THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 1

TOOLKIT TOOLKIT FOR PROMOTING EVENTS PROMOTING FOR THE EVENT ORGANISERS’ ORGANISERS’ EVENT THE THE WORD ABOUT THEIR EVENT FAR AND WIDE. EVENT FAR ABOUT THEIR THE WORD THIS EVENT PROMOTION PACK IS IDEAL FOR ANYONE KEEN TO SPREAD KEEN TO IS IDEAL FOR ANYONE PACK PROMOTION THIS EVENT CONTENTS

HOW TO PROMOTE YOUR EVENT 02

PRE-EVENT PROMOTION 02 WEBSITE PROMOTION 03 SOCIAL MEDIA 03 EMAIL 04 TRADITIONAL MARKETING TECHNIQUES 04 PARTNERSHIPS 05 PUBLIC RELATIONS 05

PROMOTION DURING THE EVENT 06 BRANDED MATERIALS 06 SOCIAL MEDIA 07 DATA COLLECTION 07

POST EVENT PROMOTION 08 BLOGGING AND IMAGE GALLERIES 08 SOCIAL MEDIA 09 EMAIL 09

THE EVENT PROMOTION TO DO LIST 10 PRE-EVENT PROMOTION 10 PROMOTION DURING THE EVENT 11 POST EVENT PROMOTION 11

EVENT PROMOTION RESOURCES 12 ADVICE FROM THE EXPERTS 18 THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 1 The report by Eventbrite also revealed that 53% of event 53% of event that revealed also Eventbrite by The report channels when marketing use 3 – 4 different organisers 5 using over with a further 32% their event, promoting the more It’s clear that channels. marketing different of your use, the further the reach channels you marketing to resources several created have We promotion. event channels as possible as marketing hit as many help you those within from advice some expert as providing well industry. the events According to a recent Event Industry Report by Eventbrite, Eventbrite, by Report Industry Event a recent to According dedicated had a year in the past organisers 77% of event budget with the average event, their promoting for budget With this much £4,914. 13% to by year on year increasing that important it’s promotion, on event being spent money a valuable ensure to strategies effective use the most you on investment. return Whether you’re a full-time events manager, a marketing a marketing manager, events a full-time you’re Whether events, own your promote to or someone looking executive skills and resources the knowledge, you give this pack will people in right the by noticed event your get to required places. the right THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 2 get themexcited. You’ll want to assign anofficial budget to promotion, spend be hosting anevent, it’s timeto start tricklinginformation to your audience to attendees after theevent to maximiseyour data andensure future events are some timeresearching the best place to target your audience; whetherthat’s money into your pre-event promotion. Assoonasyou have decidedyou will online, viaprintorat theirlocal clubsandthinkaboutwhichchannelswould If you want adecent turnoutto your event thenyou needto invest timeand some best practices whichwillensure you are ontherighttrack. The key to your event asearlypossible. Butevent promotion doesn’tstop whenthe day oftheevent arrives. You want asmany peopleaspossible to be talking success isto beorganised well inadvance sothat you canstart promoting While there are nosetrulesfor promoting your event, there certainly are about your event ontheday, andit’s just asimportantto follow upwith HOW TO PROMOTE YOUR EVENT PRE-EVENT PROMOTION best beusedto target them. even more successful. THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 3 SOCIAL MEDIA SOCIAL sign up to your event! your sign up to WEBSITE PROMOTION really improve your return on investment. on investment. return your improve really promote your event in a highly responsive environment. in a highly responsive event your promote content about your event during the build up to the big day. during the build up to event about your content specific targeting options. You can advertise to people of specific ages, You can advertise options. specific targeting the search engines to people searching for topics relating to your event. event. your to relating topics for people searching to engines the search in Search Engine Optimisation (SEO) to encourage attendees to find you find to attendees encourage to (SEO) Optimisation Engine in Search for getting your message out there to the masses. Whether it’s Facebook, Facebook, Whether it’s the masses. to there out message getting your for will probably be there. Developing a social media strategy will help you to to will help you a social media strategy Developing be there. will probably genders, locations and interests through paid social advertising which can paid social advertising through interests and genders, locations You will pay money every time someone clicks through to your website so website your to time someone clicks through every money will pay You place to start your event promotion before the event. If you want to invest invest to want If you the event. before promotion event your start to place through the search engines such as Google, you’ll need to start optimising optimising start need to you’ll engines such as Google, the search through well in advance of your event. This is a great way