Sometimes the only explanation for a sold-out event is the cultural equivalent of being struck by lightning. Usually though, if you lift the curtain, you can find telling similarities between all-star events that help explain what sets them apart from the “B” team.
As you might expect, there’s more than one secret to be shared on this subject, but for our money, the top spot goes to mad social media skills.
Social Media IS Word of Mouth
At the end of the day, most events sell out because of word of mouth, plain and simple.
When it’s almost accurate to say that everybody and their brother is doing something, you know whatever that something is deserves serious consideration. Case in point: social media. Research suggests that a whopping 74% of online adults use social networking sites. That means that the majority of the adult population is engaged in at least one social media platform and it’s well known that event visitors in particular tend to be even more active than the average bear. The most successful events know this and embrace it wholeheartedly.
One Size Does Not Fit All
You might assume that this means they’ve got a whole army of people Tweeting and Liking and Snapchatting with attendees around the clock and across every possible platform. But that’s not necessarily the case.
There is, of course, a baseline that every highly successful show meets: being highly responsive and proactive, consistency in the rate of posts and general tone, and high-quality, original content in varied formats with a particular emphasis on images and video. But, otherwise you’ll find that the social media presence of highly successful shows runs the gamut from an every-platform-under-the-sun approach to just a single profile.
The common threads among them are that however big or small their presence, they’re focusing on the platform or platforms that make the most sense for their demographic, they’re active year-round and they’re not phoning it in. That is great news because it means that this is one area in which you can catch up to the big dogs pretty easily.
Follow the example of highly successful shows by diving into your demographic data and what you already know about the interests of your attendees. With this information in hand, some simple Googling can help you figure out the social media platforms of choice for your crowd. Balance this with an honest assessment of your own resources and capability to commit and you’ll have your answer about which platform or platforms you should invest in.
There’s plenty more where this came from! Check back here on Monday to download our new Ebook, The Top 10 Secrets of Sold-Out Events. You won’t be disappointed!