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« “Reason Why” Event Promotion | Main | Email Event Marketing and SPAM »

Event Marketing with an Autoresponder

Event_autoresponder_marketing In the previous post, “Reason Why Event Promotion,” I wrote about giving your target market a very compelling reason to attend your event. It’s important to remember that people aren’t interested in the details of your event if you don’t give them a good reason to attend. I can’t stress how important it is that your “reason to attend” messaging resonates with your target market.

Too many event organizers come up with lots of reasons that they think people should attend their event, yet their reasons are a complete disconnect from their target market.

After you have a few good reasons, you can take your event marketing one step further.  Take each of your reasons and craft them into a short compelling email. Your emails can include links to videos, photos, or just plain text. Ideally the emails should get someone excited to attend your event. You’re going to take those emails and send them out sequentially in advance of your event.

Leveraging an Autoresponder
There are very affordable web services that allow you to send emails automatically to a set of email addresses. The services also allow you to collect emails from prospective leads and store them in custom databases. These services are known as autoresponders.  Two popular autoresponders are AWeber and 1ShoppingCart.  Autresponders can automate your event marketing and promotion.  By using the Autoresponder you build the value of your event before it ever takes place.  I call this front loading the value of your event.

Collecting Email Addresses
The entire process starts with collecting email addresses. You should have an opt-in box, above the fold, that allows people to voluntarily enter their first name and email address. I recommend a double opt-in when collecting email addresses. Make sure all your email collection is in compliance with CAN-SPAM legislation. After you have email addresses for people in your target market, use the Autoresponder to send emails. Remember, you’re trying to build value for your event so people attend.

I would consider the above topic one of the best kept secrets in event marketing and promotion.  As fair warning, the overall topic of autoresponders and email marketing is pretty complex. What’s above is an excruciating simplistic overview of a very powerful and detailed process.  

Event organizers who have implemented the outlined concept generate unbelievable results. Results include 30% conversion rate on home grown email lists and $55,000 in advance event ticket sales. If you're not leveraging email marketing to promote your event, you're leaving gobs of money on the table.

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