Live events are an amazing way to connect more deeply with an audience. The power of providing an experience cannot be replaced with any technology, but on the scale of marketing efforts, events are one of the toughest things to do.
Event attendance is not guaranteed, and it can depend on a variety of factors that you cannot always control, such as distance and weather, and some that you can creatively control, like the messaging, appeal, and marketing promotions. This is why it is important to position every one of your events.
For any event planner or marketer, the quintessential question is: How do I get people to attend my events? Beyond that, you are likely to ask, how do I get people to commit to show up to my events, and are their creative ways to guarantee a higher attendance?
Over the last twenty years, we have hosted hundreds of events, experiences, grand openings, ribbon cutting ceremonies, book launches, influencer private experiences, press conferences, mastermind sessions, and conferences, among others. We use events and experiences as a way for audiences connect with a brand; our goal is to always create an emotional connection or bond between the audience and the brands we represent.
As part of our efforts to engage more people and get them to attend events as strategic marketers, we have created the following list of people we look for and reach out to:
1. A celebrity or renowned local person
Invite a celebrity and promote his/her presence in all of your marketing materials. Ask the celebrity to send you a video invitation to create a bond with the potential event attendees. Use his/her image in all of the marketing materials and social media presence for that event.
2. Interesting speakers
Invite interesting speakers that will add value to the event. Provide each speaker or special guest with a “marketing kit” to promote the event. This should be something simple that they can literally copy and paste to share with their entire network.
3. Influencers
Local influencers are amazing people to get involved with, especially in your industry. Provide a “marketing kit” for them to share on all their social media channels. You might want to create a breif agreement listing all the key benefits of a partnership with your event to sweeten the deal.
4. Media appeal
Create a list of “beats” or key messages that might appeal to the media regarding your event. Align your event with relevant media trends and share them with local media via a media alert or media advisory. If the media chooses to share your event in their publication, you will definitely increase your event attendance.
5. Bundles
Create an attractive bundle that people cannot resist. For example, if you are hosting a book launch, make sure to include the autographed book with an extra gift to commemorate the special event. Create a special box with a combination of items that they cannot get anywhere else.
6. Recognition
Add on a recognition segment to your event. Bring in local leaders to honor at your event and share some inspirational words. They will be sure to bring their network to see them being recognized.
7. Special features
Including special features such as music, special guests, entertainment, a photo booth, and a special theme will increase the level of interest and, as a result, attendance. Think of how unique your event will be and promote it!
Events are expensive and time consuming, but they are amazing ways to build your amazing brand’s reputation. If you are going to choose events as a way to position your company, it is important that you do everything possible to encourage people to actually show up. These ideas will add a spark of creativity to get more people interested and attending your event.
If you are interested in hosting an event as part of your marketing strategy, let’s have a conversation.
-JJR Marketing, Inc. Team