18 maart 2020 Marketing 4 min

The coronavirus and your event, how do you keep your visitors involved?

Tjeerd Leendertse

First, you need to take a serious look at the regulations in your country and how they will affect your event. If they do, you’ll need to decide whether to downsize, reschedule or cancel your event. We understand that this is incredibly frustrating, but there are no two ways about it. If your event is affected by the outbreak, it’s important to try and reduce risks while making sure your event remains relevant. Look to tomorrow! (As hard as that may seem.)

Clear communication with your audience

Your visitors will have questions about your event. You can get ahead of these questions by letting your visitors know what choice(s) you’re making. Communicate through a single, such as by mail, Facebook post or landing page and refer visitors with questions to that channel. Multiple channels can lead to confusion.

For the most frequently asked questions regarding ticket sales, we have an FAQ for visitors which you can feel free to use. If you have any questions, you can check out our FAQ for organisers.

Updates by email

If you’re sending updates by email, we suggest you put the most important information in a clear spot. For clarity, you could put important updates at the top of the email, or in a separate text box.

EVENTIX TIP: Check your mailing campaigns

Make sure to check your current mailing campaigns, to make sure that there’s no information going out that is no longer relevant.

Stay in contact with involved parties

This situation isn’t nice for anyone. Despite that, it’s important to stay in contact with the involved parties and to prepare yourselves for various scenarios. Make sure you clearly communicate all steps that need to be taken and keep records of all your conversations. Send these steps to all relevant parties by mail (or another secure medium), as trying to make a plan by phone can lead to miscommunication. Make sure that everyone is clear on the terms of the agreements.

Keep your event visible

If you have to cancel or reschedule your event, it’s possible that your event will get less attention than you’re used to. So, how do you stay visible?

  • Host a ‘press conference’ on Facebook Live and discuss the state of affairs.
  • Let your visitors know what you’re going through. Keep them involved with how you’re dealing with the coronavirus.
  • Do something nice for your visitors. Most people are at home and all the news has to offer is stories about corona; toilet paper, empty supermarkets and fake news. Lot’s of people want to get away from the news, you can help them with that escape.
  • You can keep your event visible by sharing videos of a cancelled artist on Facebook. Any content related to the artists at your event goes a long way to keeping your event relevant.

Besides Facebook, there are other ways of keeping your event visible.

Playlists on Spotify

Create a playlist with songs that could have been played at your event. Lot’s of visitors will be staying at home. By sharing a playlist with music from your event, it will be like your event is still happening on a very low key. You can promote this playlist by using Instagram Music, for instance. You can highlight one song and refer to the playlist in your post.

Live streaming

Livestreaming is another possibility. Last weekend, Rampage in Belgium held a live stream on Studio Brussel - a Belgian radio station. It’s only a small plaster on the wound, but the stream can help the event to stay relevant. Some programs you can use to host a live stream with are Facebook, YouTube, Twitch and Dacast.

Appeal to your visitors

One thing we’ve noticed over the past few days is that visitors are generally very understanding of the situation. You can increase this empathetic attitude by taking visitors along on your story, as we mentioned before. If you’re in a really bad spot, you could ask for donations from your visitors. If you’re based in the Netherlands, an easy way to get this started is to send out an ‘open’ Tikkie, which allows visitors to choose an amount to donate. If you’re outside or want to do something different, you can set up a GoFundMe, for instance.

If you’re reading this as a visitor, please don’t forget the people behind the events. Perhaps you could consider laying aside the money you would have spent on an event that has been cancelled or delayed, and spend it at the next edition.

We wish you all the strength and wisdom you will need to make these difficult decisions. If you have any questions, need any advice, or would just like to talk, we’re available through our mail or chat.

Have any more questions related to the coronavirus and your event?

FAQ for organisers
Author image

Tjeerd Leendertse

Content Marketeer

Writes about ticketing, experiences and marketing. Believes in the power of language and beautiful words (and puns). Is going to write another book someday.