Here are the key steps to communicate about your event

Com­mu­ni­cat­ing about your event is time-con­sum­ing — it’s an endurance test.  You will want to take time to think about and design your event’s brand­ing. What image do you want to project? What is the right tone of voice to address your tar­get audi­ence? Do you need to cre­ate a web­site for the event? These are the first steps for a good com­mu­ni­ca­tion foun­da­tion!

Your goal: to raise aware­ness about your event and most of all turn your tar­get audi­ence into atten­dees. In order to do this, you will need a strat­e­gy to encour­age peo­ple to open your email, vis­it your web­site and buy a tick­et or reg­is­ter for your event! Boost your actions with these few tips:

An attractive website

Whether it is a sin­gle page on your web­site or a whole ded­i­cat­ed web­site, this is THE touch point that your poten­tial atten­dees have with your event. Cre­ate a space where infor­ma­tion is clear and easy to find. The fol­low­ing ele­ments should be easy to find by any­one brows­ing your web­site:

• A pre­sen­ta­tion and intro­duc­tion to your event and your organ­i­sa­tion;
• Prac­ti­cal infor­ma­tion: how to access your event, a sched­ule, the pro­gramme…;
• The speak­ers, the activ­i­ties, expla­na­tions about the dif­fer­ent rates, if applic­a­ble;
• The vir­tu­al box office;
• Your con­tact details.

Don’t for­get SEO — it’s all about your even­t’s key­words! They must appear in the con­tent and the struc­ture of your web­site in order to go up in the search rank­ings. You can even allo­cate a small bud­get to pro­mote some of your key­words

If you don’t have a web­site, we can pro­vide you with a ded­i­cat­ed min­isite cus­tomised with your brand­ing.

Efficient emails

Email­ing can be an effi­cient mar­ket­ing tool, you just need to find the right bal­ance between spam­ming peo­ple and get­ting for­got­ten. And most of all, you should address your tar­get with the right tone to increase your open­ing rates AND get a high click rate! And that is not so easy to achieve.

First of all, remem­ber that before read­ing the con­tent, we all pay atten­tion to the design. You should make your recip­i­ents want to click on your email with a catchy or fun­ny sub­ject line aligned with the tone of voice you would like to adopt. Then you can focus on the design. Your email should reflect your brand­ing: think about colours, fonts, maybe add a visu­al or two (too many will crowd your mes­sage). The whole pack­age should encour­age peo­ple to read and click on your email to know more.

Pri­ori­tise your infor­ma­tion: what would you like to con­vey to your atten­dees? A piece of news, a change in sched­ule, a reminder to pur­chase a ticket…Don’t mix all these top­ics in one email, this will con­fuse your attendee and end up hav­ing the oppo­site effect to what you want.

Make a plan to spread out your communication

A good sched­ule is key to plan­ning suc­cess.  Here, we’re talk­ing about a com­mu­ni­ca­tion sched­ule to ensure that you have a good pace lead­ing up to and after your event! The fre­quen­cy and the con­sis­ten­cy can be dif­fi­cult to achieve if left unplanned.

For any giv­en event, we gen­er­al­ly rec­om­mend the fol­low­ing email­ing cam­paigns: Save the date, open­ing of the box office or reg­is­tra­tions, sev­er­al reminders about the time left to pur­chase or reg­is­ter, and a fol­low-up email. Reminders are impor­tant because it’s unlike­ly that every­one will pur­chase their tick­et upon receiv­ing the first email, so don’t hes­i­tate to com­mu­ni­cate with a sense of urgency — just remem­ber not to fall into spam­ming ter­ri­to­ry. Think about automat­ing these tasks with online tools

On social media, com­mu­ni­ca­tion should inten­si­fy the clos­er you are get­ting to D‑day and it should also be sus­tained dur­ing the event for bet­ter vis­i­bil­i­ty and to lay the ground­work for the next event!

In terms of offline com­mu­ni­ca­tion, your cam­paigns will depend on your event and your means. Keep in mind that you want to remain vis­i­ble at the right time and in the right place — where is your tar­get audi­ence? Do you have part­ners who can relay the infor­ma­tion? …

Whatever happens, think mobile!

The gold­en rule of our era is that most inter­net users are mobile users, so you should design your sup­ports with this in mind: your web­site should be opti­mised for mobile, emails must be easy to read, not too long, with an easy to click button…these details will facil­i­tate the cus­tomer jour­ney from aware­ness to tick­et pur­chase.

Don’t forget post-event campaigns…

After your event, com­mu­ni­ca­tion is not over — it is impor­tant to keep in touch. Send­ing an email after the event is always a nice touch, you can share the high­lights, thank par­tic­i­pants and part­ners, share photos/videos/testimonies… It is also a great oppor­tu­ni­ty to redi­rect peo­ple towards new con­tent and links to your organ­i­sa­tion, your news, upcom­ing events and for atten­dees to fol­low you on social media or sub­scribe to a newslet­ter.

No mat­ter how far you are in plan­ning your event, Weezevent can help you. Make your life eas­i­er by click­ing the but­ton below:

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