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7 Tips on Marketing A Must-See Live Event
March 15, 2023 12:27 PM
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Live events require meticulous, orchestrated planning. But how do you take that effort and turn it into results? It’s no surprise that a live event often encourages the most buy-in from an audience, as participants feel like they’re part of something unique and relevant in the moment, while pre-recorded events can often make audiences feel more divorced from the subject matter. The more connected someone feels to your event, the more likely they are to be encouraged to action. Therefore, it’s crucial that you not only properly market your event but have a clear call to action and plan to follow up on leads. 

1.     Have Realistic Goals

Not every live event is going to attract a large audience. In fact, you don’t necessarily need a massive audience for every event. You simply need an audience that will convert — targeting the right people rather than all people. This strategy is more likely to result in buy-in and maximize your return on investment. What is the goal of your event? For example, are you selling a product or identifying and networking with a specific clientele? Having realistic, identifiable goals before marketing your event will lead to better results, ensuring that you don’t overspend on marketing.

2.     Send Invitations—and Reminders

It’s often not enough to simply spread the word about your event. If your event is free with an open invitation, you should still consider sending targeted, personalized invitations. Your guest list could simply include your ideal attendees, like VIPs directly connected to the event or the featured topics. Of course, you don’t have to send out many invitations, but don’t discount the persuasive power of an official invite, whether e-invite or hard copy. Additionally, we recommend following up invitations with reminders to ensure maximum attendance. 

3.     Follow Leads

If you’re attempting to secure a specific type of attendee at your live event, it’s essential to follow them as you would a sales lead. When someone attends an event (or perhaps makes a financial commitment to attend an event), you’re closing a lead. You should categorize the leads and follow them in terms of priority and interest, weather cold or hot. When you track leads, it will not only be easier to follow the success of one campaign and shape the expectations for your live event, but inform marketing decisions for your next event. In addition, you should both score and store your leads well. Whether you’re collecting leads through registration forms or scanned QR codes, you’ll want to track them with an organized system, like a CRM.

4.     Utilize Social Media

There are many advantages to using social media when marketing your live event. For starters, it’s relatively inexpensive compared to other marketing strategies. Plus, it can be customized and shaped to fit your event’s specific themes and needs. Just make sure you identify which social media platform your target audience is most likely to use (For example, you can find Gen Z on TikTok, while those over 50 are more likely to use Facebook). Social media is also a great way to measure an event’s success. If you utilize a particular hashtag on Twitter or Instagram, you can follow its usage throughout the event, measuring how engaged your target audience truly is.

5.     Keep Closed Leads — and Nurture Them

After someone attends your live event, don’t dismiss the wealth of information you’ve gathered so you can maintain a connection with them. You may very well be able to attract former attendees to a future event. Also consider surveying your attendees about the event’s success to inform future strategies.

6.     Live is Better

Obviously, your event will be live, but you may want to consider promoting your live event with pre-live coverage. Meaning, recruit those involved with the event to hold livestreams on social media platforms to create some buzz. For example, one of your speakers could give a mini interview in advance. Livestreams are engaging and personal, allowing you to connect directly with your potential audience. Think of a livestream as a more personal invitation.

7.     Don’t Forget Email

As traditional as email may seem compared to livestreams and social media, it’s still an effective marketing strategy. Emails can serve as reminders for new events while at the same time offering essential data if you measure their click and open rates. While people receive many emails, keep in mind that emails are easy to engage with, and most people check their inboxes daily. Therefore, skipping a simple email marketing campaign is missing an easy opportunity; don’t let it pass you by.

Once you identify and establish your audience, you’ve won half of the battle. From that point, you must establish a personal connection and make it clear that your event is must-attend. You can potentially tap into the momentum from a previous event to increase the success of future events. Plan an active, aggressive marketing campaign that targets and tracks your ideal audience. The stronger your marketing plan, the more successful your event will be.

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