Over the years successful event promoters have always set aside a large marketing budget. From newspaper ads to billboards and even radio coverage, costs can span $50,000 just to set up advertising alone. In fact, in a recent campaign we ran for client in Denver, we were quoted a mean $22 grand just for radio promotions at one Clear Channel station.
The truth is, all of the marketing steps you take to promote your event counts, as long as it is focused on your demographics. We have seen remarkable success with radio and TV promotions alike, and certainly find value in each in their own right — but in today’s fast paced world of internet marketing, pay per click advertising and clever RSS and SEO strategies… is spending your entire marketing budget in advertising, necessary? We think not.
There are a number of steps you can take to get the word out about your event, without paying a dime, or at the very least paying a whole lot less than $22 grand in radio advertising. Do you have the following items on your event marketing check list?
5 tips for event marketing on a dime
1. Get a publicist.
A publicist can dramatically reduce advertising costs by securing your event for a preview, or interview in the local papers, radio stations and blogs. The cost of a similar sized ad in a local paper can range anywhere from $2000-$5000 – and with the added benefit of having feature coverage in the proper section of the paper plus having a private reviewer discuss the event in his or her own words, is priceless. Think about it. Wouldn’t you trust the word of your local music writer over an ad tucked next to other ads for other big events in your town? I would think so!
2. Run an effective Facebook campaign
I can’t tell you enough how amazing a good Facebook campaign can work for promoting an event. However, there are some rules to running a good campaign without coming across contrived or worse yet – annoying. First off, post often and post content that will entertain your viewers. Statistics show photos or videos get a higher rank in the Facebook algorithm, so be sure to use plenty of images when you’re posting. Make sure to create Facebook events, ask your friends to invite their friends. Don’t forget to run contests, and try to initiate “pass-it-on” campaigns as well. Each time one of your friends or fans posts about your event, it reaches a much larger market and you’re not the one begging for the glory. Just ask your friends, they are probably bored at work anyway.
3. Facebook Ads
It’s truly amazing how fast a Facebook ad can build ‘likes’ on your page and boost general brand awareness in one fell swoop. When you’re taking out ads on Facebook, be careful to test your ads before shelling out a lot of cash. Instead, make 3-5 different ads for a low cost and test them each for ten days. Then, once tested, take out a dozen of the best 2 ads, for a smaller budget. In fact, you will get more coverage on Facebook with 5 similar ads at $40 a month, than you will get for one ad that costs $1000. This will get your ad placed in front of more people, build your brand and save your pocket change!
4. Start a Mailing List & Develop Quality News
Always, always, always collect emails.
If your friends and fans had a great time at your event, then chances are they want to receive more news and updates about the next one. Don’t let them down! But first, take extra care to build a newsletter that is not only easy to read but also has plenty of links to multi-media such as photos, videos and internet content. In fact, don’t put all your content in your newsletter at all. Instead, use short excerpts from your news and use simple click-thru links to drive readers to finish the article on your website. Once the reader clicks through to your site, statistics show they will likely click on at least one more link. Make it count!
5. Street Team
Posters, handbills and good ol’ word-of-mouth promotions are by far the most time-tested marketing methods in the world. Enlist a crew of volunteers to help initiate that conversation. Simply by hanging posters, passing out flyers at like-minded events or helping to post content on social network sites you can entice as many viewers as a Billboard on an expressway. Plus! With a street team, you can guarantee it will hit your perfect demographic right in the nose. You won’t find that in your morning traffic.
