In the age of social media, word-of-mouth promotion has become an invaluable tool for event organisers and brands alike. For corporate event organisers, mastering this form of promotion can significantly improve the impact of their events and widen their audience reach.
If you wish to achieve the same, you have come to the right page! In this article, we will explore some straightforward and effective strategies to generate word-of-mouth at corporate events. Whether you’re planning a conference, seminar, or corporate gathering, these insights will equip you with the information needed to make your event the talk of the town. But first, let’s understand the importance of word-of-mouth promotion in event marketing.
Understanding the Power of Word-of-Mouth
Word-of-mouth promotion is a common practice of people sharing their experiences and opinions about a product, service, brand or event with others. Unlike traditional advertising, which relies on paid promotions, word-of-mouth operates on the principle of social influence, tapping into the credibility and trustworthiness of personal recommendations and creating a ripple effect of organic buzz and excitement.
The Influence of Word-of-Mouth Promotion
Research has shown that word-of-mouth recommendations are more influential and persuasive than other forms of marketing. This is because they stem from genuine experiences and are often shared within trusted networks, making them highly credible sources of information.
It’s Natural to Talk About Your Experiences
At its core, word-of-mouth marketing capitalises on the natural human tendency to seek advice and recommendations from peers. When someone attends an event and has a positive experience, they are likely to share their enthusiasm with friends, family, and colleagues, sparking interest and curiosity in others.
How to Generate Word-of-Mouth Traction at Corporate Events
Create Memorable Experiences
One of the most effective ways to generate word-of-mouth buzz at events is by creating memorable and engaging experiences for attendees. From the moment they arrive until the time they leave, every aspect of the event should be designed to delight the attendees. Here’s how you can do it.
Organise Engaging Activities
Incorporate interactive workshops and live demonstrations to encourage active participation, while fun elements like games or competitions add excitement and motivate attendees to share their experiences. Providing opportunities for attendee contributions, such as Q&A sessions or feedback stations, ensures a memorable experience that they will eagerly share with others.
Incorporate the Elements of Surprise and Novelty
Incorporating elements of novelty and surprise in your event can also help to make it more memorable. From unexpected entertainment acts to unique venue decorations, these unexpected touches leave a lasting impression and give attendees something to talk about long after the event is over.
Tailor the Event to Your Audience’s Preferences
The key to creating memorable experiences lies in understanding the preferences and interests of your target audience. By tailoring the event to meet their needs and desires, you can ensure that attendees have a positive and memorable experience, prompting them to share their excitement with others.
Maximise Social Media Presence
Harness Hashtags
Social media platforms like Twitter, Instagram, and Facebook offer valuable opportunities to amplify word-of-mouth promotion before, during, and after events. One effective strategy is to create event-specific hashtags that attendees can use when posting about their experiences. This not only helps to unify the conversation around the event, but also makes it easier for organisers to track and engage with user-generated content.
Encourage Live Posting and Sharing
Encourage attendees to share their experiences in real-time by posting photos, videos, and updates on social media. This not only generates immediate buzz but also provides valuable social proof for others who may be considering attending future events. Offering incentives such as prizes or shout-outs for the best posts can further incentivise attendees to participate and share their experiences.
Leverage Influencers and Micro-Influencers
Partnering with influencers and micro-influencers in your industry can significantly amplify your event’s reach and impact. Identify individuals with a large and engaged following who align with your event’s theme or target audience, and invite them to attend as special guests or brand ambassadors. Their endorsements and posts about the event can help to generate excitement and curiosity among their followers, leading to increased attendance and word-of-mouth promotion.
Foster Personal Connections
Empower Attendees as Brand Ambassadors
Attendees are your most valuable asset when it comes to generating word-of-mouth promotion. Empower them to become brand ambassadors by providing them with tools and resources to share their experiences with others. This could include branded merchandise, social media graphics, or special offers that they can share with their networks.
Facilitate Networking Opportunities
Networking is a key reason why people attend events, so make sure to provide ample opportunities for attendees to connect and engage with one another. This could include structured networking sessions, informal meet-ups, or dedicated online forums where attendees can exchange contact information and discuss common interests. By fostering meaningful connections between attendees, you can create a community of loyal advocates who are more likely to spread the word about your event.
Provide Exceptional Customer Service
Never underestimate the power of good old-fashioned customer service in generating word-of-mouth promotion. Make sure that attendees feel valued and appreciated by providing exceptional service at every touchpoint, from registration to post-event follow-up. Respond promptly to inquiries and feedback, address any issues or concerns quickly and efficiently, and go above and beyond to exceed attendees’ expectations. Happy attendees are more likely to share their positive experiences with others, leading to increased word-of-mouth promotion for future events.
Utilise Giveaways and Contests
Craft Irresistible Incentives
Giveaways and contests are a fun and effective way to generate excitement and engagement around your event. Whether it’s a raffle for a coveted prize, a social media contest with a creative prompt, or a scavenger hunt with hidden treasures, offering incentives can incentivise attendees to participate and share their experiences with others.
