Marketing For Hybrid Events
Koy Tayler, BCMA Digital Strategy Coordinator
It’s clear that hybrid events will remain an important part of education and resource-sharing in the cultural heritage sector. As with any event planning, marketing is a key component to the planning and overall success of hybrid events.
Both in-person and virtual attendees expect something unique and exciting that is designed to provide a similar level of experience. The following points will help you clearly define your hybrid event, create community, and retain audiences for future sessions.
Need support planning your hybrid event or suggestions on how to optimize your event marketing? Email us at email@example.com with your inquiries.
The BC Museums Association gratefully acknowledges funding support of from the Government of Canada.
Define Your Hybrid Event
Make clear distinctions between virtual and in-person offerings.
Clearly and repeatedly communicate that your event is hybrid and attendees have that option at your earliest event touchpoints.
Event touchpoints are the times attendees will interact with event content and are important marketing opportunities. Touchpoints throughout the event process can strengthen synergy, engagement, excitement, and loyalty to your organization.
This strategy can be more cost effective for securing future attendees than putting money and effort into the recruitment of key speakers or creation of innovative content for upcoming events.
Event touchpoints include:
- Social media
- Event website
- Response time to inquiry via email
- How timely follow-ups post event are
- Event signage
- Overall experience
- Event program and content
Tailor your marketing to each audience. A benefit of different marketing campaigns and content for each audience is that it allows you to highlight the unique values of both the in-person and virtual aspects of the event. This helps make content feel personal and unique.
Understand Your Audience
Make it clear that your event will help them meet their needs.
Questions to ask yourself:
Make a strong case that your event will provide unique and innovative value to attendees. Interact with your audience through social media forums, like a Facebook group, to build a sense of community and interest. People engaged on these platforms can be your best advocates and share your event to other groups.
Invest in online engagement throughout the year. Re-purpose event content, share relevant resources from others and discuss the value, and contribute to your audience’s content through likes, comments, and re-shares. This humanization and personalization of your organization can lead to more trust and interest for upcoming events.
Optimize Your Online Presence
Give potential attendees multiple opportunities and reasons to register for your event.
Numerous event touchpoints will increase the chance of a successful ticket sale or engagement. The effective frequency, or number of times a message needs to be received before action is taken for non profits is approximately 16. It has been estimated that it takes the average customer nine to 16 interactions with a brand on different channels before they make a decision.
While this is not necessarily what you will need to increase ticket sales, it is always good to surpass what you may perceive as a minimum number of touchpoints required to trigger action.
Provoke thoughts or action pre-event through cross-channel touchpoints and synergies. It is important to have consistent and recognizable branding across channels. Make sure navigation and registration is simple and easy through these channels, otherwise you risk losing an attendee.
Increase the number of touchpoints, like social media posts or email reminders, as your event draws closer. Reveal and announce new details such as the event agenda, speakers, and other details to build anticipation and curiosity. Focus on the benefits of attending such as making connections, networking with industry experts, and receiving discounts or giveaways.
Examples of How to Optimize Your Online Presence:
Explore resources available to help strengthen your marketing and hybrid event planning:
Charity Village: This webinar, specifically presented for nonprofit staff and volunteers, will help you to create your content strategically using a 5 pillar framework that will strengthen your brand, build your authority online, and save you capacity during the day.
Confused with how to caption your content? Wondering if your brand colors pass a blindness test? Join us for an express event about “Digital Accessibility & Social Media”! In this 30-minute online webinar, you’ll learn 5 fast and free actions for making your online content more accessible.
In the session, we will walk through each of the 5 tips for successful filmmaking on your phone! Exploring how planning, storyboarding, editing, and launching your film all play an important role in the process.
Explore online courses available to help strengthen your hybrid event planning: