We hear from a lot of companies seeking to improve their event marketing program through technology. But inevitably we find that the fundamental principles of good event marketing are either poorly executed or missing completely.

Before you jump straight into planning and logistics, consider your strategies. Set yourself up for event success with our quick guide to event strategy.

Define your objectives

Goals and objectives are the driving force behind any marketing program but they are often vague or implied. Start by writing down the main reason or idea that has prompted you to run this event. Are you looking to attract new prospects or nurture existing ones? Define at least one SMART objective for your event e.g. sign up one new customer in the next 90 days.

Know your audience

As with all your marketing communications, it’s important to target your events to the right leads, with the right message, at the right time. Most businesses have defined customer profiles to enable them to make sure an event is relevant and timely to a segment. Other than basic information like job title and geographical location, we also recommend targeting your events to leads at a specific point in the buying cycle or by a specific industry group.

Topic matters

You probably want to spruik your latest gadget or your favourite soapbox topic but will that really be relevant to your target audience? Instead, construct your event around the subjects that you know excite your audience and that support your company’s message.

If you run a company blog or newsletter, start by reviewing your statistics. You will likely see a pattern of subjects that create interest. The most popular topics will be the most effective crowd-drawers. You can be as creative as you dare.

Communication strategy

You know who to target and what you’re promoting. The next step is to build a series of communications designed to drive registrations and attendance, and  to continue to nurture your leads until they are ready to buy.

Invitations, reminders, and follow-ups are all important for converting leads into sales. Don’t leave it up to the sales team to follow up leads generated from an event. Instead, automate a series of follow up messages based on behaviour (attendance, filling out an enquiry form on the day, cancellation, etc.) and include a clear call to action.

Keep your audience engaged with the topic post-event by providing attendees with a copy of the presentation and an event summary. Don’t be afraid to use content generated through any social media discussions or Q&A. Often the most valuable insights are gleaned through the unstructured conversations surrounding your event.

Once you have these fundamental principals in place, your events will start to shine.

Do you have any event strategy building blocks? Share your best event marketing tips with us in the comments!

Have you implemented an Event Marketing plan into your campaign? Here at Swift Digital, we can help you create the perfect event management campaign packed with the right features to make it a success.  To find out how your business can get the best out of Swift Digital’s platform, contact our Sales Team today on 02 9929 7001.

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