Having to cancel or postpone an event can be one of the most troubling tasks for event organizers. Unfortunately, there will always be reasons to do so with consequences that follow.
Potential reasons to cancel or postpone an event:
- Sudden Venue Change
- Lower than expected attendance rate or sales
- Unpredictable Weather
- Political Instability
Possible consequences of event cancellation or postponing:
- Damaged brand reputation and credibility
- Negative social media presence
- Monetary loss from ticket compensation
- Calls from angry customers
But don’t be alarmed because we’ve compiled a to-do list that could minimize potential damages from cancelling or postponing your events.
1) Check your Event Ticket Policy
All events have a standard set of policy that deals with situations like these. Take a good look at what your ticket says in its policy section. Beware of any statements made regarding ticket refund or sudden event changes. Check if you’ll be fully liable for all financial compensations or not and proceed accordingly.
2) Be Honest. Don’t Lie to your customers
Crisis management is a game damage control. People understand mistakes happen. Being honest allows them to eventually forgive you after they’re done being mad. Let them know if you venue cancelled on you last minute, your main act had an accident or if your sales performed horribly.
3) Notify your customers right away
The moment you finalize your decision to cancel or postpone your event, notify your customers immediately. Doing so allows them to decide on their next course of action with more time than if they were to find out last minute. This could easily reduce the rage and anger that may occur if customers lack the appropriate time to deal with the changes of your event.
4) Choose the right channel to communicate
Be sure address your event updates (cancel or postpone) through communication channels that is most direct to your customers. Don’t assume that posting on message on your Facebook page or Twitter account is sufficient. Actively email all your customers to ensure that your update has been delivered and documented.
5) Don’t Disappear – Provide frequent updates
This is extremely important if you care about brand image. Just because you had to cancel or postpone your event doesn’t mean you’re going stop hosting events for good. Your brand image and credibility is still important for you. Keep your customers updated on when the next event might be, potential changes and improvements, pricing, location, etc.
If you find yourself in a tough situation like this, make sure to carefully consider all the factors required for you to navigate through this smoothly!