Marketing Responsibilities Related To Event Management – Do You Know How To Create Event Success?

Can you imagine how your event would turn out if you assumed that someone else was going to do something about the marketing.

You probably would not have a very good event, but over the years I have picked up some great help that I would like to pass on to you now so you can enjoy success.

Effective Targeted Invitations

If you are planning an vintage car event, you would not want to target boat enthusiasts.

While some boat enthusiasts have vintage cars, a large portion of your advertising and marketing will be wasted.

Some people think that if you invite 100,000 people, then surely if we get 1% we are doing well. My experience shows that not only will you probably not get 1%, those that do come will rarely be beneficial to the event as they are not your target audience.

Also know where your advertising works. There would be little point spending 50% of your advertising budget on a billboard just because it is big and in a high traffic area, if when you survey your audience and find out that only a handful came because of the billboard!

The Marketing Responsibilities Related To Event Management when it comes to invitations are to ensure that not only are a lot of people invited, but that they come from the correct target market and that the advertising is placed in the correct places to attract these target markets.

Communicate Personally

When you start your event marketing campaign, it is essential that you reach out to your target market in a personal manner that makes your prospective audience feel you are talking to them directly.

How do you feel when you get an email or letter and they either spell your name wrong, or address it to you like:

“Dear Friend,

We are concerned about the security of your house for you and your family and we care about you…”

They care?

Well why didn’t they even take the time to find out your name? And “Dear Friend?” they don’t even know you!

The words of your name are the most important words you will hear. When you hear them, you always turn. When you see them – you read. They are personal and so are your titles, position in business and even your family.

Marketing should address you correctly and people respond better at all levels when you use their name.

Some researchers say that if you use opening messages such as “To Whom It May Concern” you will probably lose about 50% of your readers at that point!

The Marketing Responsibilities Related To Event Management are not only to communicate with the right target market, but also to address them correctly!

Effective Marketing Tracking

The marketing team will use different methods to attract their target market from email blasts, Twitter, Facebook, billboards, TV, newspaper, text messaging and possible many more methods to contact with your audience.

But do you know which work for you and your corporation and which ones you are wasting your time with?

There are many free tracking systems on the internet to assist you when doing your online marketing and they can give you immediate results.

It can be more difficult to find out which TV advert or magazine brings in response, but with planned tracking systems in place, it is possible.

Surveys during and after the event will often give you a lot of good feedback and I encourage you to use surveys.

Speaking The Same Language

Your target audience has it’s own language. Look at the following examples:

“Buy 1 – get 1 free”
“50% Off”
“2 for the price of 1″
“Half Price Offer”

Essentially 4 different ways of saying the same thing, but which one works?

Split testing your adverts and marketing campaigns and recording the details will show you which adverts get the most response from each target market.

For example, people looking for great value, may be attracted to the “2 for the price of 1″ whilst those looking for a cheap bargain may like the “Buy 1 get 1 Free” headline.

Effective Pre-Campaign Marketing

Ask!

If you are planning an event for your distributors and you don’t know which speaker they would like to hear, then ask them!

Send your distributors emails or other form of communication and ask them to vote!

Ask them what they like!
Ask them what they don’t like!
Ask them why they don’t want to attend!
Ask them why they do want to attend!

This information is essential to put together the event for you. Knowing in advance who the audience wants to listen to on the stage, what they want to eat and the kind of entertainment they want could make the difference between a huge success and a massive flop for you!

Give Everyone An Easy Life

Marketing Responsibilities Related To Event Management do not stop at advertising and marketing to the audience.

They also need to be thoughtful of you and your corporation.

Planning an event is tough enough as it is, so the management team need to make everything easy for both the visitor and organizer alike.

The attendee needs to be able to get information about the event easily and likewise, you need to be able to send it to them easily.

Your visitor needs to be able to easily make his payment and you need a system in place to be able to make it easy to collect payment.

Your attendees need to have a good time and enjoy themselves at your event, but at the same time it needs to be organized within your budget.

There are two sides to every event and both sides need to go home happy.

Grab Every Opportunity

Before, during and after your event, grab every opportunity to market your company and your services.

At exhibitions do not pack up early just because everyone else is, but stay until closing time. You will be amazed how often people rush into the event at the last minute and grab information from You! You are the only one open so they have no choice.

Before events market everywhere. If you get the chance to talk at other events or do interviews then do them. Put fliers in taxis on buses, hand out business cards, talk to everyone.

During the event, allow “on the door ticket selling” and try and drag your target market in.

Advertise products and events to your captive market, ask them questions, give them surveys and so on.

After the event, send them thank you emails and letters, send questionnaires, surveys and ask them what they liked and did not like.

The opportunities are endless and the world is your oyster, as they say and with effective planned marketing you will surely have a great event.

Tim Bennett has been helping organizations around the world, plan their special events and conventions for almost 20 years and he would love to help and inspire you and your team when you pt your next event together, so email here to get that expert support.