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  • Event Promotion Tips

Event marketing strategy

  • By Terry Banks

  • 26 Aug 2021
  • 4 min read

So you’re thinking of starting a marketing campaign? The planning stage is absolutely crucial and there are a few questions that you need to ask in order to maximise the campaign’s effectiveness. Luckily we have some tips here on how to come up with a brilliant event marketing strategy.

Who is your audience?

When planning your event you need to ask yourself, who am I looking to reach? Your target audience will help you decide the best way to market your event to them. Each demographic responds differently and you need to plan accordingly which types of advertisement and content work best. You can utilise Google Analytics as a tool to break down exactly what your target audience is.

Social media

Utilising as many social media platforms as you can is useful, especially those that your demographic frequents the most. Social media needs to be taken seriously and content should not be produced at random. You need to build anticipation with the content you produce, with behind the scenes footage and teases being a good start. Over a period of a few months, you can slowly reveal your lineup and more of what the actual event will look like.

Press release

Prepping a press release for your event is crucial, this is sent out to media in order to get your event mentioned in newspapers, magazines and blogs. Make sure you’re targeting media that is relevant to your event as they will be more likely to give you coverage. Your press release should contain all relevant information about your event such as the date, location, lineup and the more descriptive you can be the better as it will get the reader excited and more likely to give you coverage.

A roadmap

When planning all the content of your event marketing strategy it is important to create a roadmap. This will allow you to set specific targets for everything from social media schedules to reaching out to journalists and influencers. Having a timeframe will allow you to manage your time more effectively.

Design an effective website

Having a website that stands out and provides all the necessary information for your event is essential. This will be the place that people arrive at to discover what you’re all about and whether or not the event is for them. First impressions count so make sure that everything is easy to read and easily accessible.

Create an email strategy

In the same way that you create a plan for content, you should plan for an email campaign to run alongside it. Emailing people of the course of a few months can serve as a reminder and you can also push exclusive content and benefits to mailing list recipients such as pre-sale which helps to keep people engaged.

Turn attendees into promoters

A huge part of selling out an event is the strength of word of mouth. The more people having conversations about your event the better. If you entice people through a referral scheme, where they can get discounted tickets by getting a couple of friends to attend then your reach will be increased through conversation.

About Skiddle

Skiddle is currently the UK’s biggest What’s On guide, providing a free facility for event promoters across the UK to list their events online and sell tickets through our independent ticketing service. We currently work with over 35,000 UK and European promoters, at over 30,000 venues. We specialise in helping events through that critical growing phase by providing the marketing and technology support that you need. Start listing your events today!

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