Guide to Marketing your Event
Guide to Marketing your Event
Guide to Marketing your Event
There's more to marketing then just telling people about your event. Your message needs to be simple yet compelling and it needs to reach your target audience. You must also keep it cost effective. Here are some key issues you need to think about when preparing to market your event.
Identify the Amount of Marketing Required
If you're putting on a training course with a dozen places and you know plenty of people are interested in coming, there's virtually no marketing required. Just make sure they know where and when it is and the job's done.
If you're arranging an event where lots of children will be performing you'll have a ready-made audience from their families so again, you might not need to do any marketing.
However, your might be hosting a concert. This time you'll need lots of marketing, because if you don't tell people it's happening there'll be no one there.
Plan Your Marketing Well in Advance
You need to start your marketing effort well before the event. Diaries fill up so give your audience lots of notice. For many events give at least 2-3 months notice, and more if the event spans multiple days or is going involve several hundred people. You also need to plan the timing of your marketing. For example if you want to put posters up three months before the event, allow time for the artwork to be designed, agreed and the posters printed. If you're going to include a link to a website on the marketing material, the website needs to be ready before the material goes out.
Plan Your Marketing Content
Your marketing needs to convey a number of different messages. It needs to tell people:
What the event is.
Why they should be there.
Where it's being held.
When it's happening.
How much it will cost.
How to book, if booking is required.
Not every piece of marketing needs to carry all this information. But think of who will be reading each message your deliver what will their questions be? Make it easy for them to find an answer.
The second piece of information on the list why they should be there is very important. This might be expressed in words, such as "Get new insights into Internet Marketing", or in pictures, such as a photo of people sitting attentively in a seminar. Or a combination of the two. Find a way to create a compelling message.
Choose the Right Marketing Materials
There are a wide selection of materials available. You need to decide what's right for your audience. They include:
Posters and flyers
Emails.
Verbal and printed notices
Text messages.
Facebook, Twitter and other social media.
Websites, including local What's On' pages.
Radio adverts can be free on local radio stations.
Television adverts, if you're budget is big enough!
Local newspapers or magazines.
Word of mouth.
Use specialised events directory such as business events or Christian events
You'll probably choose a combination of these. If you plan to use visual materials, such as posters or flyers, it's important to make sure they're attractive. Their presentation will give a message about the professionalism of the event.
Use the Right Marketing channels
Once you've prepared your message you need to make sure it reaches the right people. This is not as simple as you might think. Not all older people read posters and Facebook is not simply the preserve of the young.
A word of mouth marketing campaign is great because it's free, and if people are talking about it they must be interested.
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