Why Omnichannel Promotion Is More Effective Than Event Listing

Why Omnichannel Promotion Is More Effective Than Event Listing

There are copious amounts of websites that will offer to list your event and help your event reach a larger audience. So, in theory, boosting sales for your event. Unfortunately, too often organisers are left feeling that the time taken in creating the event listing was not worth it due to lack of increased sales.

Whilst event listing is one way of approaching event promotion, to see any measurable increase in sales it takes a range of tools and strategies.

OMNICHANNEL PROMOTION

For many years ‘multichannel promotion’ or marketing has been the favoured method of interacting with potential attendees. By communicating with them on various platforms it enabled companies to reach wider and more diverse audiences. Whether it was a print ad, word of mouth or by social media, a multichannel strategy has been the tried and tested method of promotion for many years.

However, consumers are now looking for a more connected and seamless experience when it comes to promotion and marketing. Omnichannel refers to the multichannel sales approach that will also provide the attendees with a more integrated experience. The attendee needs to be able to switch from desktop, to a mobile device, to the event itself, with the experience being completely consistent.

Keep the message and promotion of your event unified using the following marketing techniques:

Email Marketing: Plan and develop your communications with your potential attendees well in advance. As well as planning for different audiences, different types of audiences will call for different types of email.

Reconnect via email with those already booked into your event. This will not only help to build excitement for the event but it will also help develop a relationship with the attendee and reinforce that you are building a brand/event experience.

Having a plan and getting everything set up and organised in advance may seem time-consuming but the payout, in the long run, will be worth it.

Social Media: Setting up a dedicated hashtag for your event that will be used throughout all your social media promotion is an effective way of creating a cohesive message.

Creating engaging visuals and videos to draw attention to your posts about your event is another great form of promotion. Make sure again that all your posts are visually consistent as this will help build your omnichannel approach to promotion, which will help make your attendees feel valued.

Social media is amazing for highlighting announcements and generating hype surrounding your event. Promote things such as new speakers for conferences or updates in the timetable or special features of your event.

Paid social media ads are another great way to expand reach and engagement for your event., We would recommend this approach if you have a definite audience you know you are targeting. This will focus your advertising on those who are more likely to be interested in your event generally but may not know that your event is running.

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PR: It is far too easy to get wrapped up in the digital side of event promotion and then forget to put time into more tested methods such as PR.

Sending out a press release to various media outlets and listing your event in relevant business journals and newsletters still worth the time it takes to create them as it creates a more well rounded promotional campaign.

Direct Mail: As we all know, we live in an increasingly digital world, yet this only adds to the power of physical, tangible marketing techniques like direct mail.

Target VIP potential attendees by sending out a physical invite to the event or a promotional box encouraging attendance to your event.

Website: Having a great website is an incredibly compelling component of event marketing.

To potential attendees, it is a base for them to come to when looking for all essential information regarding the event. Whether the event is hosted on your existing website using something like our embeddable widget or you wish to build something new just for your event, the goal needs to remain the same.

The website should be where you are driving all your promotional materials, so it’s essential that all the important information is there to assist in driving ticket sales.

An issue with some event listing sites is that it can drive traffic away from your site, as well as featuring events like yours that may appeal to a segment of your demographic. This means you could potentially lose sales to your competitors!

At Helm Tickets our goal is for our organisers to succeed and our features can help you create an omnichannel promotional campaign that can help draw in new attendees, as well as aid in increasing attendee retention. To learn more about promotional strategies, keep an eye out for our blogs on marketing and promotional techniques.

Create your omnichannel promotional campaign with Helm Tickets!

Event Listing, Promotion, Business, Omnichannel, Marketing

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Instagram for event promotion – Part 2

Instagram for event promotion – Part 2

Last time we looked at how Instagram is an increasingly powerful tool when it comes to effectively marketing your event. We looked at how hashtags are a great way to drive engagement, how user-generated content is useful in building trust and how updating your profile and branding can bring legitimacy to your event. Missed it last time? Check out the blog here.

This time we are going to be taking a look at how Instastories are useful in building hype before an event, how geotags in posts and stories build great local engagement and how influencers create greater outreach. Keeping in mind that the end goal with all of this is building engagement, as it is this engagement that can lead to an increase in followers and potential attendees.

