The keys to event marketing with SMS• Awareness: making sure the specifics of yourevent or function are well known andaccessible• Anticipation: creating a sense of excitementand urgency surrounding your event• Strategize: don’t rely on a one-off textmessage to create awareness and anticipationamongst subscribers.
Know your event• Before marketing, nail down the specifics ofyour event (time, date, location, dresscode, cost, etc.)• What do you hope to achieve? If your event isa fundraiser, what is the target amount? If it isa grand opening, what are hopeful salesprojections?
Know your audience• The SMS marketing strategy you employ willdepend heavily on the target demographic ofyour event• Who do you want to attend, and whatincentives appeal to this base?
Set goals• Know how many people you want to show upand participate, and be prepared to cater tothem.• Think past the event; how can you use it toestablish continued communication andinterest?
Plan ahead• Plan event-oriented SMS marketing ahead oftime in order to keep tone consistent• Know what texts you will send to whom, andwhen you’ll send them.• Approach different subscriber groups withdifferent styles of outreach
The ‘stay tuned’ approach• Broadcast a message suggesting thatsubscribers look out for something exciting onthe way• This creates awareness and anticipation byplacing your event in the consumer’s mindbefore it is announced
The ‘countdown’ approach• Send daily event-centered messages at aroundthe same time leading up to the event withinteresting content such as progress updates,photos, and jokes• Broadcast hourly prior to the event to appealto those on the fence about attendance
The ‘viral’ approach• Extrapolate the ‘countdown’ approach byimparting event specifics(time, date, location, etc.) individually throughdifferent text messages, making the subscriber‘hunt’ for clues• This approach works best with youngeraudiences and alongside incentives andrewards
Incentivize• Give subscribers a reason to pay attentionwith incentives• VIP parking and seating, back stagepasses, discounted entrance, and access toextended company promotions are greatincentives• The more you contact your subscribers (i.e.‘viral’ approach) the more incentives shouldbe applied