Event planners and conference hosts all share the same concern: “Will attendees find this event helpful and useful?” You need to get the right people to your events to help both your clients and your attendees achieve their meeting objectives. That’s why you need a thoughtful approach to audience acquisition long before the event begins.
Match Your Communication to the Event
There are several types of events that you may coordinate:
• Employee events. These are informational or immersive in nature and help the employees understand and better engage with their company. Your audience for these events is clearly defined, and attendees may even be required to participate. Communication is basic and focuses on the who, what, when, where, and why of the event.
• Motivational events. Companies across the world use incentive events to motivate their workforce. When employees or channel partners hit a predetermined sales goal, they can win an incentive trip. Participants at these events are generally engaged and enthusiastic. The reward touches a small group of winners, but the communication touches everyone and must be motivational before, during, and after the event.
• Paid events. Clients rely on large events and conferences to educate and motivate channel partners and customers. These events represent a significant investment for the company that’s hosting the event and for the partners and customers who pay travel costs and registration fees to attend. Finding the right audience is key, and communicating effectively to this audience about the benefits of this specific event is essential.
Audience Acquisition for Paid Events
An effective plan for audience acquisition for paid events includes creating well-crafted and efficiently delivered communications. Here are three elements to consider:
• Design. Ensure all stakeholders are in alignment with event objectives. Then design your marketing plans to achieve these objectives.
• Development. Consider the event from the attendees’ perspective when creating communication that highlights the importance of the event—and inspires action.
• Delivery. Measurement is key throughout the process to make sure your event strengthens the relationship between the client and the event attendees.
You must understand your event and your attendees’ objectives first, and then design your audience acquisition strategy to achieve them.