Event at gunpoint: how to promote events using digital Medium ?

We will tell you how targeted advertising, e-mail newsletter, PR and content marketing will help you attract the maximum number of people to your Event.

and how to promote events using digital Medium ?


1. Site

It‘s worth starting from the event website. This is where all your marketing activities should lead.

The site should both represent a presentation of a future event (video and photo, a detailed description of the program), and provide an opportunity to pay for a ticket to your event. At the same time, it must be linked to Timepad and equipped with an end -to- end analytics system in order to track the results of advertising campaigns.

After creating the site, we proceed to writing an advertising strategy to promote the event. As a rule, it includes such tools as targeted advertising, e-mail newsletters, announcements in social networks, and PR in the media. Let’s take a closer look at each channel ( Medium ).

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2. Promotion of the event on Instagram and Facebook

There are many ways to promote your event on Facebook. For example, write a sponsored post on your official page and then advertise it to the right audience. Another way is to use the functionality of the "Events" section of Facebook.
how to promote events using digital

This functionality allows you to: keep abreast of events that your friends visit, monitor invitations from other people and respond to the necessary ones, organize meetings yourself and send invitations to them.

We are interested in the third function. To use it, click the “Create a new event” button and select the format:

We write the name, set the date and select the privacy settings. If you intend to bring as many people as possible to your event, be sure to make sure that it is accessible to everyone. So not only you, but also your guests will be able to send invitations to it.

Then we choose a beautiful photo, indicate the address of the meeting, create a description and select keywords by which people can find our event. Be sure to link the event to a website or landing page where people can register or purchase a ticket.

Do not neglect the description of the event. Write in detail about the participants, catering, additional services. Get interested! Your task is to catch the attention of everyone who visits this page. Think carefully about how your event differs from hundreds of others, and detail all its benefits.

Now that you have beautifully designed the page and filled it with content, let’s move on to promoting the event.

how to promote events using digital

First, use free promotion – sending invitations to all your friends. If you have a database of email contacts, convert it to Facebook followers and invite everyone. What for? The invitation that you send in an email may end up in spam or may simply not appear in the recipient’s email client. On Facebook, the likelihood that the recipient will definitely receive an invitation and read its description is much higher.

How to proceed: unload all contacts from mail in CSV format. Then, on your Facebook event page, you need to click on the Invite Friends from Email Contact List button. Download the finished CSV file by clicking the top “Download” line.

Secondly, targeted advertising. Runs directly from your event page with just a few clicks.

3. Targeted advertising

It allows you to advertise to people who might be potentially interested in your event. You will hit the target and get the maximum number of registrations if you create the most accurate description of your target audience, that is, make an exhaustive list of its characteristics:

  1. Geography of residence.
  2. Family status.
  3. Age.
  4. Position and level of income.
  5. Needs and desires.
  6. Interests.
Bringing all the data together in a table makes it easier to plan your social media advertising campaign. The more questions you ask a potential buyer, the easier it will be for you to choose the words to write the most effective ad.

How to determine in which social networks to advertise an event?

Obviously, different social networks have different audiences. Plus, each has its own specifics of displaying ads. Go where you are most likely to meet your potential attendee. For example, if you are making a serious event for an audience of 45+, do not neglect Odnoklassniki. If you are preparing an event for the business community, use Facebook. The latter platform also allows you to place ads on Instagram, since they have one advertising account.

Pros of targeted advertising: 

variety of formats – video, photo, carousel and photo, and more. You can even create mini-landing pages for mobile devices (only for Facebook).

Cons: 

People on social networks don’t have a strong desire to buy from you, in contrast to the recipients of contextual advertising, which works in hot demand.

4. Email newsletter

Do you collect data about your customers? Potential and active? Fine! We use this database of e-mail addresses to inform the audience about the upcoming event. You will need a series of emails to gradually get people interested in the upcoming event and encourage them to attend.

How many letters should there be in a chain? Depends on the scale of the future event. The more you plan to invite people, the more emails you will have to send. On average, a mailing list should contain 4 letters.

  1. Announcement. Tell us about the upcoming event, give a link to its page and arrange registration in advance. You can also use a special offer for early buyers in this email. The technique works well when, as the event approaches, the ticket increases in price.
  2. Registration invitation. There should be an application form for a visit, a detailed program (when it starts, where it will take place, how to get there), the composition of speakers. Come up with special triggers to encourage the user to not only finish reading your letter, but also sign up.
    For example, write how many people have already registered, how many tickets are left (the FOMO effect works great when there are a limited number of tickets and they are quickly sold out). Add information to your emails about what they write about the upcoming event on social networks, find reviews about your previous event. Make spoilers – reveal secrets from speakers – about special talks or special information they give.
  3. Reminder. People often put off making a decision until later. Therefore, it is better to send a letter – a reminder of the event a few days before the end of registration.
  4. Thanks to everyone who visited. Materials – presentations, photos, videos. In addition to gratitude to all the participants, write also to those who did not reach you – describe the past event, share useful materials from it, promise to send an invitation to the next event.

Important! If you want journalists to attend your event (and who doesn’t? 😄), make sure you have a special series of letters for them in advance.

It is better to draw up personal invitations for everyone. And after the event – also thank and send a link to download files: photos and videos that can be used in the media. You can also share excerpts from the speakers’ speeches. As a result, additional PR and the glory of a good organizer are provided to you.

Read Also: How to launch advertising on Telegram: instructions for use

5. PR in the media

Who is your event for: for a narrow audience or for everyone? Based on this, look for media outlets to which you can send event announcements.

Press releases

The announcement should be short and concise. This is a kind of USP for your event. In addition to the traditional blocks “where”, “when”, “who is the organizer”, “who will be the speaker / performer / star”, tell us why a person needs to become your guest: what is his benefit, what he learns, and what he gets as a result. We know from experience: journalists publish a cool, intriguing announcement much more willingly than a boring description of a future conference. Therefore, try to create a good news feed, or even better, tie the topic to high-profile news or events.

Publications in the media

In addition to the press release, you can prepare an article on the topic of your event (or a related one) and post it in the specialized media. Content marketing works great for event promotion. The main thing, as in any other native article, is first of all to give people a benefit, and only secondly – to sell a ticket or bring it to registration.

If you do events regularly, a long-term strategy and friendship with niche media will help you a lot. For example, it makes sense for organizers of digital events to keep their column on Cossa or VC (or better both there and there), where you can periodically talk about upcoming events.

Life hack! Some niche media outlets have event calendars that post all upcoming events. It is very convenient to use such calendars when planning your activity, say, for the next month. Be sure to post an announcement for your event on such a calendar.

An integrated approach to promoting an event is the key to success. The more advertising channels are involved, the more registrations you will receive as a result. But! The budget, as they say, is not rubber. Therefore, end-to-end analytics is your help! What works well today may not produce the desired result tomorrow. Connect analytics and carefully monitor the results of all your advertising activities. Disable unprofitable channels. Test and find new working tools, creatives and approaches.

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