13 Don’ts of Promoting Events
Having worked with dozens of large, medium and small companies in planning and promoting their marketing events, I’ve learned what can make events succeed or flop. So when investing your time and money promoting your next event, consider these tips to avoid learning the hard way.
Events are a great way to increase leads and move prospects along the sales cycle. But you’ve got to promote them well to maximize the number of prospective customers who will attend.
- Don’t use a writer within the company just because they’re an employee, if they’re not up to the task. Freelance writers may get better results.
- Don’t hire a freelance writer who doesn’t have experience with direct marketing or promotional writing. Having an experienced writer will have a direct benefit in terms of attendance.
- Don’t assume your audience already understands the value of participating. Provide thorough copy and detailed benefits to show there’s valuable information and that your event is worth the time and energy to attend.
- Don’t let grammatical errors or typos slip through.
- Don’t assume URLs, phone numbers, email addresses and directions are correct and working properly until you test each one.
- Don’t focus on selling the company, sell the event to bring in the attendees.
- Don’t leave out positive comments from others who’ve attended.
- Don’t have a dull headline without clear benefits. Generate excitement and interest to make a good first impression. For example, “7 HR Mistakes That Can Cost You Big Bucks– and How to Avoid Them.”
- Don’t use formal invitations or postcards. Generally, registrations plummet with these types of pieces because there’s no room for details.
- Don’t wait too long to start promoting your event. Get on decision-makers calendars before they commit themselves elsewhere.
- Don’t promote too early, then fail to keep in touch.
- Don’t rely on only one method of communication. Emails get caught in spam filters for unpredictable reasons and direct mail may not be delivered properly or thrown out accidentally.
- Don’t forget to remind them your event is approaching as time draws near. Follow up with key prospects via telephone, and sending last-minute, “See you there!” e-mails to registrants.
Do you have any “Don’t”s to add? If you’ve worked on a project like this before, inevitably there’s something that could have gone better. Add a comment, I’d like to hear about it.