Returning To Event Marketing Safely in 2020
Mass gatherings aren't just recreational events - they promote healthy social interaction necessary for well being, and are a source of employment for a large number of Australians.
Events are the heart of any community, they bring us together in a meaningful way. Whether it's weekly trivia night at the pub or live sports events, we all want the events industry back up and running so that we can start living our lives again.
1. PLAN According To Official Guidelines
When planning an event, you need to consider your state's regulations. With any event, there will be risks to mitigate, so choose
1a. Risk Assessment
Conduct a full assessment of your event plan from start to finish. You can use the WHO risk assessment tool, or create your own.
It's important that this is thorough and easily sharable to all involved.
Consider and identify the following risk factors:
Duration of event
Number of expected attendees
High traffic areas
Potentially high risk transmission zones
Not sure where to start? Walk yourself through the event as an attendee from start to finish to gain a helpful perspective.
1b. Safety Strategy
Once you've compiled your list of risk factors specific to your event, you can list solutions and strategies to mitigate risks.
Consider the following examples:
Hand sanitisation stations
Control and direct flow of public (clearly mark entry and exit)
Abundant safety guideline signage
Social distancing floor markings
Supply protective equipment where appropriate (gloves, masks etc.)
Innovative ideas to prevent contact
Increase cleaning staff to sanitise common/high traffic areas
Increase security staff to maintain social distancing guidelines
Adapt event to contactless activities where possible
Require COVIDSafe app to enter
If you're unsure what's required by your state, consult the WHO guidelines and Health.gov.au resources linked above.
1c. Share important documents with all staff
Your staff and suppliers need to be on the same literal and metaphorical page to reduce as much risk as possible.
Convert your risk assessment and safety solutions into one simple document and send to all staff involved.
Whats the best way to share this document? We recommend a PDF that can be easily accessed on any device and referenced when needed throughout the event.
2. PROMOTE Your Event To The Public
People are staying home, and rightly so. But with mass gathering restrictions gradually easing, how can you promote your safe event in a way that boosts consumer confidence and attendance levels?
2.a Boost consumer confidence
Community members will attend when they perceive enough value at an event.
Promote your trained, proficient event staff (check out ACTIV Crew for our amazing staff pool)
Advertise your safety strategies
Communicate value (design the event for them, not you!)
Have you organised a value-packed, entertainment-driven event? That's what we do best, chat to our team to see if we would work well together.
2.b Boost attendance and awareness
Your community will promote your event for you if you give them a reason to. Try these ideas to get the conversation started:
Social media teasers
Incentivise attendance (competitions, giveaways, exclusive deals)
Encourage online engagement (comments, likes, shares)
3. RUN A Safe Event
It's showtime! Finally, the fun part. You've done all the hard to plan and promote, and the third phase brings it all together.
3a. Train professional event staff
Event staff can make or break events as they are primarily responsible for making sure it runs as planned. Now more than ever, staff need to be well-informed, trained and prepared for public events.
Are you and your staff prepared to run a safe event?
Here are some things you MUST consider when training your staff:
Social distancing standards
Regular sanitation of high traffic areas
Temperature checks and other testing
COVIDSafe app for contact tracing
It might sound like a lot, but we all need to do our bit to stop the spread. These safety measures will affect the events industry forever.
Specific to your event, your staff must receive:
Risk Assessment and Solution Strategy documents
Brief staff on-site
Relevant and up-to-date safety information
Finding and training quality staff can be a hassle. It can feel like you're taking a gamble because you never really know what you're going to get. We've taken the stress out of finding professional, trained, and committed event staff and sourced our own group of talent at ACTIV Crew.
All of our amazing event staff receive a COVIDSafe event safety training brief to ensure they are prepared and informed, allowing our community to return to the events we all know and love.
3b. Consistent communication with attendees
If the safety standards are not maintained throughout the event, all your hard work planning and promoting will be for nothing.
Keep a strong connection with attendees by:
Providing clear and abundant signage
Discouraging risky behaviour
Encouraging safe practice of safety guidelines
3c. Adapt to circumstance
Despite detailed preparation, events don't always go to plan.
Your event manager should be:
Monitoring real-time movement of people
Implementing corrective action
Keeping staff and attendees informed of changes
That's everything you need to run a safe, successful event for your community.