You have to promote your event if you want to enjoy the best returns.
All event managers know of the fear. The fear, that despite all your hard work, no one will turn up. (Cue tumbleweeds)
How can you expect to attract attendees, if you don’t communicate with them and build interest?
Promoting your event can be costly, but it doesn’t have to be.
Enter stage right: Guerrilla Marketing.
Guerrilla marketing focuses on creating bold and unconventional statements for a low cost. For Event Profs who are strapped for cash, this could be the alternative you’ve been looking for. It keeps your marketing fresh, whilst also yielding the most results.
We’ve put together a list of Guerrilla marketing tactics you can use to promote your event.
1. Social Media
One of the most obvious (and easiest to use) are social media channels. Through hashtags and lists, you can find your prospect audience. Thanks to social media, it’s now possible to ‘follow’ your audience. You can see what they’re up to, their interests or what events they’ve recently been to.
Once you’ve found your audience, you can then create content that’s relevant to them. Create high-quality content – images, graphics, videos, gifs, and infographics. If this goes viral, you and your event will gain huge exposure.
Using all your channels to your advantage is key to getting the most exposure possible. Reach out to your audience on many platforms. Create a Facebook page for your event. Release an event hashtag for your audience to follow on Twitter.
You can even collaborate with high profile, industry influencers on these channels. Have them promote your event to their larger audience.
2. Email Newsletters
A budget friendly option, email newsletters are cheap and easy to use. If your event is an annual affair, you can email previous attendees in advance to build up hype for this year’s event.
But, you need to make sure that the content you’re sending them is of value. People don’t like to feel as if they are being sold to.
Offer your audience exclusive discounts or sneak peaks to your event. This will keep them engaged and also make them excited about the event to come.
3. Bloggers and Influencers
The effects bloggers and influencers can have on your event’s promotion is massive. Done right, they can yield huge results.
Look at Instagram. Every day you’ll see teenage bloggers or social media influencers promoting a product. Why do brands do this? Because they know that these influencers have a huge audience. And, their target demographic makes up a large part of their audience.
But, it’s not just protein shakes or beauty products that can enjoy the golden glow of an influencer. Your event can too.
Research into public figures and influencers in your industry. Create a case and offer them insider info to your hot, new event. Have them spread the word to their following. Not only does this garner enormous exposure, it also gives your event the influencer seal of approval.
Another inexpensive option is to modify your website. This can be done in small ways such as changing your site’s colour scheme to fit the event’s branding. You can also create a landing page, which will lead visitors straight to any information they need about the event. Additionally, you can create pages on your site that highlight the new event.
What is most important, is that your site is still in-keeping with your brand. Make visitors aware that the event is new and exciting but it’s important that they still know who you are.
5. Loyalty Scheme
Utilising a loyalty scheme package is one of the easiest ways to get your name out there. It also benefits you in terms of attendees. Regular customers will feel as though they are being remembered.
You can reward people based on referrals. Incentivize attendees by offering discounts for referring friends. Offer VIP packages or backstage passes. You can even inspire people to share your event on social media. Offer bundle rewards for attendees who refer a lot of people.
By rewarding your loyal, hardcore guests, you can cement their future attendance. (And, have them help promote your event)
Gamification is a technique by which you combine gameplay mechanics into other activities. Game play elements can consist of points scoring, leaderboards and general competition. The end game result (see what I did there) is to encourage and motivate people by making a non-game task, fun. Pre-event, it also builds hype and conveys a strong brand image.
You can create a system where attendees can level up, or receive rewards for performing certain tasks. You can also place clues around your event. If an attendee finds one of these clues they can benefit by receiving a free drink, for example.
One of the awesome things about gamification is that you can use it to encourage attendees to share their results on social media. By doing so, this not only gives your event exposure but it creates competition. Attendees can see how well others are doing or, that people are finding clues and receiving rewards.
Never underestimate the power of FOMO (Fear of Missing Out).
7. Design and Print
There are several options available when it comes to design and print. You can choose flyers, wrap, invitations, banners even billboards. It may seem like the era of physical marketing is over. But, depending on your audience, receiving a physical invitation in the post could be the thing that sways them.
If you want to build up hype pre-event, you could display your physical ads in strange and unique places. This gets people talking. As they try to uncover the mystery, they’ll hopefully share this on social media.
At Sounds Commercial, we can offer a helping hand. We provide a comprehensive service for clients who need design and print in the Cardiff area. With our help, you can promote your event with the best graphics, the right layout and capture the interest of your audience.