Keep it Consistent: How to Streamline Your Digital and Physical Event Communication
When it comes to event marketing, it’s important to take a unified approach to build valuable relationships with your audience. There’s no denying the Digital Age has transformed and revolutionised the landscape of events in recent years, but there’s still a place for physical event marketing as well – and finding a consistent and streamlined way of communicating on both levels will be key to the success of your events.
In this post, we’ll be exploring the benefits of keeping communication cohesive throughout the event marketing process, along with advice on how this can be achieved.
Establish your key message
In order for event marketing to be effective, it’s vital to establish a key message from the beginning. With a clear outline on what you want to convey to your audience, it’ll be easier to reflect this across all aspects of event promotion.
Understand your audience
Your key message also needs to resonate with your target audience, therefore a well-thought-out event marketing strategy will have a good understanding of the intended audience and where they can be found. Consider the best places to reach your audience – is this online, at networking events, or via printed publications? Armed with this knowledge, you can devise strategies that will tap into these outlets to deliver your key message more effectively.
Get social with your attendees
With an estimated 2.46 billion users worldwide, social media platforms are among the biggest and best digital marketing tools available today – allowing event planners to spread their message to a far bigger audience at a much faster rate. However, social media marketing should follow a uniformed approach in order to maintain audience engagement. This doesn’t mean plugging the same message over and over again, but rather keeping updates regular, relevant and informative.
On the day, harness the power of social media to maintain the momentum and buzz around your event with updates, live streaming of presentations and audience participation. Post event, you can capture people’s attention and cement your event in their mind with pictures, videos and thank you messages – which will also help establish long-term relationships.
Make registration simple
With a key focus being ticket sales, another important aspect of event marketing is the registration process. Event organisers can’t afford to fall down at the ticket selling stage, particularly with event tech now offering up easy-to-use and quick registration platforms.
Investing in reputable ticket-selling software will pay dividends when it comes to conveying a clear message to customers that you value their time and business. Not only can it prevent potential customers from being put off by a lengthy registration process, but it also provides you with valuable attendee data that can be used to enhance their experience.
Keep a physical presence
On the day, your physical branding will be key in making a visual impact on attendees, and for maximum potency, it should be consistent and inline with your digital marketing message. Your physical branding should reflect your brand and message, communicating with your audience on a physical level, whether that’s utilising branded promotional materials – often used in point of sale displays – to draw people in for giveaways, attractive banners and pull-ups at the entrance or personal presentations.
Use the power of email
Another great way to maintain fluid communication with attendees is through email marketing, before and after the event. Tie in social media marketing with email updates, teasers or offers and use the data gathered through registration to send out follow-up emails once the event has taken place. These personal touches can enhance the connection between you and your customers – making them more likely to attend future events.
By streamlining digital and physical event interactions, you can ensure your key message is crystal-clear from start to finish, allowing you to benefit from greater audience engagement and increased user experience overall.
About the Author
Siobhan Scott is Marketing Executive at shop4pop.com. With over 40 years’ experience creating and producing full event and retail campaigns for large national clients in a variety of industries, they’ve been able to transfer their expertise from Simpson Group to the new web-to-print website – shop4pop.com.