Every successful marketing event starts off with a vision of the outcome, an objective to meet and a strategy to get there. Without these 3 things, events are left to flounder and never become as big or as profitable as possible. Your event strategy is the “How” to your vision’s “Why” and your objective’s “What”.
Whether you charge an admission fee or not, your attendees also invest in your event with their time. To get the best results from your marketing event, your event strategy has to have 5 essential elements components in place. In this post we will examine the first 2.
An Event That Sells
An event that sells starts with the name. You want your event to have a catchy title that draws attention and that makes your target market want to come to your event. Address the benefits that your attendees will get, what is it that they will come away with? If you have created your vision, you already know what that is, so it should be easy to incorporate a strong benefit statement into your event name. Weave the benefit statements throughout your marketing and focus on what your event will do for your attendees, their lives and their businesses.
Content That Rocks
Your event content should be “New, Now, Next”. Your attendees clamor for new information and insights, strategies that they can implement now and tools they can continue using next week, next month and next year. Especially if you use your workshop or seminar to sell your services on the backend, your event should be content-heavy. If you are light on content and heavy on the sales pitch, you will lose your audience. People do business with people they know, like and trust. To get there fast, you have to give them valuable content that makes them glad they invested their time and money with you.
Stay tuned for the next blog post, with the remaining 3 essential elements of an event strategy. In the mean time, take a look at your event strategy and see how you are doing on your first 2 elements. Share them below in the comments section.