Event Marketing Trends for 2020

Doesn’t time fly when you’re having fun? Not too long ago, I was sitting here writing about 2019’s social media event marketing tips. Although those tips still hold true, 2020 has brought with it certain event promotion challenges that event managers need to keep in mind.

Event promotion is no longer just about having a strong social media presence but also making efforts on other platforms such as TVs, physical banners and public awareness. Here, I’ve listed some marketing trends to keep in mind when spreading the word of your next big event.

Event Marketing in 2020

Using Existing Clientele to Spread Word of Mouth

One of the most important things to remember on your event promotion ventures is that you don’t have to go at it alone. If this isn’t your first rodeo, there are sure to be some past attendees who were so impressed by your last event that they won’t miss your next one for the world.

Use that to your advantage.

The secret is to spread your hands far and wide to look for potential attendees, but to keep it subtle at the same time. There’s no need to be obnoxious or over-the-top, else you risk offending your audience.

You can incentivize audiences to bring their friends, families, and co-workers to the event with an award of some sort, be it a shout-out, perhaps a goodie bag or a free sample of your product. This is great not only for promoting your event, but also to help you increase brand awareness.

“Humanistic” Content

It’s not enough to just create personalized content, it needs to show how much you care about your event as well. It needs to have a human feel to make sure it connects and enhances engagement.

For example, a tagline that says:

 “The 2020 ‘Relaxing’ event will help you relieve stress and get rid of negativity”

might speak to audiences, but not as convincingly and engagingly as:

“Experience serenity and find your true self at the 2020 ‘Relaxing’ event by rooting out negative thoughts and stress factors.”

Yes, I know this might not be a perfect statement, but it does sound much better than the first, more robotic one, doesn’t it? Incorporate your banners, social media posts, advertisements, and other event promotion ventures with this type of content and you’ll see a significant increase in people who want to attend! More descriptive, the more attractive.

Different types of content you can use include;

  • Videos
  • Readable content
  • Newsletters
  • Banners

Art Installations – Targeted and Random (Now I love these!)

I’m using the word ‘random’ here very loosely.

Even the most random marketing tactic is supposed to lead back to you, otherwise why bother? One of the best ways to attract attendee attention is by using art installations. Let’s discuss the targeted ones first.

Cloudy with a Chance of Meatballs Marketing Tactic

From a large burger spilled on the road to a huge VR hot-air balloon, art-marketing literally comes in various shapes and sizes. For example, for the movie Cloudy with a Chance of Meatballs (2009) Sony did something similar. The idea of the movie is that food rains from the sky, and Sony played with it and incorporated installations around the city in the shape of huge fallen ice cream and a huge burger on top of stairs.

Cloudy with a Chance of Meatballs Marketing Tactic

This was effective, and invited many foodies to cinemas across the city to watch the masterpiece.

You can do something similar for your event and based on your budget, you could either go for one huge installation or numerous across the city.

Anonymous Marketing

As for random art installations, we must talk about the large, 8-foot tall Lego man that washed up on a beach on Florida on 25th October 2011. The Lego man had “NO REAL THAT YOU ARE” printed on its shirt. Although LEGO® denied any involvement; it did help the world recognize the brand even more.

If you can’t go for something like that, perhaps an online puzzle can help attract puzzle-solvers to your event. Of course, you are going to have to put in a reward at the end for those who solve it and put in information about your event somewhere, so it might not be as random.

With the ease and accessibility offered by smartphones, everyone likes taking photo. Art installations are a great way to make your audience want to take pictures, all while spreading the word about your event.

Virtual Experiential Marketing (VEM)

When it comes to VEM, there is no cookie-cutter policy for this. It’s all about enhancing your audience’s digital experience either by offering readable content, interactive videos, infographics, e-books, or any other type of media.

One common example of this is a Customer Relation Management (CRM) system that offers web-based live chat platforms. The idea is to target five core elements:

  • Sense
  • Interaction
  • Pleasure
  • Flow
  • Community relationship.

If you’re successful at stimulating any four of the five elements, the last one will follow automatically. We recommend using the 7Cs framework for this;

  • Content
  • Customization
  • Customer Care
  • Communication
  • Community
  • Convenience

Advocacy

Millennial and Generation Z are more inclined towards the ‘greater good’ or ‘social good’ that simply partying. They expect brands to advocate a good cause. This plays an important role in event marketing in 2020.

