The Complete Guide To Crushing It With Event Marketing

Event marketing is the art of creating experiences that attendees will remember for a long time. Such activities can help you increase sales, brand loyalty, and even generate new leads. But, how do you stand out from the crowd? With an ever-increasing number of brands creating events, you need to ensure that your marketing efforts are on point. In this guide, we’re going to show you how to crush it with event marketing, and leave a lasting impression on all your attendees.

That’s where strategic event marketing comes in.

In this guide, we’ll uncover strategies tailored for entrepreneurs and business owners who are new to event marketing (or looking to up their game). And along the way, we’ll show you how tools like ClickFunnels can amplify your efforts, ensuring that your event is not only seen but felt deeply by your target audience.

Are you ready? Let’s dive in!

Part 1. Laying The Groundwork of a Successful Event:

Step 1. Why Are You Hosting An Event?

Before you get caught up in the excitement of planning, take a moment to consider why you are hosting this event. What is your purpose? Is it to introduce a groundbreaking product, foster community, position your brand as a thought leader, or generate leads? Understanding your why is essential. It guides every decision you make and ensures that your event aligns with your business goals. When you have a clear purpose, every aspect of your event, from the theme to the marketing messages, resonates powerfully with your audience. Don’t waste your resources on a vague or non-existent “why.”

Step 2. Who’s Your Audience? Customer Avatar

Knowing your audience is crucial in business. When hosting an event, it’s important to understand who you want to attract and why they would want to be a part of it. Are you targeting industry veterans seeking advanced insights or newcomers hungry for foundational knowledge? Are they looking for networking opportunities or deep-dive sessions into specific topics? Understanding your audience allows you to tailor your event’s content, pacing, and venue choice to their preferences and needs. Treat your event like a product launch, giving it the precision and care it deserves.

Step 3. Define Your Value Proposition

In a saturated market of events, webinars, and workshops, what sets yours apart? Your value proposition. It’s not just a catchy tagline; it’s the heart and soul of your event. It’s the promise of the value you offer and the reason why attendees should choose your event over others. Address a real problem that your audience faces and provide a tangible solution. Whether it’s mastering a skill, networking with industry leaders, or gaining exclusive insights, make sure your event offers something unique.

So, are you ready to crush it with event marketing? Let’s make your event the talk of the town!

Stand Out from the Crowd: What Makes Your Event Unique?

When it comes to your event, what sets it apart from all the others out there? Is it a stellar lineup of speakers, interactive workshops, or special post-event perks? It’s important to pinpoint what makes your event truly special.

Make Your Value Clear: Avoid Jargon and Keep It Simple

Your event’s value should be easy to grasp. Steer clear of industry jargon and keep your messaging straightforward. When someone sees your event’s promotional materials, they should immediately understand the benefits they’ll receive from attending.

Tap into Emotions: Make Your Event Unforgettable

While the practical benefits are important, don’t overlook the power of emotion. Are you offering inspiration, empowerment, or a sense of belonging? Tapping into your audience’s emotional aspirations can make your event truly unforgettable.

Spread Your Message with Consistency

Once you’ve defined your value proposition, it should guide all of your marketing efforts. Keep your messaging consistent across your website, social media, emails, and any other ways you interact with potential attendees.

Highlight Your Value Proposition with ClickFunnels

Using software like ClickFunnels, you can create stunning landing pages that showcase your value proposition beautifully. You can even test different variations to see what resonates best with your audience, ensuring your messaging is as effective as possible.

Your Value Proposition: The Magnet that Attracts Attendees

Ultimately, your value proposition is what will attract attendees to your event. Define it, refine it, and then spread the word far and wide. Your value proposition is what will make your event stand out from the competition.

Step 4: Set Your Event Marketing Budget

Establishing a budget for your event marketing is crucial. It will determine how much you can allocate to different aspects of your campaign, such as the venue, entertainment, and website. Consider the direct costs associated with your event, such as venue fees, food and drinks, transportation, entertainment, and rental equipment.

Remember, event expenses can eat up a significant portion of your B2B marketing budget. Once you have a clear understanding of your event’s costs, prioritize your marketing efforts based on your goals and target audience. Allocate resources to the most effective marketing channels and tactics that will maximize your event’s reach and impact. Monitor your spending throughout the event marketing timeline and make adjustments as needed to stay on track.

Part 2: Market Your Event Like a Pro

Now, let’s dive into how to fill every seat at your event!

Step 5: Create an Irresistible Offer

In a sea of events, you need something special to attract attendees. Think of it as your “bait” – the irresistible lure that amplifies your event’s appeal. At Funnel Hacking Live, we’ve hosted icons like David Goggins and Gary Vaynerchuk, not only for their valuable insights but also to introduce us to their vast audiences.

So, how can you apply this principle to your event? Here are some ideas:

Big-Name Speakers: Inviting influential figures in your industry can be a powerful draw. They don’t have to be mega-famous, just appealing to your niche audience.

Exclusive Content: Offer something unique that attendees can’t find elsewhere. This could be a sneak peek at a new product, exclusive research data, or hands-on workshops with industry experts.

