The three critical organisational success factors of an event are: operations, sales … The following steps will help you to create a … already considered successful in the direct … Whitepaper – Marketing your event©Copyright 2008 Congrex Group 6 Step 3. Determine a communication strategy After setting your objectives and specific targets, your next vital task is deciding how to reach your goals. What will your communication message be? There are hundreds of ways to get your message across, which channels will you use? How …
Whitepaper – Marketing your event ©Copyright 2008 Congrex Group 6 Step 3. Determine a communication strategy After setting your objectives and specific targets, your next vital task is deciding how to reach your goals. What will your communication message be? There are hundreds of ways to get your message across, which channels will you use? How can you make sure you are always consistent in your way of communicating? How can you make certain that you are not trying to communicate too many messages and confuse your target audiences? In event marketing it is important to focus on your main unique selling points (USPs). It is easy to get distracted by all the different features and elements of your events, (the education sessions, networking events, special aspects of the venues and exhibits) and to lose sight of the benefits for the participant – what does your participant want and expect as an outcome from attending? Participants are generally more interested in the actual event programme (learning outcomes) and in addition, a well known key note speaker will draw a lot of attention. Make sure you also emphasise the networking opportunities available at your event. In other words: show your target group in a simple way; what is the value of the event to them and why they should attend. Remember that your target group consists of people like you and me; we all like special deals and discounts. Consider incentives such as early-bird fees and frequent customer programmes. After it is clear what you want to communicate, you have to create a design (brand) which will fit your strategy. By using your design consistently throughout your campaign, the brand recognition of your event will grow and marketing your event will become easier. Step 4. Determine the marketing mix In the current market it is essential to repeat your communication messages via different channels. Repetition is the key and it will add value and credibility to your event. The quantity, frequency and channels used will, of course, depend on the budget for your event. It is considered normal to spend between 5-15% of an event’s budget on
Marketing your event: 6 Key steps for a successful marketing strategy.Pdf