Event marketing campaigns aim to spread the word about an upcoming event. It requires targeting the right audience, establishing an attendee list, and developing a marketing ripple effect to improve reach.
But on top of these, there are other ways to make your campaigns more successful. Here are some ways to improve event marketing campaigns.
1. Create a USP
USP refers to the Unique Selling Proposition, a statement to embody how your products or services differ from your competitors. Focusing on your event’s USP is one of the keys to an effective marketing strategy. Its most essential feature is that it’s unique and specifies what makes your event different from other brands.
When creating a USP, make sure to be specific. You may be doing plenty of things during your event but try to identify the one thing that makes the event stand out.
Why should someone choose to attend your event? What can they gain out of it? Try to make it short, generally consisting of only one catchy sentence.
To develop the perfect USP, you must know what you should say and how you want to say it. The first step to knowing what to say is learning about the potential attendees. When it comes to this, you can rely on surveys of previous attendees or do lots of market research to establish a picture of your ideal buyer, known as the “buyer persona.”
Find out their hobbies, how they want to spend their free time and their typical day. It also helps if you determine the reasons they may want to attend your event.
2. Share Your Event with the Media
A press release is one of the best ways to capture the attention of the people you want to attend your event and help you further achieve your event goals. So, invite local media to be part of your event using a formal press release. You can also reach out to influencers and brand ambassadors. These are especially helpful if your event’s goal is to spread awareness and get some influential people involved in your event.
You must pitch to relevant journalists to ensure that your press release gets picked up by the right audience. Look for people who will be interested in writing about your event. You can use the media contacts database to search for relevant media contacts.
Begin with a catchy headline. It should be a summary of the event but try to make it catchy to grab the attention of your target audience. Next, elaborate on the details and ensure you provide all relevant information, including who to contact for more information.
Try to include quotes from sponsors, speakers, or key organisers to add credibility and give a human element to your press release. Share brief details about special guests, speakers, and other noteworthy activities they can experience at the event.
3. Use Event Data Analytics
Event data is a valuable tool for event marketing campaigns. It helps you determine the aspects of the event that need improvement, making it easy to refine what you are offering and developing a strategy for consistently delivering events to achieve your goals.
Event data is the additional data gathered from specific events through an analytics index. It can include information like character set encoding, non-interaction events, user-defined metadata, time stamping, and other standard fields like the event source and name of the host.
Event data allows for speedy and easy searches and analysis. It also helps organisers categorise events according to user criteria. In addition, as the event data index increases, anomalies are much easier to spot through event tracking, which helps to illuminate long-term trends.
Registration data is a crucial metric to analyse for event data analytics. It helps organisers gauge whether they are advertising to the right audience and analyse the effectiveness of their marketing efforts in converting attendees.
Looking into the attendee data also allows organisers to determine whether they are organising and hosting events that their target audiences enjoy and find valuable. Attendee data usually consists of the number of attendees, attendee enjoyment and information about returning attendees.
4. Keep It Simple
The key to a great event marketing campaign is to keep it simple. Some successful event marketers don’t work too hard to reach their target audience. They stick to the basics, starting with identifying their target audience.
Before developing an event marketing campaign, identify the right audience first, followed by content ideation. Next, choose the advertising platform that can work best for successfully executing your campaign.
Try to keep your ad short and simple. Most people have low attention spans. So, if you create long advertisements, your audience will lose interest after only a minute, potentially losing your opportunity to send the right messages.
Your marketing campaigns do not need to be complicated to be effective. But ensure everything you do is according to your audience’s needs. Therefore, conduct thorough audience research. Create several versions to test, then choose the best campaign.
Also Read: Ways B2B Marketers Can Make Profit from B2B Event Marketing
5. Determine your SMART Goals
SMART refers to Specific, Measurable, Attainable, Relevant, and Timely goals. Determining SMART goals can help organisers prevent running vague goals. These have a dual purpose. Aside from giving you direction in planning and implementing the event, it helps determine whether or not the event was a success. If it’s not, you can find ways to improve.
Gathering insights should be one of the first steps to planning an event. You cannot simply rely on guesswork. Find out what your competitors are doing right or wrong, who are the speakers that can add value to your event and what themes can work best for your event.
When defining goals, implement the BSQ framework. It means to think big, act small, and move quickly. Event organisers who set SMART goals find it easier to stay on track when setting achievable and measurable goals that can be key to the event’s success.
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