The covid pandemic has fundamentally changed the way we plan, meet, and execute our social life. From grocery shopping to the workplace, there is no longer a need for in person meetings, and there has been a rise in digital gathering. So the question becomes “How can businesses create an effective in-person event marketing campaign given this shift towards digital?”. Let’s dive in:
1. Survey and Communicate with your Community
Take an audience-first approach. This has and always will be the key to hosting a successful event. Find out what they expect from your company, what they value and how they prefer to meet. If 98% of your target audience would prefer to meet online, then there is no need to meet in-person. After this, keep the conversation going and get feedback about event attendance, and consider travel restrictions that may come up in the near future.
2. Emphasize the Value you are providing to In-Person Attendees
Perform a cost-benefit analysis and determine if having an in-person/hybrid event is really necessary. If you have a hybrid event that will be held online and in person, it is important that you advertise each effectively. You should be able to differentiate the value between both events and provide some kind of additional benefit for attending in person. This could be a chance to win a raffle, a special guest speaker, catering etc. it just needs to motivate people to attend physically rather than solely online.
3. Health and Safety
If your organization is going to require a COVID vaccination, or a mask etc. Make that known to your guests up front. Utilize things like touchless technology, or grab-and-go style catering to stay consistent with your guests, and think about ways that you can make them feel comfortable.
4. Consider your Venue & Expect Cancellations
Venue contracts are very different in the post-COVID world. Some venues have new capacity limits, social distancing restrictions, or charge a higher fee for larger groups. It would be a good idea to look into locations with flexible contracts or event insurance policies. You should also consider meeting outdoors as an option as well, because it allows for better ventilation. However, don’t forget to check the weather and have a plan-B in case of any changes.
Choosing between an in-person or online event can be challenging, but if you are looking to decide what is best for your guests, or how to advertise your event effectively, we here at esd have a team of experts ready to assist you. Just email us at info@esdandassociates.com or call (210) 348-8008 to see how we can help you market your business.
Resources:
- https://www.xliveglobal.com/planners/5-tips-post-pandemic-event-marketing
- https://hopin.com/blog/returning-to-in-person-events