For consumer events, it might be less obvious: You could create interesting infographics, gifs or other visual assets; write about ‘what’s hot’ and breaking trends; or produce a series of YouTube videos, or podcasts, that capture event-goers attention. Ask participants to rate the date, location, speakers, vendors, and catering of the event. 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). Proactively answer your communities FAQs about the event: Dress code, catering, how to get there, key timings, apps to download etc. Simple Post-Event Evaluation Form free download and preview, download free printable template samples in PDF, Word and Excel formats 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. Linking to these resources is also OK. 3. With your event now ready for prime time, get your first major email blast out to your potential attendees, including those who pre-registered. A very simple key that is seldom used in the event marketing to make sure your registrants come to the next event is a “thank you email” after the event. Many event promoters put a ton of time and effort into their promotional emails, then neglect their post-event communications. 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. The event is at its hottest when it’s first launched and all the details are fresh and new. Keep it simple. This is particularly important if you’re running multiple tracks or have more than one stage. Be open to innovative thinking: Formats like video and electronic media were once deemed too elaborate or expensive for pre-com. 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!). 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. Write a blog post and newsletter outlining the 10 benefits of attending. Explain the key themes your event will explore, so people can start getting excited about the content and what the experience will be like. Valuable content without backbreaking work = smart communication! 2. Yet the only way to build an event community is through consistent, useful and timely communication. Show the world who is already going to be at the event, which will help convince others they should be there too. © 2021 Eventbrite. Maybe, but you’ll find life much easier if you have a large, engaged and growing community to support you. This can be a 1-to-10 scale asking questions, such as: 1. You can then take the content from this post, rework it, and use to create a series of social media announcements. Don’t make your partners work too hard for you. Post-Event Survey Pro Tips. These can be mix and matched, or supplemented with anything else your company does after your events. Even if they did, by now they might have forgotten about it. If you run events, you know that no matter how amazing your events are, they very rarely just “sell themselves.” Annoying, right? This is your mission statement. In an ideal world, your company would … Time is gold and so are the dates that are indicated in the event brief. number of attendees, number of student attendees, number of committers, etc. 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). 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. 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. 2 weeks before your event, you’re into the ‘last call’ phase. The following week is a good time to recap the key moments from your event as captured on social media – whether that’s a series of tweets, photos on Instagram or Facebook posts. 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. Wow, are we at the event already? If you want to track how well your various event marketing partnerships are doing, you can use custom tracking links. post-event marketing plan will help you make the most of your event. 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. Most catchy, attention-grabbing corporate meeting invitations have some things in common. The results provide valuable metrics with data on what went well and what didn’t go so well. © 2021 Eventbrite. 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. 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. 2. However, things can be more manageable if you have a great event management solution in place, this could mean doing it the manual and tedious way or be more techie and have an online event … If you created your own survey form using an outside tool like Google Forms, you can also use the "Emails to Attendees" feature to send the survey link to attendees. Secondly, it will help you achieve post-event engagement with your audience. By 12 weeks (at least) before the event, you’ll want to announce the event. 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 could be followed up with a key stakeholder interview (your headline sponsor, chairman, MC etc. Hearing from you regularly keeps your event and brand top of mind. You can turn all of these options on and off at will. 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. 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. All Rights Reserved. Thirdly, you can use this valuable information to grow your event community and successfully promote your next edition. Balance them with high value, interesting content that your target attendees will appreciate and find valuable. Surprisingly, post-event follow-up is often overlooked, but is still critically important. However looking briefly at some of the messages you can communicate over the next few weeks, you might want to talk about: And don’t forget to keep up a steady drum-beat of non-sales communications too! Now is the time to ask your partners for their support. 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. The Post-Event phase is a time of retrospection and critical assessment for agencies or organizations responding to a crisis. 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. Many an event communication plan starts a few months – maybe even just a few weeks – out from the event. First, let’s deal with the structure. 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. 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. Facebook, Twitter, or LinkedIn might be obvious choices, depending on what kind of event you run, but consider Instagram, Snapchat, Pinterest, YouTube, Tumblr, Medium, Reddit, Quora and others too. Event planning is a complicated procedure that requires good communication and teamwork. 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. And they’re essentially marketing and sales plans. This adds a lot of credibility to your event and helps to build loyalty. And yet, a post-event report is really valuable. 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. For example, early communication pieces should feature details like keynote speakers and venue details. How to Wrap Up a Successful Event in 5 Steps. 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. Assuming it’s relevant to your audience, you’re providing value to everyone. 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. The post-event flow has faded and you’re probably a while away from having some big announcements about your next event. Instead, focus on one of two unique, newsworthy angles. This will probably be in the form of another volley of blogs, social media updates and email blasts. So why not leverage the same principle for your event? Block time on your calendar so it happens. Now comes the tricky part for an organiser wanting to stay in touch with their community all year around. 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! It should be the last thing you write and include: 1. Don’t hesitate to pick up the phone yourself! 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. Why not reach out to your existing attendees and incentivise them to promote the event on your behalf? Email is also a great support tool, helping you get your content directly in front of your audience, and offering them something of value beyond asking them to register for your event (again). Schedule time to write and publish the report within 48 hours of the event. You will build loyalty and ultimately help ensure long-term growth and success of your event program. Word of mouth is consistently shown to be one of the most powerful and effective marketing tactics you can utilise. Event email example #4: The event follow-up: Marketing United. 