- Combine digital with real-world promotions.
- Use your promotion skills at the actual event.
- Turn audience reaction to promotion for your next event.
It can be hard to tell—did you just get assigned the easiest job, or the hardest job promoting an event?
On one hand, you don’t have to create and manage the actual event. You can breathe a sigh of relief knowing that whatever happens, parking lot logistics are not your problem.
On the other hand, you’re now responsible for the success or failure of the whole thing. Even if the event itself is garbage, if no one shows up, it’s on you. How is this fair? It isn’t.
What can you do to make sure people show up? We can help you with that. And knowing how to promote an event will make your job easier the longer you do it.
The Storm Before the Storm
Your first big promotional push should come months before the event. You have to prepare your audience.
Social media posts and email blasts are a great way to start. Get the word out early just to announce that the event is happening. Follow up later with pre-order information and incentives. Then again when pre-orders have actually begun. And on and on.
This may sound like too much posting/emailing, but as long as you’ve got something new and relevant to say, your target audience won’t mind.
While you’re running your digital campaign, you also need to start thinking about opportunities for promoting out in the real world. For anticipation, it’s hard to beat a sign with your event logo and the words, “Coming Soon.” As you get closer, switch these out for ones with the actual date on them.
It’s the combination of digital advertising and physical media that will make your event feel real to your potential customers.
The Big Day
And now the moment has arrived: the day of the event. But your job as a promoter isn’t over. Your goal is to make sure that your customers walk away from this event telling their friends how great it was.
So, what can you do to help? The odds are good that your experience setting up for all of that promoting made you the local expert on good signage. Use that to your advantage.
Make sure attendees are never confused during the event. Clearly and professionally mark everything from registration to restrooms, from concessions to parking lots. (Oops! I guess parking was your problem after all…)
When people tell people about the good time they had, you’ve got them promoting your next event for you.
It’s Not Over When It’s Over
That’s the real secret of event promotion. It never really ends.
After the event is over, you’re posting pictures and video everywhere. You’re reminding attendees how much fun they had, and you’re showing everyone else how much fun they missed.
You’re mining social media sites for quotes and pictures from happy customers you can use (with permission) to promote your next event.
Build on your successes, and promotion gets easier and easier. Next year when you send out your emails and put up your “Coming Soon” signs, everyone will already know that yours is a “must see” event.
If you need help picking out the perfect signs custom printed for your next event, we’ve got you covered. Give us a call at 800-494-5850 and we’ll be happy to lend a hand!