It doesn’t matter how many events you’ve organized, event marketing is never easy, and for people who have never organized an event before, event marketing can be completely overwhelming? Where do you start? Social media marketing? Email marketing? Advertising? Where? When? The list of questions goes on and on.
Fortunately, event marketing gets much easier when you start with a strategic event marketing plan. Your marketing plan will help you define your target audience, evaluate your competitors, define your ticket prices, articulate your brand, and establish your sales strategy. With all of this information on hand, you can determine the most effective event marketing strategies and tactics to maximize ticket sales.
To help you get started, here are some important event marketing tips that will keep you focused on promotional investments that drive the highest returns.
5 Event Marketing Tips to Maximize Ticket Sales
1. Email Marketing
Email marketing is one of the most popular forms of promotion among marketing professionals, because it gives them complete control over their subscriber lists as well as how and what they communicate with those subscribers. You can send email marketing messages to people who haven’t purchased tickets to your event yet and to people who already bought tickets. The trick is capturing email addresses first!
If you’re using an online ticketing platform like AttendStar to sell tickets to your event, then you can capture ticket buyers’ email addresses during the checkout process. Using AttendStar’s Ticket Buyer Buzz feature, you can send email marketing messages to ticket buyers in the days and weeks leading up to your event hyping exciting and shareable aspects of the event. For example, share links to performers’ websites, videos, and more. The goal is to jumpstart excitement, sharing, and engagement, so your event gets valuable word-of-mouth marketing!
To capture email addresses from people who have not purchased tickets to your event (and most people do not buy tickets the first time they land on an event’s ticket sales page), AttendStar offers a Remind Me feature. People can sign up to be reminded of your event via email from your ticket sales page. Even if they’re not ready to buy tickets immediately, you won’t lose them, because you can send reminder messages hyping the benefits of attending the event and evoking recipients’ fear of missing out (FOMO).
Want more event marketing tips about email marketing? Check out these AttendStar articles:
- 10 Event Marketing Email Messages that Skyrocket Ticket Sales
- The #1 Email Marketing Secret to Sell More Event Tickets
- Secrets to Turn Event Reminder Emails into Ticket Sales
- How to Use Email Remarketing to Sell More Event Tickets
2. Social Media Marketing
More than two billion people use Facebook every month and hundreds of millions more use Twitter, Instagram, YouTube, Snapchat, and other popular social media sites every day. No matter what kind of event you’re organizing, your target audience of attendees is using social media. That means your event brand should be there, too.
Bottom-line, social media marketing is one of the easiest and most affordable ways to get in front of targeted audiences. You can tap into that audience by creating a Facebook Page for your event and publishing and sharing interesting content that your ticket buyers would be interested in. Make sure your ticket sales page invites people to like your Facebook Page and follow your social media accounts (this is easy to do if you’re using AttendStar for your online ticketing).
In addition, hold social media contests (these are very popular on Facebook and Instagram) where you give away tickets, backstage passes, merchandise, and so on. Contests are an excellent way to raise awareness of your event and ultimately, ticket sales.
Another great event marketing tip is to crowdsource content for your social media pages and profiles. Ask people to post photos of themselves at your previous event (if yours is an annual event), with the performer, holding or wearing the performer’s merchandise, and so on. You could even give prizes to the best submissions as part of your social media contest campaigns.
Finally, understand that a lot of social media marketing comes from ad investments. You might have to invest in Facebook, Instagram, Twitter, and other social media ads to get wider exposure and a significant lift in ticket sales. You can learn more about advertising in #4 below.
If you want to learn more event marketing tips about social media marketing, read these articles:
- Ultimate Guide to Social Media Event Marketing
- 10 Ways to Jumpstart Facebook Engagement and Event Ticket Sales
- 10 Killer Facebook Marketing Ideas for Your Next Event
- 14 Guaranteed Ways to Get More Facebook Likes – Infographic
3. Content Marketing
Content marketing includes all forms of content that you publish online and offline to directly or indirectly promote your event. This could include articles on your own blog, social media posts, YouTube videos, images, infographics, animated GIFs, and more. Always include your event name, logo, and the URL to your ticket sales page in your content to ensure people have an opportunity to visit and learn more about your event.
Content marketing also includes things like quotes from presenters, guest blog posts published on your blog from performers or speakers, and guest blog posts that you publish on other blogs where your audience is likely to spend time. The key is to surround people with your branded event content to increase the likelihood that they’ll see it and share it with their own audiences thereby extending your brand’s reach significantly.
Want to learn more event marketing tips related to content marketing? Check out these AttendStar articles:
- How to Use Videos in Your Event Marketing to Sell More Tickets
- Visual Content – Why It’s Important for Event Marketing
- How to Design Irresistible Event Website Graphics
- How to Write Perfect Event FAQs for Your Ticket Sales Page
Advertising has long been one of the most popular ways to promote an event. Radio ads, television ads, and print ads in magazines and newspapers were once the event marketing standard. Today, there are so many more advertising opportunities available to you online.
For example, you can reach out to websites where your target ticket buying audience spends time and ask if they accept ads. You could also pursue publishing sponsored blog posts (also known as native advertising) on blogs that already have the eyes and ears of your audience.
An easy way to ensure your event ads are shown to large, targeted audiences is to advertise through an ad network like Google AdWords or AdRoll, so your ads are seen on many relevant websites that display ads from these networks. In addition, Facebook ads, Instagram ads, Twitter ads, YouTube ads, and other social media and mobile advertising opportunities can put your ads in front of the right people so you sell more tickets.
Most ad networks and social media advertising opportunities charge you on a per click basis (pay-per-click or PPC). That means you only pay for your ad if someone actually clicks on it. Other common payment options are flat rate for a specific period of time or pay-per-impression, which means you pay every time your ad is shown on a web page regardless of whether visitors actually notice it or click on it. Overall, PPC ads are the most popular for event marketing, but test different opportunities to determine which drive the best results for your event.
To learn more event marketing tips about advertising, check out these AttendStar articles:
- How to Sell More Tickets with Facebook Ads for Event Marketing
- Secrets to Successful Retargeting Campaigns for Event Marketing
- Free Advertising: Share Your Event Online
5. Publicity and Outreach
Publicity and outreach refers to the exposure your event brand gets from other media outlets and publishers. For example, you can pitch yourself for an interview on a local radio station, a local newspaper, a podcast, or an online publication that caters to your event’s target audience. You can also pitch articles that you write for publishing on these outlets and publications.
Outreach also includes connecting with people who have the eyes and ears of your audience (influencers) and might be willing to write about your event on their blogs, mention it in their podcasts, or share it on their social media profiles and pages.
You might have to pay influencers to help you, but some who love the idea of your event may be willing to share it without receiving payment. Keep in mind, payment doesn’t have to be in cash. You could provide an influencer with free tickets, VIP experiences, backstage passes, merchandise, and more in exchange for a review, mention, or share in one of their publications or social media profiles.
You can get more event marketing tips about publicity and outreach in these AttendStar articles:
- 10 Ways to Connect with Ticket Holders You Don’t Know
- 5 Ways to Get Ticket Buyers to Engage Before Your Event
- 5 Creative Event Marketing Ideas You Should Steal
Implementing Event Marketing Tips
To make these event marketing tips work for you, you’ll need to actually invest time and budget dollars into implementing, tracking, and optimizing them. Don’t expect perfect results the first time you roll out a marketing campaign. Testing and tweaking are the norm in marketing, so be prepared to monitor everything and stay flexible, so you can make changes as needed.
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