Networking Opportunities: Many professionals value the chance to network. Can you facilitate one-on-one mentorship sessions or curated group discussions to enhance the networking experience?

Valuable Freebies: Go beyond the typical swag. Can attendees receive a free e-course, a valuable software tool, or even a one-month mentorship as part of their ticket?

Entertainment: Add a touch of entertainment, such as a popular band, a well-known comedian, or interactive experiences, to make your event buzzworthy.

Community Building: Events can be the starting point for lasting communities. Consider offering attendees the chance to join an exclusive club or network post-event, providing ongoing value and connection.

With these strategies, you’ll be marketing your event like a true rockstar.

Step 6. Create an Irresistible Landing Page & Funnel

In today’s digital world, the path from hearing about an event to actually signing up for it is paved with strategically designed web pages.

That’s where landing pages and sales funnels come in, acting as the digital gateways that turn interest into action.

Essential Elements for a Successful Landing Page:

Clear Messaging: Your landing page should immediately communicate the value of attending your event. Make sure to prominently display your value proposition, notable speakers, and any exciting offers.
Visual Appeal: Use high-quality images, engaging videos, and a cohesive color scheme to make your landing page visually appealing and reflective of the event’s vibe.
Call-to-Action (CTA): Make your call-to-action button, like “Register” or “Get Tickets,” stand out and strategically place it multiple times on the page.
Testimonials & Social Proof: If you’ve hosted events before, include testimonials from past attendees or display logos of companies that have participated.

The Blueprint for a Successful Funnel:

Awareness: Start by raising awareness through ads, social media posts, or email campaigns that catch people’s interest and drive traffic to your landing page.
Interest: Once visitors land on your page, provide them with more details about the event, such as speaker profiles, schedules, and the benefits of attending.
Decision: Offer various ticketing options, early-bird discounts, or bonuses to encourage immediate sign-ups.
Action: Make sure the checkout process is smooth. After registration, send a confirmation email with all the necessary information and maybe even a special bonus for their commitment.

Retargeting: Not everyone will sign up on their first visit. Use retargeting ads to remind potential attendees about the event, highlighting different benefits or offering limited-time incentives.

Engage Attendees After Registration: The funnel doesn’t end when someone registers. Keep nurturing these attendees with regular updates, sneak peeks, or preparatory content. This builds anticipation and reduces the chance of no-shows.

Upsells & Cross-sells: Consider offering VIP packages, additional workshops, or related products/services at a discounted rate during the registration process. This not only increases your average ticket value but also enhances the attendee experience.

ClickFunnels is the perfect tool for this step. With its easy-to-use interface, you can design stunning landing pages, create a seamless funnel, and integrate payment gateways, all while tracking the performance of each step.

Even if you’re not a tech whiz, ClickFunnels provides templates and drag-and-drop functionality to ensure your landing page is effective and reflects your brand.

Remember, your landing page and funnel are more than just transactional tools. They are the first glimpse attendees get of your event’s experience, so make sure they leave a lasting impression.

Step 7. Launch Your Event with a Bang (Featuring Your Speakers)

The success of your event isn’t just dependent on its content, venue, or freebies. A significant part of its triumph lies in its launch – that moment when you announce to the world, “We’re here, and this is going to be amazing!” And what better way to make this launch impactful than by partnering with your esteemed speakers?

Collaborative Promotion:

Joint Webinars or Live Sessions: Prior to the main event, host live sessions with your speakers. These can be Q&A sessions, topic teasers, or casual conversations. It serves the dual purpose of creating excitement and delivering value.
Shared Content: Encourage speakers to write guest posts for your blog or vice versa. This cross-pollination of content introduces your event to their audience and vice versa.

Harness the Power of Social Media:

Speaker Takeovers: Let a speaker take over your event’s social media for a day. They can share behind-the-scenes glimpses, discuss their topic, or interact with your audience. It’s a fresh way to engage and promote simultaneously.
Countdowns & Spotlights: Regularly highlight different speakers, their accomplishments, and what attendees can expect from their sessions. Use engaging formats like video snippets, infographics, or short interviews.

Email Marketing:

Speaker Insights: Send out emails where speakers share a bit about what they’ll cover or why they’re excited about the event. Adding a personal touch often resonates more than generic promotional content.
Exclusive Offers: If a speaker has a book, course, or product, collaborate to offer exclusive discounts for your attendees. This adds value and creates a sense of community.

Take your event launch to the next level by joining forces with your speakers. Their influence and expertise can significantly impact the success of your event. So, let’s make it epic together!

Remember, you’re not just selling an event; you’re creating an experience. And the collaboration with your speakers is a key ingredient to making it unforgettable.

Unlock the Power of Speaker Networks:

Promo Codes: Give each speaker a unique promo code for ticket discounts. It’s a win-win situation that incentivizes their audience and helps you track which speaker drives the most attendees.
Affiliate Opportunities: If it aligns with your strategy, offer speakers an affiliate commission for every ticket sold through their network. It’s a great way to boost sales for both parties involved.
Engage with Communities: Tap into your speakers’ communities, forums, or groups to introduce your event, highlight its value, and address any questions potential attendees may have.

