Whenever I receive a question about event advertising, I cringe. Because while advertising is certainly a piece of the event marketing puzzle, if you just focus on advertising, your event is in trouble.
Advertising is only one part of your promotional plan, and your promotional plan is only one part of your marketing plan. Here is how they relate to each other and why you have to have the whole kit and caboodle if you want to sell out your workshop and seminars.
According to dictionary.com the definition of advertising is
“The act or practice of calling public attention to one’s product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.”
In this day and age, you can also advertise on new media, including pay per click ads on Google, banner ads, Facebook ads and the like. However, the key words in this sentence are “paid announcements”.
If you are just relying on advertising, your event is doomed to fail. Advertising generally drives cold traffic to your event and by its very nature, that is an announcement, can’t necessarily sell your event. It only sells the next step.
Advertising is a part of promotion, which is what raises the visibility of your event. When you are promoting your event, you are letting people know about your event. Advertising is a portion of that, but you should also use other promotional vehicles.
Good promotional vehicles are anything that gets the word out. Social media is always a favorite, as are email and even direct mail. Public relations to secure media coverage also has a place in your promotional plan, as are speaking engagements.
Marketing your event refers to the whole strategy for getting butts in the seats of your event. Marketing is much broader than promotion, because it includes defining your audience, your message and all the lead time that you need to create your materials. And those materials include your registration page, if you are doing direct mail, it means the development of your direct mail piece the printing and the mail drop.
It is the entire package that gets the butts in the seats of your events. Neither advertising nor promotion matter one iota if you don’t have the other pieces in place. You can spend thousands of dollars on pay per click advertising, but if you do not have a message that will convert your visitors into attendees, you will end up with an empty room.
That is why the Butts in the Seats Revolution is a comprehensive program that includes ALL the elements that you need to fill your workshops and seminars. It doesn’t just give you some promotional strategies and sends you off to figure out the rest for yourself. It gives you step by step instructions for all facets of marketing your event, beginning to end.
If you are tired of your advertising not bringing you the results you want in registrations for your event, it is time to expand your repertoir and get a complete marketing plan. Click here and order your Butts In Seats Revolution today.