Saturday, May 22, 2010
Programming an Event
Wednesday, May 19, 2010
Basic Event Marketing
Two elements, in varying proportions, make marketing possible – program content and the organizations or individuals involved in promoting the event.
Fairly early in my career I was thinking about creating a large event for architects. I started by meeting with a friend of mine, a curmudgeonly but well-respected architect. He said, “You want to do an event for architects? I go to events every year put on by the state association, the national association, and several other industry and interest groups. Why would anyone want to attend an architecture conference sponsored by Sean Spence?”
I was thrown off by the bluntness of his response and didn’t regain my balance in time to offer anything of value to the conversation, so the whole idea kind of dissipated and we moved on to other things. He was right, of course, and the experience provided two pretty key lessons.
1. Make sure you have key validators as early as possible.
2. To whatever extent is necessary, be ready to include the involvement of those key validators in your marketing messages, from the very beginning.
I never did do the architecture event, but I have created others related to the arts, African American culture, the insurance industry, and homeland security. Am I an expert or recognized authority in any of these areas? No, but for each case I made sure that, early on, we had solid, recognizable partners who could lend the event their impeccable credibility.
As you start to think about promoting your event, remember those two key elements – program content and validators. They provide the raw materials you need to create solid promotional messages.
Once you have a strong foundation for your event, you’ll need to create the messages you want to send. Sometimes your budget may be such that you can hire an agency to do the work for you, but this book is about how to do these things for yourself, so forget about that.
You can make the process of creating your core messaging as simple or as complex s you want (based largely on the amount of time and help you have). Here is a seven-step process that works well, and you can alter it to accommodate your resources.
1. Make a list of all the reasons people should want to attend your event.
2. Do Internet research, reading about similar events.
3. Review the list and add to it or otherwise adjust it as you see fit.
4. Assemble a group of 2-5 other people and talk about the event and the list, adjusting it as the group sees fit.
5. Write a persuasive statement about the event.
6. Discuss the statement with people you trust and alter accordingly.
7. Use the statement as the foundation for all of your promotional messages, which can now be written, as needed.
Once you have your marketing message, then the primary thing that remains is choosing the tactics you will use. This will be determined in many respects by budget. In the best-case scenario, you will be able to have a mixture of free and paid promotional vehicles.
Let’s take a good look at the options, starting with the “I have no marketing budget at all” options and working our way down the list to “Hey, I can actually put some bucks into getting folks to this shindig.”
E-mail
One of the most powerful tools you can have for event marketing is a good e-mail list. Sure, you can probably find someplace to buy a decent list, but there really is no substitute for building your own. In this respect, Google is your best friend. For every event, expand your e-mail list.
Here are some tips:
· Personalize the message as much as possible (all sorts of online services are available to make this easy).
· Follow spam laws
Social networking
There are a handful of social networking sites – and there will probably be more by the time this is published – but as of right this minute Facebook is the only one that can play a major role in attracting people to most events.
Your best bet is to create a Facebook Event – this is essentially a Facebook-based Web page that will exist specifically for your event. You can send invitations to your Facebook friends and your friends, in turn, can invite their friends. You can also post photos, messages, videos, and discussions. It provides an easy way to invite lots of people, allow others to invite people, and interact
Media relations
We could pretty easily write an entire book about media relations for event promotion (maybe that should be the next one?). In those cases in which you think the media should be interested in your event, here are the key things to remember.
· Target members of the media who cover the news related to your event. If you don’t know, call the assignment editor and ask.
· Pre-calling is better than follow-up calls to confirm that media releases and other information have been received. In media surveys, follow-up calls are generally among the top three reporter pet peeves; this is not the case for pre-calls, in which the message can be something like, “I’m just calling to let you know if this is something that might interest you; if so, I could e-mail you the details right now.” In the frequent case in which you get voice mail, you can say something like, “I’m calling to let you know about this event; since you aren’t around, I’ll just e-mail you the details. Please let me know if you have any questions.”
· Five to ten days before the event, send a media advisory (or even just an informal e-mail) to targeted media, with basic information about the event, just to get it on calendars.
· Send a detailed media release the morning of the event (media staff meetings are often held around 9:00 or 10:00 a.m.), or the day before, if your event is after noon.
· Send hand-written follow-up notes to members of the media who attend and/or cover your event. This should not quite be a thank-you note – the media typically see themselves as just doing their jobs and can misinterpret a thank-you note as implying bias – just send a note saying something like, “We appreciated that our event was worth your time. If you ever have a question about what we are doing, please feel free to contact me.”
Web site
There is a wide range of easy, inexpensive – even free – ways to create a Web presence for your event.
· Use a free blog service, such as Blogger.com or Wordpress.com.
· Use an event registration service, such as Eventbrite.com. These services are typically free for free events or charge a small percentage if you are selling tickets.
· Use any of over 100 inexpensive Web hosting services. Any of them you find will offer Web site templates and relatively easy to use software to customize the site to meet your needs.
Invitations
Formal invitations can be a powerful marketing tool for pretty much any sort of event, either as a primary tactic or to target a portion of your market (especially VIPs). Printed invitations provide an excellent way to highlight VIPs who are already invested – with a host list and/or using the name of an event chair or master of ceremonies in the return address.
Here are a few tips for invitations:
· A big part of the power of sending this sort of mail is in the ability to personalize. In every way you can, make each invitation look like it is being sent to a real person, from a real person.
· Use hand-applied, first-class stamps. This will dramatically increase the number opened, as opposed to sending them with bulk-mail postage.
· Address it from a human being, not from an organization.
