Every great event needs an eye-catching event description! When you find the right words to describe your event, you will be able to attract your target audience! Event descriptions also allow companies to add a bit of their company tone and personality into the event marketing!
An event description is a piece of text or copy, outlining the details of your event. These details come together to create a compelling statement which will help to draw in your target audience and even gain new guests! Your event description should be able to answer the 5 W’s (who, what, when, where and why) and also give your audience a reason to attend your event.
To better help you understand how to write an effective event description, take a look at these examples:
<span class="mid-size-title">Example 1:</span>
Springfield Firefighters Car Wash Fundraiser
Saturday July 22, 2023
9:00 AM to 2:00 PM
Springfield High School (Directly across from the Fluff ‘N Fold Laundromat)
The Springfield Fire Department needs your help in raising money for new water and diving equipment. Stop by, have your car washed, make a donation to the fire department and receive a coupon to Barry’s Pizza, Subway or Chipotle!
ALL PROCEEDS GO DIRECTLY TOWARDS NEW WATER AND DIVE EQUIPMENT FOR THE FIRE DEPARTMENT
Hosted by: Springfield Police And Fire Departments and The Panther Booster Club
For More Information, contact Officer Bob Smith at 731-555-9208 or visit www.pantherbooster.com to make a donation.
<span class="mid-size-title">Example 2:</span>
Fighting For A Cure: Virtual Webinar Series
Dr. John Brown is hosting a virtual webinar series dedicated to educating his audience on the breakthroughs in cancer research and potentially life saving drugs. Dr. Brown will also be presenting research from oncologists all over the world.
Date: March 9, March 16, March 23, 2023
Time: 4:00 PM (EST)
Where: Streaming live on Zoom; register for the link
Guest Speakers: Hosted by Dr. John Brown, with insights from Dr. Alice Green, Dr. Kenneth Smith and Dr. Bruce McMahon
Registration Is Now Open For This Webinar Series!
Visit www.DanaFarber.com/CancerWebinarSeries or Scan the QR code below for more information
Event descriptions are the best way to get the correct information about your event to your target audience. These descriptions can be posted to any and all social media channels, whichever ones your target audience uses more. Social media can be seen by everyone, including people not within your audience. You may receive some new guests with this marketing tactic, therefore expanding your audience! Sending your event descriptions via email narrows down your audience to a smaller group of people. It all depends on who you are trying to reach for your certain event.
As previously mentioned, event descriptions should answer the 5 W’s and 1 H (who, what, when, where, why and how) in order to provide the most information possible. Don’t be afraid to add photos to your event description either! These pictures can be photos from past events, which are more personal to event staff and event attendees. When selecting your photos, try to avoid stock photos, as they are less compelling and may not work well with your event description.
This key element of your event description can be interpreted in a few different ways! This can help to explain who the event is for, who is hosting the event or who should attend the event. For example, if the event is a fundraiser for a high school football team, the “who” would be the football team. In this same instance, if the Parent/Teacher Association is hosting the fundraiser for the football team, they would be the “who.” And finally, the guests who can attend the event can also be the “who.” You can market this key element by how you deem necessary.
This element is typically the title of the event, and what guests can expect out of the event. This title can also let attendees know what activities they are going to be participating in, and if they need to bring anything with them. For example, if your company is hosting a golf tournament to raise money, be sure to include if they need to provide their own golf clubs.
Knowing when the event is taking place is one of the most important elements! The date should include days and times, and if there are any other additional dates. For example, if your event is continuous every week, be sure to include every date the event is being held. If you are having an outdoor event, you may want to think about a rain date! A rain date helps to avoid any confusion if the weather doesn’t cooperate on the original date.
The location of your event is important because your guests will know exactly where to go! Events have the ability to be held both in person and online, so be sure to articulate where exactly your event will take place! If your event is in person, adding a QR code for a map will help attendees who aren’t familiar with the area. If your event is being held online, make sure to add a registration link for attendees to follow and receive the link.
This is the key element that explains just why the event is being held in the first place! Events can be held for any reason; to raise money, awareness or spread information. Event organizers can add a few sentences within the event description to explain why the event is being held, but not too much! You only need a few compelling sentences to capture the attention of your audience without adding too much detail.
When it comes to writing your event description, there are a few things to keep in mind. While you try to answer the 5 W’s, the information you deliver needs to be presented in a way that captures the reader’s attention. These 10 steps will help you write a description perfect for your event!
