This post is a bit of a review on previous concepts already outlined. My hope is that it helps open your mind to some of the possibilities that come with building a high quality list of prospects.
It is in your best interest to build your list over time even if your event doesn’t take place on an annual basis. Even if you start to build your list a week for your event, that list will become tremendously useful in the future. The process of maintaining and growing a high quality list does require a decent amount of work and effort, but the return on investment can be very significant.
One of the best parts of having a high quality list is that you have the opportunity to engage or sell to your target market on multiple occasions. To make sure I thoroughly beat a dead horse, you need to consistently deliver value up front before asking your list for anything in return.
Below are some ideas to consider on various ways to engage your list of event patrons now and in the future.
I believe that pre-event surveys can be tremendously beneficial to generating interest in your event. I don’t know of anyone in the event production field that collects this data up front on a consistent basis. The data can be used to build portions of your event around patron feedback. How much more likely is someone to attend your event if you present your patrons something they are legitimately interested in?
Pre-Event Advertising & Selling Tickets to Your Event
A good list also allows you to build interest to your event well before it’s cost effective to start television, print, or radio advertising. In some cases if you build a big enough list, you can reduce your reliance on traditional advertising channels. High quality lists allow you to market directly to the consumer that has prequalified him/herself for what you have to offer.
The most obvious scenario for event marketers is using their customer list to sell a ticket to their event. Focus on front loading value, before you ask for the sale. Think of ways to deliver value and make it difficult for a prospect not to pull out their credit card and purchase a ticket for your event. There are a number of events that don’t charge for admission. In this case, think of ways to ensure people attend your event. Regardless of an entrance fee, you need to build legitimate interest if you want anyone to attend your event. Using your list smartly can build interest.
The Follow up Survey
After your event is over is an ideal time to survey your patrons. I’ve witnessed some event organizers try to survey their patrons while an event is taking place, the results were lackluster at best. People don’t want to come to an event to take a survey about that event. You have an opportunity to collect valuable feedback immediately after your event. Just make sure you don't wait too long. I recommend doing a post event survey no more than a week after your event is held.
Selling Memorabilia or Souvenirs
Do you have a event branded baseball cap or polo shirt you could sell? Use your list to find out what your patrons are interested in purchasing and make them an offer. It allows you an additional revenue channel. Consider the Hess truck that gets sold in the United States every year around Christmas. There are consumers that go out of their way for something that’s a conversation piece or collectible. Is there something your event patron might be interested in buying after your event is over?
There are numerous ways to leverage a high quality list and sell to your prospects. Hopefully some of the above examples open your mind to new opportunities.
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