Regardless of the event type, its success is tightly connected to the aftertaste; the duration of its impact and the effect on participants. However, it is paramount to remember that your event’s lifespan does not commence once the venue doors are open. The process of attracting and engaging potential attendees, as well as laying the groundwork for a unique experience, is a process that should start earlier than the actual day of your event.
What is critical at this stage is to embrace the power of digital marketing in engaging your audiences and extending the aforementioned life-cycle. Making sure that you focus your external communication practices on both the attendees and new audiences, you can maximise the impact of your event from a couple of days to a full calendar year.
Looking at the preparation process prior to the event, there are several key aspects to consider. Creating pre-event buzz in order to build up anticipation and excitement is a procedure that can start long before the day itself. Spreading information across all communication channels and sparking interest through teasers, social media and online campaigns is a tactic that stimulates curiosity and encourages people to engage with your brand and subsequently your event.
Social Media is your ally
Think of social media platforms as your best friends when it comes to grasping the audience’s early attention. During this phase, it is important to use all available channels to reach as many people from your pre-selected target audience as possible, monitor mentions, connect and interact with potential attendees. In other words: Be seen. Be active.
Email campaigns for quick wins
It might be the oldest trick in the book, but it is still very effective. Adding information about your upcoming activation to your email campaigns, is a fast and yet successful way to remind your target audience of the big day and the value of attending. There are numerous instances where you can implement this type of strategy, such as incorporating a specific segment into your newsletters, providing Key Opinion Leaders and other important stakeholders with special VIP invites, or even referring to the event in the email signatures of speakers, exhibitors and sponsors.
At MCI, we are using technology in alignment with the key needs and goals that organisations require in order to deliver impactful meetings and events for engaging and activating their audiences. Contact us here to find out how we can help. In the meantime, stay tuned for more information on how to create a year-long impact, as we will cover the post-event phase in our upcoming posts!
The full article was published on the print issue of Conference Matters Magazine no125 (English edition) – available online here.