to get more eyes on your on your eyes get more to way is a great This event. of your in advance well event online. One SEO technique you can use is to publish blogs and other can use is to you One SEO technique online. event No matter what the nature of your event, social media will be a critical tool social media will be a critical tool event, of your nature the what No matter Another way to promote your event through your website is to use Pay Per Per use Pay is to website your through event your promote to Another way Twitter, LinkedIn or one of the many other social media sites, your audience audience your other social media sites, or one of the many LinkedIn Twitter, make sure the page they land on is fully optimised to encourage the user to the user to encourage land on is fully optimised to the page they sure make Click (PPC) advertising. This allows you to promote your event at the top of top the at event your promote to you allows This Click (PPC) advertising. If your company, business or organisation has its own website, this is a great this is a great website, has its own or organisation business company, If your Social media also offers the opportunity for paid advertising with some very with some very paid advertising the opportunity for Social media also offers THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 4 To buildyour database, you willneedto implement somesortofdata capture These willbeyour ‘warm leads’andshouldhave apersonalisedemailsentto event attendees. There istheoptionto buyanemaillist, however these‘cold leads’ willbeless responsive andthey may interoperate your emailasspam. direct mail.Otherthan direct mail,you cantryleaving flyers at shops,clubs Preference Service which willidentifyresidents who donotwant to receive each person(e.g. includingtheirnameintheemail).Personalisation canbe you canuseseveral strategies to capture thisdata, includingcompetitions, and otherplaces usedby thepublicto getyour message out there further. According to the2017 Eventbrite Event Industry Report, emailisranked as the most effective marketing channelwhenpromoting anevent. For email Of course, there are plentyoftraditional marketing techniques whichyou sponsored content inmagazines andnewspapers canbe very successful, content downloads andofcourse usingthedata captured from previous There isalsotheopportunityto promote your event viadirect mail.This advertisements to people whohave registered theirwishnotto receive to really work, you needto have your own database ofpeopleto email. strategy withinyour marketing. This shouldbeanongoingprocess and of advertising canbe harder to measure thanonlineadvertising butit’s might decideto useto better reach your audience. Printadvertising or depending ontheaudience you are targeting. The success ofthistype unsolicited material by mail.You canpurchase data from The Mailing is quite anold-schoolapproach andyou must becareful notto post important to grab your audience’s attention at allangles. TRADITIONAL MARKETINGTECHNIQUES automated withmost emailsoftware. EMAIL THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 5 PARTNERSHIPS geographical areas. areas. geographical PUBLIC RELATIONS you and the sponsor. sponsor. and the you blog on their website or flyers in their shop. in their shop. or flyers blog on their website To really spread the message of your event, you might want to consider consider to might want you event, of your the message spread really To the overall cost of your event but will mean another organisation will be but will mean another organisation event of your cost the overall Many online news sites, especially local news sites, will have a section on will have sites, news especially local sites, online news Many you will be able to get your event out there to people within the relevant people within the relevant to out there event get your will be able to you in your local area. When sending your press release to newspapers, try to try to newspapers, to release press When sending your local area. in your It is likely that you won’t be running your event completely alone. You may may You alone. completely event be running your won’t you that It is likely free to do in most cases and if you invest a small amount of time doing this a small amount of time doing invest cases and if you do in most to free equipment from external businesses or working with other organisations on with other organisations or working businesses external equipment from You can also seek sponsorship for your event, which will not only help lower which will not only help lower event, your sponsorship for can also seek You their website where you can upload an event to their events calendar. This is This calendar. their events to can upload an event you where their website proactively promoting your event. Sponsorship gives you the opportunity to the opportunity to you Sponsorship gives event. your promoting proactively have a newsworthy spin to encourage them to publish a story on