Every marketer must build good relationship and earn the trust of their prospective buyers or customers. Events such as conferences, webinars and seminar or in-person events play an important role to help boost your marketing campaign. Also, it is a great way to market your business to potential customers.
Most of the consumers nowadays want more than just sales pitch. They are wiser and are more keen to evaluate the product or service first before making a decision to purchase. Attending marketing events provide opportunities for them to interact with different brands and vendors to get firsthand information that’ll help them choose what products or service works for them.
This year, your company is planning to host a marketing event and you are the assigned Event Manager/ Chairman. I’ve outlined the steps that will help you create the best marketing plan for your event.
#1: Set Goals and Objectives
Establish your goal and your objective. Ask yourself these two questions to help you create your goals and objectives.
1.) What’s your purpose of organizing this event?
2.) What do you want to achieve after this event?
- To meet with potential clients and promote new product or service
- To build connections with other business owners within our industry and gain new learnings
Related: Tips when Representing your Company on Business Events
#2: Set a date
When setting up the date for new events, give at least 6 months to plan, depending on the nature of the event. Also, be sure to consider the following:
- Be aware of religious holidays.
- Consider the season. Few people will attend during rainy days.
- Coordinate with the chosen participants such as; speakers, presenters, VIP guests, etc. when it comes to their availability.
Take note of other events within your industry.
Related: The Timeless Email Marketing Tips in Promoting Industry Events in Singapore
#3: Organize Your Core Team and Create a Master Plan For Every Assigned Committee
Identify all the personnel involved to handle all the details and take note of their responsibilities. Assign 1 key Event Manager or chairman as well as individual chairperson for sub-committees such as:
- Venue management
- Contracts, permits, insurance, etc
- Catering (if necessary)
- Identify who are your speakers
- Confirm their availability
- Entertainment/ Activities during the event
- Publicity/ Promotion
- Sponsors and Partnership
- Online or on-site sign up
- Payment and tracking, if it’s a paid event, etc
Related: The Handy Checklist to a Successful Trade Show Appearance
#4: Get Organized
Of course, you want your event to become successful which means, you need to come up with a theme and a name to get attention, especially in social media. Here’s what you can do with your team.
- Brainstorm names: When you are brainstorming for the event name, think about the following:
- how is your event different from other events in your industry?
- what message are you planning to convey through this event?
- Create a Tagline: Create a tagline. More of a branding slogan that describes your event.
- Design a Logo: Have a logo to represent your event. It can also be an effective branding tool. If you want, you can create souvenir items for attendees (such as; T-shirts, mugs, bags, etc.)
Related: Calling Attendees before your Event in Singapore. What’s the Advantage?
Planning for an event in Singapore? Learn more about Callbox Singapore Multi-Channel Event Marketing Process.
#5: Analyze and Review Previous Events (if this is not the first time that you’ve hosted an event)
- Who are your past attendee and why did they attend
- How past attendees heard about the event
- RSVP’s vs tickets sold
- Social media interactions
Related: 5 Most Effective Ways to Use Social Media Marketing to Promote Your Event
#6: Build Marketing Plan
Create a strong marketing plan consists of:
- Competitive analysis
- Projected number of attendees.
- Budget and other constraints
- Overall Event Timeline
- Meet with catering partners
- Cut off date for selling the tickets
- When to inform the speakers
- Final list of speakers
- Specific marketing tactics – These includes actions that you will take to achieve your goals, such as a social media contest, press releases, etc.
- Prepare a (SWOT) analysis, Strengths, Weakness, Opportunities and Threats to your event (such as weather, other competing events that weekend, etc.)
#7: Identify your budget
Based on 2012 IDC Tech Marketing Benchmarks Study, ⅕ of the marketing budget is allocated for event marketing.
Event Marketing leaves a brand-focused and a lasting impression to people who are gathered together during the event. Impress your boss/client by creating an event marketing game plan using these tips when you plan for the next event for your company.
Successful event marketing campaigns:
You have an upcoming event and your team focused on building a targeted list. Created invitations with detailed information such as; reason or purpose of the event, date, time and location. Made sure everything is ready and all emails were sent out to your audience.
Two weeks before the event, a few people responded and expressed their interest. For what reason? Probably, some people didn’t receive the email, they ignored it, was sent to their spam mailbox, or they’re just not interested. Who knows exactly the reason why.