INSTASTORIES

Over 200 million accounts look at business profiles every day and around one-third of the most viewed stories on Instagram are coming from businesses. This provides businesses with the potential to have immense reach with potential attendees that can engage with your brand.

Stories provide brands and events with a way to develop a larger brand narrative. You can delve deeper into your brand’s ethos and create more meaningful and authentic content through the use of stories. The more ‘authentic’ and ‘original’ your content, the more this is likely to resonate with the follower/potential attendee. This isn’t to say you can’t plan or script your Stories, in fact, we would recommend having a plan in the build-up to your event. A good mix of planned and unplanned is essential in creating an effective campaign running up to your event.

Instagram Stories has the feature to live stream to your audience. This is a perfect feature when it comes to events as it means you can shoot live video content shared directly to your followers, before, during and after an event. These short clips provide a real ‘behind the scenes’ look into your event, which really resonates with audiences as if brings originality to your content and brand. Unlike posting video content on Facebook, where a majority of the video is watched with the sound off, 70% of Instagram Stories are watched with the sound on, providing the perfect opportunity to bring an additional sound element to your video content.

Instagram Stories are the ultimate tool for building hype around an event and inciting FOMO (fear of missing out), whether it is through interviews with speakers, behind the scenes clips to pique interest or sharing snippets of the event itself. All of this leads to humanising your brand and driving engagement with potential attendees.

GEOTAGS

With Instagram, you have the opportunity to share your location down to the specific latitude and longitude of where you shared your content. These geolocations are then gathered from the physical location of your mobile device, this allows users to store and tag their content to a particular location.

Don’t have a geotag for your event set up yet? No worries, all you have to do is set it up through your Facebook account. Go to ‘Create a new post’ on Facebook and click on ‘Check In’ and enter the name of your brand or event. After this, you need to set up the information you wish to share about your event and submit. Once submitted, you can search Instagram and see the result. Use the same name and location as much as possible when sharing content to build up as much as possible, this will encourage others to do so and make your content easier to find.

Stories can also be brought in when using geotags, as Instagram offers the opportunity to add digital stickers to your Stories based on your geotag. You can either set it to your business or event location or add a location of your current location around you. Adding different locations to your content can help you expand the reach of your event to anyone local to where you have set the geotag.

Looking at who and what else is being tagged in your local area, business or event is a great way to see what other content is being posted alongside yours and then you can adjust accordingly to make your content stand out. Another great way to build local engagement is to comment on posts local to yours. By looking at the ‘Top Posts’ in your area enables you to see what is doing well around you and generally, these top spots tend to be held by influencers and those with larger followings. These are the posts you need to target when commenting and engaging in local area content, as if they engage back you have the potential to expand your own following with some of theirs.

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INFLUENCERS

What is an influencer?

Instagram Influencer. noun. Influencers are Instagram users who have an established credibility and audience; who can persuade others by virtue of their trustworthiness and authenticity. Your brand’s influencers are users that employ your brand hashtag who have the largest number of followers.”

When it comes to Instagram marketing influencers have become the more effective technique in maximising reach and getting in front of your target audience. Today’s consumers are getting dependent on recommendations from influencers who are ‘experts’ in their fields. They have become a force to be reckoned with when it comes to accelerating the growth of a brand or event.

According to research from Twitter:

  • 49% of consumers are influenced on their purchases by recommendations from influencers.
  • 20% said a post from an influencer motivated them to share product recommendations.
  • Around 40% of users on Twitter said they’ve bought a product after seeing an influencer’s Tweet about it.

Influencers pride themselves on being an ‘expert’ in their specific niche in the market and have developed a credibility through their reviews and engaging content. Rather than directly selling a product, they build a relationship of trust with their audience which can lead to an increase in sales.

To make this relevant to promoting your event you need to consider that consumers put a huge level of trust in them. Therefore, using their influence to promote your event increases the chances of their followers wishing to attend your event. It can also assist in attracting previously untapped or overlooked audiences. When the influencer talks about you and your event they’re providing the audience with information that they may not have ever heard about without that influencer. This provides a broader and again more human image of your event. Just make sure when picking your influencer you know your audience and know their preferences and the posts that they are engaging with. Keep your influencer relevant to your brand.