your event. event. on your publish a story them to encourage spin to a newsworthy have creating a press release to send out to relevant publications and newspapers and newspapers publications relevant send out to to release a press creating the content of your event. This gives you a great avenue for promotion if you if you promotion for avenue a great you gives This event. of your the content get your event in front of a whole new audience and is mutually beneficial for and is mutually beneficial audience of a whole new in front event get your have guest speakers or entertainment playing at the event. You may be hiring may You the event. at playing or entertainment speakers guest have simply ask them to help with promoting your event, whether that help is via a whether that event, your help with promoting simply ask them to THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 6 branded pens,information andotherusefulbitspieces. This willensure brand to beinthepicture! You mightwant to includegoodiebagstoo with them useful information suchasanevents calendarsothey can bookonto Make sure you have plentyofbranded materials suchasflyers andbanners at your event. Ifsomeonetakes aphotograph at your event, you want your future events to attendees. Itisalsoanopportunity to show thosewhodid The day ofyour event isanidealopportunityto promote your message or appropriately. Try to educate attendees aboutyour event/brand andgive ensuring theevent runssmoothlyduringthe day, somake sure you doas not attend exactly what they are missing. You willprobably bevery busy Keep inmindthat your brand isn’tjust your logo, it’s everything your company stands for, somake sure you portray your brands image PROMOTION DURINGTHEEVENT people remember your brand whenthey leave. much preparation beforehand aspossible. the next one there andthen. BRANDED MATERIALS THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 7 DATA COLLECTION SOCIAL MEDIA SOCIAL DATA COLLECTION DATA event trending on Twitter! on Twitter! trending event convince them to hand over their details. hand over them to convince the day, you can use a tool such as Hootsuite to schedule some social to such as Hootsuite can use a tool you the day, ask for contributors contact details so you can share it with them later. can share details so you contact contributors ask for will give you a way to follow up with them after the event and continue and continue the event them after up with follow to a way you will give Getting information from your event attendees such as email addresses such as email addresses attendees event your from Getting information but generally networking with people and taking contact details directly details directly contact with people and taking networking but generally is a much more personal way of doing things. You might also want to try to want might also of doing things. You personal way is a much more is where anyone who couldn’t attend your event will see just how good it how see just will event your attend couldn’t who anyone is where interviewing people to get their opinions on the event. You can use these You get their opinions on the event. people to interviewing Simple techniques such as competitions or prize draws are very effective, effective, very are draws or prize such as competitions Simple techniques Facebook Live to give anyone on Facebook an insight into your event. It’s It’s event. your an insight into on Facebook anyone give to Live Facebook posts. Although this isn’t as effective as doing it live, it will encourage your your it will encourage as doing it live, Although this isn’t as effective posts. a good idea to set up your own hashtag too if you want to try and get your try and get your to want if you hashtag too own up your set a good idea to Social media will be immeasurably important on the day of your event. This This event. of your day important on the be immeasurably Social media will you may not have already collected this data, so you’ll need to find a way to way find a to need so you’ll this data, collected already not have may you Make sure you are posting photos, videos, quotes from speakers and regular and regular speakers from quotes videos, photos, posting are you sure Make interviews in any blogs or videos you make after the event and remember to to and remember the event after make blogs or videos you in any interviews updates on your event throughout the day. You might even want to try using try to want might even You day. the throughout event on your updates really is and can engage with your brand or event attendees instantaneously. instantaneously. attendees or event brand with your is and can engage really attendees to get involved. Try to start a conversation with your audience, ask audience, with your a conversation start to Try get involved. to attendees promoting your brand. If your attendees didn’t need to sign up to your event, event, your sign up to didn’t need to attendees If your brand. your promoting them questions