Event Organizers

5 Tips for Event Marketers Every Planner Must Know

Even the best planning can fail to achieve your main objectives. If you don’t get your audience to the event, even the most amazing event will be a failure. You have done all the hard work to make your event a success. You have followed the event planning checklist to the letter, ensuring everyone has a safe experience and coming up with new ways to impress your attendees. What about your event marketing strategy? How can you spread the word?

We’ll show you how to create a marketing plan that communicates with your audience and achieves all your event goals.

Here are 5 tips for event marketing success:

Set your event goals.

If you don’t understand what success looks like, you can’t create an effective event marketing plan. What is the purpose of this event? If it’s a corporate event, you might be trying to motivate employees, inspire new products or initiatives, or change customer perceptions.

No matter your event goals, ensure that your marketing goals support them. The event goals will help you determine the right audience, what actions you want attendees to take and how much media or social media coverage you want. These factors will influence the marketing of your event.

Determine your unique value proposition.

Now that you have an idea of what you want from the event think about your attendees. What can they expect to get from attending your event? Consider why prospects might attend your event and craft your messaging around it.

Use your objective here, but make sure you also apply it to attendees. It is easy to say, “we want more sales, so they buy”. But it’s not enough to tap into your attendees’ problems or pain points and consider how the event can help. Do you provide value through useful information? Do you help them learn something? Are they able to make important connections that will help them in their career?

Your value proposition should be written in a concise and clear statement. You can say something like, “We are holding this event to connect with industry peers and learn about the latest technologies,” This will help you guide your messaging.

Define your audience.

You’ll need to know the ideal audience that you want to reach. Who is most likely to benefit from your event programming efforts? Which roles or types of business will find your event content valuable? You can brainstorm a few segments of potential customers, industry stakeholders, and prospects that you want to reach.

To find your audience, think about the value proposition of your event. If your event is about helping people grow their real estate businesses, you look for professionals at a specific level or particular business size. Make sure your content is tailored to the right audience. Then, be specific about why they need your event.

Also, make a list of demographic data such as age, education level and gender-based on your ideal audience. Then, go from there.

Make a marketing timeline.

The timeframe for your event will depend on many factors, including the size of your audience. It doesn’t matter what. It would be best if you had enough time to reach potential attendees multiple times without making your message too overwhelming. Your marketing timeline should include the frequency you will market on each channel and how often you ask people who have registered to share the event with their friends and colleagues.

Your marketing timeline for larger events like trade shows and conferences will be longer than that of smaller events. You can market events that require hotel reservations or travel up to one year in advance. However, it would be best to allow at least three months’ notice.

Sometimes, smaller events require smaller lead-up events to encourage participation and excitement at the main event. These could include webinars about event topics, Q+A sessions featuring speakers, in-person and virtual information sessions, giveaways, or sweepstakes. These smaller events should be included in your larger marketing plan. Each event will have its outreach plans.

Decide on your communication strategy.

To target the right audience segments, think about who you are trying to reach and your value proposition. Next, choose the channels that you think will reach your target audience.

Your messaging and content should be tailored to the channel you are communicating on and the audience you wish to reach. LinkedIn events can be a great way to reach a professional audience with relevant content. Instagram can be used to share engaging visuals about your event. TikTok is a great way to promote tickets early or exclusive offers to a younger audience. Whatever channel you choose, ensure that you select the content compatible with that channel and that targets those audiences.

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