New decade, new goals? If you’re looking to make your annual event bigger and better than ever before, we’ve got the tips to help you take it to the next level.
Successful events have one thing in common – a tribe of highly engaged attendees who drive event exposure, ticket sales and participation. Curating and engaging this audience doesn’t just happen by accident. It happens with a robust marketing plan which defines your clear proposition, captures your point of difference, identifies key audiences and confirms the best tactics to leverage your budget.
The media landscape has never been more cluttered. This is the year you’ll really need to level up your PR campaign beyond the press release to gain your share of voice in the news cycle. Explore activations, ambassadors, micro-influencers and brand collaborations to find a new way to command attention. Importantly, work to understand which PR opportunities best align with your event attendees to generate exposure where it counts.
They say a picture speaks a thousand words, so it’s time to be strategic about your creative to captivate your audience. The average attention span lasts just seven seconds and people are more likely to recall information they see in graphics, meaning that your event collateral is an imperative element in the marketing mix. Use bold designs with info-graphics, video, and animations to stop a goldfish in their tracks.
For events large and small, online promotion is a necessity and mobile optimisation is just as important. Your website is a key tool for your event, but your strategy should also explore social media, campaigns and content plans, SEO, SEM and remarketing, EDMs, landing pages… the list goes on. It’s not just about activating your messaging across these channels, but also having a clear strategy around the user journey to make sure your target audiences register to participate or purchase that ticket.
Help your networks help you by mapping your stakeholders and giving them the tools to promote your event. From sponsors to exhibitors and corporate partners to suppliers, each stakeholder has its own network that can be a golden asset when it comes to sharing your message and marketing materials far and wide. Make their job easy by providing digital content kits with everything they need to deliver your message to their networks, with just a click of a button.
Hopefully these tips have sparked some new ideas, but if they’ve left you thinking something is missing in your event strategy, give us a call. At P4 Group, we’ve worked with major events for over a decade including Bridge to Brisbane and Supercars Gold Coast 600 to deliver integrated campaigns and generate proven results.
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