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MARKETING EVENTS ONLINE
MARKETING EVENTS ONLINE
Three stages of event marketing in 365 days
The key actions are to let people know about the event, getting the audience excited enough to register, tell to other participants and keeping your audience interested enough so that they remain excited and finally show up. Start with understanding the objective of the event. Information you need to communicate with your audience, including photos and infographics.
• Share images of the venue, speakers and the previous event;
• Mention sponsors and partners;
• Create an impression of dynamism, as if something was about to happen now. Encourage people to take actions at that very moment, create a sense of urgency and build excitement.
• Detail about what is happening, when and where.
•Share details via social media, especially for those who could not attend, but can be potential future attendees.
•Engage influencers and role models for promotion.
•Promote hashtag – communicate a message and monitor conversations.
•Share photos, feedback, and content.
•Organise a summary of the event as infographic or video.
•This is when the pre-event begins.
It is not only about getting people to attend and focusing on increasing registrations. It involves communication surrounding the event, primarily to create awareness of the event and encourage people to attend. Such all-around activity, so-called “three stages of marketing the event”, include pre-event activity, during the event and after it is over.
The objectives of them are to build brand awareness, acquire new customers and build and retain loyalty from existing customers. Unique opportunity to showcase your brand personality and engage with customers on a different level. Humanising the brand (testimonials and written words) make the connection more authentic, which is a key to success, stimulating loyalty and customer retention. Events are experience! Supported with efforts on advertising and PR should result with the brand reinforcement. The pressure is intense, but rewards are also high.
PLANNING AND ORGANISATION
Preparing IT services for office and events
Technology can make or break your event. Always remember to know your team well. Good planning will mitigate the effect the unpredictable situations will have on the event. IT technology is a key element and without it, the show will not go on.
Healthy allocation of the budget and inclusion in planning at the early stage. Meet with them early to understand the overall scope of media and production support that the event will require. Understand the scope early and allocate the necessary portion of time and planning to avoid surprises.
familiarise with the environment as you are likely to work with someone’s else equipment and can troubleshoot if needed
Include tech support as early as possible in planning discussions
technology breakdowns can be very destructive and have the power to throw out the productivity of the Event
One main point of contact
Work through who takes care of the communication with each of the different departments. Avoid additional contractors or suppliers.
Leading by webcam – working with remote teams
Distance, culture, and location create problems in communication – cultural and leadership issues mix with good IT management support balanced work.
The power of the feedback
Frequent and consistent coaching as the form of conversation on the webcam to ensure people about result goals, having a common goal and high engagement. Keep the conversation going, take feedback and use for the best advantage of everyone. Feedback allows to learn, grow and adjust.
Agree on concrete schedules
Shared design platforms are especially important to implement into the workflow as modern tools of management and communication expand.
Achieve a common understanding
Avoid the illusion of achieved communication goals. Practice communication, and make it as everyone’s responsibility. Working remotely is difficult to know what people are doing on the path. Make sure people understand clearly how the task needs to be done because they might see things differently through their cultural filter.
Pawel Siemieniuk – a digital designer with a background
in social communication, e-marketing, and arts.
10+ years of experience with digital projects for various
NGOs, lifestyle and fashion brands, start-ups, online stores
and many other ventures in Europe.
5+ event websites and numerous international collaborations
in the last three years of working for the European Academy of Dermatology and Venereology.
Technology is not enough.
Humans are on the frontline making things happen.