and really get them engaged to spread your message further. further. message your spread to get them engaged and really them questions If you don’t think you will have much time to post on social media throughout on social media throughout post to much time will have don’t think you If you THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 8 more likely to share your blogs.You canschedulethese blogsto bepublished Once theevent isover, you don’twant peopleto just forget aboutitstraight away. The promotion work isfar from over asyou needto remind attendees richer content suchasslideshows, videosorinfographics detailingdifferent parts ofyour event. Includementionsofspecific attendees andthey willbe Don’t just sendoutone blogandleave itat that, create aseriesofblogsor for weeks to come, ensuringtheimpactofyour event continues longafter of what they experienced on theday andgetpeoplewhodidn’tattend to Now isthetimeto start blogging andtelling thestory ofyour event. POST EVENTPROMOTION BLOGGING ANDIMAGE GALLERIES kick themselves for missing out! MY BLOG the event itself. THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 9 EMAIL SOCIAL MEDIA SOCIAL hashtag after the event. the event. hashtag after opportunity to unsubscribe. opportunity to share them via this follow up email. them via this follow share opportunity to thank any contributors or attendees publicly. publicly. or attendees contributors thank any opportunity to media and will be eager to see if they are in any of the photos! of the photos! in any are they see if to will be eager media and out on at the event. You want to be careful not to seem like you you seem like to not be careful to want You the event. out on at are spamming people though, so don’t overdo it and give people the it and give overdo spamming people though, so don’t are If you are producing any blog content regarding your event or image event your regarding blog content any producing are If you your event (e.g. competition winners). Social media also gives you an you Social media also gives winners). competition (e.g. event your people who you think it might interest and continue using your events’ events’ using your and continue it might interest think people who you Email can again be used to contact those who didn’t manage to attend attend those who didn’t manage to contact Email can again be used to You might have had a photographer at your event, or perhaps you were were you or perhaps event, your at a photographer had have might You taking photos yourself or encouraging attendees to do so and then post post and then do so to attendees encouraging or yourself photos taking gallery on your website. People are keen to engage with this type of rich with this engage to keen are People website. on your gallery them on social media. Gather these images together and create an image an and create Gather social media. them on images together these captured more data at your event, so be sure to add these people to your your add these people to to so be sure event, your at data more captured A follow up email to the people who attended your event will allow you to to you will allow event your the people who attended up email to A follow galleries, social media is a great place to promote it. Don’t be afraid to tag to it. Don’t be afraid promote to place galleries, social media is a great mailing list. Again, if you have created blogs or photo galleries, you should galleries, you blogs or photo created have if you Again, mailing list. used your events hashtag and push out any relevant information regarding regarding information relevant hashtag and push out any events used your event they attended as well as a reminder for future events. You might have might have You events. future for as a reminder as well attended they event Once again, social media is ideal for continuing to promote your event once once event your promote to continuing again, social media is ideal for Once continue contact and provide them with personalised information about the them with personalised information and provide contact continue it’s over. You can reach out to individual attendees, engage with anyone who with anyone engage individual attendees, out to can reach You over. it’s your event with a personalised message, letting them know what they missed missed they what letting them know with a personalised message, event your THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 10 Sendoutreminder emailsto your guest list Prepare andsendout your press release to relevant publications Ifyou are usingflyers/posters –sendtheseout to consenting businesses Set up andschedulepaidsocialadvertising your event often Create aSocialMediaschedulesoyou are sendingoutupdates andrelevant information on Announce thedetails ofyour event onyour SocialMedia channels Sendoutyour first emailinvitation to your guest list –includelinks to your website event page Write andscheduleblogssurrounding your event Create your ‘event page’onyour website andpublishit Bookany printed advertising Organise your partnerships/sponsorship andsupplythemwithpromotional materials Get any physical promotional branded materials printed/created Create your promotion plan(aGantt Chartwillhelpyou to stay ontrack) Audience research –where/how canyou target them? Decideonyour promotion budget THE EVENTPROMOTION TO DOLIST PRE-EVENT PROMOTION THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 11

