Event Planning - Event Marketing (Part I)

"Do what you can, with what you have, where you are."

-Theodore Roosevelt

Throughout this series, you will be guided on utilizing scalable online marketing techniques such as social media, email marketing, and SEO (Search Engine Optimization). Additionally, you will discover effective methods to leverage your website or other prominent event platforms to attract attendees to your events. Furthermore, you will gain insights on making your events unique, capturing interest, and creating buzz.

Upon completion of this blog series, you will possess a successful event marketing strategy that is of professional quality. Key themes covered will include:

• Events that are easily discoverable to ensure a continuous flow of new attendees

• High conversion rate of attendees who discover the events and then sign up

• Incorporating viral elements into the events to encourage attendees to bring their friends

• Allocating a budget for advertising to boost event attendance

• Developing a publicity plan

• Gaining industry recognition and building brand awareness

• Implementing strategies for customer retention

An old saying in business suggests that it is more challenging to acquire new customers than to sell to existing ones. Transforming your event attendees into loyal fans who attend regularly can lead to increased sales of your supplementary products and services. While having someone attend one event is beneficial, having that same person attend your events every month for a year could result in a 1,200% increase in revenue from that customer. Furthermore, a regular attendee is more inclined to make additional purchases from your offerings, potentially generating revenue well beyond the initial impressive 1,200% growth.

This blog series will cover strategies for making your events memorable to attract new attendees, as well as emphasize the importance of re-engagement to ensure long-term attendee retention and future event participation.

Attracting attention and creating buzz through differentiation

The takeaway from the previous section is to have your business stand out. Make it unique and do not be afraid to make a statement. Many entrepreneurs shy away from attention and are apprehensive about being different because they fear critique. Break away from shyness or apprehension. It is OK to make mistakes. Mistakes are often forgotten and forgiven, but the reward for stepping outside your comfort zone can be far greater.

Consider innovative concepts or eye-catching elements that can enhance the memorability, appeal, and uniqueness of your events. Avoid engaging in any unlawful or risky activities, but instead focus on finding authentic and on-brand approaches to distinguish your events. If you don't come up with a brilliant idea right away, don't lose heart. Given enough time and thought, inspiration will strike.

Branding

While many new entrepreneurs focus heavily on creating a logo or choosing an event name, these aspects, although important to some extent, are not the top priority for attendees. The quality of the events and the lasting impressions people have after engaging with your business are arguably the most crucial and memorable components of your brand. A positive experience will contribute to building a strong and well-regarded brand, whereas a dull or unsatisfactory experience will define how your brand is perceived.

Considering that your brand represents the overall perception people have of your business, it is crucial that every interaction they have with your business is exceptional. This includes their initial introduction to your business, the registration process, attendance, customer experience, and post-event experience.

To ensure your company or event name sticks in people's minds, opt for something distinctive and unforgettable. In case individuals come across it but forget, they may resort to searching on Google to rediscover it. Having a recognizable part of the name will assist them in locating your events. After establishing your branding, ensure it is consistently used across all platforms to solidify its presence in the minds of your participants.

Genadinik, Alex, Event (2014) Planning: Management & Marketing For Successful Events, Kindle, ISBN: 1519178204, 

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