Even promotion isn’t just about letting the world know your products or services are out there, but is about helping people understand that value that comes with your products as well.

For example, two ads about the same milk brand, one that simply tells customers that this milk is out there and another that boasts about its organic make and positive impact on the environment are going to perform very differently.

The one that promotes the greater good (the second one) is bound to be more appealing to audiences.

Introduce Challenges

This is where you target Generation Z alone.

While Generation X and Millennials aren’t as keen on challenges, Generation Z is somewhat more, dare we say, competitive.

Respective of what you aim to promote, you can create a challenge on social media platforms and perhaps offer gifts at your event to those who complete it.

You’d be surprised at how much effort people are willing to put in for prizes. It’s not about what you get, it’s about the applause and feeling of accomplishment people get that keeps them going. Challenges also create a unique, shareable experience for your attendees, apart from serving as an icebreaker at your event.

Capitalizing on event marketing trends is a great way to promote your event and maximize the impact of your events, be it for brand awareness, business ventures, or simply to promote social welfare.  

Always remember to keep your marketing ideas fresh and target them to the right audiences. Here’s to an exciting 2020!

Author
David Yakas
Managing Director
Wrapped Creations

10 Strategies for Marketing your Event on Social Media in 2020

Social media presence has become a norm in 2020, not only helping people socialize but also help event managers increase awareness of their upcoming events, be it speaker sessions, seminars, trade shows, or even festivals. Event marketing has become as easy as getting a simple click, but simply running an ad won’t help you stand out the sea of upcoming events.

You must be able to capitalize on recent social media marketing trends.

In 2021, the number of social media users worldwide is forecasted to be more than 3 billion. This means that event management needs to stay up to date with social media marketing tactics to attract more attendees.

If you are looking to market your event on social media in 2020, I’ve compiled a list of 10 strategies that you can use to get the most out of these platforms.

Social Media Event Marketing Tips

1.       Choosing a Platform

Where social media marketing usually meant having a significant online presence on Facebook a few years ago, this has changed recently. Now, there are a lot of different platforms to keep in mind such as

  • Twitter
  • LinkedIn
  • Facebook
  • Instagram
  • Snapchat
  • Tumblr
  • Pinterest, etc.

Each platform requires a slightly different approach to make drive conversions. You should consider devising a well-rounded event marketing approach that sits right with each platform. A prime example of that is using hashtags to help users identify the event better.

While important to market on all platforms, you don’t necessarily have to have a significant present on all of them.  Therefore, it is okay to prioritize one a single or two platforms in your event management techniques as your primary and have others in a support capacity.

2.       Event Page

Facebook and LinkedIn provide ample space for event managers to explain their event, their venues, etc. They allow you to create a specific event page where your audience can leave remarks or mark whether they’ll be attending or not.

An event page makes it easy for all those interested to stay up to date with your event’s news, while those who are simply deciding can easily find out whether the event is what they’re looking for or not.

As your event gets closes and closer, it is usually a good idea to send out a reminder to people to RSVP on your event page.

3.       Focus on Short Videos

According to a survey published by Brafton, the average user spends 2 minutes and 17 seconds on a website if they’ve decided to stay. A website or page has an average of 8 seconds to pique their interest.

Although photos are a good event marketing tactic, they might not be as efficient in 2020 as in the past. For that, event managers should turn their focus towards making short videos that entail all the necessary details of the event all while being laced with why people should attend.

4.       Optimize Ads

One major source of revenue for social media platforms are advertisements, soon after which come subscriptions. In the third quarter of 2019, Facebook’s ad revenue amounted to $17.65 billion with more than 7 million active social media markers.

Facebook allows users to make adjustments in their ad campaigns to help target specific audiences you think are likely to respond. You can implement your buyer’s persona here, fine-tuning the ad as you see fit.

Some determining factors that come into play when posting a Facebook ad are:

  1. Length of content on the ad
  2. Image/video uploaded
  3. Information provided within
  4. The chosen demographic
  5. Runtime.

The last two factors are more likely to be dependent upon your budget, but giving extra thought and effort to the first three can help you minimize the cost included significantly.

