Promotion of the event on the Internet. Placement on third-party resources. Mentioning participants in discussions

Obviously, the event should be advertised to fulfill the objectives set by the organizers. As we said, they can be very different, but one of the most obvious and universal purposes of advertising is to gather an audience of event participants.

Plan your budget, funds, and media depending on your goal.

- to inform?
- convince?
- to remind?
- to support?
- intrigue?
- to provoke?
- something other?

When you answer these questions, it will become clearer to you exactly how to advertise this or that event, in what way to cook advertising text what arguments to use. Consider the motives of your potential participants. Make promises that your event will fulfill.

Definition of the topic and title of the event

First, decide on the theme and title of your event. Do not make them faceless, come up with a theme or a bright name for them (or both).

Enter the event in overall strategy your company's behavior. The topic chosen should encourage participants to learn more about the product or service being marketed and be consistent with your goals.

The name of the event should sound tempting enough and initially motivate all participants. Very often people only read the headline, only the large letters of your ad or brochure. The headline is the most memorable, so put a catchy title for your event in there. If it interests them, the rest of the text will be read. If not, no matter how ingeniously you compose the advertising text, it may not be read or remembered anymore. The description that follows the title can only confirm or cool off the interest that arose after reading the title of the event. Try to ensure that they already carry the necessary information about what kind of event it will be.

However, it is important not to overdo it. Don't try to explain everything in the title. No details - just the essentials.

Good names: CREDEX lending conference, NASHESTVIE (Our Radio festival) and Maksidrom (Radio Maximum festival) festivals, Nokia Snowboard show, Beaujolais Nouveau Young Wine Festival, etc. Bad names: Conference “Main Trends , prospects for sustainable development and interaction of key sectors of the national economy on the way to increasing export potential, attracting foreign investment and interregional cooperation in the light of joining the WTO and increasing global competition. Russia is on the verge of structural reforms facing the challenges of the modern multipolar world ”; corporate holiday "on the occasion of the 5th anniversary of the founding of the company."

How do I check the title? Show the name to a colleague and ask them to say which event they are going to. Most likely he will say something like what the participants would say. “I'm going to Maksidrom” - sounds normal. “I go to Major Trends - not very good.

(Options: Company X Balloon Festival, Company Y Star Party, etc., etc.)

Try to come up with a name that will eventually become a brand. The most famous of the event brands is the Olympic Games. Conferences include the World Economic Forum in Davos.

Advertising channels

What are the ways you can use to inform about the event?

Direct contact (mail, courier delivery)

Direct marketing is considered one of the most effective methods advertising. This includes the mailing of special invitation cards, event brochures, etc.

How to design your invitations? They can be different both in form and in content. They are made colorful and austere, extravagant and classic - depending on the type of event.

For example, for formal events, there is a strict standard: rigid white cardboard, coat of arms or logo, black text, the name of the invitee is often handwritten to emphasize the attention and personal nature of the invitation. And for flyers that give the right to enter club parties and various parties, the standard is completely different: colorfulness, shocking.

The main elements that must be present in the invitation:

- appeal (personal or impersonal);

- the name of the organizer and the name of the inviting organization;

- date, time, place of the event;

- RSVP (abbreviation rêpondez s "il vous plaît -" please answer "(French)).

You can also include the following additional elements in your invitation:

- the purpose of the event;

- local or international event;

- requirements for the style of clothing;

- names of famous speakers or guests;

- frequency (eg 2nd annual);

- anniversary or anniversary;

- information about the restriction on the number of seats;

- the status of the invitee (VIP, observer, invitation from sponsors).

The design of your invitation will say a lot about the event you are inviting the recipient to. If this is your first time doing an exercise, test your reaction with a neutral person. Try to make sure that the design conveys exactly what you wanted to convey. Otherwise, it can be embarrassing.

Telemarketing

It is not only mail that offers us the opportunity to contact directly with our Clients. This also includes telemarketing and, possibly, sending personal faxes (I mean not advertising fax mailings, but personal requests). Depending on the number of invitees and other factors, you can independently call potential participants or contact specialized call centers. Don't overestimate your strength.

For effective work on the phone, you may need a formalized conversation script. Get ready, write an algorithm for the development of the conversation, typical questions Clients.

