marketing your event is becoming
increasingly more difficult so how can
you increase registration and make sure
that your event is a hit here are five
event marketing tactics to help you
succeed this video is brought to you by
event movie then management technology
that makes the entire event lifecycle
easier for event professionals like you
what's up folks my name is Julia Solaris
I'm the editor of event and be the
number one website for event
professionals this channel is all about
making your event
awesome so make sure to subscribe to
like this video your boss wants more
your acting theez one more your
competitors want a piece of the pie do
you agree that event marketing is not as
easy as it used to be event NB to the
rescue I've collected five advanced
marketing tactics to make sure that your
event is successful so let's have a look
at that tactic number one video
a recent survey we conducted with over
2000 event professionals from all over
the world say that 65% of events today
use video as the key part of their
marketing strategy video is becoming a
central part of any marketing push why
is that attendees want to see what will
happen at your event what happened last
year what will happen next year so how
do you master video for your event any
video marketing strategy starts with
collection of resources and assets make
sure you go out your event you collect
as much video as much footage as
possible from your current event use
video strategically on social media for
organic content as well as social media
advertising Facebook Twitter Instagram
they favor
video over static images therefore you
have the biggest chance to make some
organic impact meaning you don't have to
pay because people will naturally
like your video and interact with it
another aspect of video is to
concentrate on live video especially on
the lead up up to your event get the
speakers on get a panel on concentrate a
lot of effort to make sure attendees
feel the fear of missing out the formal
that they really want to be there they
really feel the frustration if they
don't register or buy a ticket tactic
number two Facebook so when it gets to
social media 52% of event professionals
say that Facebook is by far the number
one social network when it gets to
marketing events on social whether we
like it or not our audience will be on
Facebook the days where we were using
Facebook just for personal are gone our
interests our passions our work is there
we interact with groups we interact with
pages this that's what we are and so
Facebook is and remain your biggest
opportunity regardless of the type of
event that you plan so how do you use
Facebook strategically for your event
I want you to go on Google right now and
type Facebook remarketing Facebook
remarketing is the biggest opportunities
you have to promote your event
now since the algorithm changed a few
months ago for you years ago now
actually you don't have the same
opportunities of growing organic traffic
meaning that even if you have 20,000
likes on your page it's highly unlikely
that those 20 people will see your
content Facebook is demoting pages
articles link share and they're favoring
their own advertising platform so if you
really want to make an impact with your
content make sure to use Facebook Ads
the way to save money on facebook ads is
remarketing how do you use remarketing
it's as easy as installing a pixel on
your website so anytime I come to your
website and maybe I'm not too sure about
registering yet you are able to target
those same people
Facebook network with targeted
advertising to get them to register
finally to close that registration
specifically one of the tactics I want
you to think about is having a special
tag for the pixel code of Facebook on
your cart so whenever someone abandons
the cart so they're about to make the
decision to attend the event or the dog
is barking outside they have to go and
they forget about it what happens you
have a special tag just for those people
so that you can remarket them on
Facebook and say finish the registration
will give you 20% off or if you're still
thinking about it this is a good reason
why you should attend
so we said tactic number one is video
using a combination of video in facebook
ads this is the apotheosis of Facebook
marketing this is well you have your
biggest shot to get that organic traffic
out of the ad tactic number three get
your email marketing right 65% of event
professionals saying that email
marketing is the most effective tool
when it gets to register attendees or
sell more tickets email marketing you
know it's becoming an art with so many
emails flogging our inbox capturing the
attention is becoming increasingly more
difficult how do we do that it's my
offering value so how do you get your
email marketing right first thing to do
review your data you should have some
level of data in your database in your
whatever tool you use for email
marketing if you don't use a tool for
email marketing you just sending manual
emails get at all
Aweber MailChimp great examples of free
to use tools where you can start
collecting data in terms of interaction
what type of content works best for your
audience where do you see the most
reaction where do you see the most
actions in terms of converting into
registrations you gotta review your data
there's no email marketing campaign that
starts without knowledge of what your
audience reacts to
the next step is to create a sequence of
emails especially when you do announce
your event you should have a sequence of
emails with intervals that could be
today's could be every week but think
