Event Promotion - Social Media MISTAKE #4: Avoiding Paid Social Media Advertising

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Here’s the thing about social media: It is a double-edged sword.

The best part about social media is that it is free. The worst part about social media is that it is free. You can post as much content as you want to your Facebook page at no charge. The challenge is that most people and businesses on Facebook are also posting free content. All this free content results in mountains of content for Facebook to distribute to users. So how does Facebook deal with all that content?

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Event Promotion - Social Media MISTAKE #3: Trying to Engage on Too Many Social Media Platforms

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Here’s a very common question regarding promoting one’s event and social media … "Which social media platform should I focus on: Snapchat, Instagram, Facebook, Twitter?" The previous question is made even more complicated by new platforms constantly launching. Allow me to make a strong and straightforward recommendation. Want to know what the single greatest social media platform is for your event? Facebook! Yes, even in spite of Facebook's recent criticism and issues regarding Cambridge Analytica. I'm a firm believer that user privacy is paramount!

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How to Pack Your Event & Skyrocket Advance Ticket Sales

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Event Promotion - Social Media MISTAKE #2: Focusing Too Much on Likes & Followers

After reading the title, you are probably thinking to yourself, “how the heck is focusing on social media likes and followers a bad thing?”

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Two arbitrary scoring methods people love to brag about on social media are likes and followers. How often have you heard or thought to yourself: “Did you see how many likes that post received?” or “Wow, their Facebook page has an astronomical number of followers, I wish we had those numbers!” Far too many social media efforts focus on getting the maximum number of likes and followers. On the surface, this seems like the perfectly logical thing to do. However, here’s why it is a GIANT red-herring:

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Event Promotion Social Media MISTAKE #1: Putting Your Social Media Mindset Ahead of Theirs

Please consider the following question: When you go on Facebook, Twitter, Instagram, or your social media platform of choice do you do so with the idea that you are going to be productive? Most likely not!

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People do not go on social media to think. They go on social media to be entertained and engaged. People want to see what their family and friends are doing, watch funny animal videos, or the latest rant of a friend who disagrees with their politics.

Social media is an escape hatch, so your efforts to market an event are competing with family, friends, and escapism. You need to cut through the noise.

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5 Costly Social Media Marketing Mistakes Every Event Organizer Must Avoid!

Social media, regardless of whether that’s Facebook, Twitter, Instagram or Snapchat, is not a marketing strategy. It’s a tool in your marketing toolbox. Furthermore, posting a bunch of content on Facebook, Instagram, or Twitter won’t compel people to attend your event. Do these ideas sound radical? Even going against the grain? They are, and they do.

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What Truly Matters to You and Your Event?
Please understand I am not against social media. However, it’s essential not to confuse posting social content with results that matter like ticket sales and attendance at your event. There are far too many people that work tirelessly to post great content on social media without getting the results they deserve.

Most Are Missing the Mark!
Bottom line? Almost everything you have been told about how to do “social media marketing” is wrong. It’s not your fault. The bad advice goes well beyond the event industry. It is everywhere — and here’s why.

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Do Your Really Know Your Event Attendee?

Every aspect of your event promotion needs to start with a comprehensive understanding of your target market. Make sure you truly understand your customer or potential attendee before committing to any marketing or advertising campaign. In the case of events, your target market is represented by your ideal event attendee. I cannot stress this enough. Target market research that’s laser-focused is a big deal.

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Focus on Their Interests First, or Else!
People won’t buy tickets for an event, or even attend a free event, that doesn’t hold their interest. Especially in today’s social media driven marketplaces. A lack of interest is one of the biggest reasons events fail.

If you want to pack your event, the best place to start is with a hungry market. Fortunately, niche events (ethnic festivals & beer festivals) have a small but very hungry (thirsty) market. You need to make sure you fully understand your target market before you begin.

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Huge Event Promotion Mistake: Not Intentionally Creating a Sense of Immediate Buying Urgency

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Here’s an all-too-common phrase: “We have to get tickets on sale as quickly as possible so that people can buy early!” This “logic” gets applied constantly to event marketing campaigns.

There is one major flaw in this thinking: it’s completely wrong!

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Using Email Marketing to Drive Your Advance Ticket Sales

by Eugene Loj

Allow me to be direct ... Most event organizers/event marketers are clueless on how to run an effective email marketing campaign. What starts as well intentioned communication, turns into a SPAM fest (per their own list subscribers). SPAM is the main reason so many people are hesitant to give you their first name and email. Unfortunately, these factors make it very difficult for the well intentioned event organizer. There is hope!

How would you like to be in the minority of people who do email marketing - profitably and with the admiration of their list?

Watch the quick video below. It addresses what might be the most important component in keeping your list subscribers happy ...

How to Market Your Event with Email and Avoid Being a SPAMMER!

 

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Always Do This - Before Redesigning Your Event Website

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As you probably know, redesigning your event website can be quite a daunting task. The redesign process isn't helped by all the technological "bells and whistles." What was once just an HTML document with graphics ... Has become a mismash of different programing languages, databases, online videos, search engine optimization, email marketing, and the list goes on!  Ultimately, it gets harder and harder to make good web development decisions.

There is one constant that you cannot afford to forget ...

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How to Avoid Worrying About People Showing Up to Your Event

This is might be the most common question people ask, "how do I stop worrying about people showing up to my event?" The short answer ... you need to sell out your event.

You're probably thinking, "yeah right! If it was only THAT easy to sell out my event!" Worrying about attendance is one of those things that will stress out the most seasoned of event organizer. It leads to sleepless nights and lots of anxiety ... No money = you having to worry!

But instead of working you up any more, I have some straightforward advice to get you headed in the right direction ...