Among the most frequently asked questions when organizing corporate events the following:

- Who is the organizer of the event?

- Where and when will everything take place?

- What are the goals and objectives of the event?

- Who is participating in the event? What are the officials, heads of companies?

Who has confirmed their participation and who has given prior consent?

- What are the conditions for participation, the cost of the registration fee?

- What is the registration procedure?

Potential participants are more likely to hesitate about the need to participate - prepare arguments that could convince them and dispel these doubts. Prepare your answers in advance.

Personal sales

Two components successful sales:

- detailed knowledge of the product;

- effective sales skills.

What if your salespeople don't have the knowledge or skills they need?

“You can teach them this.

- They should learn this.

Once you start calling, do not hesitate to make changes to the conversation algorithm, as unforeseen questions and turns of the conversation may appear. Train your employees to respond to them.

If, nevertheless, a potential participant has not shown interest or cannot take part for objective reasons, you will ask him immediately for recommendations, to whom you can contact with such a proposal.

Database

For successful direct marketing, you need a quality database. It is best if the attitude towards her is immediately extremely serious and the work with her is centralized. Immediately think about how the database will be structured, what data you need. If you make a mistake and there is too little data, you will not be able to effectively use the database, if there is too much, you will waste time, entering data will be difficult.

At a minimum, you should have the following fields:

In addition, the database may contain, for example, the following fields:

- birthday;

- mobile phone;

- city code;

- participation in other events;

- the number of employees in the company;

- the type of business and other that you may need when preparing for the sample.

When creating a mailing base, you will need to segment your audience and make a selection for sending invitations. Having the necessary fields in the database, you can make a selection, for example, by position ( CEOs and HR specialists), by region (according to the list of cities of the region you are interested in), by the number of employees (the company has at least a hundred people in the state), etc.

Sources for the database can be the results of previous events (you enter the event participants into the database), publications in the press (enter the names of people you are interested in, find contact details), various directories, etc. You can buy databases from specialized companies, for example, Kompass , use data from catalogs of industry exhibitions, etc.

Keep in mind that databases tend to become outdated very quickly: companies move, people leave, etc. Strive to keep your database up to date by at least 90%. Treat it like a garden that constantly requires attention, which needs to be weeded and watered regularly - that is, delete irrelevant data, add new ones. And so - every day.

Internet

The ubiquity of the Internet makes it an extremely important medium for communicating with your audience. This is especially true when it comes to working with a business audience. Believe me, billionaires also happen to go online.

Among the tools that you may need when advertising on the Internet, you can name your website, event banners, announcements for mailing on specialized sites, prepared texts for direct mailings and newsletters to subscribers.

The event website is an excellent channel of communication with Clients: it allows you to attract Clients, provides answers to their questions. It is also an ideal and inexpensive tester of the level of interest of your potential participants, an important tool for conducting market research.

So, to advertise your event, you need a website. This can be either a specialized site created specifically for the event being held (like www.my-company-event.ru), or just a section on your corporate website (like www.my-company.ru/event). In any case, it will become an advertising channel for your event, so take care of its appropriate design.

What could be the site of your event?

- Brochure site. The content of such a site corresponds approximately or exactly to what you might print in the event brochure; its purpose is to inform about the event and your company. Usually the site consists of only a few pages. In some cases, this is sufficient.

- Website presentation. The content may approximately correspond to what you could print in the event brochure, however, the information on the site is more complete, there are numerous illustrations, additional and detailed information, there are elements of interactivity. The purpose of such a site is not only to inform, but also convincingly convincing, to interact with potential client, making it easier for him to make a decision.

- Site agent. Not a single brochure, even a thick brochure, will be able to convey the content of the site. The site lives its own life, a community of users is created around it. The site informs, convinces, entertains Clients, communicates with them, interviews, interacts and independently sells your event (and other services). The purpose of such a site is complex. Of course, creating such a site will cost more and will require constant attention, but it can become an extremely valuable resource in your business.

Install a counter on the site and track traffic. This can give you information about how interesting it is to your audience.

The main problems to avoid when designing an event website:

- difficult to remember domain;

- difficult or incomprehensible navigation;

- incomplete, fragmentary information.

Before opening your site to visitors, check how it will look. It may look completely different on other computers.

