If you’re a part of the event team for your organization, you likely understand the stress that comes with planning and launching a new event. After brainstorming the perfect event idea and finding the right-size venue, your team also must consider the best way to market to your audience.
As new technology and trends pop up, it can be hard to formulate the best marketing strategy for an upcoming event. Your team must put themselves in the registrants’ shoes and consider how to best reach that target audience while facilitating a seamless event experience, from beginning to end.
Whether your event is targeting Gen Z or professionals in the same industry, your team needs to identify an audience to focus its marketing strategy on. Using event management tools for functions like online registration and report compilation, your team can develop its marketing strategy based on concrete attendee data.
Here are some best practices your marketing team should consider:
Events are a great way to engage your constituents and give them an experience they’ll never forget. However, you need attendees before your event can ever begin to make an impact. Refine your team’s marketing strategy and feel confident as your event attendance rises. Let’s begin.
Your organization’s website is likely the first place where attendees will visit when they want to get more information on what you do. It’s important to develop a good first impression, and providing an aesthetically pleasing and branded website is a great place to explain your organization to people who may not yet know you. If you feel like your own site may be lacking, Morweb has some great website design tips your team can look into.
Consider this thought when you’re deciding to launch your event. It’s likely that you’re announcing your event on your organization’s core website, and that seems like a great idea since most of your registrants will be visiting it anyway. However, why not create an event microsite?
A microsite is a branded content site that is associated with your organization but lives outside of your official homepage. This microsite only sticks around for a defined amount of time and is created specifically to promote your event. Here is why it works:
Microsites are increasing in popularity, especially with events trying to garner attendees with their online presence alone. If you want further information on how to go about creating an event microsite, Pathable can explain the benefits.
This may seem obvious, but an effective online registration form is a critical part of your event’s marketing strategy. For one thing, it’s become rare to have someone prefer to register for an event in person or over the phone.
Offering an online registration form is not only the best way to increase registration, it also provides a great place to gather attendee data and track event performance.
The perfect place for your online registration form is on your dedicated event microsite. Make sure your event registration form can embed directly into your site. This way, registrants won’t have to go to a third-party site and the whole process stays smooth and seamless. Additionally, you can embed the form on your main website as well as other platforms you may use.
Along with embedding your registration form, there are several other features that will provide your marketing team with actionable insights, as well as continue to facilitate the registration process for attendees. They include:
Optimize your registration form and make sure you’re making the process easy while also collecting pertinent data for your marketing team.
It’s a common misconception that email has become an outdated mode of communication. However, email is still the top way to share updates with constituents, with 72% of consumers saying that email is their preferred way of communicating with companies. So while your team is planning your next event, it’s imperative to carefully consider the best email marketing strategy.
Your email marketing is going to depend on your event management tools. Your software solutions should have some sort of communications capabilities, so make sure you invest in one that can optimize how you send emails.
To truly perfect your email marketing campaigns equip your team with these top features:
A good email marketing strategy will personalize communications by targeting content around registrant actions as well as using personal details picked up from the registration process. Save your marketing team’s time by automating this process and keeping up those relationships with your attendees.
One of the best event marketing strategies is to review your recent event and improve your next strategy based on concrete data. With the right event management tools, you should be able to gather relevant event metrics and analyze them for important insights.
With the tools and solutions already discussed, your team should have quality data gathered from your event microsite, online registration form, and email marketing campaign. What can you do with this event data?
The reports and charts used to review your past marketing campaigns utilizes event data generated by capable event management software. Make sure your registration process and email campaign is up to par, and let your marketing team better understand your constituents. If you’re on the hunt for capable event management software, read this.
Don’t worry about marketing your next event with capable event management tools. These solutions help you refine your target audience while also giving you the necessary data to make actionable insights and better understand your constituents. Good luck!
About the Author:
Asaf Darash, Founder and CEO of Regpack, has extensive experience as an entrepreneur and investor. Asaf has built 3 successful companies to date, all with an exit plan or that have stayed in profitability and are still functional. Asaf specializes in product development for the web, team building and in bringing a company from concept to an actualized unit that is profitable.
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