Effective event marketing can be distilled into three keys as follows.
From event apps to brochures, consistency is key. Think about Red Bull – they not only have fixed colors, fonts and format, they also have an “extreme” vibe to everything they produce. Although your events may vary in size, theme and location, your brand should always be clear and constant.
Scott Schenker, Microsoft’s general manager of worldwide events, included “purpose” as one of the 4 P’s of effective event marketing. “You are being relevant to their place and their purpose, and you are being relevant to things that matter to them, and that furthers the sense this was a valuable thing for them to do,” said Schenker during a webinar hosted by BizBash. Whether you are throwing a launch party or hosting an internal meeting, each event should have a clear purpose that benefits the guests.
Unless you are planning Beyonce’s highly exclusive and super private wedding, you should be promoting the event on social media. Create a hashtag and start interacting with guests even before the event starts. Answer questions on Facebook and Twitter. Share sneak peeks on Instagram. If done correctly, your social media platforms can be the most valuable tool you have to market your events… and hey, it’s free!