Mass mail
Technically, sending the invitations can be considered mass mail, but their high quality warrants putting them in a different category. For true mass mail, the best way to go will be colorful, generally glossy, oversized post cards (5 ½ by 8 ½ inches or there about). Any good print shop will have a graphic designer who can work with you to create high quality mail; typically, the design services will be included in the price of printing or relatively inexpensive.
· Use as much color as you can.
· Use pictures if you can.
· Keep text short; limit it to the information that is absolutely necessary to entice people and get them where they need to be, when they need to be there.
Advertising
If you have a real marketing budget (at least $2000 to $5000, bare minimum, depending on your media market), then you can think about doing advertising. For both
· Start with radio, which provides a cost-effective way to provide a repetitive message. Do not run fewer than 3-5 spots per day, during drive time (roughly 7:00 a.m. until 6:00 p.m.).
· If you feel like you are running enough radio, move up to television (cable and/or broadcast).
· If you feel like you are running enough radio and television, then run some newspaper ads. Make sure to run ads that are at least 1/8 of a page that repeat at least three times before your event.
Friday, May 14, 2010
Managing Attendees
Friday, May 7, 2010
The basics of location selection
For most events, the issues related to location are going to be pretty mundane – essential, but mundane. Once you know that a venue meets your basic needs and fits your budget, that’ll usually be enough. (Later, we can talk about the next level -- choosing a location that will be part of the attraction of an event).
First, you absolutely must decide the essential components of your location. There are several areas to be considered; the general categories will mostly be the same, whether you are having a luncheon or a multi-day conference.
You typically can’t have a $1000/plate charity dinner at the local pizza joint, right? By the same token, you probably don’t want to schedule your three-day conference for poverty advocates at a five-star resort. This about it, and choose appropriately.
Make a list of the space you are going to need and the ways in which you will use it. If your event is a dinner or a reception or some other event that requires just one room, then just make sure the room you choose fits the size of the crowd you are expecting. If you need more than one room or type of space, be sure to think it through and have a clear idea of the way in which each space will be used – for classes, outdoor activities, a pool party, or whatever.
Choose a location that is as easy for people to get to as possible.
Think about your target audience and where they are located. If getting to your event is a hassle – real or perceived – your attendance will be reduced.
Make sure you have plenty of room for parking.
Is there more than one way to say, “Make sure you have plenty of room for parking!”?
Thursday, May 6, 2010
The Initial Planning of an Event
The Initial Planning
So much of the time – and I have been as guilty of this as anyone – people just dive into creating an event without going through a process that will help them create a kick-ass event that really meets their goals.
If you are going to put the time into creating an event, then you should do the right things at the front end.
Put things on paper as quickly as possible.
I don’t know who said it, but “It isn’t a plan if it isn’t written down” is one of my favorite quotes.
If an event is important, then you need a plan and that means writing it down. Even the most complicated event will have a plan that is no more than one to three pages (and two pages will almost always get the job done).
A written plan will help you focus on the right things while not missing the details. Just as importantly, a written document will help you be (and look) prepared in front of event stakeholders. Importantly, it is also good to note that – when it comes time to meet and make decisions – the one who keeps the written plan is the one with the power.
Know your key objectives and do everything with them in mind.
For every event you ever do, there will be a handful of key objectives (and fewer is always better). Take the time to think them through and write them down. It won’t always be possible to attach a numerical goal, but try to be as specific as possible; objectives with a numerical goal are always more real to everyone involved.
Here is a list of possible key objectives:
· Get 250 people to attend
· Attract three media outlets
· Persuade 20 VIPs to attend (from a list of 50 that you have created)
· Provide a fun evening
· Make 15 new contacts
· Boost your reputation as one of your area’s best party planners.
For example, if you are planning a health fair, then your key objectives might be the following:
· Obtain 10 sponsors who contribute at least $1000/each.
· Recruit 100 healthcare-related booths.
· Attract 500 people.
· Sell $2000 worth of healthcare supplies.
· Add 15 new people to your personal network.
As you can see, most of your key objectives will be wrapped up in the purpose of the event. But you are the one doing the work and one of your key objectives should be more self-serving. In the case above, “add 15 new people to your personal network” is a pretty common objective – the larger and stronger your network, the easier it will be for you to create successful events in the future.
If this is someone else’s event, make sure you know what they want.
Seems obvious, but this step can be overlooked. Take the time to sit down with whoever is in charge and make sure what they want is incorporated into the written plan. Make sure to include them as the planning document evolves.
Do a little research.
The process of creating something should always include research. Anymore, this will just mean poking around the Web for an hour or so. It is important, though, because you want to know what is happening at similar events and you want to gather as many ideas as you can.
Ask lots and lots of questions.
“If you want to come up with lots of ideas, ask lots of questions.”
Someone a lot smarter than I am said that. I’ll extend it though, and say, “If you are writing a plan and want to make sure you don’t forget something, ask lots of questions.”
I could easily write 100 questions to give you examples, but here are x – if you ask these questions at the beginning of the planning process and and revisit them from time to time, you’ll generally come out way ahead:
1. What are my key objectives?
2. Where could it be located?
3. What qualities do we need the location to have?
4. What is our attendance goal?
5. What is our budget?
6. Who do we need to make happy?
7. What could we do that would be special?
8. What do we need to accomplish with the agenda?
9. Who/what should we consider to be part of the agenda?
10. What have others done at similar events that we might want to emulate?
11. What have others done at similar events that we want to learn from?
12. What kind of food/drinks do we need?
13. What could we do that would be unusual?
14. What will people expect?
15. Where can we cut costs?
16. In what areas should we be sure not to skimp on cost?
Bring others into the process.
It does not matter how smart, knowledgeable, detail-oriented and creative you are. Your event will have fewer mistakes and will be better in every way if you bring at least a few other smart people into the planning.