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Article Title: Marketing An Event Is Easy... Right?
Author: My Booking Manager
Word Count: 840
Article URL: http://www.isnare.com/?aid=61479&ca=Marketing
Format: 64cpl
Author's Email Address: chrish[at]infotec.com.au (replace [at]
with @)
Easy Publish Tool: http://www.isnare.com/html.php?aid=61479
================== ARTICLE START ==================
�What advice do you have about marketing an event to achieve a
successful outcome?� Maggie was a veteran in event organization
terms. Andy was a novice and he had approached her to try to
avoid what he believed were elephant traps waiting for him.
�If you are running an event as a profit-making activity�
Maggie began �then it is vitally important that you maximize
the attendance. Where the event is educational or promotional,
you should keep a keen eye on covering your costs which
generally means that there will be a minimum audience at a
certain ticket price. To ensure that your event enters the
consciousness of your target audience you need to know who they
are and something about their reading, watching and listening
habits. This sounds really technical but it's mostly common
sense.
Marketing and promoting an event rarely involves just one
activity. It often requires a mixture of creative,
organizational and persuasive skills overlaid by a tenacious
streak.
Invitations
Firstly, there is a long list of people who you probably
already know. They may be past or present customers, suppliers
or business associates who you believe will be interested, to
some degree, in what you are offering. They should receive a
personalized invitation that spells out how the features of the
event will benefit them.
Although you may not know them all individually yourself, there
may be someone in the organization who can help you and, if you
have a Customer Relationship Database, there may be accessible
data to streamline the exercise.
Email invitations are certainly easier to organize but
unfortunately they are also easy to delete without reading.
Posting invitations can allow a little bit of added value by
using quality card to print a personalized ticket and the event
details can be included as a tri-fold brochure. These are less
easy to overlook and may sit on the recipient's desk for a
while, making an impact that a screen image may not.
Advertising
If you do not have contact details for part of your target
audience and you know they are likely to be readers of
particular trade journals, magazines or newspapers then taking
out some advertising space to sell your event would make sense.
Professional design in advertising always impresses. It
reflects the professionalism with which the product is viewed
and sets up an expectation. If your budget will allow, put the
advertisement in the hands of a good graphic designer or
advertising agency and they will provide you with a range of
alternatives that will sell your event in different ways.
For those with a limited budget, you may need to design the
advertisement yourself. If you are not experienced in the art
of writing advertising copy, here are a few guidelines.
� Keep the text direct and to the point
� Only use technical language if it is essential
� Answer the who, what, where, when, why and how questions
� Who should attend? Who is running the event? Who do I talk
to?
� What does the event intend to achieve?
� Where will it be held?
� When will it be held?
� Why should I be interested?
� How do I confirm my booking?
� Use your branding in the advertisement
� Either use white space or a striking image to draw attention
to your advertisement
Proof read the copy three times to make sure there are no
mistakes especially in telephone numbers, web domain names and
Email addresses
Your advertisement should speak directly to people who need
your service as they read it. To do this the most visible words
need to feature clearly the benefit that your event has to them.
For most people in business the benefits usually include:
� a large amount of valuable information
� a convenient venue
� a short period of time
It is useful also to have a �hook� line that demands a �Yes�
answer, drawing the reader into the detail of the advertisement
out of curiosity. For example
�Are you looking for the best Internet Marketing seminar?�
Finally, don't forget posters as a cheap and often neglected
form of advertising. Cities with mass transit systems have
enormous business oriented captive audiences who might be
staring at your advertisement for 45 minutes twice a day. Costs
compare well with magazine and newspaper advertising and the
size, position and shape of your advertisement gives you more
creative scope.�
Andy felt a little dazed. His naive hope for a one-line answer
disappeared about half an hour ago and his pen was rapidly
running out of ink as he tried to keep up with Maggie's endless
stream of common sense. Marketing a seminar, workshop, roadshow
or any other type of successful event can mean more work than
running the event itself.
About The Author: Published by My Booking Manager. A
convenient, professional, time saving and cost effective way to
accept registrations, bookings and payments for your next
seminar, workshop, trade display or membership event Obtain
your FREE report "20 Steps To Running Successful Seminars
Roadshows Workshops And Events Report" at
http://mybookingmanager.com
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