Events which take place outside of a particular geographic area usually have some fairly unique event marketing considerations. What are your overall marketing objectives for this location? How will you promote to new attendees? What kinds of social and other dynamics can you engage in to ensure maximum exposure and to maximize attendee retention? There are some events which may have the answers to these and other questions which only an event planner can provide.
A good example is the International Auto Show which occurs every year in Detroit, Michigan. It is one of the most popular events of the year in the region, but how can you reach new potential attendees and keep them coming back? The event organiser, International Auto Show, has put together an excellent event page on their website which not only gives general information about the show, but a number of specific promotion and event marketing tips to help you make the most of it. They provide a great variety of promotional items to give out at the event, as well as some fun ways to promote the event online as well.
The primary goal of any event-based marketing plan is to attract new and returning attendees. One of the key event marketing tips provided by IAP is to start early. The earlier you announce the event, the greater the chance that people are going to be in attendance. You don’t want them there just to fill up your coffers; you want them there to experience what is being offered.
There are a couple ways to promote events, but the best way is by using all available local media outlets. Many people underestimate the power of the local media in attracting attention to new events. It’s important to pick a few local channels and then focus on those one-way so you can focus on coverage. It’s also important to get your news release printed and distributed in several different formats so that people know about your upcoming event.
If the event has a limited budget, consider partnering with other local businesses to offer complimentary products or services. An example would be offering your guests free concert tickets as well as a bottle of fine wine on the day of the event. It will cost you nothing to do both, but you’ll be giving your guest a discount and possibly creating new business for yourself. On the event date itself, have fliers made and post them in prominent places around town and in nearby restaurants, bars, or local businesses. Have a news release posted on the local media outlets, as well as send updates on Facebook, Twitter, and email.
Your speakers are an essential part of your event. Many successful speakers will come to your event and not speak up because they don’t think their talk is relevant or they didn’t have the right information to share with the audience. You should always try to pre-stage your presentation as much as possible. Begin by making a list of the things you want to say and who you want to talk to beforehand. Explain the key points of the speech to the speakers and listen to their responses to ensure there’s no misstep that could cause offense.
When selecting your speaker or speakers, always take into account any previous experience your speakers have had, especially if you are looking to fill a specific niche. If your event is for business professionals, you should choose someone who speaks regularly on business development and leadership, or if your event is for beginners, a speaker who speaks frequently on the topic of marketing and sales. You can use these speakers’ experiences in your event marketing efforts by contacting previous clients or current clients to share with the attendees what types of information you can provide them with that will help them achieve their goals. By having an experienced professional on your team, you can ensure that your event provides a high quality learning and networking opportunity for all attendees.
One of the most important Event Marketing Tips is to always keep your marketing budget under control. Too many entrepreneurs put too much money and effort into their promotional campaigns and then watch their budgets dwindle. In order to ensure that your advertising campaigns do not go over budget, ask yourself what the audience of your event will purchase with their marketing budget. Determine how much disposable income you will have to run your promotion and then allocate a fixed amount for each segment of your promotion. This will keep your budget manageable and allow you to properly plan out your advertising costs.