These tips are a great addition to any campaign on Instagram promoting your event. Building the levels of engagement and trust in your event and brand is imperative to assist in driving attendance. No matter how big or small your event, be clear about your goals from the outset and build a plan using that above tricks. This will help ensure that your Instagram promotions are as effective as possible!

Market via Instagram as effectively as possible with Helm Tickets!

Instagram, Promotion, Business

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How to convince your attendees’ boss to send them to your event

How to convince your attendees’ boss to send them to your event

If you’re organising a professional event often, your guests will have to convince their manager to let them attend. As an organiser, you can boost ticket sales by supporting your would-be attendees in their efforts to get approval from higher-ups.

When an employee is looking to pitch to their boss, they’ll want to be as prepared as possible. Many will plan out costs, adjustments to work deadlines, plan cover for their roles and have a list of reasons why they must attend, for the benefit of the business. 

These practices don’t only apply to business conferences or professional training, they could equally be a of great values when encouraging managers to give employees access to your workplace wellbeing events, like yoga or meditation.  

Costs

When an employee approaches their manager about attending an event, the first question will be: how much is this going to cost the company? For small workforces with low budgets, this will be the first port of call when considering attendance and often, will be the reason the answer is ‘no’. The high cost of attending an event won’t always be the ticket price, as many business shows are funded through sponsorships rather than admission fees. Whether admission costs anything or not, some guests will have to travel or stay overnight while attending your event. Additional costs can quickly build up when an event is far away, happens over a number of days or requires the attendance of more than one employee.

Ancillary Costs

The challenge of additional, unexpected costs for companies wouldn’t just be affected by your ticket price. For conferences out of the area or multiple day events, there are additional costs for travel, accommodation and any daily stipends.

Practically, you can help employees keep costs low by providing details about transport and accomodation. Partner with local hotels to offer discounts to attendees who book rooms for the event. If you can’t get discounts, do the research for your potential guests. Have a list of local accommodation options with rough pricing and any offers publicly available.

You can easily do the same with transport. Consider the location of your event and any notable nearby places guests might be travelling from. Look into the best value public transportation to the venue and share the expected pricing – include a variety of options including buses, trains, subways and taxis. Some taxi companies may be able to provide discounts to guests for pre-booked rides and in exchange for promo. You could also share details of local parking availability and rates for guests who are likely to drive.

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Other problems

Workplace Disruptions

For some managers, the disruption caused by staff being out of the office could be enough to put them off approving attendance to events. Proving the value of your event will be particularly crucial in these circumstances

If your event is targeted at high-level professionals, it could be especially important to provide facilities for attendees to catch-up on emails or phone calls throughout the day. Publicise access to breakout spaces and wifi & suggest guests utilise these areas during lunch.

Making the pitch

Proving Value

If you’re running a training course or multi-day industry conference, it’s likely the ticket price could be in the hundreds, if not thousands. It’s important you help attendees see the value in the price and provide practical information about the potential return on investment (ROI) for their bosses.

Networking: If you’ve run the event before, utilise data and testimonials from previous attendees. Information about notable past attendees, large companies and those confirmed to attend this year can help employers see the lead generation and networking opportunities for their staff.

Solutions: Whether your event is a training course or a conference, make sure you can show what skills attendees will leave with. Give detailed information about the content of the day, including workshop topics and guest speakers. Where an employer can connect a challenge facing their business with an opportunity to find a solution at your event, attendance is more likely to be approved.

Skills: Testimonials and reviews from previous attendees who are able to show how your event practically helped them in their roles will show the real value in your event. Consider the goals of the event, including those within different workshops or panels. Use these to identify the problems being solved and how they can benefit an employee, department or entire company.


The benefits to a company could include:

  • Practical skills or a qualification
  • Financial benefits through knowledge of less costly solutions
  • Better project management skills leading to less time wasted in the office
  • Lead generation or networking opportunities to promote and grow the business

 

Providing Practical Resources

Some of the biggest event-organising companies in the world provide ‘How to convince your boss’ articles or email templates to potential attendees. Take a look at the events below and note their different techniques for encouraging attendance!

