Podcasts are great for connecting with attendees and adding a personal touch. Photo Credit: gettyimages/jacoblund
The events industry was one of the hardest-hit sectors during the
pandemic, with many organisers pivoting towards virtual or hybrid. As
planners look forward to 2022, here are some tips to help promote your
events, whether live, online or hybrid.
Think live and virtual
With the appetite for live events returning, many organisers are
choosing to host smaller in-person gatherings alongside an online
version and your marketing should reflect this too. Create a dedicated
landing page for the online event with inviting visuals and an easy and
quick way to register. For those coming in-person, you could market the
event as a more intimate, exclusive gathering, emphasising details such
as the venue or F&B options.
Engage attendees with enticing emails
Email can be one of the most effective ways to market events as you
can track a range of data, such as those who opened emails or clicked on
links. But your email is likely to be one of many competing for
attendees’ attention. Make the subject header short and to the point; is
it an invite, a new speaker announcement, or a reminder? Include a
quiz, a poll, or a fun fact of the day related to the event, with the
content, revealed if recipients click through. And ensure your emails
are optimised for different devices, such as tablets, mobiles, and
desktops - there’s nothing less appealing than graphics that simply
won’t load.
Audio appeal
With people still suffering from Zoom fatigue, consider promoting
your event through audio clips or podcasts featuring speakers or
influencers discussing key topics related to the event. It’s a great way
to attract potential attendees and form an emotional connection with
them.
Stay on top of social media
Use social media platforms to not only promote your event but to gain
cut through. Think hashtags, teaser videos, posts that tie in with the
release of new event content, or an announcement such as a speaker added
to the bill. You want to create a buzz and a sense of excitement and
anticipation in the run-up to the event so give people enough
information to pique their interest.
Don’t stop after the event
Many events now provide content on-demand, where attendees can view
recorded sessions, unlock new online content or download presentations,
meaning you can market your event long after it has taken place. You can
use content from your previous event to drum up interest in your next
one and attract new attendees and speakers.