{"id":374,"date":"2019-06-04T10:06:07","date_gmt":"2019-06-04T10:06:07","guid":{"rendered":"https:\/\/blog.eventscase.com\/?p=374"},"modified":"2022-07-05T10:59:44","modified_gmt":"2022-07-05T08:59:44","slug":"event-marketing-strategies-for-gaining-awareness-virality-and-sales","status":"publish","type":"post","link":"https:\/\/eventscase.com\/blog\/event-marketing-strategies-for-gaining-awareness-virality-and-sales","title":{"rendered":"Event Marketing Strategies for Gaining Awareness, Virality and Sales"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Events need audiences, and those audiences need a way of finding events. The connection is often forged by marketing, which puts your event in front of the people most likely to attend it. <\/span><span style=\"font-weight: 400;\">Event marketing strategies tend to span multiple channels and we cannot stress the importance of casting your net far and wide. If you put all of your time and budget in one place (e.g. a single magazine or website), you could be setting yourself up for a fall.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With that in mind, we\u2019ve decided to compile a few different event marketing strategies to help you generate results throughout the planning phase.<\/span><\/p>\n<h2>Event marketing strategies for driving awareness<\/h2>\n<p><span style=\"font-weight: 400;\">New events always need assistance to build their brand and elevate themselves above any competitors. Ticket sales and sponsorship put numbers on the bottom line. But that starts with generating awareness in the top of the funnel, when people are just learning about what you can offer.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-364 size-medium\" src=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-300x281.jpeg\" alt=\"-\" width=\"300\" height=\"281\" title=\"-\" srcset=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-300x281.jpeg 300w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-768x720.jpeg 768w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-672x630.jpeg 672w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept-64x60.jpeg 64w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/hand-pressing-social-media-icon-as-concept.jpeg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Here are some tactics to explore:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Conventional display advertising<\/b><span style=\"font-weight: 400;\">: Paying for display ad impressions is a cost-effective way of getting lots of eyeballs on your event. You should find sites with engaged audiences, and don\u2019t worry too much about their traffic levels. Quality is better than quantity when it comes to event marketing, and you\u2019ll only pay for the views you receive.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Retargeting: <\/b><span style=\"font-weight: 400;\">When people abandon your website, you should be following up their interest with retargeting. Available on most ad platforms, this gives you the chance to reach people that have viewed your pages, put tickets in their backet and failed to checkout.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Sponsored content: <span style=\"font-weight: 400;\">Organic, non-paid-for editorial is the holy grail for events. But if you really want to lay everything out in your own terms, you could do worse than investing in sponsored content. This will drive awareness and on the exact points you want to focus on.<\/span><\/b><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-371 size-medium\" src=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Computer-User-Presses-Red-Button-Public-Attention-on-Black-Keyboard.-Closeup-View.-Blurred-Background.-3D-Render.-300x225.jpeg\" alt=\"-\" width=\"300\" height=\"225\" title=\"-\" srcset=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Computer-User-Presses-Red-Button-Public-Attention-on-Black-Keyboard.-Closeup-View.-Blurred-Background.-3D-Render.-300x225.jpeg 300w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Computer-User-Presses-Red-Button-Public-Attention-on-Black-Keyboard.-Closeup-View.-Blurred-Background.-3D-Render.-768x576.jpeg 768w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Computer-User-Presses-Red-Button-Public-Attention-on-Black-Keyboard.-Closeup-View.-Blurred-Background.-3D-Render.-840x630.jpeg 840w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Computer-User-Presses-Red-Button-Public-Attention-on-Black-Keyboard.-Closeup-View.-Blurred-Background.-3D-Render.-80x60.jpeg 80w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Computer-User-Presses-Red-Button-Public-Attention-on-Black-Keyboard.-Closeup-View.-Blurred-Background.-3D-Render..jpeg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2>Event marketing strategies for the social push<\/h2>\n<p><span style=\"font-weight: 400;\">Master the art of social promotion and you could be in with a chance of going viral, relatively speaking.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a reminder, Facebook and Twitter are no longer exclusive to the younger generation &#8211; you\u2019ll find most of your audience on these platforms. Of course, if you\u2019re looking to attract a more corporate crowd, Linkedin is your best option. Here are some tips to consider:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Paid ads: <\/b><span style=\"font-weight: 400;\">Each social network offers paid-ad tools that allow you to push certain posts out to very specific audiences. <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2016\/06\/27\/facebook-ad-targeting-options-infographic\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">On Facebook<\/span><\/a><span style=\"font-weight: 400;\">, for example, if you want to reach someone between the age of 30-40 working in finance and living in Boston, you can do just that. An effective social media strategy will rely on a mix of organic and paid-for opportunities to drive results.