The worst thing that I saw was the images of the pages of the printed booklet posted on the site without any processing. Similarly, you can place PDF files. Placing a PDF (file format for Adobe Acrobat) is actually sometimes justified: you can download this file from the site and send it to a colleague, print it ... But this file should be just an addition to the rest of the well-designed event site. It is also terrible if the registration form is posted on the site as a downloadable Word file that a potential participant has to download, print, manually fill in and fax. This means that either the organizer was too lazy to make this process convenient for the participants, or he does not have qualified personnel to maintain the site. Both are bad.

Try to reflect on the e-page, dedicated to the event, the following:

— short description developments;

- detailed description of the event:

- goals, objectives;

- participants, audience;

- date, time and place;

- the terms of participation;

- contact details of the organizers.

Plus additionally:

— interactive form communication (registration);

- FAQ (most frequently asked questions).

- a description of the goals and objectives of the conference;

- conference program;

- the terms of participation;

- registration and contacts;

- description of previous conferences;

- information about the organizer;

- information about the partners of the event;

- other additional information.

Note! Printed brochures should have the same structure.

How to make your site more attractive?

Here are some tips for making your site more attractive.

- Conduct interactive polls. What - it doesn't matter: people like to participate in them.

- Create a community of site users, or at least arrange a forum where potential participants can communicate with each other, make an appointment, ask questions to speakers and organizers.

- Submit the history of the event (if any) on the website, post photos and other information about previous events.

- Offer the participants something for free: a selection of news on the topic of the event, analytical articles, statistical information, etc.

- Set a reminder service - so that the participant who left their e-mail or phone number will receive the right time a reminder of the upcoming event and did not forget to participate in it.

- Make regular updates on the site: publish news, change descriptions, report on the development of the project. Firstly, it is interesting for potential participants of the event. Secondly, search engines in this case more often return to the site and index it. Your site will appear higher in the search results, and new visitors will come to you more often.

- Make autoresponders to the email addresses specified for the contact. It is clear that in the answering machine you will not be able to immediately answer the sent question, but you will be able to show that the request has been accepted and you will respond. In the text of the answering machine, you can include the contact phone numbers of the person in charge and the standard requested information (date and place of the event, link to the travel plan, etc.).

contextual advertising Is one of the relatively new tools in the event manager's arsenal. The point is that you can advertise your event on the search results page of search engines. The advantage of this type of advertising is that it is seen by the interested audience, that is, only those who typed the word specified by the advertiser in the search bar. (For example, when searching with the words "organizing press conferences", the user will see an offer for services for organizing press conferences, etc.)

In my experience, PPC advertising is very effective. However, since audiences and events can be different, you should not overestimate the effectiveness of this type of advertising.

Banners and links... The creation of banners and their correct design is described in specialized literature, designers can advise you, so I will not delve into this topic especially. I will only note that a banner is a very limited advertising medium. You will have to squeeze the information you transmit as much as possible. Most likely, it will only contain the name of the event, the date and place of the event, and the organizer. Perhaps this will not happen and you will limit yourself to announcing a burning issue or topic of the event.

Of course, you will be able to place banners for the event on the websites of your information sponsors. In addition, by paying, you can place banners on specialized websites and in banner networks. The same applies to the exchange of links with specialized sites and portals. Among other things, link exchanges increase your site's Citation Index.

Announcements. There are many specialized sites on the Internet that unite communities of professionals in a particular field. Often these sites provide services for sending announcements to their subscribers or posting announcements on the site. In this case, you will face a limit on the size of the announcement: for example, the announcement can contain no more than 150, 300, 450 characters. You will face an extremely interesting task: how to grab the audience's attention and attract it to the site using an extremely laconic advertising message. Packing a four-page event description into 2-3 sentences is a creative challenge. As elsewhere, mastery comes with practice. Special talent is also required for writing announcements.

My advice: don't try to tell everything. This is simply not possible. Your task is not to convey the maximum in this announcement, but only to convince you to go to your site. Remember this. Highlight the most important element event or emphasize its uniqueness, name one or two reasons why the reader should pay attention to you. The rest is up to your website or phone operator.

