StartUp FASHION On a mission to help independent designers make a living doing what they love. Have you ever been to a trade show or a promotional event and you just knew that brand had not prepared enough?
When it comes to online and offline events, online event marketing is key to success in order to engage your audience pre-event, during the event, and even after the event. Use your social media presence, your online prowess, and your awesome marketing team to succeed at marketing your event. You know the age old saying, “be where your audience is”… if your audience is engaging with you heavily on Facebook or Twitter, why not help promote your event to them there? Best part – you can keep track of sign-ups as they happen and alert the attendees as needed.
In my last blog post I asked the question what are the best resources to put behind a form so sales can connect with decision makers at the right times.
The first type of content is the most important because once a decision maker experiences a want Trigger Event they start defining the problem and start seeing products and services that then are used to design the solution. The first type of content answers questions decision makers have when they have a bad experience with their current supplier or take on a new job (or responsibility) and are curious about what they could be doing. The third type of content helps decision makers justify their decision to their superiors, subordinates, and potentially shareholders. The last type of content is designed to have the decision maker start going down the path of becoming your customer as soon as possible in the funnel above.

Different types of content that can be use are templates, white papers, case studies, webinars, videos – two of my favorite video solutions are Brain Shark (here is how I use it) and Visible Gains. I could write all day about this but I’m a better talker than I am a writer so I am doing a one hour webinar on this topic with Ivana Taylor of Do It Yourself Marketing which is being hosted by my favorite survey tool Survey Analytics. Register even if you can’t make the live event because all registrants will receive links to the recording and handout from the event.
Event marketing involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually launching the event. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Eventbrite allows for advance planning of events, social media integration, ticket fees and more; a great way for people to easily purchase tickets or sign up for an event online or through their mobile app.
However, it’s important to remember that your event marketing does not stop – it continues through the event and even afterward.
They call the first three types of content funnel fillers, funnel movers, and funnel shakers.
I recently learned about Visible Gains so I have not completed my first video with them yet. Give them a sneak peek to the event, allow them privileges the general audience may not receive, etc. My loves include photography, sushi, wine, helping animals, live music, and exploring the city.

What I don’t like about free trials is that the decision maker does not get that attached to the solution because they know they will lose all the time and effort the invested once the trial is over. Here is an excellent example of the power of Visible Gains – notice how the viewer is empowered to choose the direction they want to go next. In short, show your audience they are valued but not just through words, through actions and the event itself. And for those who may have missed the event – give them a chance to receive a recap with pictures and video if possible. So the game is how do you get in first to define the problem, design the solution, and position yourself as the logical choice. And don’t forget a fun branded hashtag to corral the conversation so you can listen in and so can your followers. Tell the people you already have in your arsenal and ask them to share with their friends too. That hashtag can be used before during and after the event in order to keep the conversation flowing and get a larger audience to over hear what an awesome event your brand is having.

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