Living & Working in Great Places
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You’ve just been given the task of creating and leading an event marketing campaign. Welcome to battlefield. You now have dragons to slay in the areas of planning, logistics, and human resource management. You’ll employ creative abilities, organizational skills, and you will likely max out your ability to fight fires. How are you going to pull this off? You can start by employing these seven strategies.
1. Know Your Resources
Before you set up your event marketing campaign, you’ll need to know what you have to work with. What is your budget? How many staff members will you be able to dedicate to your event on a full or part time budget. Remember that whatever money and people you have will have to cover all of the following and then some:
Of course, you shouldn’t assume that a small budget will mean a lackluster event. You’ll just have to be creative.
2. Treat it Like a Project
Think like a project manager. Identify roles and responsibilities. Keep track of what needs to be done and what has been completed. You will also want to cover the following:
It’s going to be a good idea to identify a great project management tool to help you keep things together.
3. Create a Specific Website And Social Media Presence For Your Event
A great event isn’t an add-on or an afterthought. It deserves its own space on the internet. This will allow you to direct people to your event’s homepage, landing pages, and social media pages. This is much more efficient than burying your event content in your corporate home page.
Ideally, the site should have several versions in different languages. Get help from The Word Point to do translation and localization for your website. Once you’ve established your dedicated website, and decided which social media platforms are best for your event, your next step is creating and curating content. If you adhere to the 80/20 rule of content marketing, you’ll want to break that habit for this project. Your event content should be all about your event.
In fact, you might want to think in terms of 50/50. 50% of your content should be informative. This is content that lets your audience known when your event is happening, how they can sign up, who is going to be attending, and what they will get out of it. The other half should focus on creating excitement. Do you have a great keynote speaker? Have you run the same event in the past with great success? Use that information to create buzz. You can even provide incentive for those who sign up.
4. Create Buzz For Your Special Guests Sponsors And Other Associates
Show your speakers, vendors, sponsors, and others lots of love by doing your part in creating buzz for them. This begins with using social media to create excitement about their participation in your event, but it doesn’t end there. Make them feel as if their contribution and participation is worthwhile. Follow them on social media and share their content. Link their blogs and social media posts in your content. They’ll reciprocate by giving your event a shout out as well. Remember that they have their own promotional needs as well.
5. Conduct a SWOT Analysis
As the event nears, it’s a good idea to do a SWOT analysis in order to get a good idea on where you stand. Consider asking the following questions:
6. Meet With Your Team Frequently to Ensure Their Needs Are Met
Schedule regular meetings, either as a single group or in smaller groups to keep the lines of communications open and to ensure that everybody has what they need in order to do their jobs. As you try to head your event marketing campaign, it can be difficult to keep up with all of the day to day needs of your team. For example, if you have staff members in charge of working with local media, have they been given all of the contact information they need and copies of press releases related to your upcoming event?
7. Establish Branding Guidelines
This might seem a bit “woo”, but try it anyway. If your event was a person, how would it behave? What would its interests, values, habits, and concerns be. If it walked into a crowd of people, what would their initial impression be?
The answers to these questions can give you a really good idea of the overall tone that you want your event to have, and of the experience you want to give your attendees. This is, in essence, your event’s brand. All of the marketing content that you create, your web design, etc. should all be consistent with your branding efforts. The way to ensure this is to establish branding guidelines.
There isn’t one key to creating a successful event marketing campaign, there are many. You have to establish and maintain open lines of communication. You have to predict and head off any potential problems. You’ll also need to hold others accountable for their roles and responsibilities while ensuring that their needs are met in the meantime. There aren’t many ways to reduce the amount of work that goes into this process, but employing these seven strategies can help ensure that your efforts yield great results.