Event marketing is a crucial facet to add to your marketing strategy. Not all businesses do it, but you should seriously consider engaging in some way. Event marketing doesn’t have to mean putting on your own event. You can do that, but there are also other ways to get involved. For example, you could sponsor someone else’s event to help get your name out there. You might even do something more long-term, such as sponsoring a sports team. However you choose to run your events marketing strategy, it can have significant benefits for your business.
Event Planning
Obviously, before you can start promoting your event, you first need to plan it out. The most crucial part of planning your event is knowing why you’re doing it. An event can give your business incredible exposure, but you need to do it for the right reasons. Not every event will be the right choice for you. You need to consider what your goals are and the best ways to reach your audience. You can’t put on an event for no reason at all. You should have an idea of what your desired outcomes are. Do you have specific goals that you want to meet and that are attainable through event marketing?
Getting Some Help
If you’ve never put on an event before, it can be difficult to know where to start. You might think you can handle everything alone. However, a lot of people hosting or sponsoring an event for the first time get overwhelmed. If you’re creating your first event, you might consider getting some professionals on board. An event marketing company will be able to take you through the whole process. Visit promotion1.com/solutions/event-marketing/ to find out the services you might require.
Gathering Initial Interest
Once your plans are in place, you need to start getting people interested in attending the event. One of the first things you can do is to create an event page to start revealing information about what’s happening. You could have a page on your website, and it will also benefit you to get it on social media as soon as possible. Creating a Facebook event page is a good idea, and you might consider other social media sites too. You can also think about creating online listings so that your event shows up in various calendars. Look for sites where you can list events like yours.
Producing Content Around Your Event
You can spread the news of your event by creating content that relates to it. Most businesses will create a press release to tell people about their events. But, there’s a lot more you can do to start spreading the news. One of the things you could do is write a blog post or even a series of posts about your event. You can tell people about what the event is for, and what’s going to happen. Guest posts on other sites can help you spread the word too. You don’t have to stick to text-based content either. You could produce an infographic or even a video to promote your event.
Using Email Marketing
Email is one of the most effective ways of getting people to buy tickets or sign up to your event. Many event organizers see it as the most effective tactic to promote an event. You can let people know about your event via email in several different stages. The first wave of emails could tell people the initial details and perhaps offer an early-bird discount. Further ones can keep giving reminders and culminate a last-minute chance to get on board. Unless, of course, you sell out before then. Starting with a great email list will help you make your email marketing successful. Find out about best practices for email marketing at mailchimp.com/resources/guides/.
Promoting Referrals
When people start signing up for your event, you can increase attendees through referrals. Encourage your confirmed attendees to bring more people along by giving them incentives. Perhaps they could get some money back from their ticket if they invite someone else to come. You could give out free promo materials to the people who use a referral code to get more people to buy tickets. Keep in mind, if they want to attend the event, they’re almost certain to have friends who would also be interested. Word of mouth can be an incredibly powerful marketing tool, so make sure you take advantage of it.
Working with Other Brands
Forming partnerships with other brands is also an excellent way of promoting your event. Reach out to other brands who want to get involved and promote their business too. You might want to look for potential collaborators and media partners who want to work with you. If you try to do this as soon as possible, they can help you promote the event from the beginning. Later, you can ask them to use their power to keep spreading the word. It’s a good idea to give them tracking links so you can see where your clicks are coming from. However, don’t ask them to do too much.
Social Media Before, At, and After
Using social media is a crucial part throughout the event process. Be sure to use it before the event, while it’s taking place, and afterward too. Use it to create dedicated pages for your event on Facebook and other sites. Twitter is great for creating conversation around your event. Set up a hashtag for people to use, but make sure it’s unique; you don’t want it to get mixed in with lots of other irrelevant tweets.
Event marketing could have incredible benefits for your business. You simply need to get the promotion right if you want your efforts to be successful.
Photo by Yolanda Sun
Mavian Arocha-Rowe
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