Can you sell a product without marketing it to potential customers? Probably not. Marketing for events is the bridge between hosts and potential attendees, which is exactly what makes it so crucial for a high turnout.
There are 4 stages of marketing for events as per the AIDA model: the first which aims to create awareness about the event among consumers:
The second stage of marketing for events is aimed at targeting those customers who are potentially interested in your event in order to generate interest in your brand.
By the third stage, your job is to convert potential customers into ticket holders so your marketing efforts should be directed towards motivating them to purchase from you, for example, by offering discounts and incentives.
Lastly, not all ticket-holders show up unless you create a hype about your event.
You haven’t succeeded until they attend it because they will only do so if they feel that it is going to be worth their time.
You can maintain their interest and ensure that they show up by giving frequent updates and spoilers.
It’s all a cycle because even as your current event takes place, it influences marketing for events in the future.
I’ve written the complete guide on marketing for events, whether you’re hosting a corporate event or a casual one, to get your business trending:
#1. Nightclub events
With nightclubs, one advantage is that you already know your target audience: all genders above the ages of 18 and below 40.
The best way to market your nightclub events is through text messages:
Why? Because you’re focusing on busy, working individuals that don’t have the time to scroll through social media apps and need to cool off after a long day of work.
Text messaging is direct and has a 98% open rate so your potential customers will definitely get the message.
But it’s not only the marketing channel that matters.
Your offer should also be tempting enough to get customers to show up.
Firstly, when you host a nightclub event, you need to bring in unique entertainment.
Invest in the most trending DJs and musicians (those that are influencers of your target audience) because it will automatically increase turnout, making your club exclusive so that you can charge a high entry fee and gain a good ROI.
Another great way to promote your nightclub event is through customers.
Remember, it’s not just about one event, you need to think about the bigger picture.
Since you’ll be hosting events from time to time, get your customers to check-in and share photos on social media by giving them the incentive of free drinks.
Make sure you get them to use popular hashtags so that your content goes viral:
Promoting the image that customers have fun at your nightclub will definitely make potential customers want to be a part of your next event.
Check out more of these tips for nightclub marketing.
#2. Conferences & Seminars
Conferences and seminars are usually restricted to the topic at hand and are mostly educational in nature.
You could have a conference on any subject possible, but the great thing is that once your topic is decided, you know exactly who to invite.
Suppose you’re hosting a conference on how to empower the #Metoo movement further. Who do you invite?
Intellectuals and social media influencers that can put forth ideas and have the power to execute them in order to make a difference.
The point is, your target audience is highly concentrated which makes it that much easier to market your event.
Here’s how you can carry out effective marketing for conferences and seminars:
- Social media
Social media is a must for any kind of event that you’re marketing, but there’s still a lot you need to know to promote your event effectively.
Firstly, choosing the right platform.
Instead of wasting your resources and time posting the same content all over different social media channels, you need to pick out 1-2 channels that your target audience uses the most.
So taking the MeToo conference example, your best bet would be advertising on Instagram because that’s the most popular channel among millennials.
However, if your target audience is aged above 40, Facebook would be a good idea too.
The next most important thing that you need to keep in mind is the best timing to upload a post or story.
Here’s the schedule for Facebook:
You’ll notice the highest number of active users mostly falls between 11-2 PM on most days, so that’s the best time for you to post.
Not to state the obvious, but good content is the core element of a successful marketing strategy.
However, your time and efforts on curating that content will go to waste if you do not focus on these support activities.
Check out SproutSocial’s complete guide on the best times to post on social media.
- Blogging & SEO
Everything is digitalised today, so you’ll have to focus on SEO and blogging to make sure your event is visible to potential attendees.
A did a simple Google search on the conferences in Washington and here’s what I got:
PPC ads won’t get you too far so you’ll have to work with organic SEO.
Check out my detailed guide on how to master Search Engine Optimisation.
The key is to start as early as possible so that you can create enough awareness which will ensure a full house on the day of the event.
Also, sending out a text reminder a day before the event is optimal so that your attendees remember to make the necessary arrangements and show up.
