You're facing sudden changes to your event plan. How do you salvage your marketing strategy?

1 Assess Impact

Before you can adjust your marketing strategy, you need to understand the extent of the changes to your event plan. Evaluate how these alterations affect your original goals, the expectations of your attendees, and the overall experience you intended to create. This understanding will guide you in deciding which aspects of your marketing need immediate attention and which can remain as is. It's crucial to communicate these changes transparently to maintain trust and manage expectations, always keeping your audience's experience at the forefront of your strategy.

2 Update Messaging

With the scope of the changes in mind, it's time to update your marketing messages. Your audience needs to be informed about the new developments, so revise your promotional materials accordingly. This includes email campaigns, social media posts, and any advertising you have in place. Your messaging should be clear, concise, and positive, focusing on the benefits and unique experiences that the changes bring. This is also an excellent opportunity to re-engage with your audience and create a buzz around the new aspects of your event.

3 Leverage Social Media

Social media is a powerful tool for managing real-time updates and engaging with your audience. Use these platforms to explain the changes, answer questions, and maintain excitement for the event. Engage with your followers by sharing behind-the-scenes content or sneak peeks of what's to come. This approach not only keeps your audience informed but also helps to build a community around your event. Social media can turn attendees into advocates who share their anticipation and positive outlook with their networks.

4 Offer Incentives

Incentives can be a game-changer in retaining interest and boosting attendance after sudden changes to your event plan. Consider offering exclusive perks, discounts, or value-added experiences to encourage registrations and maintain excitement. These incentives should be communicated clearly in your marketing materials and through direct outreach to potential attendees. Remember, the goal is to make attendees feel valued and excited about the updated event, despite any initial disappointments they may have felt.

5 Engage Partners

Your event partners, sponsors, and speakers can play a significant role in reinforcing your updated marketing strategy. Reach out to them for support in spreading the word about the changes and the new opportunities they present. Encourage them to share updates with their audiences and leverage their networks to amplify your message. Collaborative efforts not only broaden your reach but also add credibility to the updated event plan, showing a united front in the face of change.

6 Pivot Quickly

Finally, the ability to pivot quickly and efficiently is essential when salvaging your marketing strategy. Implement the changes across all platforms and touchpoints with speed and precision. Ensure that all team members are on the same page and that any customer service inquiries related to the changes are handled promptly and professionally. Quick pivoting demonstrates to your audience that you're in control and committed to delivering a great event experience, no matter the circumstances.