While digital event marketing dominates traditional marketing, the amount of attention to hybrid between the two is increasing. Hybrid event marketing bridges together both physical and digital worlds into an event that brings people together virtually, as well as in-person to create a full experience that can’t be reproduced through just one medium.
To best understand hybrid event marketing, it’s important for marketers to learn about the different ways in which it’s done. Here are 16 tips for marketing hybrid events:
1. Keep your goals
It’s not always easy to understand what customers expect from a hybrid event. To make the most of your event, you need to be clear on why it’s being done and what you’d like to get out of it. A good way to achieve this is by setting specific goals for the event. These can range from increasing sales to engaging with customers.
2. Utilize your digital assets
You know it’s important that you have access to email addresses, customer lists, social media profiles, and more for your event attendees. People are expecting an online experience these days, so if you’re not providing one, they might just find it elsewhere. Digital assets are crucial to hybrid events.
3. Be consistent with your messaging
The more consistency you have with your marketing, the better. You need to find a way to message all of your efforts together in order for people to understand that they’re related, even though they might seem totally different on their own. When it comes time for them to engage with your brand, they’ll already know and trust it.
4. Offer discounts or incentives
With a hybrid event, you’re combining the physical and digital worlds for people to create an experience that can’t be achieved through just one of these mediums. To get them interested in your event, you should consider offering something such as a discount or free incentive.
5. Create an experience
People today want more than just a sale, and they expect experiences to be part of what’s marketed to them now. To do this effectively, you need to create an event that is worth attending for those who choose to do so in person as well as those who participate online. When you do this, it creates a better experience for all who are involved.
6. Create a schedule
If people are expected to attend an online discussion or presentation at the same time as those in person, make sure they know when these things are happening. You can do this by creating a schedule with times listed for each segment of the event. This way, everyone is on the same page with what’s going to take place when.
7. Optimize your digital assets for lead generation
Your digital assets are crucial to making a hybrid event successful, so you need to make them work for you by optimizing them in order to get the most out of your marketing efforts. For example, you can use your email marketing software to send out emails with event information to anyone who signs up.
8. Get the media involved
If you want to make an impact with your physical or online event, it can help to get people in the media interested in what you’re doing. For example, if there is a local news station in the area of your offline event, contact them to see if they’d be interested in covering it.
9. Use tools that integrate with each other
There are many tools out there designed to work together that can simplify the process of creating and organizing a hybrid event. For example, Google Presentation integrates with Google Analytics, which can track event participants who are online. This way, you can see which types of devices they’re using, where the traffic is coming from, and more.
10. Use QR codes
QR (Quick Response) codes are an easy way for people to be able to access your digital assets like websites or social media profiles by simply scanning them with their phones. Additionally, you can use them on posters and other print media to increase the chances of someone using them.
11. Create a mobile app for your event
An even more technologically advanced way of helping people be able to engage with your hybrid event is by creating a mobile app for it. By doing this, they will already have a platform in their pocket that can help them do everything they need to from start to finish.
12. Provide an email opt-in at the event
When people are attending your event, make sure to have some sort of digital asset available for them to look at while they’re checking everything out. Because this is often difficult with physical events, just having a signup form for an email marketing campaign is usually enough. This gives you the chance to start a conversation directly from the event, which will lead to more people following you after it has concluded.
13. Make a hashtag to use on social media
A lot of people these days are using specific hashtags when they’re talking about things on social media. By making one for your hybrid event, you can get them involved in what’s taking place online as well as offline.
14. Promote it on social media
Make sure that you promote your hybrid event both during and after its conclusion on all of your social media profiles, especially those connected with your business. This is where the majority of people are these days, so they’re likely to find out about it there if you are posting about it.
15. Consider live streaming the event
One of the many perks of having an online audience for your hybrid event is that you can potentially attract people from all over the world. One way to reach out to these distant viewers is by considering live streaming your physical presentation or discussion through a service like Facebook Live or YouTube Live.
16. Promote it on review sites
By getting people to leave reviews for your business after they attend the event, you can drum up even more interest in what you’re doing. This is especially beneficial if you plan on having future events because it will help recruit future attendees in the process.
When you want to make an impact with your marketing efforts, it can be helpful to host a hybrid event like an online discussion or seminar. By using the tips above, you’ll be able to use your marketing software in tandem with other personalized tools to create this experience for any audience that connects with what you’re doing.