POST EVENT PROMOTION POST PROMOTION DURING THE EVENT PROMOTION THE EVENT PROMOTION TO DO LIST DO TO EVENT PROMOTION THE Send your ‘thank you for attending’ email to attendees and a ‘here is what you missed’ email to missed’ email to you is what and a ‘here attendees email to attending’ for you ‘thank Send your it those who didn’t make an image gallery on site and create photographs all your Pull together event Start blogging about your gallery blog and photo your linking to database your Send another email out to blogs and image galleries on social media Post the day from significant anything detailing event post release Perhaps send out another press etc.) business developments broken, records charity, for raised money (e.g. advertising paid of your Analyse the success Lay out your branded materials or be available to hand them out to attendees on arrival attendees hand them out to to or be available materials branded out your Lay arrive even guests on Social Media before updates live Start posting participation encourage and actively collection of data methods your Implement the event during audience your / business to event next your Promote and then there event next your sign up to people to get to Try THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 12 Sending outapress release to relevant publications cangetyour event some research andat least find outthenameofperson you are contacting and try to includesomereasons why thestory isperfect for theirpublication and to gettheirstories published.Ifyou don’ttake apersonalised approach, you you to post your event ontheirsite anyway, gettingastory published about valuable publicity. Whilesomenewspapers andotherpublications willallow the event would getitsomeextra attention. There are three basicrulesyou Journalists andeditors receive alotofemailseachday from peoplehoping may notcapture their attention andwillmiss your opportunity. Do some EVENT PRESSRELEASETEMPLATES should stick to whensendingoutyour press release: PERSONALISE YOUR PRESSRELEASE relevant to theiraudience. THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 13 MAKE IT EASY FOR THEM FOR MAKE IT EASY HAVE AN ENTICING HOOK HAVE engage the audience and get published. engage the audience YOURSELF BE IGNORED! YOURSELF easier you make it for them, the more likely they are to run the story. run the story. to are they likely them, the more it for make easier you want to serve your press release up on a silver platter, ready for them to them to for ready platter, up on a silver release press your serve to want FORM OF COMMUNICATION TO GET YOUR GET YOUR TO OF COMMUNICATION FORM coming out of your event? If you can find that hook, you’re more likely to likely more you’re hook, can find that If you event? out of your coming the body of your email so they have multiple ways to access it. Make sure sure it. Make access to multiple ways have email so they the body of your expect it to get published. You need a juicy hook that will make your story story your will make hook that need a juicy published. You get it to expect Finally, don’t expect the editor or journalist to put in any ground work. You You work. ground put in any to or journalist the editor don’t expect Finally, a more attractive offering to editors. Are you doing anything for charity? Is charity? for doing anything you Are editors. to offering attractive a more quality image which can be published alongside the article. Leave a note to to a note Leave quality image which can be published alongside the article. You can’t just write about how great you think your event is going to be and is going to event think your you great about how write can’t just You there a local community angle you can use? Are there any shocking statistics shocking statistics any there Are can use? angle you local community a there publish. Attach your press release in a Word Document, PDF and paste it into it into Document, PDF and paste in a Word release press your publish. Attach editors containing any additional information and all your contact details. The details. The contact and all your additional information any containing editors spelling, grammar and styling are all on point and remember to attach a high- attach to all on point and remember are and styling spelling, grammar AS A BONUS TIP, TRY USING MORE THAN ONE USING MORE TRY A BONUS TIP, AS STORY IN FRONT OF THE RIGHT EYES. SEND IT STORY BY EMAIL, PICK UP THE PHONE AND DON’T LET EMAIL, PICK BY THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 14 Formal, printed event invitations