Adobe released a simple, one-page blog identifying the reasons why attending MAX The Creativity Conference, would be beneficial to employees and their businesses.

Data Driven Summit made a ‘Get your trip approved’ letter available for download. It details the key benefits of the summit as well as a budget template! Read the letter here.

Tech crunch’s conference homepage breaks each ticket price down with every benefit included. The number of benefits increase with the ticket price, including discounts for local hotels. The organisers also provide discounts to students, non-profits and government/military staff – making convincing bosses even easier.

Frontend United published a ‘Convince your boss’ page for the conference. This page is slightly different to some of the other examples listed, in this case, the organisers have created a 6-point list ‘debunking’ the arguments against attending. These include no ‘corporate sponsored talks’, tickets for access to the co-working space and comparatively low ticket prices.

Slush’s ‘Why Attend’ pages break down potential guests into the following categories; Startups, Investors, Speakers and Partners. Each page provides detailed benefits and information relative to the audience’s interests, needs and questions.

What you can do

 

  • Create a simple landing page with the key benefits of the event, make sure it’s ‘manager-appropriate’ so staff can forward it to their boss while they’re making their pitch…
  • Create an email template for staff to send to their managers. Ensure it highlights the value in attending and any relevant issues being addressed at the event. To get started and make sure it contains all of the key info, use our example template to the right!

Hi Manager,

I’ve found this event, [insert event name]. The event is a [conference, workshop, etc], running on the [date] in [location].

I think it’d be beneficial to go for a number of reasons, particularly with regards to [insert project/job role/task]. The [workshop/panel] will provide a great opportunity to network with our target audience – the list of expected attendees is here and includes [target company].

I’ve estimated travel arrangements to be circa [£] and there is a discount available for accomodation booked in conjunction with the [£] ticket – so it would only cost [£] to attend.

I’ve looked at the office calendar and there is no leave booked on those days, so any issues that arise in my absence will be dealt with by the team. Plus, there’s internet and office space at the venue, so I can catch up on anything missed over lunch/during breaks.

I look forward to hearing your thoughts!

B2B events are a different beast to selling commercial events to the public – often, approval will have to be sought by several members of staff. So, the best thing you can do as an organiser is to make it easy for decision-makers to see the benefits and potential ROI from your event.

 

Get started selling tickets for your next event today!

Professional Events, Business

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How to Market Events: Email Marketing

How to Market Events: Email Marketing

Picture this: It’s the 26th May 2018, the General Data Protection Regulation (GDPR) has come into force the day before. Inboxes are empty of marketing emails and consumers rejoice as they one-by-one, delete ‘Please re-subscribe’ messages. So, does this mean email marketing is dead now?

GDPR doesn’t mean the end of email marketing. Yes, it signals the end of spammy, impersonal content and the receivers feeling trapped by their inbox of unending nonsense. The new regulations provide all marketers with the opportunity to reassess their email marketing strategy and mailing lists. Gone are the days of large, untrackable, random email lists and now we welcome in an era of personalised, optimised email campaigns that provide value to both businesses and their customers, equalling higher engagement rates and lists that have genuine interest in your events.

What is email marketing and why use it?

Simply put, email marketing is sending communications to a list of past, potential or current customers. It’s a marketing channel that is utilised cross-industry, with both B2C and B2B marketers including it in their marketing mix. Traditional campaign styles range from regular weekly or monthly newsletters to one-off promotional communications. Email marketing is a great opportunity to engage customers.

Despite the reach of social media, email marketing remains a cost-effective strategy to gain and nurture leads. In 2017, for every £1 spent on email marketing, the return was £32.38 (Marketing Week, 2018). Plus, with complete control over ‘who, what and when’, the communications between you and your customers will provide invaluable data, so you can constantly optimise your campaigns to best reach your goals.

 

But how can email marketing boost your ticket sales?

As with many businesses, many events are successful because of repeat customers, which comes from the nurturing of the business to attendee relationship. Whether you organise training courses and rely on companies to enrol their staff regularly or you organise a local open mic night and hope you depend on the regulars show support and will spread the word. Keeping an open communication channel from the start of the ‘customer’ (attendee) journey, will encourage positive sentiment and a familiarity with your event. 

