“Character is the ability to carry out a good resolution long after the excitement of the moment has passed.”
It’s that time of year again. The time of year when we vow, “out with the old, and in with the new.” Why not make a few New Year’s resolutions that will improve your event marketing by proving value to your attendees? Here are a few to get you started.
Resolution #1: I will not confuse advertising with content marketing.
While 2015 may have been the year of the email newsletter, to get subscribers to continue to open those emails in 2016, you have to add value.
“I hope someone is trying to sell me something today!,” said no one ever.
Advertising is not a bad thing. However, do not confuse it with content. Strive for a 100 percent open rate on your newsletter by delivering the high-quality content subscribers look forward to reading. An excellent reputation for providing industry information will sell your event better than any marketing campaign.
Resolution #2: I will show, not tell.
Ideally, you want to create content that encourages people to join your organization and attend your events. However, droning on and on about how wonderful you are is not the way to go about doing that.
Instead of talking about how wonderful your event is, create content that focuses on how attendees and members have benefited by attending your events. As Mack Coller, Host of #Blogchat says in his 2016 social media prediction, “Red Bull doesn’t sell energy drinks; it sells what happens after you drink it. Patagonia doesn’t sell clothing; it sells what you’ll be doing while wearing its clothing.”
Resolution #3: I will create unique content, and I will add a unique perspective.
Before you hit the publish button ask yourself, can my readers get this information somewhere else? If the content already exists and you are not saying anything new, then don’t waste people’s time by publishing it.
Don’t try to be everything to everyone. It is not just okay to get specific; it is highly recommended. Members of the Association of Roller Coaster Enthusiasts don’t want to read an article on What to Wear To The Amusement Park. They want to read an article on Securing Your Personal Belongings When Riding Upside Down.
Resolution #4: I will never publish anything without a Call To Action.
Content shouldn’t be one big sales pitch, but it should lead people to take the next desired step. If you write a story about how one of your attendees was able to move up the corporate ladder because of something he learned at your event, don’t leave your reader hanging. Provide a link to registration information. If your content has convinced them your event is worth attending; you do not need to give them a hard sell.
Resolution #5: I will strive to create a personal connection to our audience.
Have a conversation with your reader, don’t put yourself on a pedestal, and address an ambiguous “they.” Try writing and speaking in the first person. Moreover, definitely resolve to lighten up in 2016. No one ever read something and thought to themselves, “I wish that article were more difficult to understand.”
Think your audience is too technical for content with personality? Take a page from IEEE’s Spectrum or The Economist. Both these publications are addressing weighty topics, but they do so in a way that even a layperson can understand.
Bonus Resolution #5.5: I will never create another bland event marketing video.
I see too many event marketing videos that look the same. I sometimes wonder if they all come from a stock video repository. While I don’t have anything to do with the toy industry, this video by the 2015 Australian Toy Hobby and Licensing Fair has me dying to attend. I mean, how much fun are these people having? Not to mention a lot of business is being done as well.