When setting up an event, one of the hardest challenges to deal with is figuring out a powerful and efficient promotional strategy. Ok, but why? A well-structured action plan is mandatory when promoting an event on the internet. You could have organized the best party on the planet, but without a well-structured promo it would certainly be ignored (or, in any case, not appropriately attended). The goal is listing the passages you’ll be following in order to reach and involve the highest number of potentially interested people. Even if it seems easy, knowing exactly what to do and how to take action can make a big, huge, colossal difference. We obviously can’t boil the ocean, but we can try to point out eight little recommendations that will definitely help you in reaching your goal. Read what follows and please, trust the process!
1. KNOW YOUR AUDIENCE
First things first. Brainstorm with your team and identify the audience you’re referring to. There’s – normally – no clue in selling a pair of football shoes to a sky diver. Who’s your event for? What kind of public are you referring to? Employees or Freelancers, motorbikes riders or cars owners?
There are a lot of questions to be elucidated. Having a little conversation with your colleagues will definitely help you in finding your niche. That’s the first step towards a good and successful campaign.
After that, focus on determining the best platform and social media to get in contact with the target of people you’re trying to engage, kickstarting your promotional strategy.
2. KEEP IT SIMPLE
People usually have no time to read long and complex messages and superficially tend to pick the low hanging fruit. That’s caused by many factors, but we aren’t actually looking for the main reason why. What we really want is to let them read our content, we should let them be interested in knowing more about us and what we’re setting up.
Make sure to create a simple but effective post capable of catching your audience’s eye, aiming to let them share your event in order to enhance your content’s visibility. Engagement and visibility go hand in hand: the higher the former, the better the latter. This long-lasting relationship is the key when it comes to your promotional strategy’s first steps. Keep your message clear, you’re on the right track.
3. LEVERAGE INFLUENCERS
It’s plain to all that the so called ‘influencer’ are maybe today’s most important investment when it comes to advertisements. It can be hard to take this truth on board, but web marketing is constantly changing, and we have to keep up with it. These people have the actual power of manipulating their follower’s decisions, hard fact. From a positive point of view, when people feel doubtful about an event (or a product), their idol’s idea can instantly change their mind.
So, based on your audience’s features, try to collaborate with at least one of these key figures and step your game up! When considering influencers as a marketing technique, focus on their engagement rate (better than looking at their number of followers) and the reputation they have on social medias. The person you chose will become your company’s ambassador and people will relate him/her to your brand’s image, so think carefully and make your choice.
Internet power. Use hashtags in order to expand your visibility on social media. These little words can actually spread your content through the whole internet.
There are two main reasons to use them:
- You can easily get in touch with your niche. This will help you in finding people who are very interested in the topic you’re writing about.
- People can accidentally step into your post. Two words may have the same orthograph but a different meaning! This may let them want to know more about you and your project.
Keywords can definitely be very powerful when properly used, so make sure your hashtags match with your event. Remember to be careful not to overload your captions with pointless tags, this could make you look less professional. Create your own hashtag and use it (together with the others) whenever you post something on that specific topic, in order to create an “identity” and be instantly recognizable on the net.
5. RADIO ANNOUNCEMENTS
Old but gold. If you think radio announcements aren’t working anymore, well, I have a bridge in Brooklyn to sell you. A ridiculous amount of people listen to radio every single day. You probably do it too, driving in the morning or coming back home in the evening.
So, why not? It may seem an outdated technique, but it’s actually still on a roll. When it comes to announcements, what you really want is standing out from the crowd. But wait, it’s not that easy. If you were driving in the traffic, what would make you stand up straight? Don’t fear creativity, think out of the box and you’ll probably be rewarded.
6. TV ADVERTISEMENTS
Ok, we know what you’re thinking. Tv advertisements are really expensive. Well, that’s true, there’s no magic formula around it. But wait. If you’re setting up a very big event and, after a good market analysis, this could bring a lot of people knocking on your door, well, why not? It’s called investment.
That’s not always the best idea, it depends a lot on the audience you’re referring to, never forget it. The whole marketing strategy relies on that. But, If there’s the possibility, do it. You won’t regret it.
As we said, people are always in a rush. On top of that, they are extremely lazy. That’s why they usually prefer watching tv series rather than reading a good book. But how can we exploit their laziness? Well, let’s give people what they’re looking for: a video. Visual communication can be very, very (very!) effective. Here’s the reason: images can easily affect one individual’s emotions. And as emotions play a key role in our life, they are very significant in marketing too. BE EMOTIONAL.
You know your niche, your audience, exploit these details! Make them happy, let them cry, be nostalgic. They’ll remember (and maybe even share) your content.
Ok, we’re almost done. BUT. Never underestimate the last, crucial passage of this knotty process: reminders. This is a largely underrated technique. Sending call to action messages such as “Add to calendar” reminders, as well as “save the date” emails, can definitely boost the possibility to increase the amount of people that will ACTUALLY take part in your party.
What are the benefits? People will come to your event and, by doing so, they will actively promote you and your agency, reducing the risk of an empty event venue. Imagine what people will think! An actual crowd went to that event, what was that? What did they talk about? Who was the promoter? As we all know, people bring people and word-of-mouth is the best advertising ever!
So, it’s over, the dessert has been delivered. These were our eight tips to help you promote your event, starting from identifying the right audience, going through hashtags and internet power and finishing it off with a little subtlety, reminders. Last little piece of advice: get inspired by your competitor’s content, but be creative and give birth to something new by just being yourself! Our job finishes here, we hope this article would be helpful for your career in the promotional field. Now it’s up to you!