secondly, it will help you achieve post-event engagement with your audience. An event marketing strategy is all about raising awareness of your event. You can turn all of these options on and off at will. Be open to innovative thinking: Formats like video and electronic media were once deemed too elaborate or expensive for pre-com. Block time on your calendar so it happens. Linking to these resources is also OK. 3. Carrying out such a study will also help the host learn improvement areas. By 12 weeks (at least) before the event, you’ll want to announce the event. #3: Attendee thank-you email and post-event wrap-up One of the most underrated attendee emails is the thank-you message. 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. 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. Hearing from you regularly keeps your event and brand top of mind. Public events like fundraisers, store openings, and trade shows help your organization reach people outside your immediate circle. Word of mouth is consistently shown to be one of the most powerful and effective marketing tactics you can utilise. 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