Keeping your business or organization at the forefront of your audience’s minds is a year-round effort. Many event organizers engage in advertising, monthly magazines, content offers, and pre-event discounts to draw attention to their annual event, and have achieved a level of success in doing so. However, building an event community can be the best way to create interest, engagement, and boost attendee loyalty.
Research has shown that the chances of converting an existing customer are 60% to 70%, while the likelihood of gaining a new prospect is 5% to 20% – making a loyal attendee base of great importance to your bottom line.
Having a community management plan in place will help your audience to provide feedback, receive support when required, increase their brand and/or product awareness, build relationships, increase interactions, and receive value above and beyond your product or service.
There are different types of communities that can be formed based on the needs of your organization and your audience. Some examples include:
- Customer Support/Success – this usually involves providing a forum, a FAQs web page or document, and a community website;
- Product ideation, innovation, and feedback involves asking your customers and target audience to share their feedback and thoughts about ways in which you can innovate and improve your products and/or services. It can allow for interaction between the audience, as well. These ideas can be gathered through discussions, surveys, and focus groups;
- External engagement provides your audience with a sense of belonging, with the most common type of external engagement being social media. This can be useful for companies looking to improve brand awareness while creating relationships with their audience; and,
- internal engagement strengthens a community internally – amongst employees, partners, vendors, and suppliers. This can lead to a sense of belonging, support, camaraderie, and inclusion in the workplace.