If 2020 has taught us anything, it is that the ability to adapt to circumstances and react reactively to the unexpected is key for our business to survive. Knowing how to manage the cancellation of events in a delicate way was important even before the arrival of the pandemic, but today it has become an absolutely essential skill.
Cancellation of events: good practices to minimize the impact
Knowing how to professionally manage the cancellation of your event is important to maintain a good brand image and avoid deteriorating the relationship with your clients, prospects and subscribers.
Crisis communication management is a key skill to ensure our brand gets the right perception, even in unpleasant situations. Poor Nepal Email List management can result in a bad user experience, a high number of Support requests and, in general, a deterioration of your brand image. However, the forced cancellation of an event can become an opportunity to strengthen your relationship with clients.
1. Decide what you are going to communicate
The first step is to make a list of the key information you want to convey . The best way to do it is to try to identify with our interlocutors, anticipating any doubt that may arise. Below we have compiled some of the most frequently asked questions that an effective event cancellation communication should answer:
- Is the event permanently canceled or just postponed?
- What are the reasons for cancellation?
- Is there already a new date or is it not yet available and will be communicated later?
- How will subsequent updates be communicated?
- If the event has a cost, what solutions are you going to propose to those affected?
- What are the options (refund, credit for a future event, etc.)?
- If you opt for the full refund of the amount, how will it be done?
- If you have rescheduled the event, will the ticket or registration also be automatically recognized in the new event?
- In case of not being able to attend the new date, what options do you propose?
- Do those affecte ned to take any action?
If any of these aspects has not yet been defined it is important to specify it in your communications and inform when new updates will be sent.
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2. Defie how you are going to communicate it
We recommend maximum transparency . Trying to hide the real causes of the cancellation could have a boomerang effect if it leaks through other sources. In most cases, sincerity will be appreciateand will help build a trusting relationship with your audience.
Second, don’t forget to include a formal, direct but sincere apology. Even if the reason for the cancellation is not up to your organization, showing regret for the misse opportunity is an absolute must.
The cancellation of the event will surely have cause some inconvenience, more or less great, to the participants. Thanking them in advance for their understanding and collaborative spirit is a way to show empathy and strengthen the relationship with them.
3. Establish an effective and far-reaching multi-channel strategy
In case of cancellation or postponement of a scheduld event, establishtrategy . Your goal is for your message to reach your audience as soon as possible, to minimize any inconvenience. Therefore, you should bet on a series of effective and far-reaching channels:
Probably the most obvious option is to send a mass email campaign to all the participants. But as we know, some emails may end up as spam or just be read after several days. In addition, the average email opening rate is 21.33so if you bet only on this channel, you will be leaving a large part of your database uninformd.
Whether through Facebook, Instagram, Linkedin or your Twitter account, it is important that you share the information on networks. Simple, fast and BX Leads cheap, social networks also allow you to interact and thus be able to answer any questions. In this case, however, it is important to be well prepare as both the questions and the answers will have high visibility.
Unlike Email and social networks, SMS has an incomparable reading rate, since 90% are read within 90 seconds of being receive. In addition, all mobiles can receive them regardless of the model or their Internet connection.
If the list of participants allows it, a phone call is certainly an option that will give interlocutors the opportunity to ask and get immeiate answers to the most pressing questions. If the urgency of your message and your contact list are high, this may not be the best option as you will have to invest a lot of time and resources in informing everyone.
In case your users interact with your brand through a mobile application, push notifications are an interesting option. However, it is good to remember that not all users allow push. Notifications to be sent on their mobile phones and therefore their reach is limite.