PRO tips from Spectacle Events

One of the most critical elements in organizing a successful event is publicity. People would never attend events that they have not heard of or those that they have no interest in.

However, it is not as easy as just getting the message out there, the right message needs to reach the right people at the right time on the right platforms.

Here are our PRO tips:
1. Develop an aligned communication framework.
2. Create different targeted messages for different audiences.
3. Use a press release to share succinct information and insights to media and influencers.
4. Use social media to reach out directly to end consumers.

As an event organizer behind 5 installations of Ethiopia’s largest and most premium shows, Spectacle Events, our work behind the success of these events was hardly considered a breeze. How did publicity and active partaking in the conceptualization of the events take an inaugural number of 800 guests in 2016 to 3,000 in 2016?

Here are our learning points:

Different platforms speak to different audiences in different ways. The assumption of homogeneity in the target audience and failure to frame and align diversified messages are many organizers’ Achilles’ heel.

Long gone are the days when one size fits all. Even high-budget communications can slip up and backfire if social trends and information consumption patterns are not thoroughly analyzed. Take Kendall Jenner’s Pepsi ad for example. No such thing as bad publicity? Think again.

The trick is to gain an insight into how information is received by the target audience and the relevance of content. From there, formulate the communications strategy.

A press release may seem archaic to the uninitiated. However, it has certainly not outlived its usefulness. It is one critical tool that outlines and puts into perspective the key highlights of an event.

Think of it as a cheat sheet. It must cut through the clutter, and get to the point. If you have a seven-page press release (trust us, we have seen it before), we suggest looking through it again and craft a succinct story.

Many inexperienced publicists also overlook the importance of visuals. Pictures speak a thousand words. Social media have time and again released data of how relevant visuals capture attention and increase traction. On the same note, videos are on an upward trend. Our data shows that videos in the 20s to 30s have the highest viewership. And nothing is better than capturing the atmosphere of a successful event than real footage.

Event Tech

According to Bizzabo

“In response to COVID-19, event technology is evolving faster than ever. This rapid evolution has proven greatly beneficial to the events industry. 90% of event professionals believe that technology can have a major positive impact on the success of their events.”

The number tells it all! It’s time to get involved with the Tech world. As the world is becoming one with Tech, our industry should also move at the same pace.

“Before advances in event technology, event planning was a very manual process. Event planners used to draft the attendee list contact by contact. Event promotions were limited to mediums like print or direct mail. And prior to virtual event technology, organizers were only able to plan live events. But advances in data analytics have allowed event planners to track and measure each component of their events. Similarly, the boom of event technology made it easier to bring in-person, hybrid, and virtual event ideas to life.

Today, event marketers have an array of technologies to choose from and add to their event tech stack.

Each piece of the event technology stack does its part to support the full event lifecycle as it transitions from one phase to the next. Building websites, increasing event registrations, and email promotion are all made possible thanks to event technology.

Event tech has also led to a better user experience. Through the use of platforms, event engagement, and networking tools, attendees can connect with each other at the click of a button. Event apps allow attendees to easily navigate the event with features like chatbots that provide instant answers to their questions or maps to help them navigate massive convention centers. Live Streaming technology is another example that allows attendees to tune into sessions from all across the globe.”

How do I organize a successful Hybrid event?

  • Define goals

In order to create an engaging event experience, you need to establish clearly defined objectives. For example, your goals can range from generating direct revenue to simply improve customer satisfaction.

  • Consider external factors

Social, technological, political factors and trends of digital transformation in events may affect your event. For example, safety and public health measures may influence decisions about where and how to hold your event, or even whether or not to go forward with a hybrid event at all.

  • Establish a budget 

Within the most relevant solutions for virtual & hybrid events, there are some requirements to which you must pay attention and allocate a good amount of your budget. A few examples are video production, streaming services, content development, good internet connection and also a virtual event platform.

  • Define a way to measure the success of your event

Hybrid events, just like live events that benefit from event tech tools, offer a double opportunity for event organizers to collect reports & analytics. If the key question is “How will you measure your key performance indicators?”, it should be strictly related to your event goals. For example, if your objective is to increase revenue, you should look at future sales generated.

Our tip: Make a comparison between your hybrid event and other historical data from previous events. Then draw your own conclusions about the type of event that best suits your business.

  • Get to know your audience

In hybrid events, you’ll have different types of audiences that have a high propensity to consume your content in various ways and timings. So, you must assure that although these heterogeneous groups will experience your event in different ways, the outcome will be successful anyway.

The good news is that with audiences in different places, time creates more than challenges. It creates opportunities