The event you’ve been conceptualizing with your team for months is finally taking place. You know, however, that it is just the beginning – the real ‘battle’ is yet to come, and that is making the event a success, an event that will generate a strong ROI. To do that, you need to have a marketing strategy.
Using social media and other platforms to promote and advertise your event is just the surface. The best strategy involves following a timeline and a logical sequence where the next step builds the previous step making the whole marketing campaign stronger.
Although the ultimate marketing plan to capture every lead is just a myth, many tactics can give you big wins in every phase of your campaign.
Since every phase is different, as well as the lead time, your success rate increases if you create a plan for each stage. Here is a break down of each phase/section according to experts.
Fail to plan, and you plan to fail. No matter how clichè it might sound, it’s excellent advice. When you plan, don’t forget to define what your goals and objectives are.
How do you this? By asking the right questions!
- Why did you organize the event?
- Who is your target audience?
- Do you want people to learn, to sell, or to network?
- Where do you want to put up the event?
These questions will help you conceptualize the presentation and execution of the event.
Another factor that can help you define your goals and objectives is by bringing as many people as possible in the planning stage.
Remember what they say – two heads are better than one. The more people take part in your planning, the more ideas you can get. With many people working and putting their ideas together, the more bases you cover, ensuring that you don’t leave anything to chance.
Social Media is Your Friend
Utilizing social media has become part of every company’s marketing strategy. However, you should know which channel will work to your advantage. That’s because people have become increasingly touchy to spam and sales content.
Think about it as a date where you observe the other person first on the first day. You don’t look too eager or disinterested so as not to scare the other person. If you want to make it work, you need to invest by giving value to the other person while trying to win them.
Creating value means creating high-quality content that does not just entertain or inform but educate them. That means your content addresses the pain point to everyone who sees or reads it, even the non-attendees.
The logic is simple – if your content can attract everyone, it has the potential to go viral.
When your event ends, it does not mean your marketing campaign ends as well. You need to have last-push marketing using emails or blogs.
You can also reuse your event content and turn them into a podcast, YouTube videos, eBooks, or infographics and share them on your social media accounts. They will refresh and inspire the people who attended your event again and again.
Don’t Be Afraid of Feedback
Gathering feedback after the event is vital so you can make an honest assessment whether it was a success or not, or whether the performance was extraordinary or average.
Feedback can also give you more data and insight to help you communicate more effectively with your target audience and make your brand much stronger.
Go back to your goals and objectives during your pre-planning stage – assess and measure them. How can you integrate these goals and objectives into your company’s long-term goals?
How About In-Between
In between your pre and post-event marketing is the event itself, the most important element of your campaign. In fact, this is your marketing campaign in real-time where every moment counts.
It is the centerpiece of everything that you have planned for. At this point, focus on your purpose to create an engaging and immersive experience for your audience.
- Use visuals – They can be videos, photos, displays, or product demonstrations that help your audience understand your product more.
- Interact – Create different activities that will make your product or service the star of the show. It could come through product testings and samples.
- Connect – How can they use their devices on-site and interact/connect with your product?
As you engage your on-site audience, don’t take your online audience for granted. Make sure that they, too, are as engaged and immersed digitally. Utilize social media, so your online audience gets an update on what’s happening in your event.
When in Doubt
During your planning, it is normal to feel like you might get confused whether you are doing the right thing or not. Go back to the basics if that happens – What is your brand all about? What are your goals and objectives? Share your story in various ways, on different platforms, and to different kinds of audience. You can never go wrong with your story.