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« Event Marketing: Stop Reducing Your Event Ticket Price | Main | Event Marketing: News Updates on Your Event Web Site »

Event Promotion: Building Excitement for Your Event with Great Stories

Shackleton_advertisement If you ask event organizers and patrons why someone might show up to an event, you’ll probably get two very different answers.  One crucially simple thing you can do is to tap into the interests of your perspective customer. It’s imperative to get people excited about your event. Ask yourself the question almost every perspective buyer subconsciously asks about your event “Why should I care?”

Having a worthy charitable cause is no longer enough to drive event attendance. You have to give people a very good reason to open up their wallet and spend their hard earned cash. There are so many events vying for the attention of your prospect. One way to beat the competition is by leveraging story in your event marketing and promotion. What does your prospect really want in relation to your event and how can you present it to them in the most effect way possible? You want to craft the answer into a powerful story that engages your prospect from start to finish.

Tell Them A Great Story
I’m a big history buff.  The one thing that makes history really interesting is a great story.  It’s the “Did you know . . .“ line that can take something from being mundane to extraordinary. Let's take a plain old field some place in Canada. It's a plain old field until you tell a story about it.

  • Did you know that that empty field across the road was once used to train some of the best pilots in the world during World War II? If you walk over there you can see what's left from the old runways where Canada's best fighter pilots trained. If you go off into the woods you can actually touch the abandon fuselage of one of the training aircraft.

You should include story telling into various aspects of your event. Can you tell people a good story about some aspect of your event that will capture interest and attention? Get people to say "I wanna do that - it sounds like it would be fun!" Relevant stories can instantly add value and credibility to your event. The best part is that words are free. All you have to do is put on your thinking cap.

Audio and Video Storytelling
Another consideration is using audio and video to tell a story. Consider an exclusive audio interview with an event performer or event the event organizer. There are a plethora of interesting videos on YouTube that you can easily embed into you event marketing process. At the same time, don’t try let cool technology trump high quality content. A lousy irrelevant video is still lousy at the end of the day.

People love good stories. Even more than good stories they love to tell other people good stories. Use that simple process to your advantage when marketing and promoting your event. One of the greatest event promoters of all time (plus, used stories all the time) was P.T. Barnum. Below you will find a small collection P. T. Barnum posts that will help you with promoting and marketing your event with stories. Don't worry about getting too many ideas to start. Just focus on using one good idea and take action on it!


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