Savvy event planners know an event isn't just one opportunity to connect with a target audience; it's at least eight opportunities. As the event season heats up, event marketing platform Splash shares a few tips on how event planners can up their event-marketing game to engage guests at every touch point before, during, and after every event.


• The save the date: Set the mood (and the first impression)


A successful save the date sets the tone for your event and gets attendees excited before they even set foot inside the venue. Make sure your subject line is irresistible, and use imagery and design to give invitees a sneak peek of what to expect. And most important: Make sure your invite looks as beautiful on mobile as it does on a desktop. If your invitees have to pinch-and-zoom to view it on a mobile phone, you've already lost them.


• The invitation and reminder emails: Build buzz and anticipation


When executed properly, the invitation and subsequent reminder emails can be invaluable tools to build buzz and drive RSVPs. Always plan your reminder email sequence well in advance, and choose key moments to reveal new information. For example: Save noteworthy event announcements—like a new speaker or musical guest—and spread them across several reminder emails in the weeks leading up to the actual event. It's a great way to build excitement (and to remind stragglers to submit their RSVPs). Another tip: Pre-populate a tweet for the social share button in your emails. It makes it super easy for guests to spread the word for you on social.


• Social media: Give your VIPs "digital high-fives"


A "digital high-five" is a great way to get your VIPs to amp up the anticipatory excitement in the days (or hours) leading up to your event. Just choose a few VIPs from your RSVP list and publicly let them know how excited you are to see them. A funny GIF or a direct tweet like "Can't wait to see you tonight!" is perfect. Pro-tip: To find your VIPs, simply sort your RSVP list in Splash by social influence.


• The follow-up email:
Finish strong

A perfectly timed follow-up email is one of the best ways to cap off a successful event. Make sure to plan your follow-up emails ahead of time so that you can send them out no later than 24 hours after the event. Consider including any combination of the following: A “thank-you-for-coming” note, a link to view party photos/videos, details on how to sign up for the next event, an exclusive discount for party-goers, and a recap of the event with pertinent details, like total funds raised or links to press coverage. And don't forget about the guests who RSVP'd but didn't show—a "sorry-you-couldn't-make-it" email always goes a long way.


Remember: Every event planner is in the business of crafting experiences. If you take time to craft the experience well before your guests even arrive at your event, you've already set yourself up for success.


For more tips on how to craft a solid and engaging event communication plan, download The Best Event Email Marketing Plan. Ever.
