Anyone that’s ever ventured into the world of events marketing knows the stress that it can bring on. A successful event can bring you more leads, face-to-face time with clients and brand awareness. However, on the road to success, there are many hurdles and minute details to contend with. With so much to consider, it’s not hard to make mistakes along the way. To help keep your mind at ease (and your sanity in-check), here are 5 mistakes you might be making when planning your event.
You’re Not Researching Your Target Audience
Are you sure you know what will bring your audience to an event? I mean, are you REALLY sure? Taking time out of work or carving into one’s personal time to attend an event can be a tough decision for an attendee. If they are going to give you their time, they need to be convinced that your event is worthwhile. Take a look at popular competitor events to see what content they are offering and how attendees are reviewing the event on social media. You can even talk to trusted clients or colleagues to get their opinions on what your market would gain the most from attending your event. If you don’t do your due diligence and you’re simply making assumptions, you’re likely not going to make the best case for your audience to RSVP or buy a ticket.
You’re Not Using Social Media Effectively
Are you posting about your event across all of your social media accounts on a regular basis? Are you engaging with your followers? Are you creating compelling content to tease your audience about what to expect at your event? Are you offering special deals to your social media followers? If the answer to any of those questions is no, you have some work to do.
Throwing up the dates and venue of an event once or twice will do you no good. Nor will posting about the same content over and over. You need to create compelling and diverse content to keep your social following engaged with your event. Also, consider the audience on each of your social accounts. Your Instagram audience may react to content differently from your Twitter audience. Don’t assume that your content will be one size fits all. Make sure you have a dedicated hashtag for your event so you can better track what people are sharing about your event.
You’re Making False Claims
Be very careful with any data that you are using in your marketing. For example, don’t promote that you have 1,000 attendees when you know you’ll have 500. People take notice and you’ll start to get a bad reputation if you’re seen as trying to pull the wool over your attendees’ eyes. Be truthful with who will be at the event, what someone will gain from the event and why it would be beneficial for one to attend.
You’re Not Using a Proper Ticketing System
If you’ve built your own ticketing system or you’re relying on email RSVP’s, you’re making a big mistake. Sites like Eventbrite are considered search engines. Using these services to manage your ticketing not only makes life easier, it helps promote your event! Eventbrite has the capability to reach thousands of people you may not have in your database. They also have streamlined user journeys that have already been tested and proven to work. Trying to come up with something custom only closes your event off from potential external reach and will slow your traction down.
Your Content Isn’t Focused
Getting people to your event isn’t just about good marketing. Once you get people to your site, you need to give them a reason to attend. If your event content isn’t focused or isn’t clearly defined, you aren’t making a compelling case to buy a ticket. Think about who your audience is and what would be most useful to them. Create a program that is structured and easy to navigate. If you’re all over the place with your content you’re going to lose attention quickly. Be clear with your theme!
The same goes if you’re planning something like a cocktail or networking event. All of your marketing content should give clear reasons as to why someone should want to attend.
When you’re planning your event, don’t let the details overwhelm you. Don’t forget, creating a buzz-worthy and compelling event for your audience should be fun! Avoiding these mistakes will help get you on the path to a successful event.