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« Your Web Site as a Traffic Filter | Main | Buried Treasure and Event Promotion »

Saving Money on Your Event Promotion

The next time you want to promote your event, try to think of ways to influence your target market instead of buying their interest. Today the average consumer is so inundated with advertising that they are much more apt to ignore it. Even if that advertising is something that might hold some interest, people might ignore your advertising just because of all the other advertising. You want to start by focusing on ways to get the attention of your target market. It starts with the type of advertising you are using to promote your event.

Know Your Most Effective Form of Advertising
A favorite question to ask event organizers is “what’s the most effective form of advertising for your event?” Surprisingly most event organizers cannot answer the previous question.  What’s even more ironic is that they’re willing to spend thousands of dollars on advertising, in some cases hundreds of thousands of dollars, yet they can’t tell you their most effective form of advertising. Too many event organizers finally justify their ineffective advertising expenditures with “that’s how we’ve always done it.”

The Different Types of Advertising
You should ask yourself is your target market for predisposed to giving more attention to a certain type of advertising medium?  An older demographic might be more likely to use a newspaper to find their information. College aged consumers tend to react better to social media advertising like Facebook and MySpace.  Some markets react to both traditional and new media.

Buying Their Attention versus Changing Their Minds
The best form of advertising is just one piece of the puzzle. You’ll want to consider looking at your advertising as a way to influence and attract the attention of your target market, not as a way to change people’s minds. There are few advertisers who have the marketing budget to change consumer’s minds.  Their marketing budgets tend to be in the millions of dollars range. There aren’t any event organizers I know that have that kind of marketing budget. If someone isn’t predisposed to having at least some interest in your event, you likely don’t have enough money in your budget to change their mind. 

Have an Impact with Them
Your advertising message must resonate with your target market regardless of budgets and mediums.  It isn’t enough to say you have an event and tell your target market why you think it’s going to be great. Your advertising needs to pull at the emotional heartstrings of your target market. Use words and imaging that will get your target market to take action.

The next time you have to put together a marketing campaign for your event take some time to think about the most effective way to reach your target market.

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