Business
Top 7 Secrets to Event Marketing for Outstanding Results
Organizing and managing events is considered as one of the promising marketing and communication tool by the companies of all sizes, whether a startup or a multinational brand. Companies target their audience using mass media, news, webinars, online presentations or google hangout to reach millions of people, clients or users worldwide.
Event marketing is a big investment, and only once in a season you might get a great opportunity to organize an event in a trade fair or a conference. Therefore, you must take care of these 7 points to have outstanding results.
1. Set up goals and measure ROI for your Event Marketing campaign (Return on Investment)
You might conduct an event and then measure ROI and then you realize that your event actually was a loss for you. Therefore, set goals and start predicting the ROI. You should not consider only the number of people registered to your event or attended as your goal. But stress on conversion rate. How many registered users will buy your product/service or how many registered users will consider you in the future. To have a good conversion rate, you need right audience. Audience will chose you, but you need to chose your audience too. Advertise and invite people belonging to the right sector.
2. Categorize your promotions to hit the right target
Before promoting your event identify what kind of audience will be most interested in your event. Will they be students? will they be entrepreneurs, or should they belong to a particular sector of industry. Keeping all this in mind create a campaign. Be organized. make a list of your audience so that you can use it again in the future. Invite them to subscribe to your mailing list or follow you on your social profile.
3. Use various methods to promote your event
Just a month before the event you would be the busiest person on earth while planning everything. Nevertheless, use all your freetime or hire a friend or designate an employee to look after social promotion and reaching out to the people to inform them about your exciting event well advance. Set the right time and frequency to communicate. Check your facebook and previous email marketing insights and see on which day and on what time more people view your status or open your email.
Use Facebook events and invite your friends and use Facebook promotion features to target to the right audience. You can target people even through various other paid promotion networks like Google Adwords. Create a hashtag for your event and start tweeting and ask your followers and friends to tweet using this hashtag. Use email marketing and invite people to your event as well as on your social profile.
4. Calculate staff requirement
Now that you have predicted the number of attendees, it is the time to calculate how much staff you need. Form a strategy, how many attendees should one staff engage, calculate the ratio of staff:attendee. Imagine in a trade fair you have a stall, you don’t want your staff standing and doing nothing, on the other hand, you do not want half of the attendees unable to communicate with you since you are busy engaging the other half of the attendees.
5. Say everything you want to say
Whether you are giving a presentation about your product or conducting a live streaming event or have a stall, you are connecting with your audience only once. once the time is over or once the audience have left your stall, they will not come back to you. Therefore, note down all the important points and features that you must have to communicate to your audience. Ask your staff to keep track on it. Ask them to intervene and help you if you miss a point, make sure those points are bold in your presentation if n case you miss speaking about them.
6. Stand out from the crowd
Remember this point if you have a stall. All your employee must follow dress code, the colour of their clothes should match with the theme of your brand. Not just that, chose those type of clothes which are not common, the idea is you should not get amalgamated in the crowd. You should stand out. The crowd should get to know with just one look that this person in the representative of your stall.
You just do not have to stand out from the crowd, but also stand out from the other stalls. You need to think of some programs, events, games, competition or experiential marketing concepts to attract more crowd to your stall.
7. Follow up with your attendees
Remember you created a list of your audience in point 2? Now is the time to use it. Send a final email or tweet or facebook status to them. Remind them about your product and how pleased you were to have their presence. Remind them the important features and point of your product/service and offer them discount if possible. Remember, this is your last chance for gaining an extra conversion.
There are many ways by which you can do to make your event marketing campaign outperform expectations, so experiment and plan and have a brainstorming session. Do your best and avoid mistakes. Rest will be great! Now that we gave you tips on email and social marketing too, won’t you join us on social media and subscribe to our mailing list?
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