A successful special event takes more than an engaging program and an open bar, it requires strategic marketing to drive attendance at, and create a buzz surrounding, the event experience.
Following is an essential event marketing checklist to keep the effort on track.
Why/Who?
Consider these questions first: Why and to whom are you marketing your event? Is this an annual meeting? A women in leadership event? The answers will shape messaging and drive marketing decisions.
Invitations.
Start with a save-the-date (card or email) 8 weeks out; and 4 weeks prior, follow with an invitation that provides complete event details.
Survey.
Send out a survey prior to the event—the responses will help shape content and can be used to generate ideas for session topics, speakers, etc.
Content.
Make it relevant to your audience. If it’s not, leave it out.
Email.
Take advantage of your regular email campaign schedule and use that as a platform to promote your event.
Blog.
Beginning four weeks prior to your event, blog weekly. Add videos to engage your audience: If you have footage from the previous year’s event, use that to drive interest and excitement; or create new video highlighting speakers, entertainment, venue, etc.
Homepage link.
In all communication (email, blog, social channels) provide a link back to your event homepage where people can register.
Social media.
Take advantage of all social media channels to market your event before, during and after. Facebook is the most popular social media choice leading up to and after an event, while Twitter holds the top spot during events. (Source: FreemanXP, Event Marketing Institute)
Track results.
Check to see what’s working from the links in different channels (i.e., email, blog, Facebook). Redeploy as applicable.
Promo items.
Consider your audience and put thought into choosing a useful and/or unique gift.
Branded convenience.
In addition to gifts, make added brand impressions with on-site conveniences: Supply pens, notepads and device charging stations (how can they tweet with low battery?). Watch the video below:
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Prior to the event, I always meet with my team to help outline individual charges: During the event, who do you want to meet? What are you hoping to glean? What does that conversation look like?
This is the event marketing framework that I’ve found to be most useful. Are there other items that you would add? Connect with me at msmith@shamrockcompanies.net.
