The perfect live event can be tricky to achieve but is worth the effort. Live events are a fantastic way to engage with your customers to establish a genuine connection. Through a live event, you can truly showcase your Brand in a way that is bold yet personal.

A live event is the ideal way to promote your brand in a way that will resonate with your core Consumers and extend your messaging beyond traditional advertising. It’s a spectacle that helps draw consumers into an intimate community: your brand come to life.

While every live event is different (just like every brand is different), there are four common elements that can help you achieve a successful, impactful event. 

Be Consequential to Your Consumers 

Always remember why you are hosting this live event: your consumers.

How can you make your event impactful for your consumers and inspire them? Would they appreciate a communal area with free educational and networking opportunities? Would a charitable theme be of interest to your customers? Do they need access to exclusive content that they won’t find anywhere else? Would they appreciate hands-on learning opportunities? What speakers can you invite that will enlighten your consumers professionally and personally?

If you create an event that provides true value to your consumers, they will return next year and the year after that. Buzz will build, which, in turn, will attract media attention, which will attract more Attendees.

Providing content that engages your audience personally and professionally is the best way to build attendee loyalty.

Create the Conversation 

People devote time and money in your business when they attend your event. Make it easy for them to justify that investment. Make certain that you promote the meaningful message of your event across several different channels: print materials, event website, social media, etc.

Your event message and brand need to match one another. This will help your potential attendees justify the time and expense, whether with their personal budget or their boss.

Once you’ve crafted the message, make sure it is easily accessible across multiple platforms. It may seem like common sense, but content needs to be readable on all devices. This is especially true of the content dedicated to your event. Event websites and interactive show guides allow you to deliver important event information and need to be available for your attendees no matter how or where they access it.

Understand the Journey of Your Attendees 

From the minute someone visits your event website to his or her post-event feedback, you need to have a full view of someone’s event journey to understand what worked and what didn’t.

For example, by analyzing event data you may discover that 10 percent of the people who viewed your webpage due to a promotional link registered for the event compared to only four percent of those who found the webpage due to an organic search.

By understanding the various digital journeys of event participants, you can fine-tune your marketing to areas that are likely to increase registrations (in this example, promotional links) while avoiding those that won’t.

Offline journeys can also be tracked. For example, which sessions were most popular? By analyzing session attendance you can get an idea of which speakers and topics are likely to draw crowd the following year.

Utilizing an event management platform should help you comprehend the data you collected to appreciate the full attendee journey. By evaluating the pluses and minuses of your event, you can improve both attendance and attendee satisfaction for future events.

Maximize ROI 

No matter how successful the actual event was, if you fail to capitalize on the information collected from event attendees, you will have ultimately wasted your time. In order to generate true ROI, it is essential that key data gathered during the event is passed on to marketing and sales teams.

With this information in hand, these business units can make smart, data driven decisions. With all this information, you can create rewarding event experiences year after year.

In your quest to create the best event for your attendees, give The Trade Group a call at 800-343-2005 and see how we can make your event a memorable one.

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