During a recent Event Marketing Q&A with Roman Jakubowycz from National Strategic, we gave a few quick ideas - If you can't sell out your event easily - the biggest key to a worry free event is advance ticket sales. Money in the bank means that you don't have to think about going bankrupt during your event. Imagine how it would feel, NOT having to worry about attendance?  Pretty darn good!

Check out the video below (an excerpt from a recent Q&A) for some quick info on selling lots of advance sale tickets ... (Do that and you can stop worrying about people showing up!) Also, I've included links on advance ticket sales, below the video. Do me a favor and leave a comment or question, below - thanks!

Want to get more information on advance ticket sales for your next event? Check out the articles below:

 


Ideas to Sell More Tickets for Your Next Event

by Eugene Loj

Sell_more_event_ticketsThe notion of selling additional tickets to your event is hard to resist. Wanting to sell more tickets is great, but many event organizers struggle just to sell enough tickets.

What follows are  ideas for maximizing your ticket sales (including the strategy of selling fewer tickets to make more money). Each point is supported by additional article links expanding on the subject area. 

You might be just a click away from an idea that will make your event extra money.  Here we go …

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The Most Important Reason to Sell Tickets Online

by Eugene Loj

Online_Event_TicketsToday, it's difficult not to find a good reason to sell event tickets online. While most event organizers tend to focus on the convenience factors, there is one significant advantage of online ticket sales. Hint … it has nothing to do with advance ticket sales or fraud prevention (but those are both very good reasons to sell tickets online). Any guesses?

Your Customer’s Data
What's the most important reason to sell tickets online? Customer data. When your event attendees purchase tickets online they need to fill in their contact information. It's part of the transaction processs ... and it's a HUGE marketing resource for you!

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Great Example of How to Promote Your Event on a Billboard

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The above billboard can be found on 490 East (headed toward Downtown) in Rochester, New York. The billboard location hasn't changed in years. Probably because it works so well. It's also a great example of a super-effective billboard.

Why is it so effective? Because it presents a compelling message, that drives people to action ... "Spend a few bucks on lotto tickets for your (minuscule) chance to win $290,000,000." In this case, the event is the giveaway of $290 MM. The bigger the jacket, the more demand.

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Online Marketing Fundamentals for Small Business

Recently, I was interviewed by my friends Roman Jakubowycz and Eugene Shatsman of National Strategic. Their company consults with small businesses on integrating successful strategies of Fortune 500 companies.  During the interview we talked about the role of the Internet (as a tool) and some simple marketing strategies any business can start using today.

As Roman put it (sarcastically) … today we’re going to talk about the Internet, “that Utopian existence that’s going to make every business grow JUST by simply putting on a web site and a Facebook page.”
It was a fun interview ... it's not every day you get to sit down with your friends to talk business shop.

My recommendation is to watch the interview above, first. Then, click on the articles below to expand on the topics discussed.

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Borrow Event Promotion Ideas from This Marketing Example

 

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The image above is from a Lumber Liquidators marketing post card that arrived today. What does it have to do with marketing your event? Not much at first glance. But,once you start to dig beyond the words ... there is deep marketing psychology at work. What most people consider junk mail, can be a gold mine of marketing ideas. You can reverse engineer the post card above for your event flyers, billboards, poster, and print ads. You just need to know what to look for ... 

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How to Market Your Event at Another Event

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Yesterday, I ventured out to the St. Patrick's Day Parade in warm and sunny Rochester, New York. It was a pretty big deal ... Traditionally warm & sunny and Rochester, New York in mid-March, almost NEVER go together. We'll take it where we can get it!

During the parade there were floats/displays from various local businesses and a few upcoming events. As the parade went on, people everywhere had their cell phones in hand and were texting, talking, Facebooking, Tweeting, etc. That got me thinking ... Almost everyone today has a cell phone that's capable of at least text messaging. Is there a way to use one event and a bunch of semi-attentive people with cell phones to market your event?

Here's an event marketing idea you should consider ...

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How to Execute a Publicity Stunt to Near Perfection

by Eugene Loj

It’s Friday, so I’m going to keep things light or at least funny. Here goes …



The video above is a great example of an edgy publicity stunt that generates MASSIVE publicity.  (P.T. Barnum would be gushing with admiration!) The “Dictator” is played by edgy, often controversial, comedian Sacha Baron Cohen. Cohen is well known for his over-the-top movie characters such as Borat, Bruno, Ali G, and now the Dictator.

This publicity stunt (meticulously planned weeks in advance) happened on the Oscar's "Red Carpet" ...

How can publicity help my event marketing and promotion?

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“Where Should I Advertise My Event?”

by Eugene Loj

Where_should_i_advertise_my_eventOne of the most common questions event organizers ask is, "where should I advertise my event?" Instead of getting into a long protracted article about event advertising, I am going to focus on the simplest, yet most powerful, advice I could give you.

The information below might seem overly obvious, yet it gets ignored all the time. In the process, thousands (sometimes hundreds of thousands) of dollars are WASTED on ineffective advertising.

When it comes to your event advertising ...
Do your message and market match up?

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A Persuasive Design Example for Promoting Your Event

by Eugene Loj

The Magazine Cover Example ...
An Example of Persuasive Design (SMART Graphic Design!)

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Image Sources: Women’s Health and Men’s Health

In the previous post, “Horrid Event Marketing Mistake: Confusing Art with Results,” I dove into the differences between graphic design and persuasive design. Originally, I was introduced to the idea of persuasive marketing by Eben Pagan. During a live training event, Eben used magazine covers, to illustrate the fundamentals of direct response marketing.  Why am I writing about magazine covers on an event marketing and promotion web site? Because the same marketing fundamentals used to create a hot selling magazine cover can be used in your own event marketing.

Are you combing the power of Visual Appeal with Compelling Copy?

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