At a glance:
- Inform clients about the postponement promptly, explaining the reasons and providing detailed information on new arrangements.
- Reassure clients that their tickets remain valid, offer refunds if necessary, and provide additional incentives to maintain goodwill.
- Leverage CRM tools for targeted communication and keep clients updated through various platforms.
What should you do when your event is postponed?
Effectively managing client relationships during an event postponement requires clear communication, transparency, and proactive engagement. By following these strategies, you can maintain client trust, ensure a smooth transition, and set the stage for a successful rescheduled event.
Internal vs. External Factors
In today’s climate, many event cancellations are attributed to external factors. However, in more typical times, a mix of internal and external factors can lead to changes.
Internal factors may include budget issues, venue changes, or a key stakeholder leaving the organisation. External factors, on the other hand, could be natural disasters, local threats, or global crises.
Identifying the specific reason helps guide the decision between postponement and cancellation.
Should You Postpone or Cancel?
Determining whether to postpone or cancel depends on the nature of the factor affecting your event. If it’s an internal factor like a budget issue that might be resolved in the near future, postponing might be feasible. However, external factors such as natural disasters are unpredictable, making cancellation a more practical choice. Also, consider the relevance of your event’s content.
Postponing is an option if it remains pertinent in the future; if not, cancellation might be necessary.
Can You Definitely Postpone?
Frequent rescheduling can frustrate attendees. If you cannot guarantee a new date and time, it’s better to cancel the event outright to avoid repeated delays and the accompanying inconvenience.
Strategies to apply when your event is postponed
Clear and Timely Communication
Inform Service Providers and Suppliers
When deciding to postpone an event, your first step should be to contact all service providers and suppliers. Confirm their availability on the new dates to avoid breaking contracts and incurring additional costs. The same applies to artists, speakers, and other key participants. Obtain reliable guarantees from them before making any public announcements.
Explain the Reasons for the Postponement
Clearly communicate the reasons for the postponement, whether due to weather conditions, venue issues, or health concerns. Providing specific details helps clients understand your decision and builds trust. Use a professional yet empathetic tone in your communications to show that you value their commitment and patience.
Specify the New Arrangements
Detail the new event date, time, location, and any changes in the program or amenities. Ensure there is no room for confusion by addressing all logistical aspects. Providing comprehensive information upfront prevents misunderstandings and ensures a smooth transition to the new event date.
Maintain Client Trust
Reassure Attendees About Ticket Validity
Inform your clients that their tickets will remain valid for the new date. This assurance maintains financial continuity and minimises inconvenience. Highlight this point in all your communications to avoid any confusion. Encourage clients to keep their tickets by offering perks such as priority seating, exclusive access, or complimentary services.
Offer Refunds and Provide Clear Procedures
While encouraging clients to retain their tickets, be prepared to process refunds for those who cannot attend the rescheduled event. Clearly outline the refund process, including deadlines and methods for submitting requests. Transparency in this process builds trust and shows respect for your client’s choices.
Enhance Client Experience with Additional Incentives
To further reassure and engage your clients, consider offering additional incentives. This could include discounted future event tickets, exclusive merchandise, or enhanced services at the rescheduled event. These gestures demonstrate your appreciation for their understanding and patience.
Read more on: How Far in Advance Should You Plan a Corporate Event?
Utilise Technology
Opt for the Best CRM Solution
A robust Customer Relationship Management (CRM) tool is essential for managing communications effectively. Use it to send targeted messages, updates, and reminders to all attendees. A well-chosen CRM tool can streamline your communication process, ensuring that all clients receive timely and relevant information.
Stay Connected with Attendees During the Delay
Maintain engagement with your clients through regular updates and interactive activities. Utilise social media, email newsletters, and your event website to keep clients informed and excited about the rescheduled event. Consider organising virtual meet-and-greet sessions or sneak peeks of the upcoming event to sustain interest.
Implement Effective Communication Channels
Ensure that your communication strategy includes multiple channels to reach all clients. Use emails, social media updates, and direct messages to provide updates. A dedicated FAQ section on your event website can also address common concerns and provide quick answers to clients’ queries.
Communicating Event Cancellations and Postponement
Mobile App Push Notifications: Use your event app to send push notifications with updates on new dates, times, and other relevant information.
- FAQ Page: Create an FAQ page on your event website to address common questions, which will save you time and reduce the influx of inquiries.
- Frequent Updates: Over-communicate with your attendees through regular email updates to keep them informed and connected with your organisation.
- Specificity: Clearly state your refund policy and other relevant details on your website and in communications to ensure transparency.
Address Logistical Challenges
Coordinate with Vendors and Partners
Communicate promptly with all vendors, sponsors, and partners about the postponement. Collaborate with them to resolve any logistical issues and explore possibilities for future collaboration. Maintaining open lines of communication ensures that all parties are aligned and can adjust their plans accordingly.
Evaluate and Strengthen Partnerships
Use this opportunity to evaluate and strengthen your relationships with sponsors, speakers, and partners. Address their concerns and demonstrate flexibility in renegotiating terms if necessary. Recognising and appreciating their contributions can foster long-term partnerships that benefit future events.
Thorough Risk Assessment
Conduct a comprehensive risk assessment to identify potential challenges that could arise from the postponement. This includes assessing weather conditions, health concerns, and technical issues. Develop a contingency plan to address these risks and ensure that you are prepared for any eventualities.
Maintain Transparency and Fairness
Communicate Refund Policies Clearly
Clearly communicate your refund and registration policies to ensure fairness and transparency. Outline the process for requesting refunds or transferring registrations to future events. Provide clients with options that best suit their needs, whether it’s a full refund, credit towards a future event, or other alternatives.
Utilise Technology for Seamless Communication
Leverage technology to facilitate seamless communication with your clients. Use platforms like Zoom, Webex, or Skype for virtual meetings and updates. Ensure your team is well-trained on these platforms to provide a smooth and professional experience for your clients.
Evaluate Insurance Coverage
Review and update your event insurance policies regularly to ensure comprehensive protection. Adequate coverage can safeguard against unforeseen circumstances, providing peace of mind for both you and your clients.
How to Set Clear Objectives for Corporate Events?
Implications of Event Postponement and Cancellation
Numerous questions arise when deciding to postpone or cancel an event. Will the new date attract as many registrations? Will the venue be available? How will we gather leads now? While there are no clear-cut answers, best practices can help mitigate these concerns.
Registrations: It’s uncertain whether a postponed event will match the original registration numbers. Communicate the new date and time effectively using event management software to send multiple announcement emails to your registrants.
Venue Availability: Losing a venue due to postponement or cancellation can be disheartening. Using a venue sourcing solution can help find alternate sites that may even turn out to be hidden gems.
Qualified Leads: If your goal is to gather leads, transitioning to a virtual event can be a good alternative. Virtual events are cost-effective and can reach a broader audience, still allowing for sessions and one-on-one appointments to collect leads.
Brand Image: How you handle the cancellation will affect your brand image. Transparent communication and prompt refunds can maintain trust and enhance your reputation.
Conclusion: Learn and Improve
Learn from the Experience
Reflect on the postponement process to identify areas for improvement. Gather feedback from clients, sponsors, and partners to understand what worked well and what could be enhanced. Use these insights to refine your event planning and management strategies, ensuring even more successful events in the future.
Celebrate Your Successes
Despite the challenges, recognise and celebrate the successful aspects of your event management. Acknowledge your team’s hard work and the support of your clients and partners. Celebrating successes fosters a positive atmosphere and encourages continued dedication to deliver exceptional events.
