How to Promote Your Event in 2019
Like it or not, people often measure your value by assessing the way you communicate it.
If you try to praise your product, they’ll simply ignore you. If you try to make it “fun” and “entertaining,” they won’t get the main idea and forget you. If you try to sell it to them, they’ll probably back off and blacklist your brand.
Whether you’re in e-commerce or trying to advertise your event, the same rule will undertake your efforts: Marketing has become more about connecting than selling.
Along with that, relevant and meaningful narrative has taken the place of worthless advertising, banners, and flamboyant copy.
As the marketing guru Seth Godin highlights in one of his recent books,
“Marketing involves very little in the way of shouting, hustling, or coercion. It’s a chance to serve, instead.”
He also adds,
“Marketing is the generous act of helping others become who they seek to become. It involves creating honest stories—stories that resonate and spread. Marketers offer solutions, opportunities for humans to solve their problems and move forward.”
“That’s all well and good, but I’m not a marketer. I just want to promote my event,” I hear you saying.
No problem: We can help you play by the rules successful marketers follow, those of generating more value, connecting with your potential attendees, and having a positive impact on your community.
These tips will equip you with the necessary information to overcome the “ad-noise” and reach out to the right people (aka future event attendees).
Ready to do some work?
Let’s see how you can promote your event in 2019.
#1. Start long before announcing the event
Whether your intention is to increase brand awareness or attract new leads, promoting an event should be part of your long-term marketing strategy. You won’t be able to gain a mass of attendees if your company or business has no visibility or interacts poorly with its prospects.
Think about it: When you have a blog but no readers, don’t expect comments (except spam) or a big amount of organic traffic.
The same thing happens when you’re trying to promote an event without being active on social media or having an already existing audience that follows you and is aware of your brand or company.
First, you need to make sure that your marketing efforts are giving you results in terms of generating demand and gathering a strong audience. Then, worry about promoting your upcoming event(s).
#2. Display human emotions
Long gone are the days when brands have the same impact as real humans, so stop hiding behind social media posts or blog articles.
Regardless of the type of marketing campaigning, you need to make sure your message is personal and emotional. Sometimes it’s more effective to promote your event through company employees or a directive than just using the business avatar on social media.
Take a look, for example, at Gary Vaynerchuk, who’s using his identity to create online content and, apart from strengthening a powerful community, also attract new clients to his media business or promote different events and products.
People want to connect with other people, not with faceless, emotionless brands.
Use this to your benefit and make the effort to impersonate the identity of your brand and, subsequently, your event with the help of a community manager or someone from your team who’ll be in charge of communicating with the online audience.