The Golden Rules of Events Marketing You Have to Follow

Marketing Know-How
July 1, 2020
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Marketing Know-How

The Golden Rules of Events Marketing You Have to Follow

May 1, 2020

Marketing a successful event is no easy feat. It’s not just about selling tickets and boosting footfall. As a savvy marketer, you need to ensure that attendees walk away with a positive impression of the event. So, how can you get started? Good question. Check out these six simple rules that will help you promote your event to a local audience.

1. Make a website for your event


Creating a basic landing page for your event is a smart way to encourage more ticket sales. When customers first hear about the event, the first thing they will do is Google it. While a Facebook page does a similar job, having your own site allows you more freedom. You can include pop-ups with CTAs to drive customers to your ticket seller, for example.


Of course, if you have zero experience creating a website, the idea of doing so may sound daunting. Luckily, you can use builders, such as Wix or Squarespace, to get started. You will have to pay a small fee to host your page. However, doing so is worth your funds as you are investing in your marketing and adding an extra level of customer contact.


Pro tip: Do a quick SEO strategy for your website. Focus on location-based keywords to attract customers in your area who may be interested in your event.

2. Harness the power of video


Did you know that 87% of marketers use video in their activities? There’s a good reason for that. Eye-catching, interesting videos will hook audiences and could lead to sales. When you’re marketing your event, you want to reach the largest possible audience. Utilising the power of video means that you can speak directly to potential attendees.


Needless to say, there are a couple of ways that you can start using video as part of your activities. You may want to set up a YouTube channel and start creating content. On the other hand, for a one-off event that could be laborious. Instead, you can use social media platforms, such as Instagram and Facebook, to share video clips with your audience.


Use this media to start creating a buzz around your event. You could reveal ‘inside secrets’ about what attendees can expect. For example, if your event includes special guests that are, as yet, unknown to the audience, you can hint at who they may be. Think of ways in which you can intrigue potential customers and entice them to buy tickets.  

3. Try location-based marketing  


One of the biggest challenges when it comes to events marketing is reaching the right people. Casting your net wide simply won’t work here. Instead, you should aim to reach customers in the local area, who are naturally more inclined to buy tickets for your event. That’s where location-based marketing comes into the equation. Using modern marketing techniques, you can target exactly the audiences you want to promote to.


The market leaders here are Facebook and Google. Using these platforms means that you can reach customers based on a wide-spanning area. However, you shouldn’t overlook the power of geofence marketing too. Using a platform, such as Geo for Business, allows you to target users in a smaller, niche location. For example, you can create a geofence that is a two-metre radius and send promotions to people in that specific area.

4. Create an event-centric hashtag


It may be a cliche, but you absolutely must create a hashtag for your event. Whether you tend to use Twitter or Instagram, having a hashtag is a savvy way to cultivate a conversation between you and your customer base. During the lead up to the event, you can use the hashtag when you’re promoting ticket sales online.


Using print promotion, you can brandish the event hashtag around the venue. Encourage attendees to use the hashtag when they are posting about the event on social media. This approach means that you will have a wealth of organic content surrounding your event, which you can use when promoting similar events in the future.

5. Write a press release pronto


While you should use modern technology to promote your event, don’t miss the opportunity to use traditional marketing techniques too. Since your event needs to captivate a niche audience, utilise the local press. Writing a quick press release about your upcoming event may mean that you get featured in listings or even as a news article.


Ensure that you include the basics in the press release. In short, it needs to include the date, venue, and outline of your event. Consider what makes your event unique and interesting. Is it the first of its kind? Are you supporting a charity? Adding an extra section about why your event is notable could help you catch the attention of an editor.


Pro tip: Imagery is everything! If you have pictures that can accompany your story or listing, send them out with your press release. The easier you make an editor’s job, the more likely they are to feature you in their publication.

6. Utilise the venue’s existing audience


Where are you hosting your event? If the venue you’re hiring out already has a mass following, you need to use that to your best advantage. Speak to the venue administrators about a plan of action here. You may be able to post content on their social media channels, get a shoutout in their mailshots, or be highlighted as part of their website.


If the venue is a long-standing one, the chances are that they are already known to certain audiences online. Not only will their followers be local to the area, but they may also be interested in your type of event. It’s a win-win situation. What’s more, it’s in the venue administrator's interest to help you promote your event and make it a success.

The Takeaway!


Ready to get started? Within this short guide, we’ve covered some of the best event marketing ideas. Now that you’re armed with this information, it’s time to create a plan and get moving. Be as creative as possible when getting the word out and sell some tickets!



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