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. Telling the human story is a universal strategy of mainstream press, so play to that if you can. It’s an important topic, and a simple Google search for ‘How to build an event community’ reveals almost 500,000,000 results. You could always use an app like Storify to pull everything together into a nicely presented narrative. If they would, a journalist may also pick up on it. Don’t forget the huge range and diversity of social media available to you now. 2. Now you have a central page to drive people to. 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). You may also like summary examples. So write about them! If you are uncomfortable or unable to attend for any reason, I completely understand, please let me know either way by [date]. 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. Reveal the final programme (assuming it’s changed since the first announcement) and also release an interview with your keynote speaker or headline act. Related Articles. Post event engagement will actually make your life easier throughout the year because your event’s content informs what … 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. Highlight key achievements 3. In this blog post, we break down the anatomy of a memorable meeting invitation email and immerse you in the best practices of corporate email communication. Again, what the specifics of this look like will heavily depend on your event. Every event is different — as is every lead time, budget, and target market. The ‘who you’ll meet’ email and blog post should highlight all the biggest brands names (if not the exact delegates name and job title, just the company name should do), which helps sew the seeds of social proof and will no doubt tip any waverers over the edge. The best way to achieve this through a cycle of content creation, social promotion and engagement, and email support. Carrying out such a study will also help the host learn improvement areas. First, post-event content will allow you to keep alive the interest of your attendees about topics that they discussed during the event. 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. An executive summary is exactly that, a summary – keep it under a page. 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. In other words, a communication strategy addresses all the interactions you may have with the event-related stakeholders. Exclusive sponsor offers: Everyone loves a bargain, and many valuable businesses have been built off this simple idea. Think about what would make someone chuckle or take a second glance if they saw your event in their Facebook newsfeed. 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. 3. 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. 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. 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. During this stage, it is important that your organization take the lead in: Expressing relief and thanks to all involved The day-to-day event marketing period is the best time to invest in paid advertising. 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? 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. Attendee conversation amplification is a great way to keep your finger on the pulse and share the best communications happening amongst your attendees. Ask if there’s anything you can help with? An event feedback survey will enable the organizers to understand if they could deliver an event that met the expectations of its audience. 56. 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. Conducting a post event evaluation is a must after every event. Communication is one of the most important aspects of being an effective event planner. (Get the full unblurred template by downloading). Use simple wording to express gratitude towards them. Top 16 event feedback survey questions for post-event questionnaire. It’s good for all this activity to hit more or less at the same time. 3. The venue/location must be specified. (To get the most out of your paid digital marketing, check out this beginner’s guide). Now you’ve read the post, why not grab the template to help you manage your year-round event communications plan? Whether five or 500 people attended, your post-event emails must be consistent each time. There’s no point doing it too early when you have nothing to sell. An event marketing strategy is all about raising awareness of 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 find her sampling beer, stuffing her face with cookies, and checking out local comedy shows. List key recommendations This is a frequently missed opportunity. 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. The best way to do this is through guest posting or creating pieces of thought leadership that others will be happy to share. For example you could do it all via email, sending a half dozen questions to your interviewee to answer. Who are the headline bands, keynote speakers, celebrity chefs, etc. If there is any networking involved, then it’s a great idea to use the concept of “social proof” at this stage. The Importance of Conducting a Post Event Evaluation. 13 Tips on Building an Event marketing strategy. 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. What did people like? Did they like the venue? 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. Public events like fundraisers, store openings, and trade shows help your organization reach people outside your immediate circle. Maximize public participation in future events by finding out what keeps people coming back for more. “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. This touchpoint provides a valuable opportunity to promote other upcoming events, collect attendee feedback , and guide attendees towards the next step you want them to take. 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. Angle option #1: Why your event is completely novel, strange, a landmark first, etc. You’ll probably find it’s a relatively time-intensive but effective way of securing a few more sales if they’re needed. What is an event without a community? 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. Angle option #2: Dive into the human element. If you captured data at the event using apps like or DoubleDutch, this is a great place to include those too. 4. … 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. 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. Here are some general timeline rules to stick to when planning your communication strategy: 1. Post-event follow-up email. You may get some local, trade, or niche press pick-up (not to mention blogs and other personal authority sites). By integrating your event with SurveyMonkey, you can quickly import attendee email addresses and create a customised survey to send out. Intrigued? 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. Boy, do 52 weeks fly by when you’re having fun and communicating a lot! You’ve now arrived at one of the toughest stages of event marketing. 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. 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 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. Hot on the heels of this reminder about how good your event was, there should be your first major call to action. Later communication should include any surprise offerings and last chance messaging, to encourage guests to bring along others. Don’t ask long, complex questions. 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). Send the survey within 12 hours after the event, and include questions where guests rate various parts of the event. Multi-channel communication is best. Also, you can … How satisfied were you with the event? You can always make use of an event report sample to help you with your report. 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.