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Event Marketing: 5 Tactics to Sell Out [Video]

By Julius Solaris
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Marketing your event is becoming increasingly more difficult. How can you increase registrations and ensure that your next event is a hit? Here are 5 Event Marketing tactics to help you succeed.

This video is brought to you by Eventmobi, event management technology that makes the entire event lifecycle easier for professionals like you.

 

If you can’t see the video, click here.

Hey, my name is Julius and I am the editor of EventMB, the number one blog for event professionals. This channel is all about helping you to make your events awesome.

Whether you are starting out, or a seasoned eventprof, you’ll find plenty of tips, advice and tactics to be successful in events.

Your boss wants more, your attendees want more, your competitors want a piece of the pie.

Do you agree that marketing events is not as easy at it used to be?

I’ve collected 5 of the most advanced tactics successful eventprofs are rolling out to make their events sell out

 

Tactic #1 - Video

A recent research we conducted with over 2,000 event professionals participating says that 65% use video as a key part of their marketing strategy.

Video is becoming a central part of a strong marketing push. Attendees want to see what will happen at your event.

To master video for your event:

keyboard_arrow_right Make sure to collect plenty of footage, testimonials and recorded sessions from your event
keyboard_arrow_right Use video strategically on social media ads. It performs way better than words.
keyboard_arrow_right Use live video in the lead up to the event to get #fomo

 

Tactic #2 - Facebook

52% of event professionals say that Facebook is their favorite channel for event marketing.

Your audience will inevitably be on Facebook and as much as we like to think that we use Facebook for personal reasons, it has become also an arena to follow our passions and professional aspirations.

What you should focus on if you plan to  use Facebook strategically to market your event:

keyboard_arrow_right Use Facebook ads.
keyboard_arrow_right Google Facebook remarketing. Get that pixel on your site and pay way, way less for immediate marketing opportunities with those that already visited your site.
keyboard_arrow_right Be more precise with remarketing. Get a special tag on your check out page for abandoned registration and send targeted messages to get them to finish registration, a discount will incentivise.
keyboard_arrow_right Use video in your ads. They are pushed by Facebook and offer more organic opportunities.

 

Tactic #3 - Email Marketing

65% of eventprofs say that email marketing is the most effective tool for promoting events. Email marketing is an art, it’s about offering value and it is most likely where decisions will happen.

How to get your email marketing right.

keyboard_arrow_right Review your data and previous campaigns. What worked? Where did you get most clicks? What type of content works best in terms of actions?
keyboard_arrow_right Create an email sequence. Having attentively crafted promotion emails to announce your new event at regular intervals should be paramount. Think about the AIDA process of sales. Attention, Interest, Desire, Action. Get your emails aligned with the different cycles.
keyboard_arrow_right Use email to reach out to abandoned carts. Whenever a check-out page has recorded an email address on a partially completed registration, send an email to get them to close the booking.

 

Tactic #4 - Scarcity

In a world with so many events happening around us and the economy booming, how do we capture the attention of our attendees? Closing the doors is an effective strategy for some events to secure attendance and create a level of exclusivity. We see an unprecedented number of events asking people to apply, invitation-only events or a referral code system.

How to master scarcity:

keyboard_arrow_right Make your event invitation-only or by application. Look for a very targeted audience that would please your sponsors or that are keen to spend more. These are your primary targets, this is who you want in the room. Offer them referral codes as in most cases they will invite colleagues.
keyboard_arrow_right Create higher pricing options. Usually we discount to get more people through the door. I am suggesting you do the opposite create disparity in your pricing and VIP areas.
keyboard_arrow_right Keep aspects of the event secret. Secrecy goes hand on hand with scarcity. Keeping elements of the event available only to some attendees will inevitably raise curiosity and stimulate more registrations.

 

Tactic #5 - Event Experience

60% of event planners say that the demand for experiences is increasing.

How can you elevate your event to a 360-degree experience?

keyboard_arrow_right Introduce elements of adventure. Are you engaging attendees to the next level, are you getting them to participate in special activities, tours, scavenger hunts, city activities. The ‘bleisure’ trend is pushing this kind of need in events around the world.
keyboard_arrow_right Craft social programmes.
keyboard_arrow_right Connect attendees with each other. Combine activities around the event that connect attendees more than the usual drinks reception?
keyboard_arrow_right Think creatively. What about adding a 5K run on the morning before the event programme starts as a different way to interact with others?
keyboard_arrow_right Think how you deliver on the needs of your attendees. Is your event for learning, entertainment or networking. Design your event around your core objective to increase the experience levels.

 

That’s it for me today, I hope you enjoyed these 5 tactics to get more attendees through the door.

If you enjoyed this video give us a like and subscribe - so you can get more videos to make your event amazing.

Thanks for watching.

 

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about the author

Julius Solaris
Julius Solaris is the editor of EventManagerBlog.com, he is an international speaker, author and consultant.
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