PMJ Hospitality

Chapter 6- Marketing & Promotion

The Complete Guide to Event Marketing and Promotions

Creative event programming and awe-inspiring venues set the foundation for success. But equally critical? Spreading the word far and wide through targeted marketing drawing attendees aligned with your event vision.

Follow this comprehensive playbook on strategic promotions across channels, compelling content formats and data-driven campaign optimization tips for max registrations.

Let’s get started!

Defining Your Event Positioning Strategy

Kick off promotions by crystallizing event messaging and persona targeting:

Articulate Core Event USPs

List out key highlights on knowledge sharing, celebrity appearances, essential skill-building, networking opportunities, or entertainment that makes your event worth attending over others vying for audience mindshare and time.

Specify Target Attendee Profiles

Get clear on the attendee titles, industries, demographics you seek to attract based on event focus areas and how it addresses their interests or needs.

Prepare Value Proposition Messaging

Frame core USPs from the target audience lens on how attending would benefit them specifically, problems it helps solve and outcomes gained after participation.

Set Marketing Qualifiers

Define proxies like shares, clicks, registrations indicating campaign traction to track how well messaging and content performs with audiences for refinements.

With core promotional strategy framed, delve into specifics on channelizing communication.

Optimizing Event Website and Landing Pages

Your event microsite or registration page forms the hub anchoring all other promotion channels driving traffic here to convert visitors.

Standout tips for maximizing conversions include:

  • Highlight USPs prominently through videos, testimonials
  • Outline event schedules, session tracks, speaker details
  • Overlay registration/ticket types with pricing, inclusions, deadlines
  • Share venue layouts, travel information, accommodations guidance
  • Prominently display partner logos and sponsor packages
  • Respond to FAQs on navigation, accessibility needs, event flows

Delivering this infrastructure empowers qualified attendees to easily discover value and sign-up.

Creating Compelling Event Collaterals

While the website captures sign-ups, creatives spread across other channels sparks initial interest and redirects audiences.

Unique content formats include:

  • Catchy teasers on celebrity speeches planned or exclusive album previews building hype
  • Evergreen long form videos like panel chat highlights that previous editions received
  • Inspiring photo grids showcasing stage performances, gathering moments
  • Striking graphics with quirky or thought provoking event taglines
  • Powerful stats on funds raised, hours of mentoring provided, jobs enabled
  • Behind the scenes shots spotlighting the making of events

Repurpose content across Instagram, Facebook, LinkedIn, print ads, out-of-home signages based on channel suitability for maximum impact.

Tactical Media Planning and Buying

The vehicles transporting event collateral to audiences and their planning technique also expands reach.

Research Channel Relevance

Study past event surveys or current audience listening tools identifying key platforms where target personas are digitally active like Twitter for tech enthusiasts vs TikTok among Gen Z.

Map Channel Focus Areas

Assess content formats and durations best suited for each from short Instagram video stories to LinkedIn long form articles to match creatives.

Set Outreach Frequency

Define campaign intensity on whether always-on sustained campaigns, focused bursts during milestone announcements or a blended approach fits budget.

Allocate Spend Strategically

Weigh channel costs, outreach width possibilities against expected sign-ups to prioritize allocations. Assign remaining dollars for remarketing to re-engage visitors who dropped off registration journeys

Monitor and Optimize

Track analytics like click through rates, bounce percentages from newsletters or sponsored ads that suggest required messaging adjustments. Iteratively strengthen performing platforms and content.

Thus crafting diverse, channel-tailored marketing campaigns targeted to the sweet spot of your audience interest ensures word travels far and wide!

FAQs

When should event marketing begin? For annual recurring events with existing audiences, start 5-6 months out. Brand new events require starting 1 year in advance for sufficient awareness.

What portion of my budget should go to marketing? Allocate at least 20-25% of total event costs towards promotions though invert as higher as 50% for pure brand awareness events expecting lower ticket revenues.

How do I evaluate event marketing ROI? Compare registration amounts driven from each channel vs investment made through dedicated tracking links to assess true conversions generated post campaigns.

How can I enhance limited marketing budgets? Research best times for organic boosts around national holidays, celebratory days etc rather than paid placements year-round. Look for partner co-promotion opportunities too.

What new event marketing platforms are popular today? Evaluate digital experiences like metaverse concerts in virtual worlds, Tiktok challenges pre-events along with panels on Clubhouse more for exclusive events.