January 30, 2020
You know, event marketing can be difficult, sometimes, but it can also dictate the success of your event (and your business). From booking talent to getting people in the door, there are a lot of steps you need to take to ensure a profitable event. Below are some insights and proven strategies that will help you achieve success in all areas of your event from front to back.
But, whatever the reason for planning an event for your business, it should be clearly communicated to anyone who’ll attend on behalf of your business. If the goal of your non-profit’s open house is to showcase your green office initiative, as well as attracting new donors, be sure the people talking to attendees know that, too. If you’re hoping to launch specific products at your store’s grand opening, telling your staff your goal helps focus their efforts. You must let the people who help put on your event know why it’s happening so they’re prepared to help you reach that goal.
Brian Posen is a performing arts guru from Chicago. He has occupied a variety of roles in the industry, including Actor, Director, Producer, and Teacher. And also, he has been named one of Chicago’s top 30 artists that make Chicago thrive numerous times throughout his 25+ year career in the arts. His career began at Indiana University Bloomington, graduating in 1987 with a BA in Psychology and Criminal Justice. Afterwards, he attended Columbia College in Chicago, graduating in 1990 with a BA in Acting. In 1993, Brian graduated from the University of Illinois at Urbana-Champaign with a MFA in acting and received the Charles Luckman Award Excellence in Teaching. Immediately after graduation, Brian was hired to the training program at Second City.
You have to know your audience
Well, in the first place you know your event needs to be relevant to your customers or a specific segment of your customers. Without first identifying your audience, you will have a hard time deciding what type of party it is you need to throw. Identify who it is you’re throwing the party for, what they expect from an event, and deliver based on those expectations. And also, you can even plan different events for different days of the week to capture as much of the market share as possible. Thursdays can be live entertainment while Fridays are EDM DJs. Themed events such as neon or paint parties often speak to a larger audience. Whatever you decide, just make sure the event you put on aligns with the customers that attend. This translates to a good experience and increased customer spending.
Make sure that you do your research
First you scroll through your rolodex of past events and identify what made them successful or why they failed. Take an honest look at the information and you will see what brought you success or where you fell short. And also, if this is your first time, then take a look at your competitors. Talk to people who went to their events to get a sense of what they liked and what they thought went wrong. Use this information to your advantage to set the foundation of your own event.
Is your event budget setting you up for success? In this guide we’ll look at tips, best practices and examples for creating a reliable event marketing budget in 2020 and beyond.The many moving parts of a live event strategy are bound together by the event budget. Given that an event’s financial foundation is directly related to the event outcome, creating a thorough and realistic event budget is a key ingredient to the recipe for event success.
In fact data from the 2019 Event Marketing: Benchmarks and Trends report shows that most businesses are spending nearly a quarter of their marketing budgets on live events. Meanwhile, the most successful businesses are spending 1.7x the average marketing budget on events. However, the data also shows that approval of leadership (and consequently the overall budget for events) is contingent on being able to prove event ROI. With growing budgets comes a growing need to properly allocate and intelligently spend each dollar.