Meeting MPI Toronto - May/June 2014 - (Page 16)
CREATE A BUZZ:
ffectively promoting your event requires strategic thinking and a smart implementation plan. Writing an event marketing plan is
key. Not only will it help to identify goals and objectives of the event, it will serve as a tool to help define your target audience,
messaging, promotional tactics, costs and performance indicators. Below are proven strategic and tactical marketing tips and
recommendations to consider when marketing your event. Remember, better planning leads to a better outcome!
ANALYZE, MEASURE, REPORT
It is critical to monitor the effectiveness of your marketing
efforts. By doing so, you will be in a better position to
quickly identify strengths and weaknesses, and tweak your
plan, if necessary. After the event, formalize a report to
demonstrate the business value of the meeting/event to
your client. Then use it as a performance benchmark for
Write a communications plan and allow ample time to
generate awareness. Consider dividing your campaign into
mini phases and focus your communications on each one
for a pre-determined period of time.
CREATE CLEAR, COMPELLING EMAILS
Emails are a great way to reach your audience quickly and
inexpensively. Be strategic with the number of emails you
deploy and the delivery of them. Communicate clearly and
include a strong call-to-action.
The event, along with its value proposition, should be
supported by creative that captures the attitude and
emotion of your event. Hold a brainstorm session and come
up with an exciting event theme or attention-grabbing
campaign headline to engage your audience.
KNOW YOUR TARGETS/AUDIENCE
It is essential to build a strong engagement strategy to help
drive awareness to your event. Social media should be a
primary tactic. Select one or two channels (e.g., Facebook
and Twitter) to communicate and create a flight plan to
manage your postings. Develop an event hashtag and
include it in your marketing to create greater engagement.
HARNESS THE POWER OF THE WEB
A mobile-compatible website or web portal will add
greater impact to your event and provides a pathway for
transactions. Reference the web URL in all your marketing
tactics to increase traffic. To add credibility, include
photos, testimonials, videos, a list of registered attendees
USE A MIX OF TACTICS
Target audience, budget and geography will all influence
what promotional tactics to best use. Integrating a mix
of traditional with digital promotions and public relations
will maximize your reach. Think of it as building a
It is very important to clearly identify and define who you
want to reach. Think about their key motivators, language
styles and preferences. Creating multiple target segments
is ideal. Knowing your audience will save you time, energy
and money in your campaigns, and yield better results.
IDENTIFY THE WHY?
A value proposition is a clear statement that communicates
the unique attributes of your event and provides a strong
reason "why" your target audience(s) should attend.
Defining the "why" and integrating it within all marketing
tactics is important to ensure that your messaging is as
consistent and as compelling as possible.
SET YOUR OBJECTIVES
Establish performance expectations against which you
can measure the effectiveness of your marketing efforts.
Defining SMART goals is one way to accomplish this:
Specific (who, what, where when and why), Measurable
(How will marketing efforts be measured?), Attainable
(Can objectives be achieved within timeframe?), Realistic
(Are resources equipped to accomplish the job?) and Time
(timeline to promote your event).
Gail Bruenning, CMM, is the Marketing Manager of Meeting Professionals International (MPI) and can be reached at firstname.lastname@example.org.
16 * MEETING | MAY/JUNE 2014
Table of Contents for the Digital Edition of Meeting MPI Toronto - May/June 2014
The Evolution of Meetings: Top 10 Changes in the Past Decade
Load ‘Em Up: Top 10 Considerations For Offsite Events
Crossing Borders: Top 10 Things to Consider When Planning an International Event
Location, Location, Location: Top 10 Reasons Why Venue Selection is Key
Student Spotlight: Top 10 Ways to Elevate the Overall Event Experience
Create a Buzz: Top 10 Event Marketing Tips
Think Outside the Meeting Room: Top 10 Ways to Create Experiential Learning
The Generational Divide: Top 10 Differences You Need to Know as a Team Leader
Welcome, New Members!
Blast from the Past: 35 Years of MPI Toronto
Advertisers’ Index & Advertiser.com
The Last Word
Meeting MPI Toronto - May/June 2014