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Surpass Expectations with These 3 Secrets to Event Marketing

    Written by Jing Yi Gao on August 15, 2017

Surpass_Expectations_with_These 3_Secrets_to_Event_Marketing

Many Event Planners will tell you that event marketing is one of the most difficult skills to master. In a fast paced environment, it’s hard to keep up with the latest trends. Luckily, event marketing is something you can actually learn from the internet in a step by step process. It has become a science and there is no trick to it.

The term “Shower Thoughts” is popular lately due to its funny and creative outbursts. The term is defined as, “the types of thoughts you might have while carrying out a routine task like showering, driving, or daydreaming.”

One of my favorite examples is, “I bet pilots silently judge each other’s landings whenever they fly as a passenger.”

My latest “Shower Thought” was: Events are often a huge chunk of a business’s marketing mix, so does event marketing essentially mean you are marketing for marketing?

 

It will be hard for your event to reach its full potential without good event marketing. With this responsibility on your shoulders, expectations are high.

Here are 3 secrets about how you can surpass those expectations with good event marketing:

 

1. Multiple channels in promotion

In order to attract the most people to your event, you will need multiple promotion channels. “To generate the highest amount of registrants, you need a mix of email, social, public relations, and other types of paid promotions to get the biggest bang for your buck.” (Marketo)

There should also be organized plans within each channel. For example, ideal numbers of email promotions are different for each type of event. For a larger trade show, you should start marketing at least a month before the event. From there, space your pushes accordingly to continue to push your message.

Feel free to test different email promotions to see which ones get the best response. This may even give you creative ideas for your marketing campaign.

According to Teri Ross, Digital Marketing Strategist of CMTO, “The most overlooked strategy when segmenting promotions is the testing of marketing messages. Test a variety of different messages before pushing out your entire campaign. Will your audience respond better to messages about giveaways, educational clinics or product testing?  You don’t know until you test.”

 

2. Promote to the right audience

The best event marketing will be useless unless you are targeting the right audience. Spend the extra time on research to ensure better data quality so that you can use it in the future. Target your posts to groups and organizations that share commonalities with your event.

The 4 most effective and commonly used demographic keywords are:

 

  • Job title
  • Company
  • Industry
  • Location

 

Use these keywords to find the right people to market to.

 

3. Incorporate social media into your marketing plan

There is no way to conquer event marketing without the use of social media. This is very straight forward, yet so many people don’t utilize their ability enough. Social media is how attendees network and engage with today’s technology. Below are some mainstream platforms that most people use:

  • Facebook: This old fart is very well known amongst every demographic. Posts with eye-catching images and messages are good ways to boost your event exposure.
  • LinkedIn: This is an excellent source to promote your RSVP page while guiding traffic to your event page from a professional audience base.
  • Twitter: Although hashtags are available on other platforms, Twitter is no doubt the exclusive VIP. Hashtags create communities for your event. Try a free event hashtag generator to post everywhere to attract followers which often turn into attendees.
  • Instagram: This picture-based platform is great for certain types of events that are heavily visual-based. Get in touch with Insta-famous accounts and ask them to promote your event, this is more common than people think. Often their contact information is provided in their description. Those millions of followers WILL check out your page.

 

Now that the cat is out of the bag, you can exceed all of your expectations, and knock your event marketing out of the park.

 

Are you interested in an event app? Check out our case studies below to see how other Event Planners’ experiences turned out!

StartupWeekend_Case_Study
ETT_Case_Study
CCEO_Case_Study
BigEvent_Case_Study

 

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