You can utilise email marketing in every stage of your attendee’s experience. Once you’ve sold tickets, send out regular updates and reminders about the event. Once you’ve got your mailing lists compiled from previous events you’ve run, contact potential ticket buyers the second you announce a new event, offering early birds and previous-attendee discounts and keep them up to date with any new announcements about the event.

And as we know the events industry is a tough one, should the worst happen, you’ll already have a line of communication open with your guests to provide last-minute updates about postponements, cancellations and even travel news.

 

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Growing your list

Before looking at email automation platforms, you need to grow an email list. If you’ve previously received consent from existing attendees to send them marketing materials, go ahead and add them to your list. Ensure you have a record of where and when your list gave consent, this is an imperative part of abiding by the GDPR.

Sometimes, marketers can be tempted to purchase email lists online. Don’t do this. You don’t have their consent, you have no idea who’s actually on the list (or if they are interested in your business) and by emailing random leads as if they’re a genuine lead, you could be putting off people who may be interested in the future plus, you risk being flagged as spam.

There are many ways to grow your email list and but the changes are, you’ll already be doing some of these as part of your overall marketing strategy – for example, you may already be syncing your attendees to your Mailchimp account! Publishing a blog? Include an email list sign up form. Using Mailchimp or Hubspot? Create mailing list pop-ups for your home page. Running PPC ad campaigns or promoting your content? Create landing pages that encourage clickers to sign up to your list. Once your email marketing campaigns are up and running, make sure you’re creating high-quality, shareable content and encourage your readers to do some of the work for you by forwarding your emails to their colleagues, friends or sharing them through social media.

Mailchimp or others

Email marketing automation platforms come in all shapes and sizes but there are some front-runners you’ll already know about it. Mailchimp is the go-to for many businesses, it’s well known, has a wide range of functionality and most importantly for some, it’s free to use up to a certain number of contacts. Mailchimp’s ‘Forever Free’ package is $0 per month and includes up to 2,000 contacts and up to 12,000 emails per month. On Forever Free, you can create and automate your emails and segment your lists (more on that later!). Despite the apparent limits, you can A/B test campaigns and extract data reports. Many businesses just getting into email marketing are unlikely to have large lists or the need to send several emails a month to their contacts, therefore Mailchimp can often be the most cost-effective platform for small and growing businesses. 

Mailchimp’s mascot, Freddie

The downside of Mailchimp is that once you have more contacts than the free plan allows, the costs quickly add up. The ‘Growing Business’ plan allows unlimited contacts and emails but is priced $10 per month and up, depending on your use of the platform. As of July 2018, Mailchimp’s pricing calculator indicates that if you grow your list to 2,500 subscribers, that’ll set you back over $30 per month, whilst 5,000 subscribers will cost you over $50 per month.

There are loads of  slightly lesser known marketing automation platforms, like Sendinblue, and therefore, it’s worth doing some research into pricing, functionality and which platforms best suit your business’ needs.

Optimising your lists

Segmenting your mailing lists allow you to record what your subscribers are interested in upon signing up, then you can ensure all content you send them is relevant to them! If you’re using an opt-in form, you can use hidden or public groups to decide how to segment a new subscriber. You can also segment by where you got the lead (a specific trade show? A specific event you ran?). Plus, you can keep track of how many subscribers are past/current customers and how many are leads.

HubSpot listed “30 Ways to Slice Your Email Database” and it’s definitely worth a read if you’re looking for some creative ways to learn about your audience and optimise your campaigns. Automation platforms like Mailchimp provide pre-built segmentation functionality, so you can send campaigns to different groups based on what Mailchimp knows about them, e.g. subscribers who haven’t opened any of your last 5 campaigns, those who have opened at least one of them or those who only subscribed in the last 7 days. Using the latter, you can kick start your relationship with a lead by sending them welcome content and avoiding sending them information long term subscribers would receive.

Segmentation enables you to increase engagement and improve your open rate (by only sending specific content to those interested), both of which help to lower the chance of you being reported as spam.

