As an event organiser, it’s imperative that you’re equipped with these two key skills:
- Planning and executing event, big and small
- Convincing people to attend your events (i.e. Marketing)
The ability to put on excellent shows may win you an initial event management contract, but it’s your marketing abilities that will ensure you fill up seats and get called back to handle future events. Excel at marketing your events, and you’ll put yourself (and your events) at the top of your industry.
Take away uncertainty with a tantalising freebie
Traditionally, we’ve expected event attendees to purchase their event tickets first, before we give them value in the form an enjoyable/entertaining/knowledge-packed event.
What if this process was reversed? Instead of asking prospects to place their trust in us and purchase a ticket to an upcoming event (before we do anything for them), how about giving them value in advance? If you have video footage of an impactful speaker or captivating performer that will be at your upcoming event, consider giving the entire speech or performance away to anyone who’s (at least) willing to give you their email address.
This way, potential attendees have an opportunity to sample a taste of what’s in store, and if they like it, will jump at the opportunity for more. In fact, forward-thinking event marketers often manage to sell tickets at higher prices using this technique – simply because they’ve taken uncertainly out of a purchase by giving away the “freebie”.
Now, would-be attendees are happy to pay for the experience they’ve been teased with (and thoroughly enjoyed).
“While stocks last!”
One of the oldest tips in the marketing playbook, also happens to be one of the most effective and time-tested. By creating a sense of scarcity, you can ignite what psychologists call “the chimp” aspect of prospects’ minds.
“The Chimp” is a part of the mind that drives us toward quick action, fear of missing out, and other primitive, instinctual behaviours. And there are several effective ways of creating a feeling of scarcity (that don’t involve any scammy declarations, fake countdown timers, or other sneaky tactics).
If you’re selling a popular event that was previously sold out, simply tell people the truth. (With some added emphasis to drive the point home.) For example, “At our 2016 event, tickets were sold out 4 months’ in advance, so book your tickets now to avoid disappointment!” ,
Now that’s a genuine reason for people to click on the “BUY NOW” button, now.
Keep a lookout for part 2
Coming soon on the PowerVote blog. Subscribe to receive our monthly newsletter, directly to your inbox.