Direct mail- This is one of the most subtle aspects of advertising on the Internet. Due to the problem of spam, direct mailings have become extremely difficult. You can be accused of all mortal sins, disable the site, etc. Therefore, use this tool with extreme caution. For example, you can use specialized services, for example Subscribe.Ru, which have the consent of the audience you need to receive advertising mailings.

In addition, you can independently write letters to companies or people potentially interested in your event. In order for your letter not to be perceived as spam, be sure to introduce yourself, indicate contact information, include an appeal to a specific person or company in the text of the letter, explain the reason why you are contacting them. Perhaps you do not need to immediately offer your service or event - send as brief information as possible about the topic of your event and ask if the recipient may be interested in this. Only after receiving a positive response, send a detailed description of your event.

All of these precautions are not unreasonable, as they can affect your reputation and perception of the event being held.

And yet, despite all the difficulties associated with direct mail, contacting via e-mail is very effective. Many people prefer to communicate in this way. Besides, e-mail is noticeably faster than usual.

What is spam?

Spam is defined as impersonal, unsolicited e-mail that is of a commercial nature. Simply put, an offer to buy something sent to everyone. If you have already been in correspondence with your addressee or indicated who exactly your letter was sent to and signed with contact information, this letter will not be considered spam. In any case, your addressee should be able to refuse to receive further letters from you. Be sure to consider this and do not be intrusive. Also, your ISP will consider sending more than 200 emails per hour or more than 2,000 per day to be spam. These are approximate figures and may vary from provider to provider.

Other services provided by the Internet... On the Internet there are services for mailing press releases or company news on a specific topic. Prepare your event description (no more than a page) and take advantage of the opportunities this service gives you.

In addition, there are quite a few resources on the Internet devoted to the formation of various calendars of events: there are catalogs of seminars, catalogs of press conferences. They have a rather different interface for adding information about an event and a very different efficiency... See how we visit this or that directory. It may be visited even less than your own site - in this case, you should not rely on it very much. Remember: the more information on the Web about your event, the higher the likelihood that a potential attendee will stumble upon it.

Advertising in the media

Advertising in newspapers and magazines, television and radio has traditionally been an advertising tool. In my practice, I do not use these advertising channels very often, so I will not tell you exactly how to create commercials or prepare newspaper ads - for this there is specialized literature, experts, I recommend contacting them; I also advise you to read the book "Ogilvy on Advertising" by David Ogilvy.

- compliance with the target audience;

- price quality;

- creativity;

- communication with the event;

- the estimated financial return;

- implementation of other goals of the organizer.

Keep in mind that you don't have to portray your real Clients. In advertising, people prefer to see themselves as they want to be, and not as they really are.

Also, special attention should be paid to PR tools: mailing of press releases, holding press conferences, offers to interview the most interesting participants of the upcoming event and other types of activities that aim to stimulate the appearance of articles in magazines and newspapers. Journalists are an extremely important part of the audience, as they are the transmission link, the channel for connecting with the secondary audience of your event (see the chapter “Working with the press”).

If your event, for example, an exhibition or festival, involves mass participation, a large number of visitors, you can use advertising channels aimed at a wide audience: advertising on radio and TV, distribution of a large number of flyers, advertising leaflets, advertising on transport and street banners, street advertising. advertising on curbstones and posters.

Special promotions

Organization of events is a good sales tool (and almost the main one for some types of business). You can also organize an event to advertise your event. This is not a funny paradox, but an effective tool.

A fireworks display (city event) was organized in Sydney to mark the selection of Sydney as the venue for the Olympic Games.

You can hold a press conference (this is also an event) in order to announce through the press about the large-scale event you are preparing.

You can arrange an expert committee meeting (event) and present them with an idea of your upcoming event. On the one hand, you get to know the opinion of the potential audience about your idea. On the other hand, the participants in the meeting will already be involved in the preparation of the event, they will perceive themselves as a part of it and will assist you.

The target audience

Again, determine who represents your target audience for the event. Choose one or another advertising channel depending on the composition of potential participants.

- Consumers, Clients. The best tools- almost all of the above.

- Partners, suppliers. The best tools are personal invitations, personal letters, personal faxes, reminder calls. In some cases, advertising in the media.

- Employees. The best tools are emails, meetings, corporate newspaper, wall newspaper or announcement, personal invitation.

