Events advertising – the challenges of getting bums off sofas and on to seats!
In a world of binge watching and music and video streaming, where myriad entertainment is at your fingertips 24/7, how do you persuade audiences to get up off their sofas and venture out the front door to see live events? How do you make your voice heard in a competitive marketplace and persuade audiences that your event is worth attending? How do you show accountability for ever-shrinking marketing spends?
These are just some of the challenges facing the events sector – and here are some tips to help you overcome them.
AGREE YOUR OBJECTIVES
Whether your aim is simply to raise your event’s profile or to push ticket sales and attract as big an audience as possible, having clearly defined objectives and KPIs at the start of your campaign is crucial to developing a focused media strategy. Only by doing this from the outset can you ensure all the elements, from media placement and targeting to creative and messaging, are working towards the same goals, with all available tracking and measurement processes in place to measure the campaign’s success effectively.
DEFINE YOUR AUDIENCE
Who are your audience and why should they attend your event rather than a similar one, or indeed attend it instead of staying at home? The answers to these questions will help shape your campaign. Knowledge really is power! Understanding your event and its market allows for in-depth research into your target audience, including their likes and dislikes and media consumption habits. With growing numbers of targeting opportunities available, particularly across digital and out-of-home platforms, campaigns can increasingly be planned and realised efficiently, making sure you reach the right people at the right time, every time. Be sure to take advantage of all available opportunities.
IMPACT AND PERSUASION
In a crowded marketplace, it’s essential that your brand stands out. Know what sets your event apart, and find the perfect hook to draw in audiences through impactful creative, stand-out media placements, and intelligent and absorbing social media content and platforms. Pay close attention to all these elements, ensuring they work together to generate engagement and create a persuasive argument for getting up off that sofa.
Digital media’s tracking capabilities mean media budgets are more accountable than ever. Make sure the relevant tracking mechanisms are in place from the outset to track each user’s full journey, from initial click-through to ticket purchase. This not only allows for ongoing optimisation of campaigns to ensure your budget is working as efficiently as possible, but will also generate invaluable data allowing for meaningful measurement of a campaign’s success against KPIs.
Data is your friend, so use it. With so much information now available, make sure you receive properly detailed campaign reports and analyse the figures thoroughly. Make good use of what you have learned in future campaigns so you hit the ground running next time. This will stretch your budgets further while ultimately delivering a more effective campaign.
DON’T REST ON YOUR LAURELS
Just because your event sold out this time doesn’t mean it will next time around. Don’t rest on your laurels and assume you don’t have to market every bit as hard in the future. Audiences can be fickle, and even the most established and successful events still advertise. Build on the momentum of past successes rather than allowing yourself the luxury of complacency. Only by keeping your event front of mind will you enjoy sustained success.
Be social media savvy – know the words people use when they search for events and optimise your content accordingly. Keep on embracing social media, including using event hashtags, and pushing offers from early-bird to group discounts. And most importantly of all, ensure your tickets are always easy to buy!