Five Steps to Ensuring Engaging Events
Event Organisers have, through stimulating and dynamic virtual events, risen superbly to the recent macro climate challenges facing visitor/exhibitor interaction.
However, with the welcome return to physical events, how do we now maintain and enhance continuous audience engagement moving forward?
Providing compelling 365 content that entertains, educates and inspires is integral to retaining audience interaction with your organisation. Consider these five steps in your event strategy lifecycle.
1.Enhance Exhibitors’ year-round access to visitors.
Matchmaking sessions between relevant exhibitors and visitors and event planner apps will personalise their event experience, streamline registration, enable smoother entrance and increase their quality time at the show. Visitors can plan their visit in advance with event information, conference agendas etc, thus reducing the need for physical tickets/brochures. This ensures a more ‘sustainable’ event. Establishing an online content platform will provide exposure to a year-round, highly qualified visitor audience for all stakeholders – including event organisers, exhibitors, content creators and partners.
2.Give people what they want.
Evolve your events to meet the changing needs of your audience. Visitors now have less time to spend at the physical event and thus need effective shorter quality periods. Impact positively on your visitor’s experience by selecting appropriate venues, touchless technology for lead generation and information sharing, quality catering, stimulating networking areas and interactive roundtable sessions.
3.Communication is Key.
Create ongoing dialogue to provide a tailored and relevant experience before, during and after the physical event. Make your attendees feel involved by reaching out beforehand. Discover the challenges they are facing within your industry and their motivation for attending. This bespoke approach will ensure your target audience understands the advantages to attending and promotes return business.
4. Post Event Communication.
Equally integral to event success as pre and day of event communication is that which is shared post event. Sharing session recordings and exclusive content and sending out consumer satisfaction surveys is vital for keeping up conversation. Collating data collected from all touchpoints, website and newsletter page views, pre-booked seminar sessions, likes and comments from social media, as well as registration data fields will provide invaluable intel and insights about your key visitors. From this you can better understand your attendees and tailor the information you share with them post event to ensure their loyalty and return footfall.
5. Building a community.
This, or ‘mini communities’ will extend opportunities for year round brand engagement outside of the physical event. Leading up to events, focus on the particular interests of your audience. Create a dialogue using your social media channels, stream webinars/mini virtual events to whet their appetite, broadcast regular podcasts and e-newsletters sharing latest trends, debating topical news and valuable insights from industry experts in your field.
The ultimate aim is to establish and strengthen the connection with your audience and extend opportunities for brand engagement throughout the event lifecycle. Providing a balance of virtual and physical relevant content and an immersive experience will enable your audience to carry out their roles more efficiently and will ensure their ongoing interaction.