- Mixed audiences. A combination of various advertising channels.

Customer Interaction Procedures

During the preparation and implementation of the event, you will encounter certain standard situations in interaction with Clients. Practice these typical procedures. This is a technological moment, and here you have to work like a well-oiled pipeline, according to a clear algorithm.

— registration, confirmation of participation... Think in detail how your Client can communicate his decision to participate in your event (mail, phone, fax, website, in person) and with the help of what (questionnaire, call, buying a ticket, etc.);

— actions after registration... Report your actions to the Client. Should you send a confirmation to the Client? Should (when and how) be reminded of the event? Practice internal actions as well: drawing up lists of participants, maintaining a database. Depending on the incoming data on the number and composition of participants, adjust your plans and actions;

— reminders. In some cases, it is necessary to remind the Client about the event. The event may well be forgotten or prioritized by canceling participation. In this case, the reminder will serve you well. You will either return an almost lost Client, or find out about his absence and be able to make adjustments to your plans. This procedure requires precision, consistency and accuracy on your part. Always call back when promised. However, don't be intrusive;

— failure or replacement... Since we are dealing with a service, our Clients may change their minds to participate in the event. Practice the procedure for canceling or replacing a member. If a member is replaced, make changes to the database in a timely manner. In case of cancellation of participation, return the money if the conditions specified during registration are met. It is too important point: refusing to return money at an early stage can harm your relationship, and the Client will not want to work with you in the future. On the other hand, there comes a point when you have already produced necessary costs and, having learned about the refusal to participate, you cannot change anything. Let your Clients be informed about this, let them understand your position;

Cancellation received later than a week before the event does not provide for a refund. The replacement of the participant can be made at any time. Please inform us of these changes in writing.

Text from the Eventum brochure

— special procedures... Consider what special situations you might have and special relationship with the Client. Let's say special conditions participation for a certain category of them (for example, for regular customers or, conversely, participating for the first time).

“If you would like to send a group of employees to an event, we will be happy to discuss special conditions and provide you with a discount. If you prefer to get to the guesthouse on your own, please inform us about this and provide the number of your car ”.

Ways to increase the popularity of the event

Sometimes the simplest ideas are the right ones.
A simple idea by M. Jonjua

In addition to presenting the general idea of the event, use additional means to increase its popularity. I would like to suggest the following.

- Identify the key elements of the event that need emphasis. Try to emphasize them favorably. For example, participation in your event of a unique specialist or a bright personality. Or a presentation of the latest research findings. Or a special status and privileges of guests, etc. Interest in a bright detail will increase interest in the entire event as a whole, will become the locomotive of your advertising activity.

- Find promotion partners to improve impact and cost sharing. This view cooperation is called cross-promotion. Think about who you can include in the alliance of organizers (co-organizers) of the event. Most likely these are companies from other industries, your subcontractors, who are also interested in your audience and in the success of the event. Their independent activity or participation in the project can spur the interest of the participants. In addition, in some cases, cross-promotion allows you to share some of the costs. Such partners can be specialized media, manufacturers of goods and services related to your activity, even some of your Clients. However, make sure that the event does not "change the owner": it should still be perceived as yours.

- Invite celebrities to participate. It seems to me that many secretly do not believe in existence famous people... Therefore, for the participants, their invitation is a chance to see the "legend", to communicate with her. In this way, they will be able to satisfy personal motives.

In addition, the participation of a celebrity significantly increases the prestige and status of the event and is a guarantee of its class, which is also perceived positively. However, a famous person can overshadow everything else. Your event may be perceived as an event in which a certain star has participated, and its basic original value will be lost. Think about what your goal is. Advertise a celebrity again? Try to ensure that the invitee fits organically into general theme events, complemented and decorated it.

On the other hand, celebrities are usually bright, extraordinary personalities with whom everyone will be pleased to talk to. It's worth noting that if your event is open and the invitee is a star, you can also expect more press coverage.

- Organize lotteries and competitions with prizes, arrange raffles. Excitement is a great feeling, and there are not so few gambling people. Not everyone goes to the casino, but many will want to participate in your lotteries. I am personally very passionate and always participate in such lotteries.

