Event Planning - Marketing (Part I)
- Sean Spence
- Oct 14, 2024
- 3 min read
Regrettably, attendees will not spontaneously show up at your event solely because the topic is significant and interesting, and you have effectively organized it - marketing efforts will be necessary.
Event Credibility
Your event's credibility and ability to attract attendees are determined by two main factors: the content of the program and the organizations and individuals who are promoting the event, each in different proportions.
At the beginning of my professional journey, I contemplated organizing a significant gathering for architects. I initiated this idea by consulting with an acquaintance of mine, a somewhat grumpy yet esteemed architect. His response was, "Planning an event for architects? I regularly participate in conferences organized by the state association, the national association, and various other industry and interest groups. What would compel individuals to attend an architecture conference endorsed by Sean Spence?"
The directness of his reply caught me off guard, and I couldn't recover quickly enough to contribute anything meaningful to the discussion. As a result, the initial idea faded away, and we shifted our focus to different topics. Undoubtedly, he was correct, and this encounter taught me two important lessons.
When creating an event from the ground up, it's crucial to engage key validators early on - individuals or organizations that lend credibility and endorse your event.
Ensure that you incorporate your validators into marketing communications as needed from the outset.
Although I never organized the architecture event, I have initiated various events in fields such as arts, health care, parenthood, the insurance industry, and homeland security from the ground up. While I may not be an expert or recognized authority in any of these areas, I ensured that we partnered with reputable organizations early on to bring credibility to the event.
When you begin considering how to promote your events, keep in mind the importance of two key elements: program content and validators. These components supply the essential material required to craft effective promotional messages.
Message
While some events, like political and charity events, may prioritize a central message more than others, it is crucial for all events to have a message. Every event should have a central idea that serves as its focal point.
Ensure that your message aligns with the specific preferences of your target audience and achieves your set objectives. It goes beyond being just a slogan; it serves as a powerful declaration of your identity, your objectives, and your value proposition, all tailored to your target market.
Defining your Target Market
Ultimately, every choice you make regarding your event revolves around your target audience. The key question to constantly consider is, "What can we do to ensure the satisfaction of our target market?"
In order to cater to your target market effectively, you need to have a clear understanding of who they are.
Creating your core messaging can be as simple or as complex as you prefer, depending largely on the time and assistance available to you. A seven-step process is provided here, which is effective and can be adjusted to suit your resources.
List all the compelling reasons for people to attend your event.
Conduct internet research and read about events that are similar.
Please review the list and make any additions or adjustments as you deem necessary.
Assemble a group of 2-5 other people and talk about the event and the list. Adjust it as the group sees fit.
Write a persuasive statement about the event.
Discuss the statement with people you trust and alter accordingly.
Consider this statement the cornerstone for all your promotional content, which can be crafted and tailored as necessary.
After developing your marketing message, select the strategies you will implement. This decision will primarily depend on your budget (and potentially the skills you possess). Ideally, you should utilize a combination of unpaid and paid promotional channels.
Creating a Plan for Building Attendance
If having a specific number of attendees is crucial for you, especially for a large event, then devising a plan is essential. Begin by determining the number of guests you aim to have, and then strategize on how to attract that many attendees.
Breaking down the sub-groups to get your numbers
Considering potential event attendees in terms of the groups they belong to - such as women, businesspeople, friends, or members of specific organizations - can be highly beneficial. Subsequently, customize marketing and attraction strategies according to the distinct requirements and obstacles of each group.
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