Eventful Ideas

Event Marketing - The use of Technology and Dealing with the Media

If you build it, will they come?


Unless you are living in a ‘field of dreams’, you probably can’t rely on people just showing up to your event. You need to
make sure people know about it, and in today’s fast-paced society, you are competing against so many other things vying for
the attention of your audience. You have to make sure that your message is heard. A good plan upfront will go a long way to achieving that goal. Here are some first steps:

  1. Develop a marketing plan.
    1. Set realistic marketing objectives and establish a budget
    2. Determine the marketing mix
    3. Identify methods of measuring the effectiveness of the marketing
  2. Prepare marketing materials.
    1. Determine design types that match the image or identity of the event
    2. Identify content for promotional pieces
    3. Maintain consistency or ‘brand’ across all pieces
    4. Determine timeframes and methods of distribution
    5. Evaluate results and adjust marketing plan as required
  3. Implement marketing strategies.
    1. Define and schedule promotional and publicity activities
    2. Match marketing strategies with target audience(s)


Once you have a handle on what you want to say and when, how do achieve success in spreading the word without breaking the bank? Planners are continually being asked to do more with less when it comes to events. Likely, you’ll always be expected to stretch your innovation and creativity to the max while ensuring minimum dollars are spent. And even if you have a substantial budget, it is always prudent to save money where you can so that you can splurge on the big impact items.

When looking for money-saving solutions, remember that every single aspect of your event should be reviewed. Always be on the lookout for new ways to maximize event impact and the return on dollars spent.

Here are some suggestions to get your event noticed for the least amount of cold hard cash:

  1. Look for items that can be underwritten by a supplier that stands to benefit from the recognition from the event.
  2. Instead of printing new event materials each year, consider generic printed materials that are easily customized in-house each year.
  3. Use technology to cut back on printing and postage costs by e-mailing event promotional materials and reminders.
    Have the program and entertainment materials available in electronic format and encourage attendees to access the
    information on-line.
  4. Work with the media. Often the best promotional
    message comes not from the brochures or flyers that are distributed, but from the publicity that is generated
    about your event by the media. You can encourage positive
    media messages by providing the media with releases
    that include the ‘who, what, where, when and why’ of your event. The key is to provide a legitimate news angle to get them interested. As part of your media plan you should:
    1. Schedule media releases, conferences and interviews
    2. Adhere to policies related to the media
    3. Distribute media kits
    4. Provide media with needed resources
  5. Take advantage of ‘free’ or ‘nearly free’ opportunities to promote your events:
    1. Submit your event to the Community Events Magazine
    2. Submit your event information to radio and television event listings
    3. Speak to clubs and organizations
    4. Distribute information through the schools (if appropriate)
    5. Spread the word on-line through association networks or vehicles such as Facebook
    6. Partner up on cross-promotions with a venue or another event
    7. Talk it up wherever you go (have your ‘30 second’ commercial prepared to share with others and tell them where they can find out more
    8. Get creative!

 

By following these basic steps, you can help ensure that your next event will be the talk of the town.

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