Everyone knows that pre-event marketing is essential for any successful event, as no marketing often results in no (or few) attendees. Too often, however, event marketers concentrate exclusively on pre-event marketing and forget to focus on how to engage and inform their audience while inside the digital event. Follow these four tips and you can highlight key content, drive audience engagement, and ensure brand and messaging consistency.
Announcements are a great way to grab attendees’ attention. Schedule announcements to display at specified times, use them to remind attendees of upcoming presentations or scheduled chats, or thank users for attending. Announcements can be text-based, or you can record a video announcement directly in the INXPO platform, using your computer’s webcam. Announcements can also include a hyperlink to the area that you are urging users to visit.
Best used for: Grabbing users attention quickly to remind attendees of upcoming presentations.
2) Marquee Messages
Marquee messages are useful for providing informational text that appears throughout the environment. They appear at the bottom of the navigational frame, and are limited to approximately twenty words. They can include hyperlinks to event spaces or external webpages. Marquee messages can run for the duration of the event, or can be scheduled to display at certain times. As a best practice, I recommend between 5 and 15 messages per event.
Best used for: General event messaging that is not time-sensitive.
3) Display Ads
Each area of a virtual environment can house one or more rotating banner ads. These clickable images can be designed to match your event’s aesthetic and can be informational, directional, or tied in to a sponsorship opportunity. Banner ads can display at predetermined times, and can be targeted towards specified user types.
Best used for: High level messaging that enhances the event aesthetic.
4) In-Event Emails
In-event emails allow you to send a mass message to everyone in the event or to specific user types. Users will receive an email notification within the environment, and attendees who are not logged in will receive an alert the next time they do so. If an attendee has opted-in for email forwarding, this in-event email will be forwarded their external email address, so that they can read the message without logging in. All in-event emails will be stored in the user’s communication center, so that they can access the information at any time.
Best used for: Information-heavy communication that can be saved for future reference.
You’ve successfully marketed your event and exceeded your registration and attendee goals. Now, it’s time and engage and inform your attendees from the moment they arrive. By doing so, your attendees will stay on for longer and provide you with higher satisfaction ratings (after all, you will be surveying them, right?).
Each of these in-event marketing techniques convey information to users in a unique way. A strong in-event communications plan uses a combination of these techniques to lead the audience to scheduled presentations, and key spaces, while not making attendees feel overwhelmed.
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Post contributed by Lauren Wolf