Event Marketing

How to Market an Event: Five Useful Tips

Eventually Learning Team

“Make your marketing so useful people would pay for it.” – Jay Baer

To create ROI-yield attendee journeys and touchpoint experiences, you have to understand the art and science of marketing events! Event marketers, planners, and organizers worldwide are still trying to reach the crux of promoting an event with respect to engagement and transformational experiences. Nonetheless, it boils down to simple steps to convey your event's motive through effective branding and research-backed personalized messaging. Ponder no more! Examine the five useful tips for event marketing given below.

Make Your Event Summary Succinct

People are busy and we know it! So it's the season of elevator pitches now. Be it event sponsors, attendees, vendors or speakers – you can pique their interest in your event by giving them a solid event pitch that is clear and concise and conveys the vision, mission, goal and theme. Make your event summary not more than a couple of sentences or 60 seconds to cut through the clutter. Once the message is clear, you can use it effectively for marketing and promoting your event.

Now, even though the catchphrases may sound simple, they work! Make sure you speak the language attendees and your stakeholders understand. It would help to make your CTA very clear in your messaging.

Think From Your Stakeholder's Perspective

You can only tailor your marketing to suit your audience when you genuinely understand them. One easy way to build your communication would be to perform in-depth industry research on stakeholder worth, company, designation, expertise, interests and more to develop different personas. Then, talking to your personas and basing your event's agenda and marketing on their interests will help you address the most relevant touchpoints and trends.

Personalization Makes Your Audience Feel Treasured

You will be using social media, email marketing, landing page, event website, broadcast media, and more for marketing your event! If the list of your marketing mediums is long, then your audience will surely hear you, but what will compel them to click on the 'register' button? The answer is personalized messaging!  Analyze all kinds of media posts, emails or external communication you send out critically. It will work better if you personalize registration forms, event agenda's and networking sessions, keeping the recipient's viewpoint in mind. To break through the noise, you will have to exactly narrow down the outcome you want to draw from the recipient and formulate your content accordingly.

Focus on Various Attendee Touchpoints Throughout the Event Cycle

You should strive to achieve all-around engagement to create seamless attendee experiences throughout your event. For example, if it's an IT event, your attendees might want to know about cyber threats and cybersecurity. In addition, you can make your sessions, social media posts and emails about the most trending industry pain point so that your attendees feel compelled to register for your event. Think about the different ways your attendees or stakeholders may come in contact with your brand or event. Then, based on the multiple scenarios, you can think of numerous creative techniques to plan your event marketing.

Try Identifying the Tipping Points for Attendees

Have you ever tried to understand the major determining points that tip registrations in your favor? Well, it's essential to try to understand attendees' behavioral processes to plan your event marketing messaging. Some significant elements that attendees consider before registering for your event are:
  • Authentic event reviews
  • Recommendations from peers
  • Web search
  • Pricing
  • Comparison with competition
  • Professional accreditations or certifications
While running your event marketing campaigns, you should try to address the major tipping points of attendees to have a favorable event ROI.

Wrapping Up

2021 was the year of events and so will be 2022. It is up to you to take your event marketing to new heights using the best kind of communication which attendees relate to. Although no event is bad, your marketing skills define the number of registrations you can garner. By following the five simple steps stated above, you are good to go!

Frequently Asked Questions

What are the five essential features of event marketing?

For a successful event, you should focus on:
  1. Targeting the right audience
  2. Selecting an appropriate venue
  3. Maximizing registrations
  4. Creating interest and engagement
  5. Building relations and networking with prospects

What are the key elements of event marketing?

The key elements of an event marketing plan are:
  • Event objective
  • Budget
  • Promotion mediums
  • Management strategies
  • Marketing communication and content
  • Engagement activities
  • Collaboration opportunities
  • Event ROI and engagement metrics

What are the 3Ms in event marketing?

The 3Ms in event marketing are:
  1. Market – Identify your market
  2. Message – Craft unique message and content
  3. Medium – Choose the best mediums for promotion

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