A Guide To Event Marketing After COVID-19

A Guide To Event Marketing After COVID-19

Lila Cailles


How can event marketing be done after COVID-19?

  1. Take advantage of digital platforms
  2. Choose your target audience wisely
  3. Communicate clearly
  4. Consider the needs of your attendees
  5. Focus on engagement


COVID-19 has definitely stopped a lot of industries short in their tracks. While an air of uncertainty still hangs all over the country, the feeling was exponentially worse in the beginning when strict travel restrictions were put into place. Though restrictions have since been relaxed and many businesses have begun reopening at a limited capacity, the events exhibition industry is still struggling to find its footing. Because of this situation, event marketing after COVID-19 will definitely be different from how it was done in the past.

It doesn’t take a lot to imagine what the aftermath of COVID-19 may look like for the events industry — there will definitely be a reinforced focus on maintaining health and safety while veering away from practices that are dependent on physical interactions among people. Knowing this, virtual platforms and digital strategies will become the key ingredients in post-COVID-19 event marketing. Continue reading to learn more.


Take Advantage Of Digital Platforms

Businesspeope on a digital call

As you begin modifying your promotional tactics for your event, you’d likely want to put your attention towards digital platforms. You may already familiarize yourself with free-to-use online meeting apps. But if you want to take this up a notch, then you may want to invest in more comprehensive digital platforms that can easily accommodate any kind of event you wish to hold.

In particular, look into a software that is tailor-fit to help you organize a virtual event. The internet is abundant with different types of software, each having different features that may suit you. Though there are features that you would do well to have, such as virtual lobbies, polls, private chats, and public chats. The purpose of these features is to improve the quality of interaction that will transpire among guests as well as event organizers. You’d also do well to have a digital tool that can accurately produce for you a report with data on user engagement.


Choose Your Target Audience Wisely

Even in pre-COVID-19 practices, carefully identifying your target audience can already make the difference between having a successful event and a disastrous one. Especially now, it’s become a slightly simpler task to get a crowd of people who might be interested in your event. You need only to take advantage of the multitude of online resources at your disposal.

There are some basic characteristics you have to consider in identifying the attendees for your virtual event. These may be income level, technological know-how, interests, hobbies, and other more pertinent bio-data. Once you’ve got all this information, you can take inspiration from the events which you’ve held in the past. Check out the demographics of the people who have attended these events and then cater your marketing towards people who roughly belong in the same category.


Communicate Clearly

Graphic of an event page

Your event may not be successful if you don’t take the necessary steps to communicate to the public about its nature, what it’s going to be about, and why it’s going to be held. It’s important that you’re able to clearly inform the public of the purpose of holding the event. Knowing all of these factors, you’d now need to take exhaustive measures in promoting your event online.

First, you’d have to create an event page. The page should contain easy-to-read and intuitive material that talks about basic information of the event and some of the aims of the organizers. Make sure you use easily understandable, yet appealing language that will make people want to attend the event.


Consider The Needs Of Your Attendees

One of the biggest fears that event organizers may have when it comes to holding their event is that they might discount the expectations of their attendees when it comes to planning it.

The best way to navigate this difficulty is by putting yourself in the shoes of your attendees. To give an example, you have to understand what attendees are looking for in virtual events. You might have a target audience that is not technologically-savvy enough to immediately understand the workings of online platforms.

Make sure that your online promotions contain well-defined instructions on how to install a particular app or how to be invited to a link to the event. Furthermore, ensure that the event showcasing tool you’ll be using is intuitive enough to be used by your online guests.


Focus On Engagement

An engaged online event attendee

Virtual events may not necessarily be able to completely replicate the physical environment that was once present in its alternative form. As such, you’d want to focus on engaging your attendees as much as possible.

The content you’ll be presenting should be exciting enough to capture the audience’s eyes. Make sure the tone of your language is relevant to the times and won’t alienate the public. Keep their attention towards the event at hand by allowing them to partake in interactive online activities through various mobile apps.


Key Takeaway

Event marketing after COVID-19 may seem to be challenging for event organizers as they no longer have the physical means to conduct events just as they were done in the past.

Knowing these limitations, there should be a focus on maximizing online platforms, keeping your audience engaged, and adopting topics that are relevant to the current situation. All without sacrificing on the quality of the content!

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