Postponing an event requires just as much work and rigour as the event’s organisation itself. Simultaneously manage ticket sales and refunds, communicate to attract a new audience, book and host artists… The list goes on! In this article, we detail 5 tips for communicating well if your event is postponed, whatever the reason. Be sure to adapt our advice to the unique features of your event, since you know better than anyone that all events are unique, and should remain so!
- Inform service providers and suppliers
- Explain the reasons for the postponement
- Specify the arrangements for the postponement
- Reassure attendees that tickets purchased before the postponement will remain valid
- Opt for the best CRM solution
When you are considering postponing your event, contact your service providers and suppliers directly to find out their availability in terms of your potential new dates. Without their agreement, you will be forced to break your contracts — and thus have to pay compensation — and look for new service providers and suppliers. The same applies to artists and speakers scheduled for your event. All of these contacts are crucial and you must obtain reliable guarantees from them before sending out any communication concerning your event’s postponement.
Weather conditions, restrictions imposed by the authorities, non-compliance of the venue, epidemics… a large number of factors can lead to the postponement of your event. If this is the case for you, be sure to clearly inform your attendees of the reasons which have led you to find a new date for your event. The more specific details you provide, the more likely it is that they will understand your approach and be prepared to attend your event on the new date you have chosen.
With the right CRM tool, you can easily send targeted emails to all attendees concerned. Take advantage of WeezTarget, our emailing and marketing solution, and save valuable time in preparing your event’s postponement. Go to your Weezevent account and access WeezTarget via the Applications tab: Log in.
List and detail all the conditions of your event’s new date to your attendees, including the time, location, capacity, scheduling, accessibility, on-site bars and catering, etc. Don’t forget anything and don’t leave room for confusion, whether these aspects are different or identical to those originally planned. If you don’t do this, a change could surprise your attendees at the last minute and spoil their experience. Why allow this to happen after making such an effort to organise your event’s postponement?
Note that if you are postponing your event, you can ensure that tickets that have already been sold remain valid for the new dates. We recommend that you choose this option as it will ensure better financial continuity. Emphasise that old tickets will remain valid — or not valid, depending on your choice — in all your messaging. To do this, add the concerned ticket types to your new checklists. This will allow you to scan “old” and “new” tickets without effort or confusion. You should also encourage your attendees to keep their tickets by offering services or perks to those who do so (e.g. parking spaces, T‑shirts, beverages on site, better seating, etc.).
In the meantime, you can refund all attendees who request one. However, it’s up to you to determine the various terms and conditions and to communicate a procedure accordingly. Here are the aspects which will require you to make certain choices and provide relevant details to attendees:
- The date for communicating the procedure — This can be after the date on which the postponement is announced;
- The refund claim time limit — Give a period with a start date and an end date;
- The refund date — At the exact end of the period or a specified number of days afterwards;
- The refunding of anonymous tickets bought in person — If applicable, clearly explain how these buyers will be refunded.
Discover all our practical tips for refunding attendees with Weezevent in our online help.
Communicating around an event’s postponement is an exceptional situation for which event organisers must be prepared. With WeezTarget, our emailing and marketing tool, you can send a targeted message to those who have purchased tickets for your event.
Communicating effectively is essential when having to manage your event’s postponement. Choose the right emailing and marketing solution to stack the odds in your favour. Discover WeezTarget and segment your audiences, send targeted messages and boost your sales by clicking on the button below: