Event marketing plays a vital role in product promotion and brand awareness. However, all too often, brands try to reuse their old methods, such as running ads, to promote hybrid events. Hybrid events are unique and innovative and, therefore, need unique strategies for promoting the same.
Here are some ways through which event marketers can promote a hybrid event:
1. Leverage your own channels
You have more than just social media and email marketing at your fingertips when it comes to promoting hybrid events. Use your website, event app and blog to talk about what makes your event unique, such as its location or the specific topics being covered.
Also consider creating a landing page on your site dedicated to your event and link back to it from other pages on your site. This will help direct traffic to one place so they can find more information about how to register or attend.
2. Choose the right platform
There are many social media platforms out there, but not all of them are right for every type of event. Use Facebook, Twitter and Instagram to promote ticket sales and event updates, but consider YouTube and LinkedIn if you want to educate your audience with instructional videos or presentations from speakers at the event.
If you want to promote your event on other platforms, make sure your content is relevant and interesting for those audiences. For example, if you’re using YouTube to host instructional videos about how to prepare for the event or what will be discussed during it, try to make your videos engaging and entertaining as well as informative so people will want to watch them.
3. Make it a seamless experience for your virtual and in-person attendees
With hybrid events, you have to bring together two different audiences. That means you need to make sure they have a seamless experience at every stage of the process.
Your registration page should be easy to find, whether someone is looking on your website or on social media (and ideally both). It should also be simple to understand, with clear instructions and explanations of all fees, costs and benefits associated with attending the event.
4. Personalize your messaging
Take the time to understand the different types of people who will be attending your event and customize your messaging accordingly.
For example, if you're hosting a conference for marketers, don't just send them an email about how exciting it is that they'll be speaking at your event. Instead, show them how their presentation will benefit their company's bottom line.
This strategy also works for smaller events like networking mixers — instead of just asking attendees to RSVP, consider sending out personalized messages that highlight what makes each attendee special.
5. Create a sense of community
People like to be part of something bigger than themselves, so create an opportunity for attendees to connect with one another before, during, and after the event. This could include a pre-event social mixer or networking event, an online forum for sharing ideas, or even a post-event wrap party where attendees can meet up again after the event has concluded.
This helps attendees feel like they’re part of a community, and it also gives them an opportunity to collaborate with each other.
Takeaway
No matter what the goals of your hybrid event might be, there are ways that you can promote your event right now in order to build momentum and intrigue. The more people who know about your events, the greater the chance that they'll come. Even if they don't end up attending this time, they'll remember the next time you host an event. Just remember to keep it interesting and relevant, and use these ideas to your advantage when promoting your event.
