At EventKloud we believe in creating great event experiences. We understand events are about PEOPLE and their experiences. So naturally, it bothers us when we see other companies' event marketing campaigns fall short. As a result, we created this series to show you these obvious mistakes big companies are making that can be easily fixed.

1. EVENT
EXPERIENCE
SERIES

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At EventKloud,we believe in creating great event experiences.We
understand that events are about people and their experiences — and
after all,we are an event experience & marketing company.So naturally,
it bothers us when we see other companies and their event marketing
campaigns fall short.When they have experiences that are lacking when
it comes to engaging their audiences/attendees.However this is
something that can be easily fixed.

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This post is the first installment in an on-going series on Event
Experiences.The series will detail how certain companies handle their
event marketing campaigns,the event experiences and finally ways we
think they can improve.(Editors note: Just to clear the air,this isn’t meant to
slam anybody,but rather we see it as a learning experience and exposé to help
people & brands create better event experiences in the future.)
For this week we will be focusing on LaughStub & our
experience at The DC Improv.

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BACKSTORY
Recently we were invited by some friends of ours to attend a FREE
open mic night at the DC Improv. Being a fan of comedy and stand up,
it couldn’t get much better than a free open mic night. The event, in-
and-of-itself was fantastic — the comedy was funny, the atmosphere was
inviting, it was a success. The experience of getting the tickets however,
was something of a nightmare….

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PROBLEMS

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Free as in Free,Right?
The open mic night was advertised as a
“free” event, so we were slightly thrown
off when registering & being told there
was a “$3” charge. The issue wasn’t the 3
dollars, the problem it presents to
attendees is the dishonestly of listing an
event as a “Free Event” when it fact there
is a small minimum fee.
It’s possible that the improv doesn’t even know this fee is being charged, it
could be a convenience charge straight from LaughStub (or their parent
CrowdTorch). However, this type of thing leaves a bad taste in the mouth
of your consumer and attendee and hurts your brand and your ability to
nurture loyal returning customers.

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One best practice that we stress over and
over is the importance of effective Calls To
Action. In this case, when registering for
tickets the flow wasn’t as clear as it could’ve
been — you have to click the two small
tickets. One way to be sure your CTAs stand
out is to make sure they’re a different color
than anything else on the page, and that
there’s a text AS WELL AS visual cue. There
wasn’t a clear and PAINFULLY OBVIOUS
CTA to purchase tickets and that can lead to
loss of potential attendees.
For more on CTA’s and other ways to
optimize webpages for events check out
our post:
Where’sThe CTA’sAt?
CTA?
CTA?
CTA?
CTA?
CTA?
CTA?
-Are you a CTA?
“Five Easy Ways to Optimize
Your Events Page.”

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Another best practice we stress is making
the registration or sign up process as easy
and simple as possible for the attendee.
When it came to the Open Mic checkout
process it redirected us to another site
that didn’t maintain the same brand
identity as the DC Improv, and slowed
down the process.
One Click is better than Five
This is called FRICTION and you have to remember that every bit of friction leads to
disinterested customers dropping off, getting bored and doing something else
(ultimately a loss of sales in your bottom line). Eliminating steps to purchase (like
creating a sign-in), and reducing the number of clicks and transfers eliminates that
and saves everybody’s time.

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We all have love/hate relationships with emails.
However, brands can change that with more
interesting and personalized emailing. In this
event, the confirmation email received was not
particularly interesting, so there was no real
need to open it.
This is an area where most brands can
significantly improve: there’s always potential to
advertise promotions for the event, upcoming
sales, or event related events to incentivize
attendees to share or engage more. Event
sharing crucial information will provide an
incentive to open the email.
Emails & Following Up

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Another way brands can engage and
keep the dialogue going after an
attendee signs up is by sending out event
email reminders. Simple monthly or
weekly follow ups or reminders are a
great way to remind attendees about
promotions, surveys, or VIP packages
they could win or sign up for.

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The main take-away here is that having a strong focus on the
audience and their experience is ALWAYS key. Deliver on what
you’ve promised, make the process easy on the attendee & keep
the conversation going long after they’ve signed up. We hope this
was educational, our point is to raise the level of industry and help
everyone out. Keep an eye out for more on this Event Experience
Series and if you have more detailed questions or would like a
personal consultation for your specific event, please don’t hesitate
to reach out to the EventKloud team. Best of luck!
THE WRAP UP

12. QUESTIONS?
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