about three or four different emails
that start capturing the attention and
convert attendees into registration one
of the most famous models for these type
of sequences by the way go to google and
type email sequence you will find plenty
of advice in terms of how to craft a
very effective sequence I suggest to
follow the AIDA
model a for attention I for interest D
for desire a for action
so each email should stimulate your
attendees first to create attention then
to create more interest about what
you're proposing then the desire to be
there the FOMO the ability to create
frustration into your attendees and and
the action convert get them to buy your
ticket the next step is really linked to
what we discussed in terms of Facebook
remarketing and abandoned carts so
whenever someone is going through the
registration process and they enter
their email data if you really want to
capture their email and we use it to
send customized offers or a further
email to entice them to close that
registration obviously we're in the gdpr
era so make sure such practice is
allowed in the country you're working
with or to the attendees you're talking
to tactic number four skaar sitting in a
ward with so many events happening all
around us with the economy booming the
competition is so high so how do we
capture the attention of our attendees
well it seems that one of the strongest
tactics successful event professionals
are using these days is actually closing
the doors and really create a level of
exclusivity so all of a sudden we see a
lot of websites out there they're
actually you cannot purchase a ticket
you have to apply to get a ticket so the
number one tip to master
scarcity is to close your event don't
open registration they have to apply or
they have to be invited to join think
about a referral code system where only
those initial people that are able to
enter your event can refer their friends
obviously this is going to be very
powerful because we tend to be with
people like ourselves so you can
immediately go why there in terms of
your reach another way to create
scarcity is to play with pricing options
and really start introducing higher
pricing for your event obviously you
have to walk the walk just increasing
the price alone doesn't cut it you have
to justify that price increase it could
be with a top-notch experience it could
be with incredible speakers and
performers it could be with it a great
idea or concept for your event be
creative with that but creating
disparity and have say a ticket for ten
thousand dollars and one ticket for nine
hundred dollars actually just even
having that $10,000 ticket will help you
to sell more of those 900 that's been
proven by research another aspect of
using scarcity is really keeping some
aspects of your event secret surprises
they tend to work extremely well and
only if you are in the plan all if
you're part of the community you get to
see those surprises that level of
scarcity gets the interest really high
and becomes instantly viral for your
event final tactic for today tactic
number five elevate the event to an
experience
sixty percent of event professional
saying that doing events is not enough
anymore
clients want experiences what do we mean
by experiences great well executed
events with a fantastic idea that
actually are very relevant to the
sponsors and to the attendees and
deliver on engagement so how do you
elevate your normal event you make it
become an experience introduce Ellen
of adventure the trend of blazer is
becoming increasingly more relevant for
business audiences we're just traveling
for an event for business doesn't cut
anymore I want a level of adventure or
of even of tourism interest in my trip
to come to your event so how do you
craft social programs but also the
actual problem of your event you're able
to incorporate elements that create some
sort of an overwhelming adventure within
your event that will deliver inevitably
more than just an event an event in
itself you will become an experience
another important element of creating
experiences is how you connect attendees
with each other remember we don't
evaluate events based on the venue the
food the speakers the sponsors the music
we don't care about that the way we
evaluate events is by means of
interaction with other people in other
words how many interesting people I I
met or the interaction I had with my
friends that's way more important than
anything else happening at your event
therefore think creatively in terms of
offering those opportunities to connect
one of my favorite is by far 5k runs we
have won every time we go to an industry
trade show we like to run and network
with other people we release and their
fiends it feels good for your body it's
a fantastic way to interact with other
attendees also an important part of your
event marketing strategy and how you
really want to create an experience
rather than an event is how you deliver
on the very reason your attendees are
coming is it because they want to learn
is it because they're they want to be
entertained is it because they want to
connect and want to network with other
attendees focus on the number one reason
and design your event
that objective that will make your
marketing extremely easy and your
attendees will be wowed so that's it for
me today
I hope you enjoyed this video with five
advanced event marketing tactics to
convert more after these if you enjoyed
this video remember to subscribe to our
Channel give us a like or leave a
comment telling us which was your
favorite tactic that's it for me today
I'm Georgia Solaris I'll see you at the
next one