Implement Creative Contest Formats
When planning giveaways and contests, think outside the box and get creative with your formats. Consider hosting photo contests, caption contests, or even user-generated content challenges where attendees are encouraged to submit videos, testimonials, or other content related to the event. The more fun and interactive the contest, the more likely attendees are to participate and spread the word to their networks.
Capitalise on the FOMO Factor
Finally, leverage the fear of missing out (FOMO) to drive participation and engagement in your giveaways and contests. Use compelling messaging and visuals to create a sense of urgency and exclusivity, making attendees feel like they are missing out on something special if they don’t participate. This can help to generate buzz and excitement around your event, encouraging more people to attend and share their experiences with others.
Encourage User-Generated Content
Create Shareable Moments
Encourage attendees to capture and share their favourite moments from the event by creating opportunities for shareable experiences. This could include setting up photo booths with fun props, hosting interactive installations or activities, or designing Instagrammable backdrops and displays. The more visually appealing and engaging the experiences are, the more likely attendees are to snap photos and share them with their social networks.
Prompt User Reviews and Testimonials
In addition to sharing photos and videos, encourage attendees to leave reviews and testimonials about their experiences at the event. This could be done through follow-up emails, surveys, or dedicated review platforms where attendees can share their feedback and recommendations. Positive reviews and testimonials act as valuable social proof for potential attendees, helping to build trust and credibility for future events.
Showcase User-Generated Content Across Platforms
Once you’ve collected user-generated content from attendees, make sure to showcase it across your marketing channels to amplify its reach and impact. This could include sharing photos and videos on your event website and social media profiles, featuring testimonials in promotional materials and email campaigns, or even creating a dedicated gallery or highlight reel to showcase the best moments from the event. By showcasing user-generated content, you not only celebrate attendees’ contributions but also encourage others to join in the conversation and share their own experiences.
Leverage Partnerships and Collaborations
Co-Branding Opportunities
Partnering with other brands and organisations can help to extend your event’s reach and attract new audiences. Look for complementary brands or organisations that share your target audience or values, and explore opportunities for co-branding or co-promotion. This could involve cross-promotional campaigns, joint marketing initiatives, or even co-hosting events together to leverage each other’s networks and resources.
Cross-Promotional Campaigns
Collaborate with partners to create cross-promotional campaigns that leverage each other’s audiences and platforms. This could involve sharing each other’s content on social media, featuring guest posts or interviews on each other’s blogs or newsletters, or even offering exclusive discounts or promotions to each other’s customers or followers. By combining forces with trusted partners, you can amplify your message and reach a wider audience than you could on your own.
Strategic Alliances with Key Players
Identify key players in your industry or community who have influence and credibility with your target audience, and explore opportunities for strategic alliances. This could involve sponsoring or partnering with industry events or conferences, collaborating on thought leadership initiatives or content projects, or even forming advisory boards or committees to provide guidance and support for your event. By aligning yourself with respected and influential individuals and organisations, you can enhance your event’s reputation and credibility, leading to increased word-of-mouth promotion and attendance.
How to Tell if the Word-of-Mouth Promotion is Working?
Establish Key Performance Indicators (KPIs)
Before, during, and after your event, establish clear and measurable goals and key performance indicators (KPIs) to track your progress and success. This could include metrics such as attendance numbers, social media engagement, website traffic, lead generation, or revenue generation. By defining your KPIs upfront, you can ensure that you’re focusing on the most important aspects of your event and measuring your progress towards achieving your objectives.
Track Social Engagement
Monitor social media platforms, review sites, and other online channels for mentions and conversations related to your event. Use social listening tools and analytics platforms to track mentions, engagement metrics, sentiment analysis, and other relevant data points. Pay attention to what attendees are saying about your event, what they’re sharing, and how they’re engaging with your content. This feedback can provide valuable insights into attendee satisfaction, areas for improvement, and opportunities for future growth.
Iterate Strategies Based on Data Insights
Finally, use the insights and data gathered from monitoring and measuring your event’s success to iterate and improve your strategies for future events. Identify areas of strength and success, as well as areas for improvement and refinement, and use this information to inform your planning and decision-making processes going forward. By continuously learning and adapting based on data insights, you can ensure that each successive event is more successful and impactful than the last, driving continuous word-of-mouth promotion and growth.
Final Thoughts
By prioritising the creation of exceptional experiences and cultivating meaningful connections with attendees, you can create a positive feedback loop of word-of-mouth promotion that drives continuous growth and success for your events.
Do you want to give your attendees a truly unforgettable corporate event experience? Look no further than Purple Patch! With our proven expertise and meticulous attention to detail, we will transform your vision into a reality and work tirelessly to ensure that every aspect of your event exceeds expectations, leaving a lasting impression on attendees. With our team of expert event planners by your side, there’s no doubt that your event will not only be a success, but also garner the attention and word-of-mouth traction it deserves. To learn more about our corporate event planning services, contact us today!
