According to Eventbrite research, 64% of all millennials are attending more daytime, family-suitable events on the weekend compared to just five years ago. But don’t let that fool you into thinking attracting them to your events will be easy.
With plenty of options and high expectations from parents, you need a strong promotion strategy to win over modern families.
Here are the crucial elements your strategy needs to successfully promote your family-friendly event.
Hone your message before blasting promotions
88% of consumers gather information online before purchasing a product or service. That’s why having a strong event description is so vital. “A good event description is critical,” says Jodi Polasky, founder of Pretty Princess Parties. “As an attendee, if you’re going to a musical festival, you know what you’re getting. But for something that’s more niche, you might not exactly understand what the event is.”
When crafting your event’s messaging strategy, follow these two simple steps.
Step #1: Know your value proposition
Your value prop is a 2-3 sentence statement that summarizes why your event is different from others in your area and what it offers to your attendees. Here’s an example:
“At Baby Picasso Art Classes, we provide the perfect environment to nurture the budding artist within your toddler. Join us on Saturday mornings for 30 minutes of finger painting, play dough sculpting, and more, all facilitated by one of our Baby Picasso certified instructors in a small-group setting!“
Step #2: Define your target audience
In the past, family-related marketing mostly targeted mothers. That may be true in some situations now, but it’s no longer a given. Millennials are breaking down stereotypical gender roles and dads are more involved than ever. Include them as your audience, too! Here’s an example:
“Calling all moms, dads, grandparents, aunts, and uncles! Looking for something fun to do on Saturday afternoons with your elementary school-aged kiddos? Come make amazing art with our talented team of teachers at Artland Studio!”
Focus on the right promotional channels
Today’s young parents find events in their own unique way. According to an online survey conducted by The Harris Poll on behalf of Eventbrite, their top two sources are social media (66%) and word of mouth (60%).
Today, most word of mouth happens on social media. According to prior Eventbrite research, 61% of millennial parents admit to attending an event so they have something to share on social media, compared to 34% of millennials without children.
To encourage more word of mouth promotion through social media, follow these four steps from the insiders of Facebook and Instagram.
Step #1: Post visual content
The best kind of content for an event is visual. Invest in quality photography and video that captures attendees having fun and actual experiences. If you can, record video testimonials of families at your event and share them on social media. Employ behind-the-scenes photos on Instagram to paint a picture. Then use these video templates to bring the whole event experience to life on YouTube.
Pro tip: Make sure you are using the best possible images to promote your event. Check out this blog post for the tips and tricks you need to make your feed stand out.
Step #2: Post frequently
A steady cadence of content is important for social media engagement. Delegate a staff member to post once or twice a day. Share relevant, interesting content from partners and influencers. Use Facebook Live to share the excitement during your event and encourage those who skipped out to come.
Step #3: Sell tickets directly on Facebook or Instagram
The more you post interesting and relevant content on social media, the more your audience will engage with it and be drawn to your events. “Facebook is our number one marketing channel,” says Chad Collins, Founder of Learn with Bricks, an all-ages LEGO festival.
You can take this interest to the next level by selling tickets directly on Facebook or Instagram. By linking your event page with your Facebook or Instagram account, attendees can purchase without ever having to leave the app — leading to more conversions and less drop-offs.
Step #4: Partner with parents’ favorite influencers
“Social media influencers have been incredibly powerful for growing our brand,” Polasky says. “We partner with people who already are trusted in local communities — often mommy bloggers — to connect with potential attendees. Influencers give your event credibility.” Follow these steps to find your influencers.
Become everyone’s favorite family-friendly event
Ready to start growing your family-friendly event? Check out New Data: How to Plan and Promote the Next Generation of Family-Friendly Events for all the tips and tricks you need.
