As you can imagine there are lots of events spread around the country at any one time, especially throughout summer, so how do you make yours stand out above the rest?
In this post I am going to take you through 5 ways you can achieve event success so that when you hold your next event you will be ready and people will know all about it.
4 weeks before event: create your strategy to publicise your event, you by now know which traction channels work for your business, if you don’t read this post first, so you have your 3 traction channels but for events they should include Facebook and Instagram, why? Because Facebook has a fantastic events system and Instagram is perfect for photos and it’s owned by Facebook so it integrates seamlessly. See the video below for a quick overview of a Facebook event.
3 weeks before event: Start ramping up what will be on and when, so if you have a full program people can decide what they want to see and when.
- Use pictures and videos from a previous event to ‘sell’ this one. Show people having a great time
- Choose the best pictures and videos you can as these will be ‘shared’ by your audience
- If it’s something like a gig then it’s easier to promote as its in a specific venue at a specific time, the way to win is to make it as simple as possible for people to find you, decide if they want to attend and then book tickets.
The more hoops people have to jump through the less likely they are to attend.
2 weeks before event: Visitors to your page, profile and website should be talking about your event and asking questions, if they are not go back to week 3 and start again.
This is really important as the more people talking about your event the greater the attendance will be. You need to create a buzz around it so this week is vital and I can’t stress that enough.
1 week before event: All your channels should be in melt down by now with people asking questions. Anticipation for the event should be at its highest, the week before an event is when the most engagement should be happening, if it’s not go back to week 2 and find out why you haven’t created a buzz.
If all has gone to plan Facebook and Instagram should be at fever pitch and you should be posting pictures of the event preparation, everything from the putting up of marquees to what food will be served. Remember if there are timings and tickets to book this is the week to ‘push’ those, people shouldn’t have to ask it should e a given.
Day of the event: ask people who are attending to share with friends of all social channels to mop up those last few. There will always be people who leave everything to the last minute and then complain that they can’t find what they are looking for, me included.
The watchword for any event is preparation. You wouldn’t dream of missing out something major from the event, like the marquee, would you, social media is the best way, and quickest way, to let large amounts of people know of your event, so use it. I find that Instagram, Twitter and Facebook are the best channels for this, and it that order, because they are quick and easy to use. So use them!
After the event: this is the most critical stage and it amazes me how many people don’t do anything once the event is finished. Most time people sit back and congratulate each other on a job well done. That’s great and so you should, if it has been a job well done, but you aren’t finished yet.
This is where you website really shines. Yes you have had everything on your website regarding the event, that goes without saying, but know comes the most crucial part, the blog post.
A write up on the event is a great way to collate everything you have from the previous month. While the event is in preparation mode and then actually taking place you won’t have time for this, unless you have someone employed to blog, but I wouldn’t recommend this as it’s a waste of valuable time. It’s far better to use social media to create a buzz before and after.
Let me walk you through the after part.
The event is over and it’s been a great success, now comes the collation part of the process.
- Collate everything from the previous 4 weeks, pictures, videos and all the best comments from social channels
- Create a blog post on your website and give a blow by blow account of what happened, this can be used to promote the next event, using all that fantastic information
- Circulate your blog post on social media and you will receive even more comments and questions
- Google loves this and it will be there forever for you to refer to and for people to find when preparing for the next event
Now I know at this point you might be thinking “why didn’t we use Google Adwords or Facebook ads to promote the event?” You can, no doubt about it and it can be part of your strategy in week 4, but I would only use it if you cannot gain any traction through week 4 into 3. An event should create its own buzz, if done correctly. This goes for ‘influencer’ marketing also, use it only when you feel you have to.
That’s not to say it shouldn’t be part of you strategy, it should but if you are on a tight budget use it wisely. Get in touch if you think I can help you with that?
Depending on the size and scale of your event you could start 8 weeks out or even 12, use this post as a guide to start thinking about how you can market and promote your event differently.
I hope this has helped clarify a few things for you when planning an event and please leave comments and ask questions I love to know what you think.
NLT (Next Level Thinking) is a concept by Keith McMean to help you break out of the old way of thinking when it comes to your business and how to grow it successfully. If you have any questions or thoughts on traction we can talk them through in the comments, this way if you have a fantastic idea I can give you the credit you deserve and if I use it in a future post you’ll be right there with me.