Everything has been set. All that’s left to do is to make sure that everyone knows about it. And above all… want to come.
If you have an unlimited budget, you can let yourself go. Do whatever you want: television, radio, print, banners, etc. However, it is very likely that budgets are limited, and large expenditures are not allowed. How do you go about promoting such an event?
Invaluable tips to keep your event marketing affordable
A website dedicated to the event
This is the starting point. It can be a page on your company’s website or an entire website dedicated to your event. Either way, all the information is gathered there and participants can register or buy tickets. If you don’t have a webspace, then create an event on Facebook.
Make your site attractive and clearly mention the place, the date, and the subject. But also the expected audience and the possible dress code. Promote your event in a captivating way with content that is easy to identify. Avoid large blocks of text.
If there are speakers at your event, give them a prominent place on your site, with photos, text and explanations. Do you have video interviews with the speaker(s) or have the opportunity to do so? Do it! They have a great power of attraction.
Email or mail invitations?
Will you opt for a paper version of the invitation or a digital version? A paper invitation has more cachet and will bring more body to your event, literally and figuratively. But if you’re on a tight budget, the choice for e-mail will be made quickly. Make the most of it.
- Your main concern is to be seen, opened and read. So make sure you choose a captivating subject line. You won’t attract readers with a dozen wacky phrases. Your subject line may raise a few eyebrows.
- Send your invitation on the weekend. Most people also read their email at this time. For starters, you’ll have virtually no competition in the mailbox. And your guest may be more receptive to your message in a relaxed setting.
- Bring credibility to your email with a link to a video or testimonials.
- Don’t limit yourself to one. So send your email again, without spamming. Send an announcement email well in advance of the event, possibly with a discount for early booking.
- Send an email just before the end of the official registration date, and a few days later a “last chance to register” e-mail. Just before the event, send another reminder with all the relevant data (and possibly a very last chance to register). Make sure that your email is interesting and relevant every time.
Social networks are your friends
Events are social events where you gather people with a common interest. And what is that? That’s right. Work. Monitoring social networks will pay off, no doubt.
- First invent a short, simple, and fun hashtag for your event and then use it whenever you can, in EVERY communication.
- Typically, your Facebook, Twitter and LinkedIn accounts will reference your website. A minor intervention will direct your visitors directly to your event page.
- Send as many twng a cannon to kill a fly is generally not wise, except on Twitter. Be sure to providers as you can. Thanks to the volatile nature of a Twitter wall, they will never all appear at once and won’t annoy anyone. Upside relevant and interesting information every time, though.
- Post your event on Facebook and LinkedIn (you knew that!). Think about a logo or image for your event and your hashtag. And don’t forget the link to your event page. And maybe an ad on Facebook will be interesting for your event too.
- Also offer, after registration, to share the participation through the different social networking platforms. So include sharing buttons on the registration form.
- Use your confirmation email to encourage people who sign up to follow your Facebook page or Twitter account, so that you can keep them informed of your news.
- Besides the three main social networks, let’s also mention other relevant platforms like Snapchat, Pinterest or Instagram. Take into account the specificity of each platform and you will not go unnoticed.
So every reason is good to make your voice heard through the different social networks. But also keep this phrase in mind: who moves gets seen!
Press and media
The press and the media are there for you, even if your budget is tight. They are looking forward to interesting news. And maybe your event is one of them.
- Take the time to prepare an interesting press release (or even a complete press kit) and it is likely that (local) newspapers, trade journals and magazines will want to talk about it.
- The same goes for local radio stations. They usually love local news. If your event is very large (or very special), national radio stations may even want to cover it.
Finding the right partners
Who says you have to do it all alone? That’s right, nobody.
- You’ll see what you can get in exchange for a few free tickets. Try to make exchange agreements with suppliers who can give you something. Either by promoting your event through their channels or by providing services or products for your event.
- Also look for bloggers, vloggers, YouTube stars, Instagram icons with many followers on social media. They are called “influencers“. If they are willing to associate their name with your event, your visibility will be optimized.
During your event
Just because your event is underway doesn’t mean you and your team can rest on your laurels.
- This is the time to take photos and videos, collect reactions and quotes from participants and post them on social networks, with or without comments. Post an enthusiastic interview here and there, and streaming reports always make an impact.
- Again and again. The more people you tag, the more reactions and “likes” you get and the more noise you make. And the more noise you make, the more posts and tweets about your event. And that will guarantee a great start for your next event.
- Consider adding a free raffle or lottery, with prizes from sponsors. Attendees will be asked to leave their email addresses, which will help you build a strong mailing list.
After your event
It’s time to evaluate, send thanks and gather feedback. And share it. This will build credibility for your next event.
- Don’t suddenly go radio silent on Twitter. Make your voice heard and tweet glowing thanks to everyone in attendance, speakers, and collaborators. And don’t forget the sponsors!
- Post telling photos and videos of the event, interviews, fragments of presentations, and the atmosphere at the afterparty. But here too: tag as many people as you can.
- Stay tuned and share everything that is published about the event. Here again, the hashtag will come in handy.
