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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Horrid Event Advertising Mistake: Confusing Art with Results

by Eugene Loj

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.

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Don't Fall Prey to "Repetition" When Advertising Your Event

Event_Repetition_MarketingWhen 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!

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Simple Tracking of Your Online Event Promotions

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.

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