For business events you can arrange a rally using business cards... Collect the participants' business cards in a special vase and give away prizes. Those who do not win will not be too worried, since they did not spend. Those who win will then share their winnings with colleagues and friends, increasing the popularity of your event. Of course, for this the prize should not be symbolic. Again, use cross-promotion: your partner can provide a valuable prize. On the contrary, small, insignificant prizes over time will cause frustration, as people will realize that they have actually won nothing. If the prize is a business souvenir with the symbols of your company, make sure that it is valuable to the owner. It is not always good to use a discount on your company's services as a prize: it will be clear that this is just a sales method, and these are disappointed expectations. Consider this.

- Organize demonstrations, presentations. It is always an element of the show that grabs attention and adds variety to your event, which in turn increases the overall assessment satisfaction of the participants.

Public Relations - PR

PR is a milder form of advertising. Advertising is what you say about your event. PR is, on the contrary, what others say about you. Usually an editorial brings in 3-7 times more income than traditional advertising. Moreover, the costs associated with the publication of such an article are usually much lower. (By cost, I mean the effort and preparation work or services of professional PR agencies.) If you are interested in publicity, pay special attention to the press.

V recent times PR often means only relations with the press, some kind of actions that are closer to promotion. But Public Relations is precisely public relations, relations with potential and real participants in your events. It is necessary to return to this pure source, the original meaning. Build relationships. Make regular mailings to former participants of your events, send them gifts and cards for the holidays, publish news on the corporate website or on the Internet, use all available means of communication.

Try to grab the audience's attention in other ways (for this you need to know your audience and its interests). Think about the motives of the participants and try to act directly on them.

About the timing. It all depends on the scale. If you are planning a modest webinar, you can give a month's notice. But! If you regularly host a large event (seminar, conference, concert, and so on), start writing about this to your subscribers at least six months in advance.

About mailing services. Choose the one that fulfills your tasks. When choosing a mail service, see if the landing page can integrate with the service. Basic requirements: the ability to customize the email chain and the ability to segment subscribers. For example, in cities - there is one mailing for local people. People from another city need to send a map, offer accommodation options, how to get there, what public transport stops near the venue, explain what is nearby, where to eat, and so on. A separate segment (speakers - singers-musicians-presenters) are all those who will directly perform. For them, you write completely different letters.

About the intensity of the mailing. If your event is regular, then the letters should never end. The intensity just changes - the closer to the event, the more you whet your interest (and after that, letters about the event should come intensively after a month). But if you "jerk" subscribers in letters before a modest webinar, it will be like you have an appointment with a girl and call her every five minutes.

About content in mailing lists. Be sure to tell about the speakers before the event. Often, for those who do not know anything about them, they are ordinary people. And you have to convince to go and listen to them. It all depends on the scale of the planned event.

If you invite people to a webinar, then you just need to tell about the program - when, whether the recordings will be provided, if yes, then for a fee or not, the speaker's experience and possibly examples of his work (the site where you can find and watch him). And webinar reminders - a few emails. After a major conference, you will definitely remind of yourself - in the first letter, thank you for your participation, and then send reviews, tweets, articles about the event, albums with photos, videos, recordings of reports or abstracts, speaker reviews. You need to inspire your followers and keep them in good shape. And then smoothly move on to the proposal for a new event.

Six months or a year before the start of the next event, you write “we are ready to meet with you again. Here is the program of the new event and registration conditions. " Here's our next speaker. And here's what he did in a year (wrote a book, spoke at ten conferences, went to a specialized event abroad, and so on). And here is some more useful material on the topic.

Who can do without mailing lists? Organizers of intimate meetings, for whom it is easier to call all 10-15 invitees by phone or contact them in messengers. In other cases, there is no better way to email - it is cheap, scalable, flexible, easily customizable and used by everyone. Any method that you find convenient for notification will do. We must proceed from convenience and expediency. Sometimes it's better to call to make sure that the person exactly heard your news.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Explore social media

It is important to understand that cliches and stereotypes about social networks have nothing to do with reality. The legend that old sad aunts are sitting, for example, in Odnoklassniki is a myth, cheerful people of 25–35 years old prevail there. You need to focus not on outdated clichés, but on what is really going on in social networks today. In addition, often when people promote an educational event, they forget about social networks like Instagram, Twitter, Foursquare. They, too, can greatly assist you in promoting your project.