<span class="mid-size-title">1. Define The Goal Of Your Event Description</span>
As previously mentioned, events can happen for a number of reasons. When you define your event goals, you can then define the goals for your event description. Whether your event is to raise money, launch a new campaign or gain support from the community, your event description should include all of the details needed. Once you have your goal in mind, you can then translate your company tone into the copy on the event description.
<span class="mid-size-title">2. Understand Your Audience</span>
At the beginning stages of your event, you need to determine who your target audience is. Once you have that audience in mind, you will have a better understanding of how to market your event to them. If your target audience are returning guests, you know how to market to them, to ensure that they will see your event description. If you need inspiration as to how to market your event to your target audience, look up other events similar to yours!
<span class="mid-size-title">3. Find Inspiration</span>
If you find yourself stuck in a rut when creating your event description, feel free to look at other event descriptions for events that are similar to yours. Be mindful of what catches your eye first, and be sure to have that be the focal point of your event description! If you notice anything that may be an eyesore or boring within their event description, stay clear of that on your own event description.
<span class="mid-size-title">4. Tell A Story</span>
Finding a balance between informative and exciting can be tough, but if you follow these steps, it will be a breeze! Your event description, in order to be effective, should follow an inverted pyramid, which is used in journalistic writing to tell a compelling story. The pyramid begins at the top, with a lede, a captivating headline and the essential details. This is what is going to catch the attention of your audience. A step below this is the body, with more crucial information. At the bottom is the tail, with some interesting details, but less essential details. All of these details come together to create an event description that is informative yet entertaining for your audience.
<span class="mid-size-title">5. Cover All Of The Important Details</span>
As discussed above, the headline of your event description is what is going to grab the attention of your audience. Once you have their attention, the important details should follow immediately. Dates, times and locations are considered the important details, so make sure that they are directly under the event title. Try to avoid generic language, as it can become monotonous as the attendee reads on. By including the important details at the beginning of your event description, there should be no confusion or questions from the audience.
<span class="mid-size-title">6. Keep It Simple</span>
When it comes to writing text for your event description, keeping it simple is the way to go! Too much text on an event description can become too busy for the eyes to look at, so keeping small yet informative text will inform guests of the event without too much unnecessary information.
<span class="mid-size-title">7. Tap Into Event-Goer’s Emotions</span>
A great way to capture the attention of your audience is to get in touch with their emotions. You can do this by creating a compelling message that is not only clear and informative, but also connects with the audience on a personal level. The addition of pictures from past events can also help evoke an emotion! Be sure to take photos of guests enjoying their time at your event!
<span class="mid-size-title">8. Write Different Event Descriptions For Different Platforms</span>
Depending on where you post your event description, you may want to write different ones, as they will work differently for different platforms! If you choose to send your event description via email, keep in mind that attendees usually have dozens of emails passing through their inbox everyday. By creating an eye-catching headline, attendees will stop to read the information, rather than just sending it to the junk mail. If you choose to post your event description on your company’s social media channels, be mindful that anyone can view it. Adding a QR code for your attendees to use can link them directly to your event registration page, making the whole process easier!
<span class="mid-size-title">9. Leverage Digits And Statistics</span>
Using statistics from past events can help to attract your audience for your next events! You can pinpoint how many guests have attended your events in the past and how many topics will be covered. If you choose to break up into smaller groups for your topics, relay that information to your attendees, as some people may learn better in smaller groups. If your potential guests see that past events had many attendees and the event was a success, they will be more likely to register for your upcoming events!
<span class="mid-size-title">10. Tell Us Who Your Experts And Speakers Are</span>
Highlighting your guest speakers and experts is a great way to obtain attendees! If you have industry experts or influential guest speakers, be sure to put their names within the headline for your event description! This will draw the attention of future attendees, as they will want to hear what the guest speakers have to say. If possible, have your industry experts and guest speakers promote your event on their social media; this will attract the attention of people who may have not even heard about your event!
In order to get the most registrations possible, your flawless event description should contain all of the details your attendees will need. If there are any incentives for attending your event, be sure to include that on your event description! For example, if your event is a 10K to raise money for the high school sports teams, it may include a runner’s bag with water and snacks, a t-shirt and Band Aids. By adding the items that are included with your event, it will keep attendees aware of what they need to bring versus what not to bring. Adding these informative details to your event description, you can be sure that you will attract your target audience!