So, you’ve got an event planned – how are you promoting it? Without the right marketing in place, you’re unlikely to get the kind of foot traffic and attendance that you desire.
Not sure where to start? Here’s some suggestions for both digital and offline strategies you can put to use:
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Social Media Campaigns:
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Event Page: Many platforms like Facebook and LinkedIn allow you to create a special event page. Add all the content about the location, time and purpose. Start the promotion 6-8 weeks before the event and keep updating the page with teasers.
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Ads: Leverage social media ads to drive traffic to your social media or website event page.
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Countdown Posts: Remind people that the event is coming up and build excitement with countdown posts.
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Email Marketing:
- Invitations: If you have a mailing list, send personalized messages telling them about the event.
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Reminders: Ahead of time, such as a week before the event and even the day beforehand, send a reminder message so your target audience doesn’t forget.
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Website:
- Landing Page: You likely don’t want to just send attendees to your main homepage. Instead, build a dedicated landing page that contains event details. You can track the traffic to this specific page to see if your message is connecting, too.
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Content Marketing:
- Videos: Make a teaser video about the event, including what kind of things attendees can expect to experience there, to build hype ahead of time.
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Blog Posts: Blogs are a great way to preview the event, and can include spotlights on specific details, vendors and more. Be sure to link to your dedicated landing page to drive more interest.
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Print Marketing:
- Flyers and Posters: Traditional print marketing still goes a long way to grab attention. Vibrant, eye-catching flyers and posters can help target a particular local audience. Include a QR code that links to your website’s dedicated event landing page, too!
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Direct Mail:
- Invitations: If you have a list of customer addresses, direct mail is an effective use of your mailing list for event invites. Use variable data printing to personalize direct mail pieces
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Local Media:
- Press Releases: Build press releases and send them to local media outlets, such as newspapers and TV stations. You may want to work with a third-party PR firm.
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Community Boards: Community bulletin boards, such as digital ones like LinkedIn, or even at your local coffee shop, are great ways to attract potential event attendees.
2. During the Event Promotions
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Online Engagement
- Social Media: Post updates about the event throughout the day to highlight what’s going on.
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Signage:
- Banners and Posters: Use signage such as A-frames, standing banners, posters and more to designate specific areas within the event and direct foot traffic safely throughout.
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Branded Merchandise:
- Giveaways: Hand out branded merchandise like tote bags, pens, shirts and more. Everyone loves free things, and branded giveaways have a tendency to stick around in the homes of recipients – meaning your brand will continue to gain exposure long after the event is over.
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Engagement Activities:
- Photo Booth: People love photo booths. Set one up with props and lighting to encourage people to participate. You can even share photos taken online after the event as part of a recap.
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Contests: Keep attendees engaged with contests and giveaways throughout the event. Gamifying the event is a great way to keep your attendees on the show floor longer.
3. Post-Event Promotions
Event Follow-Up:
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Thank-You Cards:
- Personal Touch: Personalize thank-you cards that are sent to attendees, sponsors and vendors after the event. It leaves a good impression on everyone who receives them – and encourages them to come back to future events, too!
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Follow-Up Meetings:
- Networking: If you took names and contact information of attendees at the event, make sure you follow up to foster those connections after it concludes.
The right combination of marketing channels can ensure that your event is a successful, memorable affair. Need some extra help? Give us a call to learn more about what event planning strategies will work best for you.
