Event Marketing and Marketing Your Event
Events aren’t easy. They require staff, planning, and something will always go wrong at the last minute. In fact, I’d argue that a successful event is one in which your guests don’t notice what went wrong.
However, there’s a very big difference between marketing your event and event marketing. Marketing your event means that you’re hoping to draw in enough people to make it profitable. Event marketing involves using the event itself as a form of marketing to draw people toward a product.
Today, I’ll be covering not just event marketing, but also marketing your event to the general public.
Event Marketing
Let’s look at event marketing first. This is creating an event that helps market something else, whether it’s a product, charity, or service. When various gaming companies go to Comic Con, they’re using event marketing. They’re providing their potential customers with an experience, and hoping that helps influence their likelihood to purchase their products. Similarly, any charity organization that holds a gala or in-person fundraiser is also using event marketing. The experience is meant to encourage attendees to donate to their cause.
Events that are part of event marketing don’t need to be profitable. They just need to break even. The actual “sale” is a product that is often separate from the event itself. If the event breaks event, but then there is a drastic rise in sales, then the event was successful.
When to Use Event Marketing
Events take a lot of work and logistics. You need to find a venue or plan to travel out to a location, market the event itself, and also make sure that your attendees are happy during the event. This means it’s not always worthwhile to use event marketing.
However, we currently are in an experience-based economy. This means that creating and hosting events can be extremely useful when it comes to marketing your product. With that in mind, it’s a good idea to at least look into hosting or participating in event marketing. However, it’s just as important to remember not to over-do it. If you spend all of your time planning and coordinating events for your marketing, then you’re leaving very little time for the actual management of your product and business. Similarly, you always want to make sure your event is fun, engaging, and will delight your audience - which can take time and preparation.
Marketing Your Event
Marketing an event that you’re planning on hosting is a bit different from event marketing. You’re not using it as a way to showcase your product or cause. Instead, the event itself needs to be profitable. This includes special events at restaurants, theater shows, and other experiences.
Of course, getting the word out that you’re hosting the event is important. If people don’t attend (and don’t buy tickets), then your event isn’t going to be profitable. In fact, your event may actually cost you money instead of generating income. There are hard event costs that you can’t get out of when it comes to events, such as venue cost, food, staffing, and other things associated with it.
Who is Your Audience?
When it comes to marketing your event, ask yourself what audience you’re trying to attract. Don’t answer with “everyone” (it’s the wrong answer). Instead, have a narrowly defined group of people. Is it dads with kids? Is it women between the ages of 26 and 36 who enjoy crafting and wine? Once you find your audience, find out where your audience is. Are they more likely to be in a specific area? Do they check online mediums? Which ones?
Once you answer these questions, you’ll be ready to move onto marketing your event.
Set Clear Expectations
When you market your event, you need to set clear expectations. This means outlining what people can expect from your event. If you market your event as an exclusive and expensive gala with cocktails and gourmet food, then you need to provide that. You can’t get away with serving wine, beer, and snacks. Part of marketing an event is making sure that your audience understands what it is and what it’s like.
Similarly, you need to outline your event logistics to make it easier for ticket holders. Is there parking? What is your refund policy? How long is the event and when can guests arrive? While a lot of these things fall under event logistics, communicating them to your audience is an important aspect of marketing your event. You’ll also want to be sure to email and communicate with attendees ahead of time to keep them informed of any changes.
Some Ways to Market Your Event
There are many mediums you can use to market your event, both digitally and in-person. Make sure that you choose colors, pictures, and text that accurate represents your brand and your event. A strong visual component can help you inform your potential attendees and customers while you put together your event.
Below, we’ve listed a few mediums you can use to get the word out. However, there are many other mediums and tactics you can use, including giveaways and event story marketing.
Email - if you already have an email and customer list, then you can market your event to your existing customers and give them a personal invitation.
Social media - Find out which platform your audience regularly uses (whether it’s Facebook, Instagram, TikTok, or something else), and market your event there by using video, pictures, and posted event information.
In-Person Signs and Flyers - Find out where your largest target audience resides, and think of presenting flyers and signs in that area.
Mail - Personalized invitations can do wonders if you decide to do direct mail marketing.
Community Calendars - There are tons of community calendars available online, and they’re free to post to. Just make sure you include all of the relevant details, as well as a link to more information (if needed).
Website - You’ll want to create a website (or page on your existing website) for your event. This should list everything attendees need to know and should expect.
Conclusion
There are many different ways you can use event marketing, or can market your event. However, you need to remember the differences between the two. One style of event means that breaking even (or earning a bit more) on the costs of the event will net you publicity and future sales as long as it goes well. The other needs to be profitable in and of itself.
While I went through the basics of both, keep in mind that with both the event itself needs to be fun, engaging, and something that people want to go to. After all, if the event itself is no good then it doesn’t matter how much you market your event; your audience will make sure that you know that your event failed to meet their expectations.
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