Personalising  your emails can also improve your statistics and increase positive sentiment with your subscribers. If you record first names when generating leads, use the automatic merging functionality on your marketing automation platform to address each email directly to the recipient.

Double opt-ins are another way to improve your open rate and qualify your leads. Opt-ins require any subscriber to confirm their subscription in an automated email, sent to them upon entry of their email address to your lead generation form. Although it may seem like you’re creating another step to get subscribers, mailing lists are about quality not quantity and double opt-ins mean only those genuinely interested in your services will subscribe. It ensures potential leads’ emails aren’t being added without their knowledge and if they can’t open the confirmation email, are they likely to read your campaign emails?

Constructing a campaign

Despite there being no firm rules or guidelines about email content, there are some simple steps you can take to break down your content and ensure you’re providing value to your mailing list. First off, consider the goal of your campaign.

First impressions
The subject line of an email is the equivalent of an article headline. A short, succinct and relevant title will grab the attention of readers and encourage open rates. Bear in mind that mobile is the most popular way to read emails, therefore subject lines and preview texts should be small-screen optimised – hopefully, gaining attention immediately.

Content
If you’re not too confident in your abilities to create a campaign from scratch or simply want to to speed up the process, most platforms will have pre-made templates that you can edit to suit your brand, content and campaign goals. If you’d prefer to have a totally custom campaign, this is usually pretty simple to do. Platforms like Mailchimp, Sendinblue and Sendgrid all include a drag-and-drop email designer. Usually, you can quite swiftly create an aesthetically pleasing email with photos, buttons, products, media and all of your contact information, in no time. Be sure to use Call to Actions in your emails, encouraging readers to click-through to your website, product or promotion!

If you’re stuck for design ideas, Mailchimp have a whole database of great campaign examples for you to browse, alongside their pre-made templates!

An on-brand campaign for Austin City Limits Festival from Mailchimp’s Inspiration hub.

Utilising Data

Your campaigns
Your email marketing platform should provide a wealth of information about the success of your campaigns and your subscribers. Through open rates, click-through rates and your most clicked links, you should be able to get a clear idea of what your audience sees value in, whether they find a ‘One Week to Go’ reminder helpful or enjoy receiving . lineup announcements in the run up. You’ll also be able to analyse which Call to Actions work best, helping to optimise your future campaigns. Plus, looking at your bounce and unsubscribe rates will guide you in making sure your email list is up-to-date and hasn’t gotten stale.

Everyone’s campaigns
Many platforms release yearly statistics about their userbase and subscribers. These benchmarks provide guidelines to compare your own campaign results to, as well as giving a full picture of email marketing overall and its trends. Even better, Mailchimp release their benchmarks overall and split by industry, meaning you can compare your content to your peers and competitors, then analyse whether you’re meeting those industry benchmarks and in-turn, figure out what’s going right and what’s going wrong in your strategy.

Other useful benchmarks include industry bounce rates and unsubscribe rates. Compare your stats to the benchmarks to see if you’re hitting the mark or if your email list has become out-of-date. By emailing your list regularly, you should be able to stay on top of which email addresses have expired and which subscribers are no longer interested in your business.

2018 Email Marketing Benchmarks

Mailchimp’s March 2018 Benchmark Report shows a clear picture of email marketing as a whole. For example, smaller teams should not be discouraged as company size currently makes little difference regarding engagement, with open rates and click rates all in the same region for both small, medium and large businesses. Whereas, the data does show that abuse reports and unsubscribe rates are slightly higher for smaller companies – how can you combat this and make your small company the exception?

Company Size Open Rate Click Rate Soft Bounce Hard Bounce Abuse Rate Unsubscribe Rate
1-10 20.30% 2.60% 0.50% 0.30% 0.011% 0.27%
11-25 19.74% 2.25% 0.54% 0.35% 0.010% 0.23%
26-50 20.68% 2.56% 0.42% 0.28% 0.007% 0.17%
50+ 22.10% 2.66% 0.50% 0.38% 0.008% 0.18%

Mailchimp’s Statistics based on Company Size.

Go forth and email!

Email marketing not only provides the opportunity to boost ticket sales and promote your event, but also helps nurture attendee relationships. Plus, with many platforms having free packages up to a certain number of contacts, why wouldn’t you utilise a service that for most, is 100% free?

