December 10, 2020
Allowing your event marketing to evolve with the times
You have likely had a pre-show marketing plan put in place for your show year after year, but with the curveballs that 2020 has thrown, it’s time you start thinking of additional ways to promote your event. Although this year has brought its challenges, it has also opened our eyes to things we as event professionals can do to broaden the audience for events. Here are a few ways you can revamp your event marketing plan to put current attendees at ease, while also attracting new audiences:
Emphasize Your Plan for Keeping Exhibitors and Attendees Safe
People like to know you have their best interest in mind, especially when it comes to their health and safety during your event. If you are hosting a Hybrid event, be sure to communicate all the guidelines and mandatory regulations for those attending in-person to assure them their safety is your top priority. This is also a great time to emphasize the virtual components of your event such as chat and live demos. Attendees can still create valuable connections while staying socially distant.
Send a Care Package Prior to the Event
No matter if people are attending in-person or virtually, it is best to minimize contact and exposure, which is why we recommend sending care packages prior to the show. Whether you are sending branded masks for attendees to bring when they walk the show floor, or maybe a sponsored mug they can fill with coffee when they search through your online directory, exhibitors can still have the opportunity to increase their brand awareness.
Ramp Up Show Resources
Your new show experience may be unfamiliar and intimidating for both exhibitors and attendees. As you prepare for your event, be sure to provide plenty of resources on how to navigate their way through the experience. For the virtual components of your event, plan to schedule webinars, share best practices and FAQs for all questions your attendees may run into. The success of your event is dependent upon the user experience so any materials you can give to help attendees and exhibitors connect will be well worth your time!
Increase Pre-event Communication
For any event, it is extremely important to increase communication leading up to it, and it is even more important on opening day. Be sure to send emails and eNewsletters to promote different components of your event. This is a great time for you to advertise all of the options you have for networking, whether it’s done the traditional way in-person or online using virtual business cards.
Enhance your Social Media Presence
It goes without saying you should be increasing your social media presence in preparation for your event. Social is a great way to connect directly with your target audience to increase attendance. It is also a great way to promote all the exciting things that are happening throughout the duration of your event.
Don’t stress at the fact that you have moved part of your event to be virtual for you or your attendees. Embrace the new opportunities that technology is giving you to enhance your event to its greatest potential! With Hybrid, the opportunities are infinite.