Back in the day, I heard an advertisement for a local drive-in event. The piece of advertising was a 30-second radio spot. The radio ad emphasizes the importance of keeping your marketing message relevant, short, and easy to remember.
One of the biggest mistakes event organizers and promoters make is trying to deliver their target audience too much information all at once.
Event organizers logically think, "How much information can I get into this one ad?" The result is that so much information goes into a piece of advertising that people get overwhelmed.
Too much information can be as bad as too little advertising. Are event sponsors, dates, times, and headlining performers important? Absolutely! Yet, if people aren't at least interested in finding out more information about your event, they're unlikely to attend.
If your target audience is unlikely to attend your event, all the superfluous information such as sponsors, dates, times, and your main attraction, becomes irrelevant.
I'm a firm believer that if event organizers focused more on hitting people's emotional hot buttons upfront, they would get more people interested in their event.
When creating advertising for your event, regardless of the medium, concentrate on getting people interested in your event first.
Keep your advertising simple, straightforward, and easy to remember. Consider some of the ideas below:
>>> Create an attention-grabbing headline or hook that hits their emotional hot buttons
>>> What are the benefits attendees will enjoy by attending your event?
Use the above ideas in your advertising.
When getting your marketing message across, focus on keeping things as simple and straightforward as possible. I can't recall who came up with the axiom, but you need to "get out of your ego and into their ego." In short, give the people what they want, not what you think they want.
Include a simple call to action, send them to your web site that has more information about the event. If you can get people to take a simple action, like visiting your web site, you'll have a greater chance of selling them on your event and hooking all the details.
Want to get more event promotion and marketing tips? Check out the articles below:
- Advertising and Marketing that Sells
- A "Must Follow" Event Advertising Strategy
- Get Your Audience Involved Through Their Emotions
- Web Copy Argument: Short or Long?
- Promotional Headlines for Your Event Marketing
- Is Your Text the Right Color?
- Two Amazingly Powerful Event Survey Questions
- Proofing your Work On Paper