Every event professional knows that the people who are attending an event are excited to see and know what's in treat for them. As event planners, we can help to build up the same excitement with appropriate and strategic pre-event content marketing.
According to the forecast given by MPI Meeting Outlook Report, live event attendance and virtual event attendance both are anticipated to grow in the near future. About 52% of professional planners believe in the anticipated growth. Whereas, 30% event planner think that the figures to remain static with just 18% and 5% predict a drop in attendance rates. Now looking at the stats, we can say that pre-event marketing is far more important.
• You may think why pre-event content marketing is so important?
At this moment, the content marketing is widely measured to be one of the most effective forms of digital marketing. Content marketing can also be used for pre-event in an effective way. Info-graphics, videos, blog posts, articles, are just a few ranges that include content, but generating content that stands out is not very easy.
Here are few dos and don'ts of pre-event content marketing to create sustainable momentum behind your event.
• Scarcity Content Marketing:
When it comes to events, scarcity content marketing means the fear of missing out and sometimes it can actually come along well. For instance, ‘flash sales' apparently create more than double the number of transactions as other deals. However, in these days, clients are getting wise and difficult to trick, and any false statements of scarcity in content can be seen as controlling. Therefore, one has to make sure to be authentic in the content strategy that you make and repel from seeking short-term wins in order to save them from suffering long-term damage to an event brand by being deceitful to possible event attendees.
• False Content Marketing:
To promote an event and create interest of event attendees, one can share a pre-event user-generated content, such as social media posts by potential attendees or content from your previous years' events attendees. But you need to be very careful, as creating a false promotion or advertising is easy to recognize. At present time, quality and quantity of online reviews matter the most. Before taking any step further, consumers read at least seven reviews on an average. So, one has to make sure that each and every review is legit from and original coming from an event attendee.