Where to start and where to go?

If you don't have a lot of money and cannot afford to contact a content promotion company, there is a set of actions that are quite effective for promoting an event on your own:

Submit events on free poster resources;

Contact free city pubs and publics on the topic of the event;

Contact the administration of niche sites;

Invite influencers who are REALLY interested in your event;

The same goes for your friend list.

In all places where you will post an announcement about your event, you need to leave a home link where the user can come to you. Then, using the Yandex Metrics service, you can find out where people came from, which worked more efficiently. On social media, you should always use the "I'll go" or "maybe" button to roughly imagine how many people will come to you.

You can immediately leave messages about your events on Lookatme.ru, Exchang.es services, but it makes sense to negotiate with Afisha, Mail.Ru or Yandex.ru services in advance.

Let's say your lecture is about unicorns. Find forums and publics for unicorn lovers, find all the places where these people sit, do not forget about links to those places where you want to accumulate your audience. Find out where your target audience is.

Influencers receive many invitations every day - you need to interest the people you need with your master class, prove to them that you are unique. Even if the person does not come, he can recommend your event, and this will already be a great advertisement. Remember: you don’t need to spam your entire friend feed with an event message 15 times a day, you don’t need to do the same with yours. target audience otherwise she will quietly hate you.

Report the event in advance, but within reasonable limits - about a week in advance. If you need to buy tickets, then you need to report a little earlier. If you have information about the events that you have already organized on this topic, post a report and photos.

When informing about your future event, be always original and varied:

Show people what awaits them at the event;

Come up with hashtags and always use them!

Always include links in your posts so that people know where to go if the picture is shared. Use hashtags everywhere - on social media, on the splash screen, and on the banner. If you have your own groups, blogs, etc., use them to advertise your event.

Collect and accumulate your audience. When, for example, we are promoting a lecture hall High school economy, for each lecture we create an event and notification on email for people who on Facebook previously said "I will go" to our previous lectures.

When talking about the place where the lecture will take place, make a map - make life easier for people who come to you.

There is no need to write a hundred times a day “we have a very cool lecture, please come”, etc., you don’t need to bother people. The event can be reminded once a day or every two days using different pictures, a list of references for the lecture, links to films on the topic, you can draw a picture, give a quote.

The importance of intonation

You cannot speak the same language in different networks. You can make a poll, picture, discussion for Vkontakte or Facebook. If you are planning to give a serious scientific lecture, you will scare people away by posting funny pictures on social networks about quantum physics. You need to understand who you want to hook up with and how they are used to communicating with them.

If you have money, you can promote your post on social networks - Facebook is very convenient in this sense, it will guide you through all stages of creating an advertising post. Both Facebook and Vkontakte have clear tools to help you understand how your ad works and change the picture or text of your ad if you are not happy with the effect. At Vkontakte, the text-graphic block does not always work effectively - you can order the placement of an announcement or contact the editors of the Vkontakte public if the main audience of this public corresponds to the interests of your lecture.

Feedback

When the lecture is over, don't forget about social networks - you need a loyal audience in the future as well. Do not relax: say a big thank you to people for coming to the lecture, offer to ask questions, if they still have them, post a photo and a presentation.

Ask people to leave comments, reply to them, don't leave them hanging alone. You can do a little research: in Yandex, type in a hashtag, your last name, the title of the lecture and see what people write about you. Remind people of the hashtag so that when they write or post something, they use it.

You can share pictures, questions, lecture topics, and discussion topics that require a response. Always say "thank you very much for your constructive criticism" and respond to questions asked... Use additional useful content in your event. Create content that you yourself want to repost.

Don't do that!

Call the entire friend feed to the event indiscriminately;

Tag people in photos without their permission;

Update the event endlessly;

Announce an event in ten pubs at the same time;

Forget about profiles, the physical presence of the hashtag at the event;

Ignore negative reviews, delete comments.

During the event, you can broadcast twitter, you can combine the lecture into a small video so that a person who was not present at it understands everything in three minutes. All the time while we are holding the event, and after that we monitor reviews by hashtags, by last names, by keywords.

