published on Jun 15, '16
Awesome, memorable events don’t just magically fall into place. Putting together and promoting an event, in any industry, takes a lot of organizing, planning and attention to detail – but the payoff can be huge. Whether you’re putting together your first event or are a seasoned event promoter, there are some tricks you can keep in mind throughout the process that can significantly increase your efficiency, organization, reach and more. Check out these Jedi tricks for event promotion.
You might be tempted to get some of the logistical stuff, like booking a space and setting a date, out of the way right from the get go, but this can be a big mistake. The very first thing you should do is to decide exactly who your audience is. When you know your audience, you’ll be able to make all of your other decisions in a much more informed and efficient manner. It will help you figure out your budget, location, content and more.
Some promoters tackle events by assigning different tasks to different teams or people, but before you do that, get everyone on the same page by making a list of absolutely everything you need to take care of for the event. This should include items like buying light bulbs, obtaining tickets, hiring a shuttle service, booking performers and so on. That way you can see at a glance how big the scope of the event will be. There are various software platforms that can help you outline the event and track your progress as you plan.
You want an event that’s going to pay off, not one that is going to cost you money for no purpose. While you may not be able to predict the success of the event, you can still be smart about budgeting. Decide how much money you realistically want to put into the event, then stick to that plan. Make a list of your expenditures and include every possible cost, all the way down to pens and security badges. Then do the same for your income, including tickets, money from sponsors and anything else. You will now be able to see the full scope of what you’re dealing with, allowing you to set more achievable goals for how much to spend and how much you’re hoping to make.
Working with one supplier that you can trust is always the best case scenario. But you should always have a few backups in your pocket in case you have to deal with the worst case scenarios, such as last minute cancellations. Contact companies to find out who can do last minute AV, catering and other services, and keep those numbers on hand.
The KISS principle stands for Keep It Simple, Stupid. Pretty self-explanatory. Don’t get caught up in complicated and convoluted marketing campaigns – people need to know exactly what your event is and why they should be there. It doesn’t matter how pretty your marketing materials are or how expensive and awesome the event space is if people don’t know what you’re doing! Make your marketing campaign to-the-point with a clear message, and make it super easy to buy tickets and get to the event space.
There is way too much awesome technology out there to not be taking advantage of it. Regpack, for instance, helps walk you through the whole life cycle of your event, from registration to gathering data and sending out automated emails after the fact. It’s no wonder the NFL uses it! Etouches is another great program that gives you plenty of options for registration, event websites, survey, email marketing, mobile apps and more. If you’re trying to keep costs down, Eventbrite is one of the most cost-effective management programs to use for events of all sizes. It can also help with online ticket sales.
Meanwhile, tools like Speecheo can help attendees view presentations, as well as interact and take notes while at the event, all of which will help boost engagement both during and afterward. And apps like Pathable and Goombal can help you curate smaller programs based on data segmentation, letting you create truly personalized experiences for your attendees.
Contrary to the way that many people do it, you should put the most work and effort into your event in the final 24 to 48 hours before it takes place. People have a tendency to get all of the organizing out of the way early on and then sit back and relax. In reality, those are the crucial hours that you should be working round the clock to make sure there are no hiccups in the execution. Take this time to confirm venue arrangements, staff, performers, décor, volunteers, guests and anything else. Assume that if something can go wrong, it will, and use these few days to get everything polished and perfect.
Planning and executing an event is all about creating the most unique and awesome experience for your attendees. By doing some expert planning and organizing, and by putting some awesome new tech tools to use, you can increase your chances of pulling off an event that your guests will be sure to remember.
(Photo by godwin d)