In the modern event management world, online marketing is the focus of most marketing budgets. But what about more traditional forms of marketing? Can they still be effective for event professionals?
The answer is yes! Check out our five offline promotion tips to help you sell more tickets!
With fewer distractions in the mailbox and more focus online, direct mail is more effective than ever. With email, you are fighting for space with 100+ other unread items in a recipient’s inbox. Direct mail is personal, allowing you to customize your event campaign by addressing your attendees by name. When a potential ticket buyer opens the piece of mail, they are establishing a physical connection with your event and are more likely to remember it.
A great way to get new attendees is by giving out informative flyers at similar events or industry functions. It’s important to not to make the focus of these handouts about sales; instead, gain customer’s interest by using useful content, such as tips related to your event or written testimonials with feedback from existing ticket buyers.
Although you are able to reach greater audiences via online promotion, you’ll earn more loyalty by deepening your relationships through networking. Don’t be afraid to plan something on your own for your fans. For example, hold a pre-party or an exclusive meet and greet a few days or weeks in advance. A fun event like this will make fans feel like they are receiving a benefit and not just attending a live-action commercial.
Trade shows are another awesome way to network and attract a fresh group of fans interested in your industry. Standing out from all other industry competitors is ideal, so get creative and have fun!
Considering the type of event, print advertising can be a very effective promotional tactic. A local newspaper or magazine geared to your industry is an excellent way to promote your event. Magazines tend to have a much longer shelf life than newspapers; your event ad might have an audience for up to six months after its initial insertion. For instance, if you have an upcoming wine festival, try to get printed in local foodie magazines.
Radio remains a very powerful medium, and it’s especially true when it comes to event marketing. In the car, at the office, in the garden, or during a jog, you can reach your customers throughout the day or night. Let’s say you’re trying to sell tickets for a production of The Nutcracker, you could put your radio ad on a station that plays seasonal holiday music.