Use Instagram even if you have nothing to photograph. You can always get something out of the area of expertise. Look at General Electric's Instagram - few people are interested in watching photos about motors, but they just magically drive their Instagram.

Today one of the most interesting areas in marketing is event marketing. Event marketing is understood as the holding of various events that contribute (and sometimes are aimed only at this) sales, PR, product recognition. Event Marketing useful in that it is based on a rather interesting, long-term contact with the audience, its immersion in the atmosphere of the brand.

A marketing format that attracts people not with buy-buy-buy advertising messages, but entertain and educate, allowing potential consumers to immerse themselves in the atmosphere of the brand, is a rather popular direction of promoting a variety of goods and services today. Typically, product marketing starts with defining the concept of the event. After a detailed prescription of all the features and ideas and the start of preparation, the advertising stage of the event itself also begins.

In fact, marketing becomes complicated - if at first we just needed to sell a product, now we use a scheme according to which we first sell an event, and then at the event we worry about selling the product. On the other hand, such marketing is much more effective and more credible to the audience. In addition, from people who came, but did not buy anything, you can collect contacts and use these contacts for repeated communication - the percentage of those who buy next time can significantly increase. If you work with contacts correctly, of course.

So, as you can see, marketing that uses events (events) is a very popular format.

But it often happens that the main problem faced by event organizers is not the problem of finding ideas for the script, but the problem of PR and advertising of the event itself. After all, you need to fully recoup the costs of organizing and sell the product, to make a very wide coverage. And organizing events is a troublesome business, as you know.

So, we have already determined that the main problem is the problem of attracting people to the event. And it doesn't matter whether they will pay for it or not. It is difficult to attract people to both a paid and a free event.

Let's deal with all the difficulties and write down an algorithm for advertising an event on the Internet.

1. Let's start with the concept of the event. This is the most difficult but incredibly interesting part of the work. There will be no event without a concept. A concept is a general idea that clearly communicates the essence of an event. A concept is not just an idea out of the blue. It is not simple beautiful idea... The concept should ideally match your product, include an understanding of why the audience will want to attend the event. This is a key question - today there are many places where you can have a good time. And if you are offering a competing alternative program, then there must be very good reason for the person to change their mind in your favor. The concept just answers this most important question - why will they come to your event.

2. Determination of the best communication channels. Today, the marketer has so many tools that he already has to choose among those that are at hand, and not look for new ones. Some tools are not needed at all to attract people, others can be almost the only channels of communication with the audience to attract to the event. I think it's not a secret for anyone that the most the best way- use social networks. Social media is the best way to create a viral effect. There is special solution- if you want to attend the event for free, then write a comment from yourself on the promo page, and also repost to your page on the social network. This is an excellent technique that has been tested in more than one course (training, seminar) and allows you to reach many people who are potentially interested in your topic in a matter of days. In general, it all comes down to ensuring that in a minimum amount of time and almost without spending money on contextual advertising and social media advertising to make the event famous among some group of people on the network. The group is usually determined not only by age and interests, but also by location, for example, if you are holding an event in St. Petersburg, then, of course, people from Minsk or Kiev will not be very comfortable. Therefore, consider geolocation as well.

3. Details and details of the program. Be sure to keep in mind that even if you are hosting a free event that takes little time, people may not come if there is no clear program. The program is a list of what awaits people who want to attend your event. Usually the best blocks are included in the program at the end - so that people come and stay until the end. But you also need to take into account the fact that people will never go where they are not interested. All promotional materials must confirm your competence and prove that the time spent on your event will be very useful.

4. Cooperation with other companies. Some other companies may also be interested in organizing an event with you. This is promising, given that people who know about their company will now be able to find out about your event. In general, use any opportunity to expand the list of contacts of potential partners and get more people to the event.

5. Actively use banner ads on the right sites. Make beautiful and informative banners and make a list of sites that have your potential audience. Then you can start advertising your event about 1-2 months before the start. This way you will get exactly the right number of participants. Considering that banner impressions are cheap, you can calculate the optimal budget and optimal term for placing your ads.

It is profitable to advertise events on the Internet. The main thing is to start work in advance and test all the proposed tools. You will advertise each new event much cheaper and easier, but you need to start as soon as you decide to hold the event and decide on the dates.

This will give you time to correct errors that will surely arise the first time.