So, we’re here to talk about eventmarketing. What is marketing?[click to build] At it’s core, marketing is about eliciting a physical and measurable RESPONSE. You want someone to do something…call you, come to your store, donate, or COME TO YOUR EVENT. That’s what’s at the core of marketing, and what is essential to the idea of marketing your business, your organization or your event.[click to next slide]
It’s not so much about the people on your list, it’s more about reaching the people on THEIR list. Make sure you are telling people to pick up the megaphone by clicking share and forwarding the invite or announcements, use the share bar and the forward to a friend link tool and ask….. Ask and they will click. Put the button next to the ask.
paper vs. email - or both ?use simple graphicsinclude ALL the basicswrite a compelling messageanticipate questions, like: can they bring a friend? will parking be validated? should I bring my invitation with me? etc.be recognizable: combine the organization’s name with a person’s name when possible…improve your chances of the invitation being opened
make host obviousinclude specificsmake signup prominentfocus on getting signups
include all the basic event infotry to put it in the same spot on every page if multiple pagesuse apps and links to integrate social media“like us on Facebook for a discount”Twitter hashtags and YouTube Videosdo not give too many choices, focus on registrationhosting multiple eventstake special care to make it easy to tell them apart
use online registration anyway, if possibleyou can at least create a PDF documentlink from your website, easily shared by emailuse all the same rules as a webpage, less is more
collect attendee datause for reminders, changes & follow uphow you ask is as important as what you askdo not ask too many questions free and low cost events – no more than 5 questionsbigger events – no more than 10 questionsif you charge fee, collect on the spotPaypal, Google checkout… you don’t want to make them come back to paymake sure a confirmation email goes out ASAP
social media is the most obvious outletdrive pre-event build-up and promotionmake it easy to share and forward infoencourage activity during the event…Anyone Tweeting Right Now?“Twitterfall” or Twitter Feedsand don’t forget post-event…comments, “thank you’s” and photos
what is attrition?no shows“hotel attrition” is different…how do I avoid it?you don’t, reallyso, what do I do?you learn to manage it and plan around itweather is a major factor – both rain and shine a reminder email helps - a lot
make host obviousinclude specificsmake signup prominentfocus on getting signups
start with smaller venues & and sell outhave a waitlist readyaim high but not too highpre-fill your next event with waitlisters!do not post two of the same event at onceunless in different locations, or for a different audiencefocus on filling the next eventexception: membership meetings & weekly/monthly events
start with smaller venues & and sell outhave a waitlist readyaim high but not too highpre-fill your next event with waitlisters!do not post two of the same event at onceunless in different locations, or for a different audiencefocus on filling the next eventexception: membership meetings & weekly/monthly events
use this slide if you need a “sign up for a trial” CTA