still have aplace inthemodern,digitalworld such asdate, time, location and most importantly, thereason why they would of today. They willbeparticularlyvaluable ifyou have anolderaudience who marketing data lists; however, theresponse rate willbemuchlower thanthat When you sendout your event invitation emails,you don’twant to overload are less tech savvy. However, don’truleprinted invitations outfor ayounger audience eitherasnostalgia plays ahugerole inengagingyounger people. the recipient withinformation. Keep itsimpleandgive theessential details your existing database ofclients,customers or contacts. You canalsobuy prices to encourage faster signups to the event. Sendthese emailsoutto want to attend thisevent. You canthenlinkto more information onyour If you are charging for your event, you mightwant to include ‘early bird’ website orincludeanarea for signingupto theevent. EVENT INVITATION TEMPLATES EVENT EMAILTEMPLATES of your own, personallist ofcontacts. EMAIL THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 15 Timings: Timings: FACEBOOK Advertising: Advertising: What to post: post: to What Target audience: audience: Target SOCIAL MEDIA STRATEGY SOCIAL Saturday or Sunday is between 12pm and 1pm. is between or Sunday Saturday based on age, gender, location, interests and more. and more. interests location, gender, based on age, people go to for social interaction, research and fun. research social interaction, for people go to active and what type of content will get them engaging. type of content and what active Facebook has very specific advertising targeting. You can target people You can target targeting. specific advertising has very Facebook want. You need to know where your audience are, what time they will be time they what are, audience your where know need to You want. Facebook is better used for B2C (business to consumer) as it is the place the place as it is consumer) to B2C (business used for is better Facebook should be used throughout each stage of the event. But you shouldn’t just shouldn’t just But you event. of the each stage should be used throughout Social Media is such a valuable tool when it comes to event promotion and promotion event to when it comes tool Social Media is such a valuable blindly start posting whatever you want, whenever you want, wherever you you wherever want, you whenever want, you whatever posting blindly start as Memes. Try to keep your posts visual with minimal written content if possible. content visual with minimal written posts your keep to as Memes. Try Studies suggest that the best time to post on Facebook is between 12pm and is between on Facebook post time to the best that suggest Studies 3pm on Monday, Wednesday, Thursday and Friday. The best time to post on a post time to best The and Friday. Thursday Wednesday, 3pm on Monday, Video content is extremely popular on Facebook, as well as more fun content such fun content as more as well popular on Facebook, is extremely content Video THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 16 conversation, askquestions andmentionspecificpeoplebusiness in your Studies suggest that thebest timeto post onTwitter isbetween 12pm and Twitter isidealfor bothB2C(business to consumer) andB2B(business to 3pm onMonday to Friday (consumers willbecheckingsocialplatforms at lunch andastheday endsandbusinesses willbelookingto getactive on Twitter also hasvast targeting capabilities aswell builtintools to analyse to includepollsandotherforms ofengagementonTwitter. Try to start a Again, visualposts work well withTwitter butyou alsohave theoption business) andistheplatform where businesses really getto show posts. Andofcourse, don’tforget to hashtag! social aspartoftheirmarketing strategy). your adsperformance. theirpersonality. Target audience: What to post: Advertising: TWITTER Timings: THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 17 Timings: Timings: LINKEDIN Advertising: Advertising: What to post: post: to What to their industry. to Target audience: audience: Target EACH ONE. EACH stuff working better on a Friday. on better working stuff afternoon (3pm – 5pm) on weekdays. (3pm – 5pm) on weekdays. afternoon advertising. Target by job position, industry and more. job position, industry by Target advertising. OF COURSE, THERE ARE MANY OTHER THERE ARE MANY OTHER OF COURSE, TO DECIDE WHICH PLATFORMS WILL BE DECIDE WHICH PLATFORMS TO People use LinkedIn to network and discover updates/events relative relative updates/events and discover network to use LinkedIn People THE MORE VISUAL PLATFORMS SUCH AS SUCH AS PLATFORMS THE MORE VISUAL SOCIAL PLATFORMS YOU MIGHT CHOOSE MIGHT CHOOSE YOU SOCIAL PLATFORMS THEN PUSH THE RIGHT CONTENT OUT ON THEN PUSH THE RIGHT CONTENT LinkedIn also has some great audience targeting options included in their options included in their targeting audience great also has some LinkedIn MOST RELEVANT TO YOUR AUDIENCE AND AUDIENCE YOUR TO RELEVANT MOST LinkedIn is a great place to post your articles or opinion