| Promoting large events is one of the purest of forms | | | | you - often only requiring the partners logo to be |
| of marketing. Timing is crucial, your event is | | | | featured on ads, tickets and websites - but will give |
| happening on a specific date so you need to get it | | | | you access to free advertising. |
| right first time and your results walk through the | | | | Use the local press |
| gates. Any mistakes are painfully clear. But it is the | | | | With a national event local press can be very keen to |
| high profile nature of these events that provides the | | | | be involved. They enjoy he cache of being involved |
| opportunity to implement a hugely efficient campaign. | | | | with a big event and like to give their readers |
| This allows you to maximize your budget using the | | | | benefits. Competitions are therefore an inexpensive |
| multiplier effect. The high profile nature of events | | | | way for you to get profile across a region. |
| makes them attractive to the media. They want you | | | | Competitions can be designed to get over the unique |
| to advertise with them as they will get the halo | | | | nature of your event. Entrants can be encouraged to |
| effect from your profile. | | | | find out more about your event through editorial or |
| This article intends to show how you can get the | | | | on your website. |
| most out of your event's marketing budget. | | | | Target features journalists |
| Link ad spend to editorial | | | | Most events organisers perceive their event as being |
| It's a time when you have the power in the | | | | hugely newsworthy and think that you should be able |
| relationship with any publication. Make sure that you | | | | to get them into the press easily. However, even if |
| use he time before you commit to maximise the | | | | the event is seen as being of importance the reality |
| amount of editorial each publication offers. It is | | | | is that your press overage may we be limited to a |
| amazing how much attention you get when you have | | | | launch, a pre event profile and a post event round |
| an advertising budget! Most providers of advertising | | | | up. If your event is regional the coverage may well |
| media will be happy to offer matching space or time. | | | | be limited to the local area. |
| One useful tool is the use of competitions. | | | | One way around this is to target features rather |
| Advertising providers are normally happy to run ticket | | | | than news editors. This may require a little thinking |
| competitions. Free tickets are a great tool to get | | | | out of the box. An ecology event will obviously |
| more coverage at minimal cost. | | | | target environment writers but if the event is |
| Involve sponsors | | | | exhibiting green vehicles then target the motors |
| Most events are seen as a great marketing tool for | | | | writer and what about the food, gardening and |
| potential sponsors offering both customer | | | | lifestyle writers. Features tend to give you more and |
| entertainment and market profile. But most exhibition | | | | higher quality coverage. |
| organisers don't use the promotional opportunities | | | | Collect data for your next event |
| that working with a big company can provide. Most | | | | It never ceases to amaze that most events don't |
| will have fantastic client data which can be used, | | | | collect data from their visitors. Simply collecting email |
| staff to be targeted, advertising which can be piggy | | | | addresses gives you a great tool for using to market |
| backed or instore/office promotions opportunities. | | | | for free. |
| Use exhibitors promotional budget | | | | Data can be collected during the ordering process, |
| With an event where exhibitors make up a large | | | | from quizzes and competitions, from exhibitors or |
| percentage of the content using their budgets can be | | | | from kiosks onsite. |
| a great addition to your promotions. You can | | | | Over a few events a significant amount of data can |
| enhance this by providing them with proforma PR | | | | be collected. |
| stories and usable versions of your event identity. | | | | By thinking around the campaign, broadening those |
| Exhibitors are a great source of competition prizes. | | | | involved, working with suppliers as partners and using |
| Get a media sponsor | | | | exhibitors and sponsors budgets to broaden the |
| Media sponsorship packages make your budget go | | | | campaign can effectively multiply the value and reach |
| further. The cooler your event the more the media | | | | of your promotions. And bring more visitors trough |
| will want to be involved. Offering key suppliers the | | | | the door? Why not try these tips and see? |
| opportunity to have media sponsor status is free for | | | | |