Marketing An Event Is Easy Right

Marketing An Event Is Easy Right



Marketing An Event is​ Easy.. .​
Right?
What advice do you​ have about marketing an​ event to​ achieve a​ successful outcome? Maggie was a​ veteran in​ event organization terms .​
Andy was a​ novice and he had approached her to​ try to​ avoid what he believed were elephant traps waiting for him.
If you​ are running an​ event as​ a​ profit-making activity Maggie began then it​ is​ vitally important that you​ maximize the​ attendance .​
Where the​ event is​ educational or​ promotional,​ you​ should keep a​ keen eye on​ covering your costs which generally means that there will be a​ minimum audience at​ a​ certain ticket price .​
To ensure that your event enters the​ consciousness of​ your target audience you​ need to​ know who they are and something about their reading,​ watching and listening habits .​
This sounds really technical but it's mostly common sense.
Marketing and promoting an​ event rarely involves just one activity .​
It often requires a​ mixture of​ creative,​ organizational and persuasive skills overlaid by a​ tenacious streak.
Invitations
Firstly,​ there is​ a​ long list of​ people who you​ probably already know .​
They may be past or​ present customers,​ suppliers or​ business associates who you​ believe will be interested,​ to​ some degree,​ in​ what you​ are offering .​
They should receive a​ personalized invitation that spells out how the​ features of​ the​ event will benefit them.
Although you​ may not know them all individually yourself,​ there may be someone in​ the​ organization who can help you​ and,​ if​ you​ have a​ Customer Relationship Database,​ there may be accessible data to​ streamline the​ exercise.
Email invitations are certainly easier to​ organize but unfortunately they are also easy to​ delete without reading .​
Posting invitations can allow a​ little bit of​ added value by using quality card to​ print a​ personalized ticket and the​ event details can be included as​ a​ tri-fold brochure .​
These are less easy to​ overlook and may sit on​ the​ recipient's desk for a​ while,​ making an​ impact that a​ screen image may not.
Advertising
If you​ do not have contact details for part of​ your target audience and you​ know they are likely to​ be readers of​ particular trade journals,​ magazines or​ newspapers then taking out some advertising space to​ sell your event would make sense.
Professional design in​ advertising always impresses .​
It reflects the​ professionalism with which the​ product is​ viewed and sets up an​ expectation .​
If your budget will allow,​ put the​ advertisement in​ the​ hands of​ a​ good graphic designer or​ advertising agency and they will provide you​ with a​ range of​ alternatives that will sell your event in​ different ways.
For those with a​ limited budget,​ you​ may need to​ design the​ advertisement yourself .​
If you​ are not experienced in​ the​ art of​ writing advertising copy,​ here are a​ few guidelines.
• Keep the​ text direct and to​ the​ point
• Only use technical language if​ it​ is​ essential
• Answer the​ who,​ what,​ where,​ when,​ why and how questions
• Who should attend? Who is​ running the​ event? Who do I​ talk to?
• What does the​ event intend to​ achieve?
• Where will it​ be held?
• When will it​ be held?
• Why should I​ be interested?
• How do I​ confirm my booking?
• Use your branding in​ the​ advertisement
• Either use white space or​ a​ striking image to​ draw attention to​ your advertisement
Proof read the​ copy three times to​ make sure there are no mistakes especially in​ telephone numbers,​ web domain names and Email addresses
Your advertisement should speak directly to​ people who need your service as​ they read it .​
To do this the​ most visible words need to​ feature clearly the​ benefit that your event has to​ them .​
For most people in​ business the​ benefits usually include:
• a​ large amount of​ valuable information
• a​ convenient venue
• a​ short period of​ time
It is​ useful also to​ have a​ hook line that demands a​ Yes answer,​ drawing the​ reader into the​ detail of​ the​ advertisement out of​ curiosity .​
For example
Are you​ looking for the​ best Internet Marketing seminar?
Finally,​ don't forget posters as​ a​ cheap and often neglected form of​ advertising .​
Cities with mass transit systems have enormous business oriented captive audiences who might be staring at​ your advertisement for 45 minutes twice a​ day .​
Costs compare well with magazine and newspaper advertising and the​ size,​ position and shape of​ your advertisement gives you​ more creative scope.
Andy felt a​ little dazed .​
His naive hope for a​ one-line answer disappeared about half an​ hour ago and his pen was rapidly running out of​ ink as​ he tried to​ keep up with Maggie's endless stream of​ common sense .​
Marketing a​ seminar,​ workshop,​ roadshow or​ any other type of​ successful event can mean more work than running the​ event itself.




You Might Also Like:




No comments:

Powered by Blogger.