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What is event marketing? Simply put, event marketing is the act of promoting an online or in-person event that occurs at a specific time. It's standard practice for everything from conferences to trade shows to webinars.
For small businesses, a successful event can boost sales, build brand awareness, and help fuel growth. However, if not enough people are aware of your event, none of that can happen. In this piece, we’ll dive into some important considerations for event marketing as well as six specific tips for making the most of this strategy.
What makes event marketing unique are the logistics of getting the right people to the right place at the right time. In order to effectively market your event, you need to frame your decisions with that in mind.
Let’s take a closer look at three important considerations when marketing an event.
Just like with any other aspect of your business, you need to keep the value proposition in mind. Time is valuable. Ask yourself: From your attendees’ perspective, what will they gain from attending this event?
For example, maybe they’ll learn something, or maybe it will be an excellent networking opportunity. It’s your job to quantify exactly what that is to them.
From there, you need to ask if what they will gain is worth the time, travel, and planning it will take to get to the event. If it’s not, you need to revise your plan.
All else being equal, a venue can make or break an event. If parking is a nightmare, or it takes most of your attendees hours to get there, turnout may be low. Additionally, if a venue has a bad reputation, it may be a non-starter for some of your invitees.
Alternatively, if a venue offers poor service or bad food, that may overshadow your messaging and reduce your event’s effectiveness.
Of course, the reverse also holds true. The right venue can make events more convenient and enjoyable, resulting in a better overall guest experience.
Time of day and time of year matter a lot when it comes to turnout. Taking this to the extreme for the purpose of conceptualization: Turnout for a dinnertime event on Thanksgiving in the U.S. will likely be very low.
Of course, setting the right date and time for your event is a little more complicated than simply avoiding major holidays. To help ensure your timing is right, ask these questions:
Now that we understand the basics of event marketing, we can explore specific strategies you can use for your next event. Some of these tips, such as those involving email and social media, will flow naturally out of a broader marketing strategy.
Others may be uncharted territory for a small business just getting into event marketing. In both cases, when implemented effectively, these strategies can be a big difference-maker for your next event.
Location is vital to the success of your event. If it’s too hard to get to, there’s no parking, or the venue you choose has a bad reputation, turnout may be poor. In some cases, such as trade shows or job fairs, this takes care of itself. The organization hosting the event handles location and logistics.
However, if you’re hosting the event yourself, finding the right location is a must. In addition to size and budget, you’ll need to think about services such as food, drinks, security, and valet as well as amenities such as seating, air conditioning, washrooms, and presentation hardware.
To actually find the right venue, you need to ask yourself a few questions. For starters:
As you begin to answer these questions, you’ll get a clearer idea of what venues are viable locations for your next event.
If you’ve been searching for event marketing examples, you may have noticed many events have their own website. For example, many event marketers use websites for conference marketing and trade shows.
If you’re planning a large event, following suit and creating an event website can have a lot of value. Your event website should serve as a central hub for your event. That means a good event website will provide potential guests with all relevant information and a way to sign up, give you a platform to publish content around your event, and match your brand image.
As a corollary benefit, you may even be able to use the RSVP section of your site to help build your email list.
As with finding a venue, building a website can be overwhelming if you don’t know where to start. Fortunately, there are ways to simplify the process. You can outsource the technical side of things to an IT pro, or with the ease of use of today’s content management systems, taking the DIY (do-it-yourself) approach is not only affordable, it can be simple, too.
For example, Wix is a low-cost content management system that makes it easy for non-technical users to build a website. Wix even has several templates with event themes to help you get started.
Whichever path you take to build your event website, here are three tips to help you along the way:
We’ve touched on the importance of a quality email list in our overview of digital marketing tips. Event promotion is a great example of why an email list can be so important.
As a small business, building awareness of an event can be an uphill battle. If you invested the time upfront, an email list provides you with a great starting point to get your message out to an interested audience. Think of it this way: You already have a guest list; now you just need to send out your digital invitations.
Of course, manually sending emails to anything more than a few contacts can be tedious.
Whether you already have an email list or are just beginning to build one, email marketing software simplifies the process of list management and campaign creation. It doesn’t have to break the bank, either. For example, Zoho Campaigns offers a free tier that allows for up to 2,000 subscribers and 12,000 total emails per month.
Email marketing best practices, such as segmenting your email list, personalizing content, and tracking campaign performance, can go a long way to help almost any email campaign. This holds true for event promotion campaigns as well. Here are a few tips to help you get started:
Small businesses often overlook press releases; they can seem like more of a large enterprise event promotion idea.
However, press releases can add legitimacy to an event and build awareness with an audience you may not have otherwise reached. Getting a press release with links to your website picked up by a major news site can also have a great impact in terms of search engine optimization (SEO).
It’s important to be realistic when it comes to press releases. A webinar usually doesn’t warrant a press release, but a conference might. You’ll need to make sure your event is legitimately newsworthy, and target media outlines -- online or in print -- where it fits. If you already know how to make an email newsletter, including your press release in it makes sense. Additionally, posting the release on your own website is often a no-brainer, but what else can you do? Here are three tips:
Events are all all about engaging your audience, and social media is a great platform for doing just that leading up to an event. Sharing interesting content related to your event, particularly user-generated content, is a great way to build buzz around an event.
Further, hashtags specific to your event make it easy for your followers to stay up to date with the latest news.
There’s no one-size-fits all social media strategy, so you need to be sure to target your efforts toward your audience.
Fortunately, there tends to be a large overlap between the target audience for an event and the business throwing it, so if you have an existing social media marketing program, getting started with event promotion should be straightforward.
Depending on the platforms your users participate on, there are plenty of specific features you can use to promote your event. For example, Facebook Events, particularly when integrated with Eventbrite invitations, make it easy to organize events and even sell tickets. Snapchat geofilters can be a great way to create shareable, brand-related photo opportunities for your attendees.
Whatever social media platforms you use, here are three tips to help keep your efforts on track:
Ideally, the value proposition of your event alone should be enough to compel people to attend. Of course, sometimes an additional nudge is required. Promotional giveaways, raffles, and discounts can provide the extra incentive required to get an on-the-fence attendee to make the trip.
Depending on the theme of your event, you can even get creative and gamify giveaways. For example, if your event is a training of some sort, a trivia contest with an interesting prize becomes a win-win. It helps you get more people in the door and gives your guests an additional reason to retain the information you covered.
It’s important to strike a balance when offering something in return for attendance. Make the giveaway nice enough to be compelling, but remember that the focus should be the event. You don’t want to create an environment where attendees are only there for the prizes. The textbook example of this would be a time-share sales pitch where people attend expecting a free vacation if they stick around. To avoid creating a similar situation, make sure to offer incentives that compliment rather than distract from your core message.
Here are two ideas to help you get started:
Hopefully you’re able to implement some of these strategies to successfully market your next event. However, keep in mind that it doesn’t stop there. You’ll want to take stock of what you did well and what you can improve on next time.
You should also now have some prospects to follow up with or new business to close. Additionally, you may also have some new content, such as videos, testimonials, and pictures, to share across social media and on your website.
Don’t let the momentum stop at the event. Lean into it, and grow your business further!
Our Small Business Expert
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