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Event Management
January 3, 2024
Attendease
Whether you’re hosting a keynote speech or a conference, your association can leverage engaging events to build member loyalty and make connections in your industry. That said, planning an event is one thing, but getting attendees through the door is another.
Strategically promoting your event to appeal to target audiences can boost your RSVPs and, potentially, your return on investment (ROI). However, effective event marketing campaigns require careful planning and adherence to proven best practices. In this guide, we’ll explore how to execute an event marketing strategy with these steps:
These best practices will help you optimize your event marketing efforts and spread awareness of your brand. Keep your association’s unique brand and marketing approach in mind as you employ the following steps.
Your association likely already targets specific audiences for general marketing efforts, and event marketing is no different. However, your audience for your event marketing outreach might differ based on the event’s purpose. You can make detailed audience profiles based on factors such as:
To ensure you create these personas with updated and accurate information, conduct a data append. Once you create your personas with this information, you can optimize your marketing messages for the marketing funnel, which is a way of visualizing the specificity of a marketing message in relation to the audience’s motives. Take a look at Fifty & Fifty’s funnel diagram:
Developing these insights in detail allows your organization to create highly personalized marketing campaigns that resonate with your target audience and hit the right funnel position.
Remember that quality is just as, if not more, important than quantity when it comes to marketing. Making campaigns as engaging as possible is important for maximizing your return on investment and getting attendees excited about your event. Plus, word of mouth can be a great tool for spreading the word to members’ networks, too. Try Getting Attention’s interactive membership marketing ideas for your association’s next event:
These are just a few examples of interactive marketing ideas to get you started. The best ideas energize your members to get them excited for the event, so appealing to their personal interests and tying them to your brand identity is crucial.
Effective event marketing campaigns for associations are dynamic and adaptable, responding to real-time updates during the campaign rollout. Using event management software with automation allows you to streamline processes, improve efficiency, and address issues immediately. Here are some ways marketing automation can benefit your association’s event marketing efforts:
From registration to follow-up, a robust event management system with automation features will improve your marketing results and yield a better event experience for everyone.
Once you’ve conceptualized your event marketing strategy for your association, it’s time to implement your strategies. First, ensure you’re set up for success with an event management tool on your side. Then, experiment with different approaches until you’ve found the best one. Finally, after the event wraps, use your software to gauge the effectiveness of your efforts so you can expand upon your success in the future.
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