pieces relating to to relating or opinion pieces articles your post to place is a great LinkedIn TO PROMOTE YOUR EVENT ON, INCLUDING EVENT ON, INCLUDING YOUR PROMOTE TO The best time to post on LinkedIn is in the morning (8am – 10am) and late is in the morning (8am – 10am) and late LinkedIn on post time to best The LinkedIn is the perfect platform if your event is B2B (business to business). business). to is B2B (business event if your platform is the perfect LinkedIn with informative, inspiring content working better on a Monday and the fun a Monday on better working inspiring content with informative, your event. The type of content may depend on the day of the week though, the week of depend on the day may type of content The event. your INSTAGRAM AND PINTEREST. IT’S IMPORTANT IT’S IMPORTANT AND PINTEREST. INSTAGRAM THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 18 The data you generate willbe invaluable for future events. event, thiswillgenerate traction andreach previously unknown prospects. idea to create astrap lineorhashtagthat peoplecanusewhentalkingaboutthe the event, thiswillincrease your outreach to potential attendees. Itmight bean your event isofgreat value. Ifyou can engagewithbloggerswhoare relevant to A personalityorindustry professional commenting oroffering atestimonial about “It isvaluable to work withthe mediaandgenerate interest intheevent. needed for effective event promotion. Here are afew oftheirtop tipsand We spoke to several event industry experts to discover what they feel is industry secrets revealed to helpyou withyour own event promotion. WHICH MARKETINGCHANNELSDOYOU USETO PROMOTE Georgina Coleman -Managing Director - Established Events for andallows you to buildstrong relationships.” gives you anunderstanding ofwhat your potential visitors are looking - that ispickingupthephoneandspeakingto prospects. This really There isalsohugevalue inthe more traditional form ofmarketing ADVICE FROMTHEEXPERTS YOUR EVENTSANDWHY? THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 19 TACTICS WITH EVIDENCE? TACTICS DO YOU HAVE ANY EXAMPLES OF SUCCESSFUL PROMOTION PROMOTION OF SUCCESSFUL ANY EXAMPLES HAVE DO YOU You need to be creative when thinking about what this may be. be. this may when thinking about what be creative need to You may This a winner. is always can’t buy” “money that An experience the attendees of your any allows that format, draw be in a prize win.” opportunity to Events - Established - Managing Director Coleman Georgina “If you want to get the word out about your event, the most the most event, your out about word get the to want “If you get it right on media. If you social is often channel effective in front event your can get you and LinkedIn, Twitter, Facebook, of of the cost a fraction for attendees potential of thousands of advertising. traditional Victoria Brunton – Managing Director – EventStop – – Managing Director Brunton Victoria A simple way to get your event noticed by the right people is to make it easy for for it easy make is to the right people by noticed event get your to A simple way You friends and followers. among their own drum up interest sign up to those that allow page that confirmation on the order social buttons including can do this by by entering fire the fuel to can add with a single click. You the word spread them to — this simple promotion a raffle into on social media event your who shares everyone on investment.” a huge return can give “Pre-booked sales/attendees are the key to making sure your event is a success. is a success. event your making sure to the key are sales/attendees “Pre-booked than rather place, takes event the before attendees your can confirm If you success. better guaranteed are you the door, through walk them to for waiting my in. From see who walks and just an event advise promoting never I would you prospects, to or invitation sending out a message are if you experience, in mind when looking bear that So, of 20-30%. rate get a pick-up to likely are benefits or offering by communicate need to You event. the capacity of you at may early booking, or it for rates or reduces be in the form may This incentives. the event. attending for be an incentive THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 20 when you want to send themessage, rather than just engagingasand when. plan before you start contacting people. Know what you want to say and I would always suggest that you puttogether asocialmediastrategy and genuine interest. them there ifthey are uninterested. You want to focus onthosewhohave a the optionto unsubscribeorleave your database. There isnopointhaving course, you don’twant to annoy someonewhoisnotinterested, sogive them Don’tthinkyou should onlycontact someoneonce aboutyour event. Of entrenched inthecommunity you are targeting. The next step isto gettheinvitation outifyou are confident that you are Victoria Brunton –ManagingDirector –EventStop set upsoyour efforts are effective aspossible”. attend. Before you start