At PheedLoop we have the privilege of not only observing, but playing a central role in the execution of many events. We’ve seen that technology is one piece of the puzzle of a successful event, but it doesn’t guarantee success. Platforms like PheedLoop help with management and engagement quite a bit, and support marketing efforts too, but the onus is really on the event planner to market their event appropriately and use technology to its fullest potential. Problems arise when marketing is taken too far.
You oversell your brand and content and invest an unreasonable proportion of your budget in marketing efforts with the mentality that it’s all about selling tickets and attracting good speakers first.
If you have a lot of people at your event, it’s going to be good right? Wrong. That’s a rookie mentality, especially for new events and new event planners, for a few reasons:
1. You’ll Raise Expectations
We’re not saying don’t invest in beautiful design, websites, photos, etc. Those are important signals indicating that you’re invested emotionally and financially in creating a high-quality experience. But it becomes a double edge sword especially when you’re a new, small or relatively unknown event. There isn’t too much word of mouth to rely on, so people form their image of your event and trust in your brand solely based on your marketing. So keep your marketing high quality, but appropriate for the scale and type of your event so you don’t raise expectations too high, and can undersell a bit but overdeliver at your event.
2. You’ll Exhaust Your Budget
Another huge problem, especially for smaller and newer events. You likely are short on funds anyway, so you’re desperate to sell tickets and secure as much of your return as possible as soon as possible. So you might consider going turbo mode on marketing, and invest more than you’re comfortable investing. This might work, but a safer option would be to scale your event down a little. Accommodate fewer people to reduce your stress and take less of a financial risk (maybe FOMO might help accelerate sales as a result) with the intention of running an amazing event this year, and next year once you have some more wind in your sails, kick it all up a notch.
3. You’ll Attract a Different Type of Audience
This is fairly subjective, but there is undoubtedly a wide spectrum of people ranging from those who appreciate (and judge) the quality of something largely based on branding, engagement tactics, and marketing – and others who might not even give it a thought (for them, it might be all about the content alone, many highly academic conferences are like this). So your marketing strategies will attract a greater proportion of people from the corresponding section of this spectrum. So, think about the ideal persona of a speaker or attendee you’re trying to attract through your marketing efforts to optimize your spending and refine your tactics.
Let us know if you agree with us, and if you have any event marketing tips of your own. Thanks!