When it comes to promoting your event, timing can be everything. It’s essential to create a solid event marketing strategy that will make sure you get the most effective use of your efforts. Successful event promotion stems from several key factors that vary depending on your industry, your audience, and how frequently your events take place. While developing your strategy, make sure to take all factors into consideration.
Build Your Timeline
Many marketing professionals will tell you that it’s never too early to start promoting your event. That doesn’t mean you can’t be strategic about your event marketing timing. If your business has frequent events, it can be confusing to your audience to overlap the marketing too much.
In fact, an easy way to market your upcoming event is to advertise it to the guests who attend your current one. This is especially effective for events that take place annually or at regularly scheduled intervals. If you are having a first time or one time event, your marketing strategy will need to be different.
- Initial impression. As soon as you have a confirmed location, date and time, you can begin your soft promotion to get the word out. You don’t want to give out misinformation at this stage, so make sure everything is set in stone. If you have guests who need to travel from out of town locations, they need to know early enough to book hotels and transportation.
- Consider your competition. In many cases, competing companies in the same industry hold events on a similar timeline. If you know that your competitors typically have conflicting events, consider that for your marketing timeline. Get the word out about your event first. If they beat you to the initial announcement, make sure you have time to accelerate your buzz.
- Think about your audience. Your audience partially determines your methods of marketing delivery. If your guests are technology-savvy and will keep up with your event on social media, your timeline will work differently than if they are expecting paper invitations, hard copy reminders, and a phone call RSVP.
Select Your Delivery Methods
How you decide to promote your event will affect your timeline significantly. Your industry and audience determine your marketing delivery methods. Most events need a webpage with information. All of your marketing materials link back to this page. Initial promotion for a new event typically begins between six weeks and three months before the event will take place, although soft promotion could start much earlier. Early promotion could be through emails, social media and in-person discussion.
As your event nears, a push toward actual invitations should happen. Some audiences need physical invitations through the mail or a combination of hard copy and digital information. A close event requires reminders, both to get a better picture of the attendance and to remind those who have already committed.
Advertisements, blog posts and emails should all be focused on your event once it becomes imminent. During the event itself, you can continue your promotion through fun methods like live-tweeting or using social media live stories. For annual events, live promotions during your current event can help you get a jump start on next year’s event marketing.
Get Professionals Involved
If you need help developing your marketing strategy for your upcoming event, consider using a professional marketing company to get your timeline and methods into place. The team at KOB Advertising can walk you through event marketing practices from start to finish, helping you promote your event and achieve success. For the best event marketing strategy advice, contact us today to learn more about all of their services.
Photo Credit: Shutterstock / By Matej Kastelic