Once you receive and understand the client’s requirement and brief, envisioning, creating and planning an event is the core of event planning. The other two important aspects of a successful event are marketing and execution.
While planning and execution are majorly internally managed and controlled, successfully marketing the event relies solely on the target audience or prospects. The base point of any marketing exercise is to attract attention and ignite interest. The basic strategy focuses on building up an aura of exclusivity around the event by creating intrigue and promise around the service, product, and event. A strategically placed event becomes more attractive, igniting a desire to procure an entry to the same. For example, an announcement of limited tickets available for the ultra-exclusive event, the built-up interest will lead to engagement and ticket sales.
Event management companies in London, UK, follow time-tested methods which a touch of personalised ingenuity to market their events.
- Creating attractive visuals
An eye-catching, well-designed brochure or advertisement will not just demand attention but will also have to retain the power to remain in people’s minds. The visual treat is further enhanced when supported by cleverly worded strategic language. One needs to be careful when choosing the words and the message to be conveyed. The right words and phrases like: by invites only, exclusive invites, hand-picked invitees, an exclusive and private affair, and so on, are sure to build the desired effect on the prospective audience or attendees. You can also add phrases like: we respectfully invite you; we look forward to your joyful presence, which will add gravitas and importance to the invites.
- Strategic Ticketing
Have you noticed the spike in interest for an event when the availability of tickets or invites is perceived to be exclusive and difficult to procure? It is a strategic marketing move to garner curiosity about the event. Ticketing tiers is a process which allows the organisers control over their availability, thereby offering exclusivity, importance or gifts to different attendees or purchasers. Offering carefully selected complimentary gifts based on the list of invitees while keeping the ticket prices accessible is a sure way to promote and popularise the event. You can also tier the price of the tickets, creating VIP brackets and packages to enhance the exclusivity. Highly-priced tickets make the event more intriguing, with the event perceived as being extra special with a valuable programme menu.
- Invite only
A strategy which seldom fails is the invite-only event. An event organised only for a select few garners a spike in interest and desire to be a part of it. Attending an exclusive event on personal invites translates into being a person of importance for the attendees, and who does not like to feel important? Inviting a selected predetermined mailing list with a rider of each invitee having the liberty to extend the invite to a limited number of their friends is an excellent marketing strategy. Essentially creating a promotional chain that builds up organically with the help of the invitees themselves. The idea is to make your event the talk of the town or the targeted circles. Once accomplished, the people will try to procure an invite or make sure that they are a part of the mailing list of your next event.
- Restricting the number of attendees
Opening the event for a small number of limited public entries will create a furore amongst the target prospects, clambering to be amongst the chosen few. It will hold more significance and attraction if you have a celebrity or known name as one of your special guests or invitees, and your promotions market their names. This strategy is termed scarcity marketing and is employed by the organisers for event production in London. Scarcity marketing is a very effective tool to promote an event, sending out the message that not everyone can attend, making the event unique and special. You can rope in a social media influencer to be a part of your marketing campaign. The fear of missing out {FOMO} is a thing and holds meaning, especially for the social media savvy generation. To be seen is to be known and recognised.
- Advance Bookings
Announcing advance bookings or pre-ordering with a waiting list furthers the interest in the event. A waiting list signifies the popularity and exclusivity of the event, adding to the curiosity factor created by the well-planned promotional strategy. The waiting lists or advance bookings are also an opportunity to scan and filter through the list of attendees. Take your time selecting and confirming the bookings, thus increasing the anxiousness to attend. The advance bookings also help give preference to your loyal customers and are part of your loyalty programme. Remembering them and recognising their loyalty will strengthen your existing customer base while encouraging more prospective customers to patronise your brand or services.
- Building up the mystery
Booking an exclusive up-market venue for the event translates into the event as being organised with a specially selected programme, with the cream of society attending it. Alternatively, choosing not to divulge the venue till the very last day before the event will add immensely to the build-up of exclusivity around the event. Piqued interest and aroused curiosity make people want to solve the puzzle. If the non-disclosure comes with a rider that the venue will be revealed only to the invitees – imagine the shooting up of your ticket sales and the free promotion of your company or brand! Or you can ask them to register or sign-up to know the venue and the celebrity guest or attendees.
- Promotion via social media
In the day and age where the internet is the king, and social media is the new age society, having a presence on popular sites is a must for any brand or company. Influencing the highly aware youth with myriad avenues accessible to them via social media has now become a part of the marketing plan for event production in London. People from all walks of life and age brackets are now on social media and following influencers. Roping in an influencer and offering a mutually beneficial deal to promote the event is a good marketing strategy. As the sites bestow the title of influencer to those enjoying a certain number of following, your event will organically get promoted amongst the followers of the influencer and also amongst their own friend’s circles.
Exclusivity and intrigue are the critical factors while promoting an event, whether on-site, virtual or hybrid, as is the demand of the times post the pandemic.
