Have you gone through these 5 event marketing tactics?

Started off as an uni event organiser, I have come to realise that managing events is getting increasingly difficult, yet interesting in the digital age. Here are 5 event marketing tactics that helped me in my events:

1. Video

Videos are such a rich and highly visual medium that must not be missed. Videos act as organic contents and can also be used for paid contents (Brian 2019). Take an example of an event that I got the chance to be a part of, Slide the City had done an amazing job in recording footages of attendees having fun at their current event. They put it all together in one comprehensive video and use it for their off-line ticket selling points, as well as their social media channels, paid media and online ticketing partners. Their video ‘slip and slide - 1000 feet!!!’ has 2.5M views on YouTube, and it looks incredibly fun.

2. Re-marketing

Re-marketing helps reducing budget, ensuring relevancy and closing sales (Nava 2019). Students quickly developed their interest, but it does not necessarily lead to actions. In this case, targeted messages should be sent to this circle to close registrations. To further ensure that the desired actions are taken, a good reason why should be provided. When tickets are left in the online cart unpurchased, Slide the City sent out promo code STCCURTIN6 for Curtin University students with a 6% off upon their purchase. This tactic worked extremely well.

3. Email Marketing

Having too many emails in the inbox, event marketers nowadays need to offer more value to capture audience’s attention (Mailchimp 2019). By creating an email sequence of 3 or 4 different emails can start capturing the attention, then convert it into actions. Slide the City utilised the university database, first sending mass email to all students about the event. It was followed by a constant email updates of the number of ticket sold, and friends going to the event. Clear CTAs (Call-to-action) were provided.

4. Scarcity

Since when Closing the Doors is an event tactics? Professionals have made it works, due to a level of exclusivity it generated (Godin 2017). Slide the City had multiple pricing options. But just increase the price alone does not cut it, price increase must be reasonable. As our customers were dominantly price-oriented, having VIP tickets surprisingly boosted the sales of Normal and Package, in the condition where tickets were limited in number.

Source: Slide the City Asia Facebook Page

5. Event Experiences

How to elevate customer’ event experiences? Incorporate adventure experiences within the event will inevitably deliver more experiences. Focus on the #1 reason that attracted people to the event and design the event around it, let them be ‘wowed’ (Kruger 2019). Slide the City adopted the latest technology and managed to brought the slider's experience to the next level.

Source: Slide the City Asia Facebook page

Source: Slide the City Asia

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References:

BallastVR. 2018. VRSlide – Now Open at Galaxy Erding. YouTube video, 1:06. https://www.youtube.com/watch?v=XwcBUuzLgXg.

Brian, Clodagh. 2019. "5 Secrets of Super Successful Video Marketing." Digital Marketing Institute (blog), accessed October 18, 2019. https://digitalmarketinginstitute.com/en-au/blog/5-secrets-super-successful-video-marketing.

Godin, Seth. 2017. Creating Scarcity. YouTube video, 27:25. https://www.youtube.com/watch?v=2paDpzRg3Z8.

Kruger, Brandt. 2019. "How to Use AR and VR At Your Events – Whiteboard Wednesday." Endless Event (blog), February 13, 2019. https://helloendless.com/how-to-use-ar-and-vr-at-your-events/.

Mailchimp. n.d. Email marketing strategy and tips for successful campaigns. Accessed October 18, 2019. https://mailchimp.com/email-marketing/.

Nava, Yaniv. 2019. "The Remarketing (or Retargeting) Guide for Dummies." Outbrain, April 25, 2019. https://www.outbrain.com/blog/remarketing-guide/.

Walbeck, Dakota. 2014. slip and slide -1000 feet!!! - SLiDE THE City. YouTube video, 1:36. https://www.youtube.com/watch?v=fvvoVD_5PHE.