How to Communicate with Potential Customers
Effective event communication can act as a tool to use in your marketing campaigns, to stay engaged with people who are ‘interested’ but not ‘signed up’ to your race yet.
Effective event communication can act as a tool to use in your marketing campaigns, to stay engaged with people who are ‘interested’ but not ‘signed up’ to your race yet.
Using hashtags, keeping different feeds updated and sending out regular emails will contribute to your events success and participant growth. Your marketing agenda and communication schedule will be influenced by deadlines for selling tickets, sponsor announcements, and other exciting updates.
Announcing your Event
If you’re organising an annual race, the best time to attract previous participants is to announce the following years' race immediately after your event has ended. This way you can capture the buzz generated from your current event, while promoting early entries to advanced buyers. This is also a good opportunity to give previous participants loyalty discount codes to encourage them to sign up again. Because the longer you can sell tickets for, the better!
Make sure you post in your previous facebook event, to let everyone know about your following race, particularly for those who clicked ‘interested’ not ‘going’. Timing and date should also be considered. The best time to announce an event on social media is generally in the morning around 11AM, so that it will be up and visible when most people check their Facebook at lunch. The day you choose is important as well. Monday through Thursday is ideal, as people tend to have a more unpredictable schedule on weekends and may miss the announcement.
Encourage Participants to Share your Event
When communicating event information with your participants, a good way of encouraging them to share your event with others, is by including a link to refer a friend. You can use the following link to encourage participants to invite their friends, on your Eventrac platform as shown below:
Copy this link, and add it to the bottom of your emails to participants or share on your facebook page or event.
Another way of increasing the viewership of your event through participant shares, is to include a link to ‘RSVP’ to your event on facebook, in your emails to participants. This way, if they click ‘attending’ on your Facebook event, others will see this action come up on their feeds and see your event.
Give Tiered Ticket Reminders
Have you got early bird, second release, third release… etc. ticket tiers? If the answer is yes, you should make sure to email all participants who have registered interest in your event, but not yet bought a ticket, before each ticket price increase.
And if the answer was no… here are some ways you could make more money on your event from having tiered pricing. ‘Increase your revenue with tiered tickets’
You should also post about this across your social media channels. The more people see it, the fewer people will feel bitter if they missed out on cheaper tickets by accident.
Leverage your Facebook Event
Post updates on your Facebook event to gather the interest of people who have clicked ‘interested’ but are not yet ‘going’.
Giving them a taste of what the event has to offer with flashback videos, pictures of the route, and stories about the event will create engaging content.
Master the Power of Email
If you have organised events before, you should have a list of your participants' emails. You can send them updates on your new events, how they are progressing and include pictures and videos of your past events. If you have any good stories about your events, this is a good place to share them. Make sure to include a ticket link as a ‘Call to Action’ for your runners.
Create an Event Page that Sells
According to research, the top two places consumers look to after visiting your event page are YouTube and Google Images. Why? Because they’re looking for videos and photos that will show them what to expect from your event. They’re looking for context around things like venue, vibe, route terrain and facilities. If you don’t include this information on your page, you’re forcing readers to find it elsewhere — and you may be losing sales.
Make sure you have videos and images to share the magic of your events. Sound bites of any music at the event, testimonials of runners and an energetic fast-paced film are great to harness excitement. You can add videos to your Eventrac page for people to check out:
In Summary
There are several channels to communicate with your participants, which require regular updating to be best leveraged. This allows those who are interested in your event to have all the information they need readily at hand, wherever they find you.
Here to help
Don't hesitate to contact us if you have any questions about your event, our platform or simply want to chat! Drop us an email at support@eventrac.co.uk