Email Marketing, Mailchimp, Integrations

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Bad Website, Bad Business?

Bad Website, Bad Business?

We’ve all come across terrible websites. Full of text, pixelated images and a theme that suggests it was created using Windows 95…

Is your business guilty of this?

Your website is one of the first places many potential clients will look when researching your company. It is imperative that your website accurately depicts your business and is appropriate to your industry. If a website is not what a client would expect from your type of business, they are more likely to use a competitor with a better website. 

Doesn’t this blinding colour scheme make you want to order juice for your local childcare centre?
It may seem obvious, but your website is an advertisement for your business and a poorly laid out, old-fashioned and clunky advert won’t sell you business efficiently.

A few years ago Buzzfeed published a list of terrible websites and it’s surprising how often we come across businesses’ with homepages similar to those listed. Hard to read fonts with clashing colours, flashing images, walls of text and poor layouts are all crimes committed on the regular.

This is the current homepage of The Hunger Games writer Suzanne Collins.
If you don’t have the skills to redesign your site and need help making improvements, do it. It’s an investment in advertising you and your business.

Also, please leave all auto-playing music back on your 2006 Myspace page. (By the way, it probably still exists so go shut it down as soon as possible…).

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The Eventbrite Marketing Myth

The Eventbrite Marketing Myth

October 2018 Update:
Since first publishing this blog in May 2017, we’ve created hordes of content to help you market your events, launched one of the world’s biggest event discovery sites, Find Events (where events from Helm Tickets organisers are verified) – and improved the platform overall with industry-first features and international support.

In the same period, , Eventbrite have done the opposite. After multiple pricing changes (see here and here), lifting the cap on fees, and a new account structure (which further limits the platform’s features to ‘Essentials Package’ users) the platform has continued to prioritise its interest in signing organisers into long-term contracts, gaining ‘big name’ events and digging itself out of debt.

Despite the launch of Find Events, we still believe that marketing your event shouldn’t only be about listing your event on a public platform and waiting for ticket sales. Strategies like email marketing, the use of CRMs, a strong digital presence and tools like waiting lists should still be the bread and butter of an organiser’s sales and marketing efforts.

Often we receive emails from businesses asking how we will market their events or that they’d prefer to sell tickets via Eventbrite because of the perceived marketing capabilities of the service. Eventbrite’s goal is to sell tickets so they earn their fees, it doesn’t matter what the event is. We’ve spoken to Organisers who have used Eventbrite to promote their events and they’ve found they only gain up to 1 new customer per month using this method.

Marketing To You and Your Customers

When anyone registers to use Eventbrite, the Privacy Policy signed states that they may use your data to market other events to you, whilst gathering data about what events you’re interested in to personalise adverts to you (See Eventbrite’s Privacy Policy here).

Whilst they’re marketing events to you, they’re also marketing similar events to everyone else who thought about buying a ticket for your event. Often, these events have a higher ticket price – generating further revenue for Eventbrite.

Eventbrite’s own 2017 Event Industry Pulse Report showed that only 1%  event organisers consider listings to be their most effective marketing channel (Read the report here).

Promotional Tools

Eventbrite’s website states the variety of promotional tools they offer but few of these are unique to the site.

Eventbrite is proud to say that by making your event public, you will be indexed by major search engines but this is the case with any public website. This is not an additional marketing tool they are offering, it’s just how the internet works.

Eventbrite also advertises that event organisers can create “stand out” event pages. Below are some examples of the levels of customisation on offer – the event is hosted on their site, with their branding in their brand colours. For Helm Tickets, this isn’t good enough. Our iFrame integration means your ticketing widget can be seamlessly embedded on your website colour coded to your brand.

Underneath the event page there are adverts for similar events – so your customer has just been offered other events, in similar places with similar themes.
If you’re marketing your event successfully and reaching your target audience, they will find you and will return to your site, again and again, to buy tickets for your events. Plus, with Helm, they won’t be pulled away from your site so they see adverts for a load of other events.

So, do you still think you need Eventbrite to market your event?

Sign up to Helm Tickets now for better ticketing. 

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