You need to start as early as you possibly can to collect information from your client. Has your client ever held a similar event before? In that location? How did that event go? Since you\u2019re working all this from Ohio, you need to get all the data up front so you can make educated marketing decisions. The more you can understand about the event, your audience, and how they interact with advertising, the better.<\/p>\n\n\n\n
The more you can understand about the event, your audience, and how they interact with advertising, the better.<\/p><\/blockquote>\n\n\n\n
If this is the first time that you\u2019ve worked with your client, it\u2019s vital to identify a target cost per conversion. How much is your client willing to pay in order to get a qualified clown to sign up in Belarus? It can be any amount of money, but it\u2019s important to clarify, so you can understand your client\u2019s expectations of your marketing efforts and shape your campaign accordingly.<\/p>\n\n\n\n
Don\u2019t miss out on opportunities to use data on previous events and attendants as well. If previous events have been done properly, you should be able to see information such as emails, place of work, postal codes and more. Compiling and analyzing this data could provide insight to help dial down your marketing strategy when you don\u2019t have boots on the ground in Belarus.<\/p>\n\n\n\n
\ufeff2. Monitor Using Digital Tools<\/strong><\/h3>\n\n\n\n
\u201cUse tools like Audience Insights to help monitor your campaigns\u2019 success.\u201d by Carlos Muza<\/a> on Unsplash<\/a> <\/figcaption><\/figure><\/div>\n\n\n\n With the due diligence done, it\u2019s important to set up your promotion so that you record all the important information you\u2019ll need while the campaign is running\u200a\u2014\u200aand for your next event in Belarus. Create and use online tools to learn data that will be useful in the future. One of my favorite tools is Facebook\u2019s Audience Insights. Input an audience of your choice and it will give you a plethora of details about your audience including age range, education level, income level, and even purchase behavior. Tools like this are accessible from the comforts of your PJs and give you the power to enhance your marketing prowess.<\/p>\n\n\n\n
If you\u2019re using an online event booking system, like Eventbrite, make sure you\u2019re asking people the right questions upon point-of-purchase. Collect useful information like email addresses, postal codes, industries of work, and more. Was there any information that you didn\u2019t have during the planning phase that you could use now? Take this chance to collect it so marketing the Belarus clown event next time will go even better. <\/p>\n\n\n\n
3. Be Prepared to Make Real-Time Changes<\/strong><\/h3>\n\n\n\n
Event promotions have started. You\u2019ve sent out an email blast, partnered with local press, and started your social media campaign. Good work! However, you are not yet done. Now it\u2019s time to do what I do best, obsess over the details. Monitor your RSVPs and your data, and be prepared to make real-time changes. Sometimes all the planning you did, didn\u2019t pan out. Maybe your audience wasn\u2019t a perfect fit. Maybe your email blast didn\u2019t convert the way you expected. That\u2019s okay. It happens. Be light on your feet and be prepared to adapt.<\/p>\n\n\n\n
Monitor your RSVPs and your data, and be prepared to make real-time changes.<\/p><\/blockquote>\n\n\n\n
One time, we centered an event completely around a client\u2019s VIP list. This meant we built our campaign for brand awareness. When the VIP list fell through and didn\u2019t convert, we had to adapt and radically change our digital strategy for conversions. Staying on your toes and being in touch with the real-time data will make a big difference for your clients and the overall results of the event. <\/p>\n\n\n\n
4. Learn from Your Data and Surveys<\/strong><\/h3>\n\n\n\n
Congrats! You\u2019ve had a successful event in Belarus. I\u2019ve heard that people are calling it the \u201cClown CES of Eastern Europe.\u201d That\u2019s very high praise. Now, if you haven\u2019t figured it out by now, data is important. It\u2019s time to use that data to learn. Dive into your closest data pool, whether it\u2019s Facebook, Eventbrite, Data Studio, or your client\u2019s CMS. Figure out timing. When were people more likely to RSVP? What kind of people were more likely to RSVP? What was your no-show rate? What of your marketing efforts worked best? What things could you do to improve? There are many things that could provide value when marketing your next event.<\/p>\n\n\n\n
\u201cSurveying can help shape future events to meet your audience\u2019s need\u201d Photo by rawpixel<\/a> on Unsplash<\/a> <\/figcaption><\/figure><\/div>\n\n\n\n Surveying can be an incredibly powerful way to learn things about your event as well\u200a\u2014\u200aand good news, you don\u2019t have to leave your bed for that either. Use SurveyMonkey or Google Forms to put together a free survey and send it out to your attendees. Write questions that are quantifiable and meaningful to the event. Oftentimes, people at the events experience them in completely different ways than event staff and marketers do. <\/p>\n\n\n\n
Successfully marketing an event when you\u2019re not local depends on good data. The more data you have as a marketer, the more effectively you can make decisions. Even though you may not know the colors of the banner or what conditions the bathrooms are in, you can still be a valuable asset to a marketing team in Belarus, all the way from your bedroom in Toledo. <\/p>\n\n\n\n
\n\n\n\nBREAKDOWN<\/strong><\/h3>\n\n\n\n
- Start early and gather as much information as possible before promotions begin.<\/li>
- Create tools that will enable you to manage data and define campaign success.<\/li>
- Be dynamic. Be invested in your promotions and prepare for split-second decisions based on your data.<\/li>
- Once the event is over and done, review the data you\u2019ve collected. Identify spaces for improvement and prepare for your next big event.<\/li><\/ul>\n\n\n\n
Love,
Austin <\/p>\n","protected":false},"excerpt":{"rendered":"Picture it. You\u2019re lounging at home watching Netflix, when suddenly\u200a\u2014\u200ading!\u200a\u2014\u200aan email comes in.<\/p>\n","protected":false},"author":2,"featured_media":168,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[5],"tags":[8,13,12,7],"hidden_tags":[],"yoast_head":"\n
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