If you want to streamline the process of managing promo codes, affiliate programs, and ticketing experiences, platforms like ClickFunnels can be a game-changer.

Remember, your speakers are more than just presenters on event day. They can be valuable partners in your event journey. By collaborating strategically with them during the launch phase, you can reach new audiences, provide added value, and create unstoppable momentum.

Part 3. Post-Event Sales & Marketing

Now, let’s explore how you can make the most of your event even after it’s over through sales and marketing techniques.
Step 8. Follow Up for Feedback

The curtains have closed, but the journey isn’t over yet! The immediate aftermath of your event is a treasure trove of insights, and your attendees hold the key.

Why Feedback Matters:

Continuous Improvement: Every event has room for improvement. Feedback helps you identify areas to enhance and ensure your next event’s success.
Builds Trust: Actively seeking feedback shows that you value your attendees’ opinions, creating loyalty and trust.

Methods to Gather Feedback:

Email Surveys: Shortly after the event, send out a concise survey using tools like SurveyMonkey or Google Forms. Keep it short and sweet to encourage maximum participation.
In-app/Platform Feedback: If you used a virtual event platform, make use of their built-in feedback tools.
Social Media Polls & DMs: Platforms like Instagram or Twitter are perfect for quick polls to get instant feedback on specific aspects of your event.
One-on-One Conversations: For deeper insights, consider having personal conversations or interviews, especially with VIP attendees or stakeholders.

Key Areas to Cover:

Content Quality: Was the content relevant, insightful, and well-presented?
Speakers: How did the attendees perceive the speakers? Were they engaging and knowledgeable?
Organization & Logistics: Were there any hiccups in registration, venue arrangements, or tech setup?
Overall Experience: Take a holistic view. Did attendees enjoy the event? Would they come again or recommend it to others?
Incentivize Feedback: Encourage responses by offering incentives like discount codes for future events, e-books, or entry into a prize draw.
Act on Feedback: Gathering feedback is just the first step. Review, analyze, and most importantly, implement the suggested changes. Let your audience know that their voice matters.

ClickFunnels Integration: Utilize ClickFunnels to create a dedicated post-event funnel. Start with a thank you page, guide attendees to the feedback survey, and end with a special offer or a sneak peek of your next event. It’s a fantastic way to maintain attendee engagement even after the event is over.

Post-event feedback isn’t just a formality; it’s a crucial part of honing your event hosting skills and creating a brand that truly connects with your audience. After all, in the world of events, it’s all about “What’s Next?” and your attendees are your greatest guides.

Step 9: Turning Attendees into Customers

Hey there! Your event was a huge success, and now it’s time to capitalize on that buzz. This is where you can transform attendees into loyal customers. Ready to work some magic? Here’s how:

Know Your Audience:

Pay attention to who was engaged and who was on their phones. Customize your approach for each group. Remember, one size doesn’t fit all.

Personalized Follow-up:

Send a genuine thank you email, but make it personal. Mention specific highlights from the event to show that you remember them.

Exclusive Goodies:

Offer special perks like early access to your next event, discount codes, or behind-the-scenes content. Give them a reason to stay connected.

Upsell Opportunities:

If they loved your event, they might be interested in other offerings. Gentlely guide them towards workshops, online courses, or products you have available.

Create FOMO:

For those who registered but didn’t attend, share what they missed out on. Highlight key moments and captivating talks. Make them wish they had been there.

Harness the Power of ClickFunnels:

Use ClickFunnels to create post-event sales funnels that guide attendees towards making a purchase. Track your results and make improvements along the way.

Step 10: Building Momentum for Next Year’s Event!

Congratulations on a fantastic event! But the work doesn’t stop here. Let’s turn this year’s success into even greater triumphs for next year. Here’s how:

Become the Talk of the Town:

Publish a captivating event recap with photos, videos, and testimonials. Make people relive the magic and create FOMO for those who missed out.

Engaging Content:

Create blog posts, podcasts, or videos discussing the main themes and behind-the-scenes moments from this year’s event.

Tease the Next Event:

Drop hints about what’s to come. Will it be bigger? Will there be a celebrity speaker? Keep them guessing and keep them talking.

Early Bird Offers:

Offer special pricing or bonuses for early registrations. This secures attendees and provides you with capital to start planning.

Stay Engaged:

Stay connected with your community through webinars, newsletters, and mini-events. Keep the excitement alive and the audience growing.

Listen to Feedback:

Take note of feedback from this year and announce any changes or improvements you plan to make. Show that you value their input.

Leverage ClickFunnels:

Build excitement for the next event with a dedicated funnel. Use teaser pages, waitlists, and sneak peeks to generate anticipation.

Ambassador Programs:

Identify your event super-fans and turn them into ambassadors. Give them the tools and incentives to spread the word.

Remember, momentum is key. Keep moving forward, pushing boundaries, and fueling the fire of excitement. Each event is a chapter in your story, and with the right strategies and passionate delivery, you’ll create a legendary experience. So here’s to many more amazing events, standing ovations, and sold-out venues!

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