relevent/ marketing ideas
Every event has a “circle of influence” with a direct link to your event industry, and your target audience. Your event’s circle of influence is the most powerful voice of your promotional campaign.
The organizing committee and partner organizations are key as they’re directly involved not only in your event but in the industry you want to reach. As members of these groups talk about the event, why it’s meaningful to them, and why they’re sitting on the committee, or supporting your meeting, they become event advocates, attracting new participants through word-of-mouth, social media posts, personalized emails and more.
Think about how often you’ve found yourself talking about conferences you’ve attended. People like to tell friends and colleagues about events they’re attending, so give them the tools to spread the word about yours!
In the lead-up to your event, start providing attendees with engaging content through email campaigns, your website/blog, and social media channels. You’ll inspire people to spread the word to their own networks, build pre-event buzz, and bring in a new, wider audience.
This can only result in better exposure, and potentially, more attendees. Statistics show that people are 71% more likely to make a purchase when they’re referred by a friend. This includes purchasing registrations to meetings.
Speakers are likely the biggest attraction at your event. They are seen as credible thought leaders with a wealth of knowledge to share.
Having speakers take part in your event promotion helps amplify your message to new communities. Asking a speaker for a social media mention or a video about their session can help ignite conversation about your event long before it actually happens. You can also have them engage participants with hosted Twitter chats, group discussions on LinkedIn inviting questions or a mention on their website/blog about why they’re happy to be participating in your meeting.
Sponsors and exhibitors want traffic and all eyes on them, even more than you do.
Your sponsors and exhibitors have spent big money to connect with your participants. They have a vested interest in helping to attract more participants—it will help promote their own presence.
Give your sponsors and exhibitor the right tools to spread the word. A promotional toolkit – including website banners, PowerPoint templates, email signatures and ads – is an easy way for them to announce their involvement with your meeting. Also, acknowledging them in various ways, especially on social networks like Twitter, will invite them to pay it forward and retweet to their communities, or tweet their own messages about your event.
Venues and hotels are experts in hospitality. They’re eager to welcome your participants, your committee, and your sponsors.
Ask your venue to mention your event—chances are, they’ll be happy to oblige, and this will amplify your message and your visibility. Don’t forget to return the favour by mentioning your event venue often! If they have a blog or a calendar featuring upcoming events, ensure your meeting is included (and reach out if it’s not!).
Yes. You read that right. You might not know it, but you’re sitting on a veritable content gold mine.
Have you used last year’s content summaries, recorded plenary, speaker’s papers, and abstracts to attract a new audience and showcase some of your educational program?
Make it easy for both past and potential attendees to access this information. Your conference content has the power to market your event for you when shared on your website, a blog, across social media or even in email campaigns.
We turn the question to you now, how have you inspired your event stakeholders to help spread the word about your meetings?
Rachel Stephan is the owner of sensov/ event marketing. She has over 18 years of experience in marketing, advertising and creative direction in the event space.
