Your special event is planned. Now, the critical question is – how do you increase your attendance?
Everyone points to the benefits of social media to drive your attendance. Social media is a vehicleyou use to enact your strategy. You can increase the value of your special event by integrating social media into your marketing strategy.
But, before you develop your strategy, ask yourself these questions developed by Stacey Ruth, a marketing consultant with Atlanta-based Actio Marketing :
- Are your attendees active in any of the social media (e.g., Twitter, Facebook, LinkedIn, YouTube or blogs/forums)?
- Do you have an awareness problem, and are you trying to reach large number of attendees quickly (and perhaps inexpensively)?
- Do you have someone on your team with enough time on their hands to populate a social media site effectively? (That means building content that can be pushed out every day in most cases.)
- Do you have knowledge (or access to someone with knowledge) of best practices for the social media platform you want to apply? Social media is not an “if you build it, they will come” scenario. There is a definite approach to each social network that is uniquely effective — and any number of approaches that are equally ineffective!
- Would you like to build an extended life to your event and create a community around it?
If you answered yes to more than one of the above questions, social media including Facebook, LinkedIn, YouTube and Twitter, is worth integrating into your event marketing strategy. However, don’t overlook the value of tried-and-true ‘social media’ platforms including Word Of Mouth marketing or WOMM.
Word-of-mouth marketing (WOMM), is an unpaid form of oral or written promotion—in which satisfied “customers” or your organization’s ambassadors tell other people how much they like your nonprofit and invite them to participate in your event. Word-of-mouth is one of the most credible forms of advertising because people who don’t stand to gain personally by promoting something put their reputations on the line every time they make a recommendation, according to Entrepreneur.
Bottom line – know your audiences before you invest the time and energy as part of your event marketing strategy. Use your social media strategy as a way to involve your board and volunteers.
Any questions about specific social media vehicles to use for your event? Be sure and contact me at firstname.lastname@example.org.