1. Create Your Annual Marketing Plan
It’s a new year, if you haven’t already done so, map out your marketing plans for the year. Create a detailed outline of what you plan to do this year. Look back at what worked well last year and include more of these successes in your plan. Examine how you can take it one step further to enhance its benefits for your company. Also consider what you had hoped you would get done but didn’t get around to last year, and prioritize these efforts. Then look at what’s on the horizon in 2019 and consider how you can implement new technologies into your marketing this year.
2. Establish Work Life Balance
Event planners are in the unique position of working in an always-on business, which can be stressful and lead to burn out. Be mindful of this work hazard and be sure to set time for yourself and your family outside of work. If you have a heavy weekend workload, take a weekday off or leave early one day and go to a yoga class. The more time you have to recharge, the better suited you will be to work those long nights and weekends that your job so often demands.
3. Organize Your Data
Data is one of the best ways to understand your customers and how they respond to your events. Use this customer data to better understand your customers and make your events better. Look at survey feedback and email metrics to see what kinds of content your attendees prefer. Also look at social media conversations to help understand the kinds of content your community is currently concerned with.
4. Refresh Your Targeting Program
If you are running several events, the chances are you would get better attention if you sent targeted messaging to your customer list. If you run music events, the concertgoer that loves loud heavy metal music, may not care to hear about your salsa dance night. Use customer information such as previous ticket sales and app feedback to tailor your messaging and target the different segments in your audience with different messages.
5. Embrace Good Design
Design is one of the strongest ways to communicate about your event, so if you haven’t focused on it yet, let good design be part of your focus in 2019. People are more responsive to event listings with strong imagery and smart design because they are more eye-catching. Make sure your design reflects the event and use these elements to help promote your events online in the new year.
6. Experiment with Live Streaming
Social media platforms have made it easier than ever to live stream your events. So give it a try. Maybe you live stream the main stage, or perhaps it works as an off-stage side place for interviews. Experiment! Don’t think of live streaming as giving away your content for free. In fact, it can be a powerful marketing tool. According to Digitell, 30% of people that watch a livestream of an event will attend the same event the next year. In other words, one third of this year’s online audience will pay for tickets next year. Not a bad way to increase business over the year.
7. Build Strong Partnerships
From working with agencies and technology partners to keynote speakers, it takes a village to create a great event. Focus on your key partnerships and invest time in these arrangements this year, which can be beneficial to all involved. Collaborating with supporting partners can be symbiotic and will help support and grow your event business, as well as the businesses of your respective partners.
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