Before you advertise your next seminar, convention or education class, be sure you have done everything you can to make sure you succeed in driving attendance. Your event flier and web page are your “critical communicators” to your prospective attendees. After all of the hard work you have put into planning your event, don’t let your marketing materials cost you your success!
Following are 16 things I recommend you consider putting on your event flier and/or web site:
1. The Event Title. This is a VERY important aspect of your overall marketing campaign. Give your title seven words or less and if possible, make it an “impact benefit statement”. In other words, make the title interesting and benefit driven for the attendee. Go inside the mind of your potential attendees. Here is an example: Which title grabs you more?
A - “Seventh Annual Trade Show” or
B - ”How to Design an Effective Marketing Campaign”
2. The Date. Add the day of the week. Make it easy “at first glance” for folks to make a mental commitment. (Example: Monday, November 5, 2009)
3. Time of Expected Arrival at the Event. Let attendees know what time you need them there and what happens after they get there. What isn’t pleasant are 500 people milling around your registration area griping because they arrived too early with nothing to do. Make sure you clearly state any “dead time”. (Example: Registration and coffee 8:15 a.m., Program starts at 9:00 am sharp!)
4. Time and Length of the Event. Be specific and clear. Also include meal times and plans if possible. (Example: Session 9 a.m. to 4 p.m.; Lunch 12 - 1 p.m. provided by ABC Title Company)
5. Location Name and Full Address. Even if your attendees are local, be sure to add the full address of your facility, including zip code, so your attendees can use a GPS or Mapquest site to find directions, instead of calling your office.
6. Cost. Include all costs and any hidden charges as well. (Example: Cost to attend: $99.00 plus a $15.00 CE processing fee - or - Sleeping rooms $199.00 per night plus 8.75 % tax, plus a12.00 per day resort fee, single or double occupancy)
7. Meal Function Descriptions. Again, this is very important to the overall satisfaction of your attendees and is just plain kind. (Example: Continental Breakfast 8 a.m. to 9 a.m. or “Lunch on your own”)
8. At Least 5 Benefits for Attending. Many event planners spend all of their precious copy space on the date, location, etc. Though that information is critical, the benefits for attending will many times make the difference between moderate attendance and great attendance.
9. A List of Who Should Attend. The more you can speak to your prospects, the better. Here is an example as it applies to the real estate market:
Who should attend this event?
· Experienced agents looking to increase their profit by at least 30 percent in 2009!
· Top producing agents doing over 30 transactions per year who would like to double their production!
· New agents looking for a great “kick start” to their first year in real estate!
· Any agent who knows that modeling their career after someone already successful is working smarter, not harder!
· Managers who want new, creative ideas that work to share with their sales associates
You get the idea here. Speak directly to who you are targeting and you will see a healthy return on your event marketing efforts.
10. How to Register. Tell them clearly how to register quickly and efficiently. More is not always better, so give them 2 or 3 options (i.e. online at www.yourwebaddress.com, by phone, fax, e-mail, etc.
11. A Map Link. (This applies to your web site). Be sure to put this both on your site and in your confirmation letters and e-mails. This includes local maps and information on driving directions from the local airports if your attendees include people who are not local. Attendees usually don’t look for this information until the last possible minute so make it easy for them to find.
12. Instructions on What to Do if They Have Questions or Need More Information. Tell them where to call or e-mail if they have a question. Make sure it’s answered quickly by someone who is knowledgeable.
13. Program Highlights. People love community spirit, food, recognition and fun! In this part of your marketing piece, include guest speaker bios, session descriptions, raflles, silent auctions, celebrity appeareances, special food functions, etc.
14. Previous Attendee Testimonials. Consumers love to hear from someone just like them. Video testimonials are best, audio with a photo is second and text is a last resort. If you don’t have evaluations from your last event, be sure to add them after this event so you are armed with great testimonials from this point forward.
15. Sponsor Names and Logos. In another article, I tell you how to create winning sponsorships. This is one great way to promote your sponsors and give them a powerful “bang for their buck.”
16. Your Cancellation Policy. I am a true believer in a firm cancellation policy. It costs you time and money to process registrations and then cancellations. State what your policy is and stick to it.
Remember…your event flier and web sites are your “critical communicators” to your prospective attendees. Don’t let your marketing materials cost you your success!
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