6 Ways to Prevent An Event Planning Nightmare

29 Jul 6 Ways to Prevent An Event Planning Nightmare

It’s everyone’s worst nightmare when planning an event: no one shows up. It’s happened to me too. In the midst of event planning for a client or an organization, I’ve woken up in the middle of the night thinking about that dreaded empty room.

So how do you keep that event nightmare from becoming reality?

The key to event attendance is creating a plan of action that identifies the appropriate channels to drive registration and traffic to the event’s landing page. To that end – and to help you avoid the ever-dreaded event planner’s nightmare — here are a few tactics that I find effective when supporting or promoting events.

  1. Identify your target audience – This is one of the most important aspects of scheduling an event. You want your messages around the event to resonate with your target audience and ensure that the attendees are interested in what you’re promoting. Additionally, you want to ensure that the outlets that you’re using to promote the event are the ones your audience frequents. For example, if you are planning an event for government executives, then some of the appropriate channels to reach them would likely include LinkedIn or government-focused publications.


  1. Utilize traditional marketing tactics – Direct mail marketing campaigns are an effective way to reach a large group of people. Additionally, if the event is big enough, and you are looking to attract a national crowd, a press release can be another effective tool to announce the event. You can also get creative and design supporting visuals to promote the event across multimedia and social channels.


  1. Use social media – Speaking of which, one of the best ways to raise awareness about an event is through social media. In addition to sharing organic content, you can also explore running an advertising campaign on your social media channels to boost visibility and reach target audiences. As stated above, it is important to identify which social media channels those audiences are using and devote your efforts to promoting the event via those platforms. 


  1. Leverage industry influencers – Identify influencers in your space and tag them when sharing content about the event. You can also reach out to them directly and provide them with content to share on their personal channels on LinkedIn, Twitter, and Facebook.


  1. Develop content – Content is king. Compose a blog post or two to market your event and share that post on various platforms. If you have a blog on your website you can post it there or on LinkedIn Pulse. Creating and publishing content about your event boosts your SEO rankings, which can be beneficial when people are searching for information that relates to your event.


  1. Submit the event to local calendar listings – Create a media alert about the event and submit it local event calendars. Again, identify the appropriate event calendars and publications that your audiences are reading. For example, if you want to reach business and government executives you would want to submit your event to publications such as WashingtonExec or GovEvents.


With these tactics under your belt, you’ll stay well-rested and keep the event planners’ nightmare at bay.

So, are you ready for your next big event?

Feel free to share your best marketing practices by leaving a comment.

Jennifer R. Sherman
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