Event Planning - Marketing (Part V)
- Sean Spence
- Oct 28, 2024
- 3 min read
Save-the-date Cards
Save-the-Date cards can be a wise choice for any event within your financial means. They are especially beneficial when you have a distinct group of invitees in mind, such as family members, business associates, or major donors. Sending the cards up to six months in advance is acceptable, but ideally, aim for a maximum of three months between the cards and the event (unless extensive travel is required, in which case more than three months is advisable).
Building Lists
At times, compiling your guest list can be as straightforward as referring to your own contact list. However, in other instances, it may prove to be more challenging. The complexity will depend on the type of individuals you wish to invite. Are they friends, political contributors unfamiliar with your candidate, or members of the business world whom you have limited acquaintance with?
After you have a basic understanding of your target audience, there are strategies you can employ to locate them.
Setting Criteria
Consider practical list criteria that are available to you. For instance, utilize age or income if accessible; otherwise, these cannot be used. Utilize zip codes or specific street names if you have addresses, as they can assist in reaching individuals of particular economic statuses (and those residing near your event venue). Targeting businesspeople may be necessary, which can be achieved through a chamber of commerce directory or a list of city business license holders.
It is important to keep in mind that you are free to establish any criteria you prefer, but you must then determine how to connect with those individuals.
Using the Internet to Build Lists
The Internet is a valuable resource when it comes to creating lists, as there are numerous sources of names available.
Here are just a few:
Utilize a local voter file to access recent addresses of the individuals you wish to invite, ensuring compliance with state regulations.
Visit 411.com to find residential or work addresses and phone numbers.
Google uses a person's email address to search for various types of contact lists.
Workplace websites
Rotary and other civic organization websites
Chamber of commerce directories
Purchase
There are numerous locations where you can buy various types of lists. Simply search for "marketing lists" and you will find an abundance of options at your disposal.
Inviting lots of people vs. budget constraints
When considering this matter, you have a choice: should you lean towards inviting a larger number of people or towards safeguarding your budget? Ultimately, the decision rests with you; personally, I prefer to inadvertently invite more guests than fewer.
Invitation Software
Nowadays, it's almost certain that you will need to incorporate email invitations - or at least a form of reminder - into your event marketing strategy. Constant Contact is likely considered the top choice for mass email software; take a look at it, familiarize yourself with its functionalities, and you'll have a point of reference when considering other alternatives.
Hand-made Invitations
There are only a few instances where making handmade invitations is worth the effort. However, if you possess the skill or have access to someone who can create them effectively, the effort and cost will convey a significant message about the attention to detail for your event.
RSVPs
In recent times, individuals have become increasingly unreliable when it comes to responding with an RSVP. To ensure guests comply, it is essential to prominently display RSVP instructions, set a deadline, and clearly state "RSVP Required." Failing to do so will result in a decrease in the number of RSVPs received.
Late/Last-minute RSVPs
Anticipate receiving 5-10% of your RSVPs after the deadline you have set has passed. Most people will be very apologetic.
RSVP Math
For the type of event you are hosting, you should aim to receive approximately 25% to 50% of your RSVPs by the second Tuesday following the mailing of your invitations. By applying this calculation, you can gauge if your RSVP count is significantly lower than expected and take additional steps to ensure sufficient attendance.
How many people will warrant shutting down the event
On the other hand, the downside of having a shortage of people is having an excess. In situations where attendees do not pay and either you or a sponsor is covering the expenses, it is important to determine the maximum number of guests you can accommodate and stop accepting RSVPs when they reach around 95 percent of that capacity (even if it means expressing gratitude for their interest and informing them that the event is at full capacity - a rare occurrence). However, in the case of a fundraiser, the only thing that matters is the number of paying guests; do not reject anyone but make every effort to accommodate them.
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