EAST RUTHERFORD, NJ, January 27, 2014 — As America —and more specifically New Jersey—gets ready for Super Bowl and pre-game events this week following are event marketing tasks for your success checklist:
Building an event team
Develop a host committee, a team of pro’s that know the difference between collaboration and competition. Although it is hard to come by, they are out there. They come in different shapes and sizes. For example, some ideal team members are paid promoters, while others might be interested in volunteering their time to help the cause, or they might just want to buy a bunch of tickets in advance and give them to their personal clients. Direct people to do what they are good at, and let them do a lot of it. Share your vision with them and let them do what they do best. These key players will not only help promote, but they will help run the event as party of your event’s host committee.
Promoting your event
Social networking is affordable and can be very effective if done right. However, don’t expect one post to sell-out your event. You will need to do your homework first and use a program like ManageFlitter™ to determine the best time to automatically send out your tweets, posts, and photos. Remember: “A picture is worth 1000 words,” but twitter limits you to 140 characters so use pictures to tell your story. Keep in mind that all social media networks are endless scrolls of images and information so make your posts stand out. Know your strengths and enlist a pro if you can, to get their marketing hustle on for you.
Naming your event
Naming your event is what separates an average party from a “one night only” event. When naming your event, consider your audiences sensibilities and preferences. You want them to go so make the event name an enticing one. Think of your event as a product and as such, you need to position your product to sell well in the market.
Now that you have a kick-butt event name that caters to your potential event participants, you must create a website that communicates the ‘who, what, where, why, and how’ of your event. This is your online event invitation and the first impression that prospective ticket buyers will have with your new product (your event). So make it count!
Eventbrite or Eventbee are great reliable ticketing sites that allow you to add snippets of HTML code to their templates for customization. There are other event ticketing tools on the web but, I’ve had some hiccups with some of the other services so I stick with these two. Now that you have your event named already and your website or URL is up and running, you an either add a ticket widget to your event website or forward your event domain name to your customized and branded ticketing website. At this point your main goal is to drive traffic to the site and convert that traffic to ticket sales. In the process you will build your list and your customer base for future events.
Keep in touch with your sponsors, event team, and venue. Coordinating unexpected details ahead of time is always a good plan. Make sure your cell phone is charged. Be accessible in the hours leading up to the event, because once the event starts the next few hours will fly by at top speed so establishing good lines of communication with everyone is a best practice that will save you a lot of headaches.
Networking at the event
Make sure you have good old fashioned business cards. You have gone through all of this work to get everyone in the room. Work, work, work. No time to hang out and party, you need to make sure your venue is happy and performing as expected, guest check-in is flowing, sponsors and VIP guest are acknowledged, and network, network, network.
Post-event media sharing
Keep the conversation going and build up your new relationships. Share all event related media and encourage your event participants to do so as well. Of course, people will be posting media during the event and you should request that they do so with the event’s hashtag. This will make the shared social media posts/photos easier to find and will improve your search engine marketing as well. Photo’s of event participants with celebrity VIP guests will be seen and shared by their networks and followers which will create thousands of post event media impressions of happy event participants with (if you have done step number one, correctly) your sponsor’s product or logo in the photo too.
About the Author:
Rich Valdes is keynote speaker, writer, and an expert on leadership and communications in small business and politics. As former official in New Jersey Governor Chris Christie’s Administration, Rich oversaw the State’s Family Success Center program. As an award-winning marketing director, Rich has led start-ups, sales staff, and marketing events to raise awareness for various brands, organizations, and non-profit charities.
When not debating, politics, education, and pop culture, Rich is a single dad, charter school founder, and member of the Young Benefactor’s Committee at VH1 Save The Music Foundation. He is raising his two young daughters while caring for his elderly father just outside of New York City in Bergen County, New Jersey. Rich attended New York University for Organizational Behavior & Communications. Learn more at RichValdes.com Follow Rich Valdes on Twitter: @richvaldes