Picture this: you spend an insane amount of time and money planning your corporate event. We’re talking every last detail squared away right down to the gorgeous centerpieces and knock-
‘em-dead entertainment. Then imagine only a few people showing up. That’s a nightmare scenario when you put so much work and dedication into an event.
At Andrew Roby Events, we’re experts in corporate event and corporate conference planning. We know what it takes not only to create beautiful corporate events but also to help you promote them. In this blog, we’ll share tricks of the trade to get maximum attendance and engagement at your next corporate event.
1. An Event Website
In this day and age, an event website is a must. What do people immediately do when they hear about an event? They hop on the internet to find out all the deets. Your website should be a one-stop-shop for event information. Here are some crucial details to put on your event website:
- Name of the event with a blurb describing it
- Date, time, and location of the event
- Info on how to register for the event
- Information about the main event/speaker or entertainment
- Transportation and parking info
- Frequently asked questions
- Contact info for additional questions/concerns
2. Social Media Promotion
Not only is most everyone already on social media, but social media is a FREE way to market your event. You can get creative, have fun and drum up some engagement from potential attendees. Depending on your target demographic, you’ll want to utilize Twitter, Facebook, LinkedIn, and Instagram.
Consider focusing on Twitter and LinkedIn if your event is for business professionals. In contrast, Facebook and Instagram are perfect for promoting an event geared toward product consumers, such as makeup, clothing, or food, where pictures are your selling point.
There should be a straightforward way to register for your event. As mentioned earlier, clearly outlined registration information should be on your website, and it should be easy and convenient to register. An email with a button works wonderfully as does a button on a dedicated page on your website. Nothing is more frustrating than wanting to buy tickets for an event but having no idea how. That feeling of frustration often deters people from going. If you don’t prioritize registration with a clear call to action, it could hurt your turnout big time.
4. Paid Advertising
Whether print or digital, paid advertising is a beautiful tool for event promotion. If your goal is to reach consumers, consider local media (such as online newspapers). If you are targeting business professionals, opt for an ad in a relevant business magazine.
When it comes to digital paid ads, a display ad is often an effective advertising method. A display ad is a rectangular banner ad that runs across the top of the screen. This allows for exposure on another website and visitors can click on the ad that will then lead them straight to your event website.
Sometimes display ads are a form of retargeting. After someone visits your site, your banner ad will appear while browsing other sites.
You can also utilize social media for paid ads. This allows you to tailor your ad for your desired demographic and choose specific filters that will target the correct audience. Paid promotions are available on Facebook, Instagram, Twitter, and LinkedIn and are pretty user-friendly.
A great way to encourage engagement is adding a discount promotion code. This not only entices people to register for your event but it strategically allows you to track where your registrants are coming from. This is valuable data for future events.
5. Email Marketing
If done well, email marketing can be very effective. If done lazily, it can come across as annoying and unprofessional. There are a lot of good email marketing companies to choose from to make your job easier (SendInBlue, Mailchimp, Constant Contact, etc.)
You have an extensive contacts database, and now is the time to use it. But wait! Make sure to filter through your contacts. Your half-cousin, once removed, who lives in Spain, probably won’t want to attend. And there’s no point in emailing your contacts in Dallas when your event is in LA.
You may also consider removing contacts of those who have already registered for your event from “register now!” emails. It’s not critical, but it’s courteous. They’ll appreciate not getting email overload if you have the time to filter them out.
Here are four ways to get the ball rolling with event email marketing:
Include a meaningful “why.”
Be strategic with your email marketing. An email just to check a box is pointless; you need a strategy. Give your contacts a reason to open it and a reason to attend your event. Use your email subject line to grab their attention right away.
Send your email at an optimal time. Most email marketing programs give an option to send emails out when they are most likely to be opened. Make sure to include the date, time, and location of the event along with a registration button.
Add your event to newsletters/other email campaigns
You can dedicate emails solely to promoting your event, but you can also include event information in other email marketing campaigns such as a weekly newsletter. This provides alternate entry points so individuals are more likely to see information on your event.
Everyone is busy. Short and sweet email reminders might make all the difference in helping someone remember the date and time of your event amidst booked-up calendars.
Remember that there’s a balance between effective and annoying. Too many emails will make that unsubscribe button look really appealing.
Change Your Email Signature
Talk about subtle and strategic. You may consider adding event info to your email signature. This is a subtle and non-invasive way to promote your event and remind your contacts.
Who doesn’t love free stuff? Contests and giveaways are fun ways to build buzz around your upcoming event. You could have contests and giveaways, with the prize being a free or discounted ticket to the event. The winner most likely wouldn’t want to go alone, so they’d convince a friend or five to tag along, and bam! Six attendees that you didn’t have before.
Idea: Social media followers who share your event and tag three friends in a post get entered into a drawing for a free ticket.
Be aware of legalities when organizing contests and giveaways. For example, Instagram requires you to acknowledge that the “the promotion is in no way sponsored, endorsed, or administered by, or associated with, Instagram.”
7. Event Listings
Get on digital and print listings that contain events suited for your target audience. If you want to reach consumers, your local publication might have a guide with upcoming corporate events. There are also many free platforms to create listings. This is a great way to reach people who may not otherwise know about your product, brand, or event. You never know when the right person may be browsing an events list.
People deserve to experience your fantastic event and your hard work deserves a payoff. Put equal effort into promoting your event as you did into planning it. And if you’re looking for help, contact us about our corporate event planning services in the Washington DC, Los Angeles, or Dallas areas. We’ll help you create a beautiful event that appeals to everyone on your invite list.