How To Be Successful At Event Marketing
How to Successfully Market Your Event and Increase ROI
By Chris Largent, Marist College Intern
Why Have Events?
Because events are fun! They are a good way for customers and potential customers to get to know your business face to face. Engaging on a personal level with customers is essential in today’s buyer-driven marketplace. Earning trust and building a good reputation are good ways to grow a customer base and maintain loyalty. Customers that come to events can learn just what your business is all about and how you stand out from the crowd. By hosting events, you give the customer something fun and exciting to do that will display your business and brand in a positive, entertaining light.
How Do I Market My Events?
So you’ve decided to host an event and it’s all planned out, but how do you let your customer base know about it? And how do you grow that customer base to increase admittance?
Here are a few methods to expand your audience and successfully market your event.
Number 1) Leverage Other People’s Audiences (LOPA)
First you need to increase your customer base. Do this by doing some networking of your own. Find leaders within your community, either online or in person and share your story with them. You should have something in common with those you look for. For instance, if you are hosting an event to bring awareness to a certain cause or issue, make sure the people you reach out to show an interest in it. Those who follow these leaders are sure to have similar feelings. Try to establish a relationship with them so that they will share your story with their followers. Invite them to your event so that they may spread the word to their own customers.
Number 2) Speak to the Right People
Events can be expensive and ROI can be difficult to maintain if the wrong people are attending. Make sure that the people you are targeting have an interest in the event and want to learn more. Sending out a broad message on any social media platform will surely lead to low attendance. Look for demographics such as:
- Shared Values
These will help you figure out who will be willing to attend your event. For example, if your event is being hosted in New Jersey, it is not very likely that a customer from Massachusetts will spend the time to drive down, unless they are very invested in the cause.
Number 3) Social Media
Social media is a solid solution for marketing to your core stakeholders. .
Use Twitter to find the leaders that will have the most influence for your event. Tweet updates about your event and answer any comments or questions that your customers or potential attendees might have. Be sure to create a hashtag to generate more buzz about the event as well. It will also be helpful to live tweet during the event as well for those that could not attend.
Use Facebook to create more visual content for your event. Make inforgraphics about your event to catch the eye of potential customers. Be careful not to overload the amount of event posts, limit your posts on Facebook to a few times a week. Switch up the content as well so that the customer is reminded about the event and not just bombarded with the same message.
Use Google+ to easily create groups and customize invitations. Google+ is a useful social media tool because it allows synchronization with Google Hangouts which helps to promote your event to potential attendees (Marketo, 2015).
Number 4) Stay Active
Be sure to follow up with any and all attendees and non attendees. This shows that you are an active participant in this event that you take seriously. Be sure to include valuable information in all follow up messages, but do not be redundant. Also, follow up with attendees after the event. Make them aware of any further events or promotions coming up for your business. Remember, the event is as much a networking opportunity for you as it is for them.
The most important part of event marketing is the event itself. It doesn’t matter how many people come to your event if it doesn’t go well so take all precautions to make sure the event runs smoothly. Keep in mind the number of staff that will be needed and make sure to meet all deadlines (Marketo, 2015).
To learn more about event marketing and social media planning visit our website at: hudsonvalleypublicrelations.com or give us at call at: 845-202-7087.
Patel, N., Taylor, B. (n.d.). The Definitive Guide to Growth Hacking. QuickSprout.
Marketo. (n.d.). Event Marketing. Marketo. Retrieved from: http://www.marketo.com/event-marketing/