5.       Have an Active Presence

Once you’ve set up you event advertisement and event page, you are likely to get a number of curious followers who want to know more about it. They’ll send you personal messages to inquire about specifics.

You should always have an online presence and endeavour to reply as soon as possible. The peak time for social media usage is from 10 pm to 1 am and 12pm to 2 pm during lunch breaks.

In 2020, people are always in a hurry. If they send you a message and don’t get a solution to their query in time, they are less likely to want to attend your event. As a prime social media event marketing strategy, you should always be active on social media. If that is not possible, it is a good idea to integrate a Chabot into your page with dedicated and precise answer to common queries.

6.       Highlight Prior Events

As mentioned above, short videos are the new way of communicating. Photos and infographics might put off users, forcing them to read when they simply want to relax. Posting a video about how fun your last event was can entice users into wondering how much fun the next one will be.

Social media marketers should focus on using unique and trendy visuals along with catchy audio and content to drive registration. Some factors to keep in might when designing a prior-event video include;

  • Target your intended audience, for example, more written content might be a put off for younger generations.
  • Host your video not only on your page but also on YouTube, Vimeo, LinkedIn, and other platforms that allow it.
  • If a certain platform doesn’t allow sharing your video, either because of the platform’s limitation or the sheer size of it, you can simply post a link with an attractive sentence to entice people to see it.

7.       Give People the Power

When marketing your event on social media, it is a good idea to post photos of the crowd as well as the VIPs of your previous event. You don’t necessarily have to post the crowd photos immediately after an event. You can, instead, save them for future event marketing.

This shows that your events attract a lot of people and that they’re having fun. While most photographers focus on catching the highlights of a show or event, you should also explain to them why they need to focus on the audience when they’re having a good time. A group photo at the end is a good example of that.

8.       Use Hashtags

Many marketers forget this minute but vital detail when posting their event descriptions. You should create and use event-specific hashtags to ensure that talking about an event is easy. A post with you event’s hashtag is free marketing, and it also helps users feel like the event is something discussed frequrently.

Share the hashtags wherever and whenever you can, be it in social media posts, prints, or even texts!

9.       During the Event – Livestream

Livestreaming is when you get active and share your event on social media while it’s all happening. It’s gaining a lot of traction in all sorts of marketing tactics. Some popular livestreaming platforms include;

10.   After the Event – Share Behind the Scenes

Making sure an event goes according to plan requires a lot of dedication and planning. From security to time management, everything needs to be planed beforehand. Make sure you document everything in the form of a behind the scenes. Once the event is done, event marketers should conduct interviews with the staff to formulate a behind the scenes documentary.

You can then post it online to further market your upcoming events on social media. Some examples of what the Behind the Scenes documentary can include are;

  • Venue
  • Interview with organizers
  • Event signage and goodie bags
  • Fun things to do in the area
  • Bloopers

Social media is an ever-evolving world. To properly market events on social media, it is important to try a blend of different techniques and see what you audience finds most attractive. As an event marketing event management team, it is important to know how to have more audiences subscribe to your events and make sure they have a blast!

Author
David Yakas
Managing Director
Wrapped Creations

Selecting The Perfect Event Hashtag

When hosting an event, your goal is to make the most of your marketing campaigns. You want to reach out to a large target audience, which increases the number of attendees.

Out of all the tools available, social media sites are one of the best platforms, given the fact that they have hundreds of millions of users. With the right marketing campaigns, you can ensure your event has the attention of the right target audience.

To improve the reach of your events, you need to use hashtags. They are words or phrases, which help users on social media view all related posts. From this, it is quite clear that hashtags are powerful marketing tools when you use them correctly.

However, the challenge is that you need to come up with a unique and new one, which captures the attention of your audience. You want to make sure the one you create is the perfect one for your event.

Since you are in the event management industry, you can’t rely on trial and error, to see which one works best.

What to do before selecting the perfect event hashtag?

Before you start thinking about which hashtags to use for your events, you need to make sure you know your target audience. The people who are going to attend your event should be ready to use your hashtag in their social media posts.

If a younger demographic is going to be a part of your events, it makes perfect sense to use hashtags. After all, these people love using social media, which is why they will use the key phrases you provide all the time.

