Having an Event? Maximize on these Marketing Strategies
In an increasingly digital world, events represent one of the most valuable opportunities to connect with a target audience. Whether you work for a corporation or for a small business, there is big potential in event marketing. In order to get the most out of events, business owners should begin to look at them as year-round marketing campaigns that need to be optimized.
Before the event
- Have the event website ready and optimized. The website should have compelling content, Call to Action Buttons that demand action and clear navigation. Metrics to follow is registration numbers
- Email marketing with early bird rates to encourage people to register early or buy tickets early. metrics to follow is Email open rates.
- Social Media campaigns. Social media is an effective tool for marketing events. Social media engagement should be monitored
During the Event
It is standard practice to conduct short interviews with visitors for qualitative feedback on what they like and don’t like. Having a guest book whereby visitors sign in their contact information like full names and email addresses is also a simple technique that should not be underrated.
Tracking social media engagement is also another metric worth tracking. The more social media engagement for your event, the more brand awareness, the more excitement and the more likely people will attend your event in the future. Hashtags and mentions can be tracked on social media websites, thereby gauging the performance of the event.
But having these statistics and not analyzing them is useless. These statistics will not only make it easier for you to measure and optimize your future event marketing campaigns , it will also assist you in improving ROI to your teammates, speakers, sponsors and other stakeholders.
After the Event
Obtaining feedback from your attendees should be your primary concern. Marketers should send out surveys to attendees. Surveys could be:
i) Net promoter Score Survey- measures attendee experience for the event. This proven metric provides the core measurement for attendee experience for so many events around the world. It simply calculates the NPS using the answer to a key question, using a 0–10 scale: “ How likely is it that you would recommend to a friend or colleague?”
Those who answer 9–10 are “promoters” and are likely to recommend your event to others. Those who answer 7–8 are “passives” and will likely not recommend or discourage people from attending your event. Anyone who answers 1–6 is a “detractor” and will likely tell people to NOT attend your event.
Having detractors or passives is a big pointer that you can improve your event experience. Your biggest critics can be your most valuable assets. Follow-up on your critics and let them know that you value their perspective.
Another post event technique is entering registrants or attendees into your marketing campaigns. Using their contact information, the attendees can be nurtured slowly into your marketing campaigns.
Finally, make sure you send a short video of the event to your attendees. It is always good to encourage the attendants to share the video within their social media circles. The video could be animations or live videos summarizing the event or showcasing attendees giving their honest feedback on the event. Video should always be part of your marketing strategy and should never be underrated.
Anyone could do that