How to Write a Compelling Tagline for Your Next Event

published on Jun 6, '16

How to Write a Compelling Tagline for Your Next Event  

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As an event promoter, your job is to get people to attend the grand openings, exhibitions, shows and other special events sponsored by your business. An event slogan or tagline–a short and snappy description of what’s to come–is an essential part of your overall marketing strategy.

Consider the following:

  • "Melts in your mouth, not in your hand."
  • "Just do it."
  • "It does a body good."

Can you identify the brands mentioned just by their taglines? (If not, they are, in order, M&Ms, Nike and milk.)

Why Do You Need a Tagline?

Having a tagline for your event helps people to understand what your brand (and event) is all about. It also functions to remind you (or the group organizing the event) what is being promised. As decisions are made about the event marketing, the organizers can keep the tagline in mind to fulfill those promises. As you promote your event to local calendars and blogs, a tagline makes it more likely that people will sit up and take notice.

A memorable tagline also helps people remember the event after it’s over. Even if you haven’t had M&Ms in years, when you hear, “melts in your mouth, not in your hand,” you know exactly what’s being sold. You might even develop a sudden craving for the candy!

How Do You Write a Compelling Tagline?

Coming up with an effective, simple tagline can be difficult. Here are a few tips on putting the words together:

  • Start with your brand. Your event should be furthering the goals of your brand. Whether it’s a special guest at a nightclub, a new festival in town or a controversial exhibit at a museum, the event should be attached to your brand. Make a list of what your brand stands for.
  • Think about what makes your event different. What is your event offering guests that others are not? Jot down some phrases.
  • Consider the story behind your event. What transpired to make this event possible? Write down some of the verbs and adjectives that you’d use to describe the back story.

Once you have a list of words and phrases down, it’s time to try to put something together. There’s no real science behind it: just see what sounds catchy and conveys the essence of the event. Don’t go for cutesy: it doesn’t have to rhyme or allude to anything other than what you’re trying to sell (if it does rhyme, that’s okay).

Event promotion is a difficult, but essential organizational task. SceneSquid can help. Visit our website to find out how we can help you get the people you want at your event.

This is the first post in our series about how to promote a great event online. Check out the next post Why You Need to Include a Photo When you Post an Event.

(Image Credit: Cydcor)