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?
One 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?
The Magazine Cover Example ... An Example of Persuasive Design (SMART Graphic Design!) 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?
There are a number of people out there who are going to take issue with my next statement, but here goes … Most graphic design for promoting an event is a complete waste of time and money.You’re probably thinking, “are you serious?!?!?” (Make sure you read on, because you're probably going to agree with my previous statement.) Yes, I am seriors and here’s why … too many graphic designers confuse creating art and getting business results when it comes to their design.
There are some great marketing ideas you can borrow from all the Black Friday and Cyber Monday madness. What can you do to get people to take immediate action? The simplest event marketing idea you can borrow is using an irresistible offer to drive advance ticket sales …
When buying advertising for your event, you’ve probably heard the word “repetition.” Advertisers trying to sell you advertising almost always say, "you need to repeat your message several times before people will take action.” In short, if you spend more money with us, people are more likely to attend your event.
Unfortunately one important caveat that is almost never mentioned … If the people you are advertising to are not interested in your event, repeating your marketing message does you no good!
There is a great online utility that you can use to track your online event promotions. It is called bit.ly and it's FREE! The service was started to shorten very long web addresses. In recent years, the company added link tracking for any link that you want to shorten. You get information well beyond just how many people clicked on your link. It includes geographic tracking and link sharing information.
Let me give you a basic, yet powerful, pay per click (PPC) advertising strategy to drive advance sale tickets for your event. The following advice is applicable to PPC services on Google, Yahoo, Bing, and Facebook. It can also be used for other forms of online advertising such as banner ads.
Don't Direct Paid Traffic to Your Home Page! One of the biggest mistake I see event organizers and promoters make with their online advertising is directing paid traffic to their event home page. You might be asking, "why is driving traffic to my home page a mistake?" Because people have too many options when they land on your web site. If you give a web site visitor too many options, they probably won't take the action you desire. Focus on driving traffic to complete one simple task, e.g. join your mailing list, buy a ticket, fill out a survey.
As you know, humans have incredibly short attention spans. Once you get online, attention spans get even worse. Here's the problem for event organizers and promoters - short online attention spans have a direct impact your ticket sales. When thinking of how to sell tickets to an event online - Beware of shopping cart abandonment! At it's simplest level, shopping cart abandonment is when people don't complete their online ticket orders. Abandonment happens in the time frame AFTER someone clicks your buy ticket link and before they complete their order.
Most event organizers NEVER consider the online ticket check out process and how it impacts their bottom line. Are you losing a ton of potential event revenue to shopping cart abandonment and don't event know it?
A few days ago, I critiqued a radio ad for an event promoter. Certain aspects of their ad were reducing potential ticket sales. Specifically, the ad directed people to buy tickets from two completely different web sites. That might seem like a good idea (diversifying), until you consider all the details a listener must remember in a 15 or 30 second radio spot. The more details you pass along in your radio advertisement, the less impact and retention.
Here are some radio advertising suggestions you can take away from example above . . .
Think About Your Radio Promotions From the Listener's Perspective If you're using radio ads to promote your event, take the time to carefully think through the sales process. It's especially important to consider your radio ad from the listener's perspective. Your radio advertisement is most likely going to be grouped with a number of other ads. Therefore, you're competing against other advertisers for the listener's attention. The question to ask yourself is, "what do I want the listener to take away from my radio ad?"