Juven builds integrated organisation platform software that empowers organisations of all sorts to build, grow and engage their community. We believe that organisations should have access to beautiful, intuitive and reliable tools to create greater impact.
For many organizations, event marketing takes a lot of manpower and energy to achieve. Frustratingly, there is always the possibility that an event does not generate the magnitude of effect that is hoped for. Understanding all aspects of event marketing, setting goals and following through with effective implementation can help you to reach new targets and increase participant retention. The goal of this article is to give a brief overview on successful event marketing.
Event Promotions and Marketing: The Bread and Meat of the Hamburger
It is important to set clear marketing goals. Whether it is to drive ticket sales or just creating buzz, a clear goal will facilitate a quantitative review of the event and marketing team’s performance. Having specialized software to record and measure data from the marketing campaign before and during the event is extremely useful for analyzing whether advertisements really translate into organic behavior and results(e.g. clicking to your web page and signing up after watching the adverts or keyword searches).
Reaching out across different marketing media with several marketing strategies, such as email marketing, social media, public relations, websites, blog communications and cross event promotions, can empower your organization to generate the buzz needed to keep relevant audiences interested and engaged. Live promotions with tweets, blogs, and streams through both online and offline platforms, will help reach a wider audience.This will also help facilitate word-of-mouth promotions.
These key actions are what most successful event marketing campaigns use time and time again, but most organizations fail to realize the core aspects in consecutively marketing successful events while optimizing workflow.
Post Event: The Sauce and Pickle in the Hamburger Most People Forget
So your event is over. If you did your job, you would have gathered the statistics. Now is the time to analyze those statistics. Surprisingly, most companies overlook the importance of post-event data analytics, which is actually the secret sauce in making your next event more successful and engaging. In this generation of personalized marketing, many corporate giants use your data from each relevant purchase to create an online presence and persona of you (e.g. Amazon’s Purchases, Sainsbury’s Save Recommendations and Missing Selections). Event organizers should not lose out on this opportunity as well.
Online Persona Compendium: A Recipe Book for Better Events
Many charities and other organizations are not using their member data to the fullest. Some organizations do execute extensive data analyses, but they only treat the outcome as feedback, or a large mass of data points which they do not bother to extrapolate from. To translate those data points into individual customers profiles, organizations and charities can use the data collected from the process before and during the event to generate an online persona compendium through member habits and activity on their own websites and events. This compendium will help to identify member’s interests, which will in turn improve direct marketing to your target audience, making it more effective. The importance of creating an online persona compendium is that you can link up data points and actions using tags. The collected information can then help build more effective marketing strategies and campaigns.
By gauging the response of each targeted message and event, these marketing can be refined to each individual’s unique interests, which leads to a higher response rate with each following post. Organizations should start targeting their messages and events to the interest of each individual user with the relevant information in mind.
Moreover, even as you utilize the event marketing techniques suggested above, it would aid your company in the long run to use a community platform where all customers/users feel valued. Organizations can also use integrated platforms to aid them in recording and analyzing their data. This will help save time and costs on administration and future promotions.
Now what if there is one single all-in-one platform where you can consolidate event management, ticketing while also giving you the member management and analytical tools you need?