Check out these 9 outstanding conference examples for inspiration.
#4. Concerts
The best way to market concerts is through videos – one of the biggest marketing trends of 2020.
You could shoot a video of musician interviews, footage from previous gigs, singers on the road or a little sneak peek of rehearsing behind the scenes.
Create a Snapchat account to give your attendees live updates on where the band or singer is headed on their tour so that they feel a part of that journey.
Your target audience is most definitely going to be millennials, which becomes more defined once you choose your performer.
Plus, it’s never too late to market at the event itself.
Your current event is a chance to market future shows, for example, your performer’s biggest fans will show up hours before the concert to get a good spot.
Use this opportunity to connect with them so that they buy tour albums later.
You can also sell promotional stickers. T-shirts and other merchandise.
Concert promotion is all about getting personal with your fans and making them feel valued.
Check out AttendStar, an event ticketing platform that will aid you in promoting your event and sell tickets hassle-free.
#5. Festivals
No matter which type of festival you’re planning, you need to start at least 6 months in advance.
Here’s what you need to do:
- Create a hashtag to get your event trending on Instagram and Twitter. These are currently the most trending festival hashtags:
- Build a list of influencers and supporters
Partner with the right people that will influence your potential attendees to attend the event. This includes sponsors, media, groups, bloggers, local organisations and even celebrities if you can afford them.
- Work offline and online
You need to market everywhere – billboards, buses, SMS, social media, websites and every possible platform that is accessible to and used by your target audience.
- Online PR
You need to take advantage of the internet beyond partnerships.
There are a number of websites that allow you to register your event for free.
Plus, you can tweet traditional media outlets and ask them to cover your event.
Lastly, make a highlight of event preps on your Instagram to create hype surrounding your event for anyone who takes a look at your profile.
#6. Networking events
Networking has become extremely important for the attendees as well as the host.
With good contacts in the industry, it will become much easier for you to get things done and networking events are the first step in doing so.
Of course, you need to market on social media but you need to ensure its engaging.
Carry out a social media contest by offering free tickets to the winner:
This will effectively create awareness about your event to potential attendees but it works only if your event is exclusive.
Suppose tickets were sold out or are very highly-priced. You could give a one-time chance to participants to get access to your event last minute.
Another way to come up with engaging content is by using GIFs and videos.
They’re interactive so they’ll definitely catch people’s eye.
The second thing you need to do is create an SMS and email list. Since networking events are professional in nature, these two marketing channels are the best way to go.
You can send out texts and emails inviting potential attendees to the event a month in advance.
Use hyperlinks to direct them to the webpage or app where they can register for the event.
Lastly, don’t forget to send out a reminder text and email a day before the event.
Check out MailChimp for email and ExpressText for SMS Marketing.
#7. Trade shows
Trade shows are all about introducing new products and services to the market.
Since they’re not usually open to the general public, you need to invite the best industry experts and other relevant personnel.
In fact, the Mobile World Congress trade show is just around the corner as Samsung and other competitors gear up to showcase their new smartphones to the tech industry:
Similarly, Apple hosts its Keynote annually in September to introduce its entire line of products.
If you’re hosting a trade show in this industry, for example, not only should you invite software developers but you should also keep a lookout for the most trending bloggers in the industry as well.
Here are the key ways to market your trade show:
- Create an appealing landing page
- Make handouts for your booth (check out Canva for designs)
- Optimise your CTA
- Create a mobile-friendly app/website
- Integrate your traditional strategy with your digital strategy i.e. add QR codes in your handouts that can be redeemed within apps
Check out HubSpot’s guide on the Inbound way to do trade show marketing.
Conclusion
Marketing for events has never been easier than it is with the technology we have available to us today.
It allows us so much room for creativity and innovation, but the bottom line is, the basic steps for marketing an event are almost the same.
You need to define your target audience after doing proper research because that is the building block for all your marketing efforts.
Then, you need to market your event through all the channels your target audience is active on, whether they are traditional or digital.
Lastly, a killer website with proper SEO is essential for effective marketing of events.