Crafting a good event description can be daunting. A strong event description that tells a story about the kind of experience your attendee can expect will greatly impact your ticket sales. Here are some quick tips to crafting an ultimate event description:
1. Event Program
Start with the bare minimum you already know about the event. This will help get you started. This might mean starting by drafting your event name/title, date, location, time. If you have any more information such as event sponsors, hosts, partners, write those down too. If your event is at a special venue or location that will draw people to come, go to the venue’s website and utilize their well-written description as part of your event description of the venue.
2. Event Title
The name of your event is everything. It’s your brand. It’s the first thing people see. It’s the word or
The Event Studio Team from Event Manager Blog says, “Effective branding and the right name can create customer recognition, loyalty and makes marketing much easier, especially on social media.”
Here’s a summary from their article on the “12 Best Practices to Name Your Event“.
- Stand out: Look at what your competitors are doing and make sure that you don’t come up with a variation. You don’t want to be seen as a cheap knock-off event.
- Check initials/abreviations: Do a quick google search and make sure that any long names don’t have rude or inappropriate shorthand because it will get picked up on (especially on the internet) and that leads to embarrassment and can impact the event attendance.
- Short and snappy: Shorter names that stick in people’s head are some of the best options that you can choose.
- Be clever: If you can get a double meaning or pun in there it usually goes down a hit and can also appeal more to attendees as they see your brand as clever and innovative.
- Look for market opportunities: Are there gaps in your current event niche that aren’t being catered for that you can get across with your name?
- Be clear about your message: Know and understand what you want to get across to potential attendees before you start and try to embody that in the name.
- Crowdsource: Crowdsourcing allows you to get a view from real people; whether it is your family and friends or a focus group you can pick up on things you wouldn’t have even thought of and get a different viewpoint.
- Relax: If you are struggling to get any ideas out, get a piece of paper and a pen (old school style) and free write for 5 minutes, write whatever comes into your head, literally everything; chicken, ghost, house, rain, whatever pops into your head and it can help to free up your creativity to get through writer’s block.
- Use a dictionary: Creating a play on words is an effective naming tool but you need the knowledge to do this, so pick up a dictionary and help to expand your vocabulary.
- Check availability: This is the techy bit, check that the URLs and legal rights are available, nothing worse than coming up with the best name ever to find it is actually an obscure blog that you can’t use the domain name for.
- Check your venue: Some venues (or sponsoring companies) may require you to incorporate specific requirements into your event name that may hinder what you originally had in mind.
- Pay attention to SEO: Google can be a useful marketing tool to spread the word about events but it is much harder to use if you have a lot of competition.
3. Tease Your Audience
Tell a story about the experience your audience will have. Include emotions, tastes (if applicable), sounds, and as many sensory descriptions as you can. Tell your audience what will happen at the event and what makes your event so interesting.
4. Make it Social
Try to include catchy and memorable social media hashtags in your description so your audience can easily share the event with their friends and give you more visibility. Make sure to include your event’s Facebook and Instagram handles.
You can turn your audience into promoters by using our Facebook reward feature.
You might consider incentivizing your audience to buy tickets today for a chance to win a prize such as a free ticket for a friend, a t-shirt, or backstage access. For example, you might advertise in the description and through marketing that the first 100 purchasers will automatically be entered for a chance to win [insert prize here].
If you have sponsors donating food or drinks for your event, describe them as well. If they are a well-known Michelin rated chef or organic liquor, go ahead and describe them in more detail to make your event more attractive.
Just remember your event description matters. A good, memorable event description will lead to ticket purchases. Make your event description an experiential one that tells a story.