Marketing an event during COVID-19 can be challenging, especially if you are planning on doing an in-person event. Many people are still wary of being around large crowds. Creating a sense of safety and ensuring that your event matches your audience’s comfort level are both critical considerations for events right now.
Once you have decided on the type of event that you want to have, you will need to put some tools in place for marketing an event in a COVID-19 world.
Good Communication with Attendees and Vendors
Communication is always important, but never more so than during a global pandemic. People want to know exactly what is happening, if there are any changes in the schedule or the type of event planned, and what your fallback plan is in case things change rapidly.
Adding this information to your marketing makes people more comfortable with attending the event, helping with registration numbers.
Consistent communication across a variety of channels (including email and social media) can give your attendees peace of mind. Additionally, keeping up a good rapport and open line of communication with your vendors ensures that you also are prepared for any last-minute changes in your event.
If the event is strictly virtual, make sure that your attendees know how to access it. You can also send calendar invites so they have an extra reminder on the day of the event, helping to increase attendance.
Safety Protocol for In-Person Events
If your event is going to be in-person, make sure that you include the safety protocol within your marketing collateral so that potential attendees feel safe from the very first touchpoint. Individuals are much more likely to attend your event if they know that you are taking their health and safety seriously.
While not everyone is ready to jump back in to “normal” daily activities, those who are will be excited to attend a safe in-person event.
A Tangible Takeaway for Attending
Whether your event is virtual or in-person, you want to incentivize attendees for taking time out of their days to be a part of it. Be sure to include a “what you get” section in any of your marketing.
For in-person events, providing PPE (personal protective equipment) like masks and hand sanitizer along with something useful and industry specific can be a draw. Additionally, if you brand the giveaways, it means free marketing for you.
Offering templates, whitepapers, or other digital downloads can help bring people to a virtual event, as long as whatever you are offering has some kind of value for your attendees. You may also want to offer a digital download just for registering for the event.
Working with influencers in your industry or celebrities who people look up to can be a strong marketing tool for your event. Influencer marketing is especially effective via social media channels. If you are advertising primarily to a Millennial or Gen-X crowd for your event, social media is an great place to begin your marketing journey.
Get Help with Event Marketing in a COVID-19 Era
Working together with an agency to develop a strategic communications strategy for your event marketing can contribute to its success! At Applied Development, our team has extensive experience delivering both internal and external communications for both private businesses and government agencies.