Level up with Leanne: transforming events into marketing vehicles
Who says the ‘event is over?’ While the physical event (your 3-day, 2-night extravaganza of in-person networking, education sessions and way too many hors d’oeuvres and champagne flutes) is over, it doesn’t mean all that great pre-event chatter and mojo needs to die.
By Leanne Calderwood
iStock by andreswd
Events are no longer just gatherings; they have evolved into powerful marketing tools. This approach can transform how you connect with your audience, your sponsors, member, employees and other stakeholders - year round. And the organizations that are doing it well? They’re creating event and brand advocates because they’re continually ‘in the ear’ of their members.
What’s different?
Traditionally, events have been seen primarily as revenue sources or ‘mandated education’ for employees. However, events are increasingly becoming strategic marketing vehicles for both association members and internal stakeholders. This shift allows for broader reach and deeper engagement with your audience, year round! One of the best examples in recent history? Microsoft’s 2020 conference (yep, think early pandemic….) where a switch to a free, virtual format led to a massive increase in attendance and press coverage.
Leveraging Your Virtual Platforms
The limitless nature of virtual platforms means that your event can reach a larger audience. This wide reach transforms your event into a form of mass communication, akin to a large-scale PR campaign. Your event messaging can accommodate a diverse, less niche audience, targeting them at the top of the sales funnel.
How does this all work?
Content is king in the world of digital marketing, and events are no different. Your event's content should be designed to be repurposed across various platforms, extending its lifespan and reach. Record sessions and use snippets for social media posts, blogs, or even as resources in newsletters. This will maximize the event's impact but also keeps your audience engaged long after the event concludes.
Not a fad, the growing use of mobile apps!
A crucial tool in extending the life of your event is the event’s mobile app. It becomes the hub for ongoing engagement, offering features like session replays, networking opportunities, and community discussions. Post-event, the app can push notifications about new content, updates, or upcoming events, keeping your audience connected and engaged with your brand.
We’re not done, there’s more opportunities post-event!
To maintain interest after the event, regularly update your app with new content related to the event themes. Host live Q&A sessions, share behind-the-scenes footage, or offer exclusive insights to app users. Keep your previous and future speakers involved with ongoing tips from their sessions - a great way to create accountability around the education portion of your event! Encourage users to share their thoughts and experiences on the app, creating a vibrant year-round community.
Tracking your progress, baby steps…
Track engagement metrics within the app to understand what resonates with your audience. Use this data to refine your content and engagement strategies for future events. Remember, the goal is to turn your event into a continuous conversation with your audience, rather than a one-off interaction.
Creating these year-round marketing vehicles is a strategic approach that requires adaptability, and a focus on digital engagement. Use your virtual platforms to create engaging content, and utilize your mobile apps year-round! This strategy will help you deepen the connection with your audience, turning attendees into brand advocates.
To your success,
Leanne
P.S. Did you know? The Canadian Meetings + Events Expo creates this year-round engagement (it’s very meta, but you’ve engaged with them year round, just by reading this article! ) Explore the tabs of this site to learn about industry trends, and learn more about the upcoming August 13+14 show in Toronto! The early bird deadline looms for late May! See you there!