promoting your event, it’s importantyou getthispage professional impression andhelpconvince peopleto puttheirmoney down to website] featuring your branding andalltherelevant information willgive offa activity to therightplace. Creating aspecificpage for your event [on your “It’s alsoimportantyou sendthetraffic you generate from your socialmedia unexpected happen. important Also, make sure that you have insurance inplace shouldanything right capabilityto deliver a success? Location andaccessibility are bothvery This isthemost importantelementofyou event. Doesthevenue have the From anoperational prospective, you needto find your venue first. joining forums andnetworking groups. you are targeting. This may beintheform ofattending othersimilarevents, interested inyour event andwhy itistakingplace. Engagewiththecommunity creating afollowing, againviasocialmedia.You needto create agenuine database ready andknow whoyou are reaching outto? Ifnot,Iwould suggest “This very muchdependsontheevent anditssize. Doyou have your WHICH MARKETINGCHANNELSDOYOU USETO PROMOTE YOUR EVENTSANDWHY? THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 21 YOUGOV PROFILES YOUGOV ONLINE TOOLS WHICH CAN HELP ONLINE TOOLS While this data might be quite generic, it can certainly be inspiring! generic, it can certainly might be quite While this data tools are free so it’s worth taking a look to see how they can help you. can help you. they see how taking a look to worth so it’s free are tools This tool allows you to search for a brand, product or particular interest or particular interest product a brand, for search to you allows tool This research, promotion and increasing the visibility of your event. All of these event. the visibility of your and increasing promotion research, When it comes to promoting your event, you want to ensure you have every every have you ensure to want you event, your promoting to When it comes angle possible covered. There are various tools online which can be used for be used for online which can tools various are There covered. angle possible YouGov Profiles is a great place to do a bit of swotting up on your audience. your audience. up on swotting to do a bit of place is a great Profiles YouGov given information on demographics, interests, media habits and much more! and much more! media habits interests, on demographics, information given Monitor the result you get and utilise your analytics. This information is information This analytics. get and utilise your you the result Monitor events. future on and for working are you the event for invaluable doing, are you in what is believe give I can ever important advice most The the keys are and energy passion change it. Your working, if something isn’t success”. your to Events - Established Director - Managing Coleman Georgina (which is related to your brand) and will then show you audience information information audience you and will then show brand) your to (which is related show, you might want to try searching the Top Gear audience and you will be and you Gear audience the Top try searching to might want you show, based on 250,000 YouGov panel members. For example, if your event is a car event if your example, For panel members. YouGov based on 250,000 THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 22 Most localnewspapers willhave anevents sectionwhere you canuploadyour really sellyour event andgive allthedetailssuchastime, date, location, dress competition page, agame, an information pageorhave aparticularproduct events website for your localarea. Add your event detailsandthenmove on so tryto addyour event to asmany relevant onesaspossible. Remember to Eventbrite, The List, Yelp, Evvnt andTimeout. The key here isto find event own event to thepublic.Wikipedia hasafulllist ofnewspapers intheUK, or service you are promoting at your event, GoogleAnalytics cantell you search for ‘what’s on in(your area here)’ willmost likely come upwithan and canshow you how longpeoplespenton thepage, how many pages If you have awebsite, thenGoogleAnalytics willbegreat for measuring websites whichare relevant to thearea you operate in.AsimpleGoogle they viewed onsite, whether they converted ornot etc. Allofthisdata Google Analyticsallows you to analyse specific pages on your website is highlyvaluable andcanbeusedto measure thesuccess ofspecific There are plentyofwebsites onlinewhichwilllist your event, suchas how your event affects your onsite engagement.Ifyou have setupa codes, cost etc. aswell asyour own contact details. exactly how engagedyour audience are. goalsrelating to your event. LOCAL NEWSPAPERS GOOGLE ANALYTICS to thenext website. EVENT WEBSITES THE EVENT ORGANISER’S TOOLKIT FOR PROMOTING EVENTS | PAGE 23 RINGWOOD EVENT HOUSE TEL: 01425 484861 TEL: 01425 FAX: 01425 474 905 474 01425 FAX: HAMPSHIRE, BH24 3PB HAMPSHIRE, BH24 20A HEADLANDS BUSINESS PARK BUSINESS 20A HEADLANDS WWW.EVENTS-INSURANCE.CO.UK EVENT INSURANCE SERVICES LTD EVENT INSURANCE SERVICES EMAIL: [email protected]