The focus of event planners is now shifting from just running the event for the sake of it, to being more ROI focused. This shift in focus is a great step towards better highlighting the value that events add to the company’s bottom-line.
This means that event organizers need to exert greater control over their realm of influence, and to be more intentional with the work components that add up to the bottom line. There are many ways to do this – you could streamline the sales pipeline, hold more meaningful meetings.
Since Event planners and meeting managers deal with a considerable number of customer touch points, the tone and tenor of the communications is an opportunity to make a favorable impression on the customer, and to gently nudge them along their buyer journey. Due to the volume of communication, and it makes sense for them to be as impactful and persuasive as possible. Because in a highly competitive environment, event planners need to work harder to show their value to the company and progress along their careers.
The tone of the content:
While reviewing event collaterals, try looking at the way the message is being communicated. Your reader is only going to care about what’s in it for them, so keep an eye out to see if the benefits for the attendees are clearly stated, rather than just a recanting a list of everything that’s there at the event. To successfully grab their attention and keep it, content should always start with why the reader should care, and then progress on about how you are going to deliver on that promise.
Content follows the channel:
You might use multiple channels to get the message across to your audience. The form and structure need to be suited for the channel, rather than a standard template that goes everywhere. For example, if you are talking about your event in an email, you’ll have to be concise and to-the-point, whereas a blog post might be a better place to be a lot more descriptive.
As an event manager, you will have some very unique insights about your prospective customers that others might not have access to. You should always use these insights in your content – about what your customers like, what they’d like to see, what makes them tick.
You can exploit these insights about why and how they do what they do, and use that to build a more persuasive message about your offering. If you know the psychology behind their business decisions, your content would do a better job of highlighting the most relevant part of your offering, and consequently, drive customer action the way you want it to.
Content helps convert
Content can do a lot of things. It can educate, dazzle, convince, make them feel emotional. But what matters to businesses is to drive a specific customer action. Content is always an important point of contact with your customers. So why not engineer it to meet exact customer goals? A conversion-optimized content collateral goes a long way in holding your customer’s attention, and drive business decisions.
Great content is an integral part of your customer’s event experience. All the efforts that you put into tailoring your content will pay off in meeting your business objectives. Read up on what other event managers are doing, and read in general to further improve your content skills. Happy reading!