Planning an event can be stressful, but if attendance is strong you will look back and realize it was well worth the time and effort.
Here is the big question: how are you going to attract a large number of attendees without blowing through your event’s marketing budget?
You may believe that successfully marketing a large event has to cost an arm and a leg; nothing could be further from the truth. There are steps you can take to spread the word on a shoestring budget – or simply make your large budget go that much further!
Here are four marketing initiatives that don’t need to cost a lot of money:
1. Engage Press
Make a list of both local and industry-related press outlets whose readers may care about your event or topic. Publications are also always searching for content and press want to provide their audience valuable information. In simple language and short format, share with a publication why they should run your story.
Hint: don’t assume you’re too late! Publications often have space to fill and scramble for a story at the last minute.
Purchasing advertising space may not be ideal, but it is often times the best way to get in touch with your […]
So, you’re planning to market your event on YouTube? That’s great! Good initiative! You’ve potentially just equipped yourself with a powerful tool that could easily make your brand soar to new heights – but only if you actually understand how to manage it. Even a seemingly irrelevant mistake could cause all your efforts to come crashing down around you, leaving you with little more than a few terrible videos and a lot of wasted time.
The problem here is that if you’re new to YouTube marketing, there are a few mistakes that you’re far likelier to make – mistakes that you should avoid at all costs.
Settle for Low Video Quality
One of the biggest errors you can possibly make is to settle for anything less than top quality in your videos – particularly if you’re streaming your event or uploading keynotes to your brand’s YouTube channel. The higher the quality of your channel, the better it makes your brand (and event) look. Better videos make for more channel and video views, a better reputation, and potentially higher attendance.
That works both ways, too. Videos that are exceedingly low-quality are less likely to be shared or viewed; if you end up settling for low-grade […]
Well folks, we can finally bid farewell to 2013. Before we really kick off the New Year, let’s first take a look back at the old—namely, at some of the mistakes that were made. In the world of marketing and event management (which are rapidly converging on one another), there were some positively titanic botches, many of which will be remembered for years to come. The fiascos we’re going to look at today represent mistakes that no event management professional in their right mind should make.
Among them, there is one common thread: the feeling that there are a few marketing and event management professionals out there who should really consider a career change.
LG’s Twenty-Gun Trip To The Hospital
Back in August, Korean manufacturer LG decided to host a public giveaway to promote one of its new G2 smartphones. Instead of just hosting a raffle, however, the marketing folks at LG decided to get creative—they’d release 100 helium-filled balloons into the air, with a voucher for a new phone in each one. You see where this is going right?
The crowd surged forward, pulling out BB guns, knives, and a host of other improvised weapons; all were intend on popping the balloons. The […]
It’s something no event planner wants to deal with – yet it’s one of the most common problems in event management. It can force you to turn away potential attendees, it can leave you purchasing too much food and booze, a venue that’s too large, lost deposits on empty hotel rooms, and on. It can cost event planners and little as time and effort to as much as huge money lost and an affair that falls flat after everyone works so hard to host it. I’m talking, of course, about no shows.
No matter what event you run, you’re going to have a few people who simply don’t bother to show up. There’s honestly nothing you can do to change this. Yet so many decisions are based on head-count. How can you ensure that your head-count information remains as accurate as possible?
Event planners certainly employ tactics that discourage skipping out. There are simple steps that help reduce an event’s number of potential attendee no-shows.
Make Sure Your Guests Actually Care
This is a broad concept and relates to one’s skills as an event planner: you should be running events that resonate with your target audience, period. Create an event that attendees would feel […]
Invite the Press to cover your trade show, tournament or conference – press coverage is one of the best ways to gain mass exposure for your event. This marketing strategy seems obvious, but…evidently is not. I’ve seen more than a few events where journalists barely have a presence. Journalists and bloggers provide free exposure. That’s a crazy opportunity to ignore. Particularly if you’re running some sort of consumer-targeted trade show, you need the press.
So, is there a secret to getting The Press to attend? Surely, it can’t be as easy as asking!
Actually, you’d be surprised.
Discover Who Is Most Interested
Your first step is to generate a list of the media outlets most likely to want to cover your event. Who is writing about the industry you’re promoting, and is their target audience also your target audience? Start with specialty publications – sites and print media that exclusively cover your field. Now expand your outreach list to include publications that have a related column or a writer with an interest in your space.
The first step is making them aware of your event hoping that they promote in advance of the event, and if they’re interested, inviting them to attend and review your […]
There’s a good chance as an event planner that you are often focused on promotion. If you are building killer events you want to see high attendance. This makes you completely invested in designing and executing top-notch marketing campaigns. Even if you often hire an outside marketing firm – especially if you hire outside help – the success or failure of your event lies with you, so take a hands-on approach to event marketing.
Designing a marketing campaign should not be that daunting as long as you take these five components into account:
We take this as a fundamental truth – the most successful marketing campaigns have a clear idea of who it is they’re trying to reach, and what that target audience wants. If you don’t understand your audience, you can’t connect with them, and if you don’t connect with them, your marketing efforts will fall flat.
Ideally, you need to be able to answer the following questions:
- Who’s interested in this event?
- Why are they interested in my event?
- What’s unique about my event?
- Who’s competing for this audience’s attention and time?
- What will this audience gain by attending my event?
Tip: answer the questions as best you can, then fill in the blanks with thorough research. […]
In any industry, choosing a niche is a great way to give your business a much-needed boost, establishing your organization as a unique entity. Particularly in the world of event management, it’s important that you differentiate yourself from the competition, and find a demographic to which you can sell yourself directly. As for how you go about doing so, well…there are a few things to keep in mind.
You Need Expertise
First and foremost: do you have any idea what you’re doing? In order to run a passable event, you need at least a halfway decent knowledge of the industry you’re running it for. You need to know your demographics, you need figure out who the best guest speakers are; most importantly, you need to keep abreast of the news, as this will allow you to keep your events both current and relevant to attendees.
A Market Needs To Exist
Of course, it’s not enough that you’re experienced in the niche you want to target – there actually needs to be a market for that niche in your region. Otherwise, you’re just going to end up wasting both time and money.
What I’m saying here is that before you commit to a particular niche with […]