Building a community holds numerous benefits for brands and should be a top priority. For example, developing a sense of community between your brand and your clients can strengthen your relationship, fostering engagement and increasing attendance at corporate events. In turn, this can help strengthen your brand.
In the world of event planning, building a community means you must create an experience that attendees will want to share with others. As such, it requires careful planning, attention to detail, and a clear understanding of your audience’s needs and expectations.
In this article, we’ll discuss the various ways in which you can harness the strength of togetherness and community spirit when planning events!
Prioritise face-to-face engagements.
The use of social media and other digital platforms has become standard in the world of corporate events. In fact, these tools have completely transformed how events are organised, executed and evaluated. For example, “60% of event planners now use social media to get valuable attendee registrations.”
However, while technology is undeniably important in event planning (especially when it comes to improved accessibility), face-to-face interaction remains essential when it comes to building communities. This is because it allows attendees to develop stronger relationships with organisers and other guests, all of which can serve to make your event more successful.
As such, one of the most effective ways to build a community around your event is to create opportunities for attendees to network and connect face-to-face. For example, you could host a series of networking events or simply create a space within the event where attendees can gather and engage with each other. This could include providing comfortable seating areas or designated meeting spots where they can come together to discuss their experiences or get to know each other better. If planning an online or hybrid event, you can create social media groups for attendees to network in a similar fashion.
Create year-round content.
Another way to build a community around your event (and ensure that it grows year after year) is to create year-round or evergreen content that keeps attendees engaged long after the event is over. This could be achieved through:
Social media channels (Facebook, Instagram, Twitter, TikTok, LinkedIn etc.)
Email newsletters
Mailings
The medium you chose from the above list is likely dependent upon the audience you are targeting - as different demographics will have different preferences when it comes to correspondence. However, above all, the key is to create content that is valuable, informative and relevant to your audience - as this is the easiest way to get the kind of consistent engagement you are looking for. For example, you could create a series of blog posts or videos that provide unique industry insights, share content from previous events, or offer relevant tips and advice.
Create opportunities for ongoing engagement.
Consistent engagement is critical to building a strong sense of community - which means you need to provide your audience with plenty of opportunities to engage with your brand.
For example, you could host webinars or virtual events throughout the year, providing exclusive access to industry experts. This kind of event is often more successful when it comes to gaining new customers, too, with a recent report finding that “38% of marketers say that webinars provide higher quality lead generation compared to other channels.”
Alternatively, you could create online forums where attendees can continue to connect and share ideas throughout the year instead of only connecting during the event itself. This could be a great way to ensure repeat custom, especially if they begin to forge meaningful relationships within these groups.
Remember, the goal is to keep attendees engaged and connected to your event throughout the year so that when it comes time to plan for the next event, they are excited and ready to attend!
Create a sense of belonging.
When it comes to corporate events, building a community is especially important. These events are often attended by employees and customers, which means that there is an opportunity to create a sense of loyalty and belonging that extends beyond the event itself.
To do this, creating an event that aligns with your company culture is important. For example, you could aim to support a particular charitable cause throughout the event, which provides attendees with a deeper insight into your core values, making them more likely to support you moving forward.
You can also create a sense of belonging by incorporating your company’s branding into event design, or by creating opportunities for attendees to learn about the company’s product and services in real-time. Again, this can be a great way to boost conversions and sales.
Ask for feedback.
Another way in which you can build community around a corporate event is by creating opportunities for attendees to share their own ideas and experiences after the fact. This could be done through:
Social media
Online forums
Feedback forms/surveys
By providing attendees with a platform to share their thoughts and ideas on, you are demonstrating that you value their input and that you are committed to creating an event that meets their needs.
Final Thoughts.
When executed correctly, community-building practices can become a powerful tool for creating a sense of belonging among audiences while driving attendance to your event(s).
However, it's important to remember that building a community around an event is an ongoing process. It requires consistent effort and attention, and cannot be achieved through a one-time event.
To be successful, you must remain committed to creating experiences that are engaging, informative and relevant to your audience. In doing so, you’ll create a community of loyal attendees who are excited to attend your event year after year, and also encourage others to attend too.
If you’d like to find out more or would like to get started on planning your next successful event with DXM, please do not hesitate to get in touch today!