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Competitions: <\/b><span style=\"font-weight: 400;\">Inviting your existing Facebook or Twitter followers to \u201clike and share\u201d for a chance to win a ticket or a prize will open your event up to an entirely new audience. They might share that same post with their connections, who repeat the gesture, and so on. Done properly, competitions are an easy and cost-effective way of generating impressions and interest.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Influencers:<\/b><span style=\"font-weight: 400;\"> If you have sponsors, exhibitors or speakers with big followings on their social profiles, you should be looking at ways of getting your event onto their timelines. Such is the draw of the influencer, keynote speakers often have social posts written into their agreements with events.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-373 size-medium\" src=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Influence-is-Power-card-with-colorful-background-with-defocused-lights-300x211.jpeg\" alt=\"-\" width=\"300\" height=\"211\" title=\"-\" srcset=\"https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Influence-is-Power-card-with-colorful-background-with-defocused-lights-300x211.jpeg 300w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Influence-is-Power-card-with-colorful-background-with-defocused-lights-768x541.jpeg 768w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Influence-is-Power-card-with-colorful-background-with-defocused-lights-895x630.jpeg 895w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Influence-is-Power-card-with-colorful-background-with-defocused-lights-85x60.jpeg 85w, https:\/\/eventscase.com\/blog\/wp-content\/uploads\/2019\/05\/Influence-is-Power-card-with-colorful-background-with-defocused-lights.jpeg 1000w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2>Event marketing strategies for driving ticket sales<\/h2>\n<p><span style=\"font-weight: 400;\">Event marketing strategies tend to comprise of a mix of high and low-funnel activities. The latter will take a more results-driven, sales-orientated approach, helping you get those attendees over the line. These are our top tips for driving sales:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Email marketing: <\/b><span style=\"font-weight: 400;\">Email delivers impact across every stage of the customer journey. As well as engaging your existing audience, you can use it in a similar way to remarketing by urging non-attendees, as well as past attendees, to book their tickets.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Paid search: <span style=\"font-weight: 400;\">For people that search for your event using a vague term (e.g. <\/span><i><span style=\"font-weight: 400;\">\u201cUK finance industry event\u201d), <\/span><\/i><span style=\"font-weight: 400;\">try capturing their traffic through paid search, which will hand you one of the top spots on their results page. Don\u2019t forget to create a special landing for these users to condense all they need to know, complete with a strong call to action.<\/span><\/b><\/li>\n<li style=\"font-weight: 400;\"><b>Attendee referrals: <span style=\"font-weight: 400;\">Many events have referral programmes whereby existing attendees can earn rewards (e.g. gift vouchers, free perks at the event) by having their friends buy a ticket. Think of it as a more direct version of our competition example.\u00a0<\/span><\/b><\/li>\n<\/ul>\n<h2>Final thoughts<\/h2>\n<p><span style=\"font-weight: 400;\">Each of these tactics apply to events that need to generate publicity, but remember to find suitable metrics for assessing their performance. For example, you shouldn\u2019t KPI sponsored content on sales, or use paid search to drive awareness, at least not primarily.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Find metrics that define the role of these event marketing strategies and you\u2019ll stand a much better chance of optimising in the right manner.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Events need audiences, and those audiences need a way of finding events. The connection is often forged by marketing, which puts your event in front &hellip; <\/p>\n","protected":false},"author":5,"featured_media":638,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"pgc_meta":"","footnotes":""},"categories":[1],"tags":[6,8],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts\/374"}],"collection":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/comments?post=374"}],"version-history":[{"count":6,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts\/374\/revisions"}],"predecessor-version":[{"id":667,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/posts\/374\/revisions\/667"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/media\/638"}],"wp:attachment":[{"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/media?parent=374"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/categories?post=374"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eventscase.com\/blog\/wp-json\/wp\/v2\/tags?post=374"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}