For today I’m going to bring my friend Ben back into the spotlight. If you haven’t already, please read over “A Great Email Marketing Example.” Ben runs a web site called Fright-Rags.com. He sells horror t-shirts on his web site. Along with his web site, he has a home grown email list of very passionate fans. In my last post, I featured one of Ben’s counter intuitive email marketing strategies. Ben’s online strategies go well beyond just email marketing. He also engages his target market with social media. The process involves leveraging his email list in tandem with his blog. Here is a quick example. If Ben has a question about a product or idea he’s working on he writes a related blog post. After the post is live, he emails a blog post link to all his email subscribers. Ben’s latest blog post received over 185 user responses in less than 48 hours. By leveraging his email list and his blog in tandem he creates an interactive experience for his users. As a result, Ben’s sales continue to grow. You can incorporate the same strategy Ben uses with blogging and email to ensure your event is even more successful.
Start with An Email List and Blog
I’m working from the assumption that you already have an email list and a blog. If you need email list management software, I recommend AWeber or 1Shoppingcart.com. On the blog side of the spectrum you can start with services like Typepad (Paid), Blogger (Free), or Wordpress (Free). I use Typepad for this blog. Some people might be a little tech-shy, but I assure you . . . If you can use Microsoft Word, you can easily manage a blog. Both Typepad and Wordpress have a big following and excellent online support.
The Blog Post Email Marketing Strategy
Start by posting something that would be perceived as intriguing to your target market. The post should include a call to action for the reader. Are there any aspects of your event that can benefit from target market input? Maybe you’re trying to choose between two artist to perform at your event. You can also create surveys and features on a number of different things that apply to your event. Your goal should be to prompt user feedback. By interacting with your target market you’re also building interest and trust about your event without spending money on traditional advertising.
Email Your List
After your blog post is up, send your email subscribers the link. As part of your email, include a call to action. Ask your subscribers to read your blog post and encourage them to leave a comment. It isn’t enough to just post a blog entry and expect people to take action. Each step in this process needs to include a call to action. People need to be carefully led through a process and you’re the leader.
I guarantee that when you ask your target market for input you’ll discover something to benefit your event. Always keep the emphasis on the target market’s wants and desires. By doing so, you'll have a very successful event.
Collect Target Market Feedback
The last step is to collect user feedback and incorporate it into your event. By virtue of asking your target market’s opinion you’ll gain trust and credibility. People love giving their opinions. When you create an interactive buying experience for your target market they’re more likely to buy from you.
I’ll end where I started. Check out the Fright-Rags web site and blog. I've included the links below. Even though your target market might not be horror fans, there are more than a few ideas you can collect from Ben’s web sites. Just remember, ideas are no good unless you put them into action.
Want to get more great info? Check out the articles below:
- Social Media, Social Networking, and Event Promotion
- Web 2.0, Social Media, and Event Promotion
- Why Well Planned Events Fail
- Don’t Be Afraid to Engage Your Prospect Repeatedly
- Keeping Your Event List Engaged
- Event Marketing: Multiple Ways to Engage Your List
- Leveraging Your Sponsor's Digital Resources
- The Event Promotion System
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