Promotion fatigue can strike at any time when you’re a multi-event creator of seasonal events. And no wonder, when you’ve got so many events to plan, promote, and run throughout the year. However, letting your social posts and emails stay on autopilot can have a serious impact on your bottom line.
How can you avoid tiring out your audience while maintaining their interest in your events? It all comes down to choosing the right promotional channels and keeping things fresh for yourself and your attendees — without adding too much additional work to your plate.
Here’s a breakdown for how to promote multiple events without spamming valuable attendees.
The secret to making every event stand out
Marketing can be overwhelming at the best of times, but with multiple events to sell out, the pressure is on to shine not just once, but many times a year. The secret to standing out from the competition is finding the right balance between promoting your event and spamming your fans.
Before you dive into channel-specific tips, though, it’s important to take a moment to gauge how valuable your event is for attendees. Have you found your seasonal event niche? Does each event surprise and delight attendees with unique or unexpected experiences?
If you don’t know the answer to these questions, do some research! Here’s where to start:
- Create a spreadsheet to track all of your data
- Identify 5-10 events that are similar to yours in your area
- Collect information on their theme, positioning, and target audience
- Look at each ticketing page and note if they use multiple tickets and what the pricing is
- Use the information you gather to see how your event compares
Kickstart your marketing with The Ultimate Event Marketing Kit: Templates from Industry Leaders.
How to fine-tune your social media strategy
One of the best ways to spread the buzz about an upcoming event is by using social media. With several platforms to leverage, you can get the word out to various segments of your audience where they live online. But you can bet your competitors are using social media, too.
To avoid spamming people on Facebook or Instagram with your event invitations, posts, and ads, storytelling is key. But when you’re hosting multiple events a year, you don’t have time to start from scratch to drive awareness, boost ticket sales, and turn “interested” into “going.”
That’s where quality copy comes into play — helping you build a concise, snappy story with one sentence. All you have to do is pair your copy with an eye-catching image, saving you time in your social media planning.
For expert tips and templates of social media ad copy that works, check out 51 Social Media Ad Copy Templates to Sell Out Your Event.
Give your email marketing a makeover
A good email marketing strategy is a cornerstone of selling out any event. Email is a direct line to potential attendees and an optimal channel to build your audience. But to make it the most of it, you need to pay attention to three key metrics: open, click-through, and unsubscribe rates.
It helps to know what industry standards are, so you know how yours compare. On average:
- 26% of recipients open their event emails
- 4.95% of recipients click links in their event emails
- 0.8% of recipients unsubscribe to their event emails
Once you know how your email marketing performs, you can fine-tune your subject lines, email copy and design, and call to actions to see how something as simple as reducing word count or changing up your image with a snazzy visual can help pique readers’ interest.
Discover how to save time crafting emails with these event email templates written with the experts at MailChimp.
Elevate what makes your event unique
There’s a reason why events that bring together disparate experiences are often so popular with attendees. People love unexpected pairings. So if you’re still struggling to drive attendance, you might want to consider finding a way to put a unique spin on your seasonal holiday events.
The best place to start is with research on your attendees. Who are they? What do like to do in their spare time? What attracts them to the events? Answering these questions and building a profile of your target audience can help you find the fresh perspective your event needs.
5 examples of unexpected holiday pairings:
- Hanukkah 5K Race
- Easter Doggy Fashion Show
- New Year’s Eve Obstacle Course
- St. Patrick’s Day Dry Pop Up Pub
- Die Hard-themed Holiday Escape Room
Learn more about delivering the unexpected in Industry Roundup: Bringing the Unexpected to Your Event Experience.
It’s time to find your seasonal event niche
With the New Year fast approaching, now’s the perfect time to get your events lineup ready to delight attendees. Discover how to plan and promote a truly magical holiday experience any time of the year in Hack the Calendar: Your Ultimate Guide to Seasonal Events.