Were the coordination
of event and conference management not enough, today's
organizers are generally expected to boost or promote
attendance as well. Why? Because increased
attendance means increased revenue.
Most savvy planners are aware of the tried and true
marketing methods and event promotion methods such as
blast e-mails, websites and direct mail. However,
not all are aware of the marketing opportunities that
can generate the very buzz you need to maximize
attendance.
Before you start spending your marketing budget on the
same old fare, consider that many other events are directly
competing with your potential attendee's time and money
and for this reason, you must first determine what makes
your event spectacular and the one to attend.
If you can't find a reason, it's time to create one!
Location, Location, Location
In my twenty year planning career the buzz generated
by Hawaii meetings far surpassed the sum total of every
other location combined from the U.S., Canada and Europe.
Instead of a general apathy about the next quarterly
meeting, Hawaii meetings had the attendees asking for
information several meetings ahead so they could make
plans for a family holiday to piggy-back on the meeting
dates, and other arrangements and activities.
I also know from the admissions of some attendees who
might not otherwise have attended that meeting, that
they attended, in large part, because it was a
Hawaii meeting.
Of course it s not always geographically feasible or
affordable to take our groups on to Maui but it s very
important to remember that when oft-jaded attendees
are excited about a potential meeting site, they generate
their own enthusiasm within themselves and among each
other. Talk among themselves often results in others
from their office attending the event who might not
have otherwise. Attendees who have to push for
permission to attend are often unusually creative in
finding ways to convince management of the vital
importance of this meeting.
Most every location has its redeeming virtues.
Seek out what makes a location special and unique and
then show your attendees the best your site has to offer.
You can start by using color pictures, typically available
from your CVB, depicting natural splendor, sports and
activities to inspire your attendees imagination.
In this case, a picture is indeed worth a thousand words.
Star Tripping
Never under-estimate the power of, well, power.
Famous people not only act as a draw for increased attendance
but their presence can add vitality and excitement to
an event, leading to long term benefits for attendees
and their organizations.
Obviously, bringing in a celebrity is generally not
an inexpensive proposition, yet a star may bring
you just the results you wish for your event.
First, do your cost benefit analysis. Then determine
whether you wish to hire a speaker who fires up and
inspires the sales force, or someone who is a draw and
will put people in chairs, such as a Donald Trump.
Once you determine which kind of star you want in your
galaxy, work with one of the many specialized speaker
s bureaus who specialize in such bookings. They
have the inside scoop on who s hot and who s not, prices
and availability. Literal stars draw our eyes
to the heavens; celebrity stars can draw
both magic and more people to your event.
An Affair to Remember
If like many organizers, your budget and goals for your
event include a grand soiree, make it one you pre-publicize.
Why sink all that money into the exotic dinner cruise
without giving your potential attendees an opportunity
to get excited? Include a decent sized color photo
of the potential boat (or other location provided by
your supplier) on your website and write some splashy
copy to knock those perched on the fence over to your
side. One example of a trick that I've seen generate
much enthusiasm is to offer a free ticket or other such
prize to every hundredth registrant, as one example.
No, this likely won't generate attendance from the ambivalent
but it might entice a few still considering. What
this will do is induce a certain enthusiasm and excitement
among those planning to, or considering attending your
event.
The Planner's Best Friend
Many event and meeting organizers are unaware of how
much the CVB can assist in your promotional efforts
for event promotions and often at a minimal cost, or
for no charge. The CVB has as much to gain from
your group's peak attendance as you do, so find out
early in your promotional efforts just what is offered
and at what cost. Don't forget: Like any
supplier, you can and should negotiate with the CVB
for such event promotional assistance. Following
are a few examples of what many CVB's offer gratis,
depending on the size of the group and its potential
revenue to their city.
· Full color visitor s guides, local maps, pins, city
fact sheets and area attractions brochures
· Telemarketing to help build attendance
· Pre-Promotion well in advance of your event.
Pre-printed literature can be personalized with your
own copy for your mailings
· The CVB's logo, event promotional video, color slides
and digital images
· Exhibit displays
· Airport electronic message board
· Meet and Greet
In truth, CVB's are thrilled to help promote your event
and since they all offer different services and products,
just ask. I have never found a CVB that
didn't bend over backwards to help make our events a
success.
Don t Overlook the Small Stuff
Event organizers are typically within a dizzying whirl
of conflicting demands and it s all too easy to overlook
some simple yet effective event promotion opportunities
to promote your event. Here are a few:
· Broadcast fax cover sheets
· Letterhead
· E-mail signatures
· Announcements to trade press
· Newsletters and magazines articles
· Inserts in all outbound correspondence
Piggy-Back on Nearby Events
If an exciting, splashy event is scheduled in close
proximity during your own event, let people know!
Does your group have a group of golfers? If a
major golf tournament is scheduled nearby, even immediately
before or after your event, let members know.
You might also consider offering transportation or something
to assist those interested in attending the event.
Is Pavarotti performing nearby? To make your own
performance sing, provide a means for attendees to get
tickets and then promote the event in your promotional
material about the conference location.
Press It
The press can not only give your event a subtle
plug but this will be more likely if you have
developed and maintain relationships with them.
To cultivate such relationships, be accessible and if
you find something that might be of interest to them
that has nothing to do with you and your event, forward
it to them. The press doesn't forget favors and
can be your best friend in getting the word out about
your event.
Alas, desired conference attendance numbers are not
as simple as, If you plan it, they will come.
The most spectacular location and meticulous planning
can be over-shadowed by reduced attendance but fortunately,
there are many solutions, from the simple to the complex
that will reap real benefits and bring real bodies to
your event.
By
Judy Williams
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