Now, there’s only one thing you know. You need to follow up on them all but don’t know where to start. Here’s how to follow up those who failed to respond on your email invites. Utilize all possible ways to touch base with your targeted audience. Following up and focusing on email alone might make people think you’re a spammer and eventually block your email permanently. Try Multi-channel Marketing approach to reach out and keep in touch with your prospects. I’ve listed some tips on what to do after sending out email invitations to your target audience.
#1: Send out “Thank you” or “Welcome” email to those who wishes to attend.
People nowadays sign up for multiple events to gain knowledge and build connections with other business owners. Unless you get in touch with them right away, they might forget they signed up on your list.
TIP: Include a Call to Action button in your email. For example, include links to a calendar invite so people can automatically add themselves to remind them about the event. This gives higher chances that people will attend.
Read next: The Timeless Email Marketing Tips in Promoting Industry Events in Singapore
#2: Follow up on Social Media.
Add them on Facebook or ask them to follow you on Twitter. Also, if there’s a specific hashtag for your event, use it when posting updates about the event as well. This will help additional people to be aware of your event. Following up through social media can help you with your marketing efforts. When posting updates about the event and add links to a blog post in your website for more information about the event.
Read next: 5 Most Effective Ways to Use Social Media Marketing to Promote Your Event
#3: Follow up through a phone call. Make a reminder call at least 2 days before the event.
It’s a great way to stay in touch with your target audience as they might tend to forget about the event because of their busy schedule. This will help increase the number of attendees. Also, in cases wherein people are no longer available, at least you can always schedule them for the next event.
Read next: Calling Attendees before your Event in Singapore. What’s the Advantage?
#4: Utilize TV and Radio ads.
We can’t deny that other people would prefer to see or hear it for them to gain interest than just by reading about it. By using TV and radio ads, you are also updating your audience about the event and making other people aware of it as well. You could find other websites that lets you place your events or let you find events in Singapore.
Try different approaches when following up on your email invites to make people become aware of your event. Different people have different ways to find out what’s going on in their society. By using Multi-channel Marketing approach, you’re targeting different people by letting them aware of your brand and company.
Need help in boosting your events?
Learn more: Singapore Events Telemarketing Process
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It’s not new for Apple to surpass their target sales nor sold iPad with 300, 000+ in a day. So what’s Steve Jobs’ secret sauce in launching a product?
In article on blog.kissmetrics.com, it was said that whenever Steve launch a product, he gave emphasis on the feasibility of the product rather than talking about its features and self promotional braggadocio.
Basically product that answers this question: How will this new gadget helps in solving problems? How will it give convenience?
People, Not the Product
Rarely do you hear Steve Jobs talking about the various features of Apple products. Standing on stage, he doesn’t push the speed of the iPhone’s processor or the screen resolution, for example. He knows most people don’t care, and the ones who do can easily find that information on Apple’s website or product literature.
Instead, he goes out of his way to emphasize how the product affects you. He talks about how annoying it is to carry both a phone and an MP3 player and how, with an iPhone, you’re condensing them down to one easy-to-carry device. It’s about simplicity, productivity, style — all things he knows people are interested in.
Related: The Handy Checklist to a Successful Trade Show Appearance
Get Help from Opinion Leaders
Apple has a knack for getting bloggers and other thought leaders on board before their product launches. What really sets them apart, though, is they get everyone talking months before the product launches, usually before there’s even a demo for anyone to see. No one is talking about what the product does; they’re talking about what it might do.
Their products aren’t incremental advances; they are revolutions. They change the way we think about the entire product category, and whole industries have to shift just to keep up. And people talk about it, not just because Apple decided to stage an event, but because it’s real news.
Related: The Checklist every B2B Singaporean Company Needs to Hold Smashing Events
Can you do the same thing?
I think so. Maybe your company doesn’t have quite the reach Apple does, but every company, no matter how small, has the opportunity to revolutionize their business. Do something none of your competitors have ever done before, take a position that’s bold and imaginative, paint a picture of the future that your customers want to live in, and then put your whole company into motion creating that vision.
Real marketing is when you aid problems and create solutions for your customers. That’s what Steve Jobs did.