Event Marketing Tips & Toolkit
How to Market an Event
Curating Content
Your content is the reason someone will show up to your event. This will include the title, description, images, and the channels you use to promote your event. In their Marketing Content Playbook, Contently states:
"Evangelizing a content marketing program starts with a fairly simple question: 'Why content marketing?' Content marketing is a popular practice right now, and it's easy to see why. Interruptive advertising simply isn't working, and as a result, creating content people actually choose to read, watch, and interact with is becoming an increasingly attractive alternative for brands."
The good news is that creating quality and engaging content is much easier than it once was. There are tons of affordable and easy-to-use tools and resources that make it easy for you to create quality content that engages, informs, and inspires your target audience.
But content creation still takes plenty of work, especially when you don't have the time or the skill. Don't be afraid to reach out for help. We’ve listed some resources below that you can use to create content easier and more efficiently and professionally:
Canva: Create professional images and ads (for free)
Fiverr.com: Affordable help with creative services
Anytask.com: Affordable help with creative services
Curating Experiences
Thoughtful consideration of experience curation is at the heart of the Experience Economy. Understanding how you, your product, your service, your experience can change the life of your customer is critical to achieving a lasting relationship that can bring your customer back again and again.
The process starts with customization. Gaining the lasting trust of your customer begins with having a connection that speaks to the individual. This entails taking a "deep dive" into your purpose, your product, and your goals. Then, you’ll need to figure out how to align that with the customers you wish to reach.
To help you kick-start this process, Lifeogeny has generated a comprehensive list of potential curated experiences. Feel free to use these ideas as inspiration, and get creative so that both you and your customer are passionate about the experiences you curate.
Examples:
Outdoor stores could hold product demos for rock climbing gear, followed by a day of climbing, ending back at the store to enjoy some craft beers. Consider offering a discount for all gear purchased on that day.
Authors could hold a not-so-typical book signing complete with a curated experience around spoken word, Q&A sessions, and a cocktail party.
Are you a new, local band trying to grow your listeners? Consider hosting a listening event where you partner with a local brewery.
If you manage a traditional mall, consider hosting wine & food pairings, "Wine Down Mall Street," and setting an appropriate mood for the experience with lighting, live music, etc.
Looking for more event ideas? Check out our blog.
Getting The Most Out of the Analytics
Lifeogeny provides basic analytics so that you can monitor engagement with your content in real-time. While we hope to expand our analytic functions in the future, we want to provide you insights into these basic analytics that are currently available and show how the smallest changes can improve your engagement.
On your dashboard, you’ll find four basic measures including:
Followers
Total RSVPs
Host Page Views
Experience Page Views
If you see that you have a greater number of Host Page Views than Followers, consider changing your header image and/or your short & long description. This process is commonly called A/B or split testing. Continue this process until you notice a positive change in engagement. You may also wish to enhance your profile with additional video content or images to engage the user and provide them more incentive to follow you.
You’ll be able to view total RSVPs, as well as per-event RSVPs all within your dashboard. If you find that your Experience Page View spikes, but your RSVP count does not move, consider optimizing the imagery and/or your short & long descriptions for upcoming experience offerings.
Looking to the Future: How Can We Better Assist You with Your Event Marketing Strategy?
At our core, our biggest desire for creating Lifeogeny is to help local businesses harness the power of information and community connectivity. As part of that effort, we will incorporate changes into the platform that can best help you achieve your goals of reaching, connecting with, and ultimately establishing lasting relationships with your customers.
Email us at feedback@lifeogeny.com with any enhancements or changes you wish to see in future updates of this platform.