How to Market Your Fourth Quarter Events Like a Rock Star
Last week we covered how to get your events finalized and start to generate buzz via social media. This week we’re going to focus on how to best market your events.
Get the word out
As soon as you know what your event is and where and when it will take place, set up an Event Checklist and start promoting your event.
Communicate the following either via email, Facebook, or EventBrite (whatever your method of promoting the event and whatever is relevant to your event):
- Registration is open
- Early-bird registration is ending soon
- Countdown: Just XYZ days away from our event
- Call out those who said they’re attending
- Thank any partners and/or sponsors
- Remind them of the date, time, and location
- Encourage anyone attending to share it with their friends—go as far as providing your friends/attendees with language they can use to tweet. Features like ClickToTweet are free and easy and allows you to track how many people are actually using your material.
- Once people register (or commit to attending your event) by email, use the auto-response email as an opportunity to share with them possible tweets and/or ways to tell their friends via social media.
Blogs, Instagram, and Facebook posts
Can you write a blog post about the event? If you are presenting, can you write up a Q&A with the person(s) presenting (or, if it’s a trunk show, a Q&A with the designer)? Or, perhaps the presenter/designer would want to write a guest blog post. Might any partners be interested in contributing a blog post? Think about ways to write a blog post that is not only informative but entertaining, too.
You can also do an interview or Q&A with a designer (or whatever your event is) and tease it out via social media posts. Think of all the ways your content is collateral. Be creative with how you communicate your event.
Send out a press release and/or media advisory to local media and don’t forget to share your event with relevant industry associations. Associations often get asked for sources by members of the media, and if the association staff knows you’re planning an event, they’re more likely to share your contact info with reporters. Also, consumers find associations through website searches, and if you’re event is listed on an association website, they’re more likely to find you.
Don't overlook window displays and in-store merchandising displays—focus one or several on promoting your event. If you’re hosting something like a trunk show with a designer or a book signing with an author, what are you doing to capture the attention of those driving or walking by your shop?
I recently happened to drive by a store with a large poster of an author and her new book. This was not a store I had ever visited or thought I would be interested in, but the book signing made me pause. I ended up attending the event and loved it (and bought the book!). It never would have occurred to me to check out the shop had it not been for that front window display. Point is: Don’t overlook the obvious!
Next week, we’ll cover how to put all this planning and hard work into play on the day of the event as well as how to continue to leverage your event’s success once it ends.
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