This document provides tips for effectively marketing events to maximize audience attendance. It recommends using various social media platforms like Instagram, LinkedIn, Twitter and YouTube to promote events. It also suggests getting speakers involved in promotion and using a referral program. Email marketing best practices like compelling subject lines and personalization are outlined. The document also discusses tracking metrics like registrations, engagement and ROI to measure marketing success.

1. Marketing to maximize your
audience attendance
WORKSHOP
Andrew Winterburn | Ashfield Meetings and Events
Andrew White | Triggerfish
* Source www.gevme.com

2. EVENT MARKETING
Pre Event
Live Event
Post Event

3. Ways to attract attendees
• Social media to include Instagram, LinkedIn, Google+
Communications and Twitter
• You Tube
• Virtual Tickets/ Webcasts
• Complimentary access
• Mobile ready
• Personalised Communication
• Charity, contribute to a Charity
• Social media walls
• Storystream

4. Get social…
• Create videos
• Use photos of the event
• Share speakers pictures and biogs
• Get speakers to promote the event
• Use a double sided customer referral programme -
reward stream
• Create one hashtag across all social channels
• Create a LinkedIn event

5. The Dos of email marketing
• Do write compelling subject line
• Do provide immediate value
• Do follow rules and regulations
• Do make it mobile friendly
• Do personalise your emails
• Do segment your audience
• Do use an email marketing service provider
• Do make it easy to register
• Do track and analyse your data

6. Tips for driving traffic
1. Keep the audience updated on the event
2. Provide supplementary materials
3. Cross promote with partnering companies, vendors and
speakers
4. Report on latest news in the industry
5. User generated content

7. How to entice sponsors
• Find the right people
• Sell value not price
• Look for sponsors at the right time
• Have a detailed event plan
• Be flexible with different type of sponsors
• Gain long term partners
• Sponsor matching services such as Sponsor Monster,
Sponsor my event and Sponsor Boat

8. Sponsorship ideas..
• Gamification
• Augmented reality
• Virtual Reality
• Brand equity
• Apps
• Curated content

9. Blogging ….
• It adds the human touch
• It improves your sites SEO
• It builds trust and a following of readers
• It optimises sharing and circulation on the web
• It generates buzz and excitement
Who should write the blog
Team, Guest or reader contributions, Experts, Popular
bloggers
Effective Content
News Reports, Interviews, Listicles, How-tos guides,
Infographics

10. Metrics
• How well was the message received
Number of registrations / Source / Time of booking
• How well did you engage with attendees
Attendance rate / social mentions
• Did you hit the right audience
Quality leads / partnerships / deals
• ROI
Cost per attendee / Satisfaction

11. Conclusion
• Give your event the human touch (patients)
• Improve your event pages visibility and SEO
• Establish your event as a trusted resource of info for
your audience
• Generate online publicity through optimised sharing
• Keep your attendees and potential audience engaged
and updated