There is nothing more important to an event than communication. Not solely in terms of quantity, but also regarding content. You may be able to reach your public, but you still need to interest them, if you want them to show up. In this article, we will focus on digital communication, as it is the most important tool in this day and age.
Digital Communication is Key, Prior and During the Event
Today, there are no events that can exist and survive without great digital communication. However, many companies that hoist these events forget to continue doing so as it takes place, which is a big mistake. As MCI (a global engagement and marketing agency) explain on their page, this communication will help in various ways such as to increase attendance and reach, as well as to create audience engagement, to name only a few advantages.
Digital communication, in an omnichannel world, means that you will have to approach it globally. Otherwise, you may find yourself unable to answer to some of your customers demands, which either means that you will lose them as customers, or that they won’t be happy ones. The latter could translate into bad comments online, which can be really destructive to a company holding events, these days, as the only proof of their quality that potential participants are looking for, are often online ratings.
What are the Various Communication Channels that need to be covered?
Marketing an event means promoting it, but also enabling its target public to have access to the information that they are looking for. This often means some kind of communication with them, which can go through various channels, which we will now look into.
Facebook, Instagram, TikTok, and all the others social media have taken over the world, over the last decades. It is not possible, in any marketing plan, to pass them by. They are the perfect way to create interest for an event, while providing information. It can reach those who are interested, as they become followers, but it can go beyond that reach for companies that decide to advertise on them, as well. Of course, the key is to be able to reach the right segment of population that event managers want to address themselves to. If their event is regional and the people that see their posts are mainly from other countries, it simply won’t work.
The tricky part about social media, is that they are also a communication tool. It is rare, today, that someone will pick up a phone for information. They will use their preferred channel, which is usually the one that they spend the most time on. Therefore, the chances of receiving a question on Facebook’s Messenger, or directly on an Instagram account, is rather high today. This is where you need to be vigilant and well organized, so that someone can pick it up as fast possible and respond to it. Otherwise, the customer might never go to the event or any other ones in the future, feeling that his expectations were not met.
In truth, we could have written this section as a subtitle to social media, since YouTube is considered as one. However, most people don’t see this channel as a social media, but more like an entertainment or informative tool, depending on how they use it. There are also video platforms, such as Vimeo, which can be used for the purpose of marketing.
Video is the preferred media online, as well as offline. Today’s consumers want to get their info in the easiest and most detailed way that they can, which is video. You don’t have to read, and since the content is also illustrated through images, it helps viewers to understand the subject. Using videos to market an event is crucial. It can show previous events or introduce what will be presented in the next one. It can also use graphics and other added elements, such as music and stickers.
Keep in mind that you can also post the same videos on social networks as well. But the easiest way remains YouTube, as you simply insert the video, no matter how long it is, where as Reels on Instagram, can only last a maximum of 90 seconds.
The Basic Digital Communication Tools are Still needed
When the internet entered into our lives, we have come to know it best through websites and the introduction of e-mails, as a replacement to regular mail. These two elements still remain a central part of digital communication today.
Think of a website as the main marketing element of a company. Although it is meant to be informative, it needs to be created in such a way that people will want to know more. If everything is simply there, why would anyone be interested in learning additional information about it. That is why it needs to be thought of as part of the marketing strategy. Also, when a website is built, it needs to be centred on key words that will be reflected on search engines like Google. This is part of the SEO strategy, which will lead potential customers to the company’s website for more info.
On the website of an event, some information hold more importance than other, regarding the next event to be held. If speakers will be featured, potential attendees need to have access to their name, their photo and some basic information on who they are. A detailed list of what has been scheduled is also part of what will convince someone to show up. If it is a trade show, name of the companies that will have their own stand, and a description of their products/services, should also be included.
Let us finish with one of the most important tools of digital communication, still today, which are emails. Every company needs to have a newsletter, to which people can subscribe to. This is the most direct way to market an event, as the people receiving it are already interested in it. Therefore, the newsletter should be easy to subscribe to through the website, but also during the event.