Corporate event attendees are usually a captive audience – they are often required to or are at least interested in participating in your meeting, conference or incentive program. But how do you give people something to buzz about? How do you make your event less of a 'have to' and more of a 'want to'?
BCD M&E’S 2019 Bydesign Report gives five pointers for building a 'fear of missing out' with communications, teaser information, content crowd-sourcing and thoughtfully planned interactions.
Brand your campaign
Event branding matters because it helps make your campaign easily identifiable and relevant to the audience. Use it to give your event or program personality – a combined message transmitted via the brand name, logo, style, visuals and voice throughout the entire attendee journey.
Establish your authentic voice – language and voice build FOMO because it reinforces your brand identity and builds deeper connections.
Making the right impression on your audience starts by defining your objectives and visually representing the event brand, which is critical to the growth of your event and your business.
Make content count
As you develop content for your event marketing campaign, take your business objectives and user personas into consideration. Cultivate interest by understanding how your audience likes to consume information and what resonates with them.
You can do this through:
• Unexpected, creative video content
• Sneak peaks and teaser information
• Educational podcasts, destination information and interviews
• Stories told across a variety of platforms
Put your website to work
Event websites are born to cultivate interest. There is unlimited potential to build thoughtfully-planned interactions. In the promotional phase, use your event website as a home base for interacting and communicating with attendees.
From there you can use it to integrate registration, support pre-event planning and deliver post-event communications.
Build a collection of storytellers. Who are your event’s biggest supporters that can help spread the word? Identify and leverage them.
If you’re planning a business meeting or incentive program, your influencers are likely your employees – previous winners, leadership and staff.
For conferences, who is the lifeblood of your event? It may be your guest speakers, sponsors and partners. Engage these influencers – encourage them to start sincere and meaningful conversations.
To build a fear of missing out, you have to understand the experience from an attendee’s perspective – what do they want to be part of?
Use social networks, surveys and focus groups to listen to your event attendees prior to and during your event. By being audience-centric, you develop stronger relationships with your brand, build anticipation and give meaning to the user experience.