What would happen if every email, social media post or postcard you’ve ever created for your event produced the results you intended? Such a response would result in every piece of your event marketing being a conversation between you and your audience. The good news is it’s completely doable. These five easy marketing conversations can be incorporated into your communications starting today.
“I notice you.”
In today’s fast-paced, automated, media-driven and often disconnected culture, the first thing your audience needs to know is that you see them. Implementing this tactic can be as simple as referring to your audience by name in your collateral. Think of it as a Destiny’s Child principle: Every audience is secretly screaming, “Say my name. Say my name.”
“I understand you.”
Once you have gained your audience’s attention, don’t lose it due to a lack of relevance. Prove to your audience that you not only see them, but you also hear them and get them. You can easily show your audience you understand them by identifying and stating their pain, problem or desired pleasure in your event marketing materials. For example, when promoting your event, ask a question such as, “Are you a busy professional longing for a way to balance work and family?” followed by, “Don’t miss our session ‘Managing Your Time Like Your Life Depends on It.’”
“I can help you.”
It’s not enough to be aware of your audience’s pain. Effective and compelling communication happens when you easily express how you or your association can eliminate or reduce your audience’s pain. Add a promise of a specific outcome the audience can expect as a result of attending and participating in your event.
“I would love to partner with you.”
In typical marketing and sales communication, this is the time when we are prompted to close the deal. But today’s audiences don’t like that perspective. View this phase of the marketing process as formalizing the partnership between you and your audience, not landing business. A partnership is formed when someone decides to register for your event.
“Congratulations. Thank you. Here’s what’s next.”
After the sale, the registration or the initial transaction, don’t let that be the end of your conversation. Congratulate or thank them, then share tips on how to get the most out of their investment, or highlight additional ways to stay connected. Seasoned planners and suppliers will agree: You should never end a conversation with a transaction; always search for ways to strengthen the relationship.