Not everyone can hire a professional event marketing director. When you can’t afford the payroll for one, the next best thing is to hire a consultant. When the budget doesn’t accommodate a consultant, you follow the advice of this post.
1. Why Build One When You Can Build Two?
You’ve already put the work in for one event, but why not create sub events within the event? Doing this makes the umbrella event more dynamic and exciting to attend, but it also allows event managers to highlight areas within the event. You can take the Ray Ban example, which took advantage of a VIP shuttle bus ride and created a simple game for participants with Ray Ban sunglasses as prizes.
2. Develop a Theme, Create an Experience
Every event has a theme. Boring events just label the theme by the industry. Interesting events create a tagline that includes the industry, which also allows for additional niche marketing (see number 1). The best events will use the theme to create an experience. Take Cirque du Soleil’s holiday pop-up event marketing
idea. Setting up a giant gift box with a note inviting passersby to open the box, they surprised all when a host of characters popped out into a mini performance.
Then they went one further. When the show was over and the box was moved, a costumed character came out to sweep up confetti and interact further with the enthused audience. It’s that touch of detail that makes an event pop; just when you thought it was over, the show continued with an insignificant “behind the scenes” member chiming in for that last little sprinkle of magic.
3. Redefine Digital
Digital isn’t just about personalized app or QR code experiences. Digital has been redefined with explosive new application. It’s called “3D projection mapping” and companies like Samsung, Ralph Lauren, H&M and Hot Wheels are already doing it. If there’s one link you’re going to click on, it’s this one - because words just don’t do this experience justice.
In 3D projection mapping, and entire building is projected upon and its structure digitally manipulated to showcase a presentation. It’s creative and gets talked about, thereby ensuring viral social shares. Samsung in this case made a 3 day interactive event out of it and offered prizes for correct answers derived from the show.
4. Rewards and Reminders Never Fail
People are busy. In fact, they’re so busy and overloaded with information that they (a) need an incentive to attend your event and (b) must be reminded of it. Of course, this doesn’t apply to you as much if your event is a large scale industry event. Yet even in those cases astronomical ticket prices deter many attendees. If something of value could be offered as a guarantee to the attendee to make it worth their while, I’m sure many more would be willing to invest in a ticket. I know I would.
If yours is a more intimate or niche event, especially if it’s still one of your first, you really have to give people a reason to stop what they’re doing and attend. Perhaps you’re offering a giveaway or a goodie bag? Perhaps there’s some guarantee post-event consulting you’re willing to offer for free?
Then there are the reminders. People need reminders, ideally one week before an event and a day or two in advance as well. Why not throw one in there the day of? Repeat (but not burdensome) reminders nudge reluctant invitees to attend and make sure those who are planning to don’t let it slip their mind amidst a flood of other commitments.