The second step is to find out what your competitors are using for their event hashtags. Find out the success rates of these keywords and how often event management companies use them. When you perform this type of research, it will help save a lot of time.

If you don’t know how to keep track of the key performance indicators of hashtags, you can always use tools. They provide the necessary analytics, which will give you the complete picture of how well it performs.

Characteristics of the perfect event hashtag

How do you know whether the event hashtag you created is the best one for your event. Go through this list of characteristics, to understand if you are on the right path:

Catchy

One of the traits of every successful hashtag on social media is that they are catchy. You want the attendees who come to your events to remember the keyword, after hearing/seeing it for the first time.

Your attendees and guests should be ready to use the hashtag without any hesitation. However, there isn’t any formula or secret tips which will help you find out whether it is memorable. You can ask your friends and peers what they think about the hashtag you created, to understand whether it is catchy or not.

Relevant

While you are making sure the hashtag sounds as catchy as possible, it should be relevant to the theme of your event. All the guests and attendees should know what it refers to, the moment you inform them about it.

It tends to be challenging with you and your team members having to channel those creative juices with these restrictions in mind. One place where you can start is to make an acronym of the name of your event.

Short

You don’t want to use an event hashtag which consists of characters in double digits. The reason is that it becomes challenging for the attendees and guests to remember them. Also, when it takes up a lot of space, Twitter users won’t be able to provide additional details about your events.

The trick is to make it short, while being powerful simultaneously. People will be able to use it all the time, making it a great marketing tool.

Simple

A golden rule when it comes to selecting hashtags for your events is that it should be simple. If you create a complex one which is hard to remember, there is a high chance the guests and attendees won’t use it. It defeats the purpose, if you select one which is a mouthful for everyone.

Always keep it as simple as possible, so that people feel like using it. If you feel it is quite difficult, try using a new one, which is easy to remember and use. Imagine how it will be, if people ask you about your hashtag constantly.

Unique

The hashtag you create for your event should be unique. It doesn’t make any sense if it is quite common or related to another event. When people start to check the discussion for your hashtag and find unrelated posts, it becomes confusing.

You want people to know that it is your event. Once you create a hashtag, make sure you check whether it is already in use. If you come back with nothing, it is the green signal to go ahead and use it in all your marketing campaigns.

What should you do while selecting the perfect hashtag?

If you try to create a hashtag for your event by yourself, you are going to find it an uphill task. There is a high chance you will face a mental block, which makes everything challenging. Also, you may not come up with enough catchy phrases, making it harder to select the right one.

The best way to create and select the perfect hashtag is to have brainstorming sessions. Ask people for ideas, which will help your team come up with diverse phrases. The next step will be to check if it has the characteristics to become successful, before asking other people what they think about it. You should ask people who aren’t in your business about their opinions of your event’s hashtag. If you are still finding it challenging to create hashtags, there are tools which will help you do the same.

The second step is to perform adequate research about the hashtag. After all, you don’t want your event to be lost in a myriad of unrelated posts. It is a simple process, and you can type the hashtag you selected in the search bar of any social media site. If you don’t find any results, you are good to go.

What to do once you select the perfect event hashtag?

Once you complete all the above steps, you are ready to use your event hashtag. Make sure you include it all your marketing campaigns to create the hype for your events. At the same time, ask your followers to use it in their posts and stories.

Every time you post a picture or video about your event, make sure you include it. You can make sure it is present in your posters and pamphlets. Also, you can create small signs and stick it in the bars, tables, and other items that people will use.

Make sure you engage with the people who add your hashtag to their posts. Like and comment on them, so that it encourages users to continue using them. The best part about creating the perfect event hashtag is that it gives you a lot of content you can use in the future. You can repurpose them after your events come to an end, which is a great form of marketing.

The process of selecting the perfect event hashtag is going to be a piece of cake, if you follow the instructions in this guide. When you use it properly, it boosts the visibility of your event. You can generate immense amounts of buzz about your event, which will work wonders for the attendance rates. Although it seems like such a small thing to pay attention to, the right event hashtag is a powerful marketing tool.

It gives the target audience a space where they can come together and talk about your event. Also, it is a cost-effective tool, once it becomes popular. The reason is that people will continue to use it all the time, ensuring a large number of users get to know about your events!

Author
David Yakas
Managing Director
Wrapped Creations