Event marketing

Make event marketing work for you

Most people hate being thrown.

If you come away with one message after reading this, let it be this one. You decide to organize a marketing event online or in person. You think it’s gonna be awesome. You’ll tell them about your great new service offering. It will knock them out. Each participant will rush to place their order.

Yeah… not so much.

Market value for time

When you invite people to an event, you’re asking them to give you some of their time. There really is nothing people value more than their time. So if they’re going to give you some of their time, they better get something really valuable in return.

Knowing your offer is not enough.

It’s the same reason you don’t want to mix news with your blog. If people are going to invest their time in coming to your event or blog, and watching your presentation or reading your articles, they expect them to come away with new and valuable insights or knowledge. They want to learn something. How to make better decisions on a given subject. How to do something more efficiently. How to avoid various disasters.

They want to learn some kind of “how”, not “what” to buy.

What will happen if they don’t get what they expect? They can leave your session early. They will almost certainly never come back for another one. You have lost a prospect.

Read also : Why IT Companies Need Content Marketing

Make your event attractive

Perhaps you have had the terrible experience of sending invitations to an event and receiving little or no response. With each passing day, the pain gets worse. And worse.

Marketers know that if this happens, there are only a few possible issues:

  1. Your timing was bad
  2. You used an outdated or poorly cleaned mailing list
  3. Your message missed the mark

The first is more of an excuse than a reason. Many like to indicate the predicted time of day, current events, recent disasters, phases of the moon. None of these really explain anything, but they can dull the pain. However, they will not help you make better trading decisions.

These days, using a bad list just shouldn’t happen. The software used to manage these lists has just improved too much for any reasonable source to provide mediocre lists. It can happen, but it’s less likely than it ever was.

Missing the mark with your message is the most likely problem. “How to use our product to solve your problem” topics are likely to lead to disaster. In the minds of most potential attendees, they can learn what they need about your product by visiting your website. There is no reason to waste their precious time attending a presentation. Yes, wasting their time. For them, it’s just a mess. They do not care. They really shouldn’t. Until they know your value proposition, why should your product interest them?

See also: Remember to promote your value proposition

Event planning is simple – but not easy

So your biggest challenge in planning any event is crafting your message in a way that it delivers real value to your attendees AND aligns them in some way with your offerings. Simple! Not so easy.

If you sell disaster recovery services, you want to amplify the likelihood of disasters occurring in their lifetime

Start by asking yourself, if you wanted the people you’re selling to know about anything, think about anything, what would that be? If you’re selling fire extinguishers, you’d want them to think about how easily a fire starts. If you sell cleaning products, you want your prospects to think about dirt. If you sell disaster recovery services, you want to amplify the likelihood of disasters occurring in their lifetime. You’re selling data encryption, so you’re teaching them why a firewall alone doesn’t provide complete protection.

You are going to teach them something that relates to what your offering does. Not what your offer does, but something useful for them to know that relates to it. Simple! Not easy.

To see the Top 15 Managed Security Service Providers (MSSP) of 2022

Bad news sells

Now is the time to create your invitation.

You have two options for attracting people to your invitation. The first is entering the sender’s name on your message. If they know who you are and respect you, they’ll open your message just because it’s you.

The second is your subject line. Resist the urge to exclaim how wonderful your post, session, or whatever will be. People really aren’t attracted to good news. Sad but true. Maybe it’s cynicism, maybe it’s just too busy or too tired. Maybe it’s just a sad observation about the human condition. Anyway, good news does not really attract attention. Bad news does. Or the pain. Or impending doom. People love those.

So you want your subject line to suggest some sort of horrible event that the audience will learn to deal with when they attend your session. Maybe a seminar, a webinar, a Twitter feed. No matter. If the potential news is bad enough, people will be curious for more. This is where we come to the last line of vulnerability.

When your subject line is so awful that the reader just has to open your invitation and read it, you only get one sentence to convince them that they made the right decision by opening it. . This first sentence, dubbed “the hook” in market parlance, should amplify the danger they will learn to avoid or resolve just by attending your session. If you succeed, they will scan the invitation and can even read it. Then they can even RSVP if you’ve made it simple enough.

Deliver more than what you promise

Harvey McKay first encouraged us to “mean what you say, say what you mean, deliver more than you promise”.

You can easily guarantee that anyone attending your session will never attend another by simply breaking your promise to teach them something of value. Do not do that. Provide the information, insight, and benefit you promised in your invitation.

At the very end of your session, you can remind the audience who delivered this valuable information without worry. The public expects you to recognize who sponsored the event. If they want more value, here’s how to get it!

Imagine how great it would be if every event provided real value. Be part of the solution – and you will win too.

Read next: The channel has changed. Channel marketing needs to catch up