Borrow Event Promotion Ideas from This Marketing Example

 

Event_Promotion_Example

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

St_Patricks_Parade_Rochester_Small

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!)

Persuasive_event_promotion
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.

Bitly_Event_Promotion_Tracking

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How to Market Your Event with PPC & Online Advertising

Online_event_advertising_optLet 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.

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Selling Tickets for Your Event and Shopping Cart Abandonment

Selling_tickets_to_an_event What to sell even more tickets to your event?

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?

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Event Marketing Ideas for Advertising on the Radio

Radio_ad_event_marketing 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?"

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The Truth About Your Advance Ticket Sales

Early_event_ticket_sales Over the last ten years, I've hear the follow statement said by event organizers countless times, "We have to get our tickets on sale as soon as possible!" My rub with the previous statement is as follows . . . Too many event organizer think that because their tickets are on sale early, people will buy. That's rarely the case.

Here's a question to carefully ponder, "Are you giving people enough incentive to buy tickets early?" If you don't provide a compelling enough reason (that resonates with the target market) you won't sell many advance sale tickets for your event - regardless how early your tickets go on sale.

Six Months of Lousy Ticket Sales
Just the other day an event promoter was telling me about their advance sale ticket woes. Ticket have been on sale for over SIX MONTHS! But nobody is buying tickets.  A closer look at the promoter's event marketing shows that there is little reason for people to buy tickets early.  The event promoter now has to bank on last minute sales, which is a potential recipe for disaster.

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How to Sell Event Tickets with Service Fees

Sell_event_tickets_service_chargeA few weeks ago, I got into a spirited debate with an event producer on the topic of ticket surcharges. The main point we haggled about was whether to include the service fees in the ticket price. If you want to sell more tickets to your event, it’s important to consider how you present ticket price and service fees to your customer. What seems trivial on the surface can have a huge impact on how many tickets (especially advance tickets) you sell to your event.

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Ticketing Your Way to Lower Event Marketing Costs

Event_marketing_customer_loyaltyIf you want to lower your event marketing costs, you need to start collecting customer information immediately!

A HUGE Event Marketing Asset
Customer contact information (at a minimum name and email) is one of your greatest event marketing assets. If you have a recurring event, your customer data becomes even more important. It’s far less expensive to market your event to an established customer database.

Failure to Leverage Previous Customer Data
Oddly enough, far too many event organizers fail to collect customer information. Even worst - event organizers and promoters who fail to leverage their existing customer database. Are you making those same costly mistakes?

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A "Must Follow" Event Advertising Strategy . . .

Event_advertising_marketing Over the weekend, a friend of mine told me about an advertising package a local newspaper had (pressured him into) sold him. The newspaper sales person convinced my friend to buy into an expensive advertising contract. The sales pitch focused around the notion of - "if you're advertising - you NEED repetition to connect with your audience." The signed advertising contract NOW ties my friend into an expensive long term contract. This isn't a problem if the advertising works, but if the advertising fails to deliver results . . . He'll have to pay for advertising that isn't doing squat!

How does the example above apply to your event marketing and promotion efforts?

When you buy advertising to promote your event, it's important to be savvy on how you negotiate the deal. You have the right to negotiate advertising terms. More importantly you have the obligation to say, "no thanks" if the advertising deal isn't good for you.

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Crank Up Your Event Marketing with List Segmentation

After you’ve built (or started to build) your event marketing house list - There are some simple things you can do to quickly ramp up the effectiveness of your email marketing . . .
Event_marketing_list_segementBreak Your List Down - Segment It!
If you want to increase the effectiveness of your event list marketing, you need to better target your list. A great place to start is segmenting your event marketing list - This allows you to focus your event promotions to a very specific target market. As a result, you’ll get better response rates.

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List Rental, Brokers, and Event Marketing - Advice

List_rental_broker_event_marketing

Yesterday, a coaching client asked me if they should pay $6,500 for a ONE-TIME email to a 55,000 person list. My first piece of advice to them was, "don't rush into things & be a healthy skeptic!" If a list broker wants you to pay a lot of money to rent their list, they should be more than willing to answer every question you have for them. What follows is applicable to both online and offline list rental.

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Reviewing Your Event Marketing Strategy

After your event comes to a close, do you carefully review the effectiveness of your advertising?

Event_marketing_advertising_strategy

We Spend $250,000 a Year on Advertising!
A few years ago, a west coast event organizer confided to me that they didn’t know their most effective form of advertising. All they could do was guess.  That same organizer blindly spends almost $250,000 each year advertising their event - summing up their strategy with "that’s what we always done.” Seriously?!?!? Here’s the really scary part . . . most event organizers can’t identify their most effective form of advertising. At best it’s a complete guess. As a result, countless advertising dollars are lost forever.

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