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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The rise of fake events and how to spot them

The rise of fake events and how to spot them

In a world where fake news is becoming the new normal, the rise in fake events has also seen an unfortunate surge. The ease of creating these “events” on various ticketing sites, as well as social media platforms such as Facebook, has revolutionised how the world both organises and attends events.

With events being created on platforms like Facebook, promoters are aiming to get as much traction on these events as possible, therefore, there is an increasing amount of false information provided. One of the ways to be able to spot whether the event may be not as legitimate as it seems, is that it will often oversell itself. Promising something large and extravagant, yet when you look closer it will in fact lack even the most basic of information needed by attendees for an event. Details like venue, price and specifics such as an act or performance.

Platforms like Facebook have seen an additional surge in false ‘joke’ or ‘meme’ events such as “How to hold a pigeon correctly – a brief introduction” and “Radiohead at RadioShack”.  These events are generally are not trying to pass themselves off as legitimate events, therefore, themselves are fairly harmless. There is, however, a thriving number of fake events often shrouded with either a “Secret” or “Surprise” that are gaining 1000s of signups with little or no real information for the potential attendee.

So why are people setting up these false events? One of the potential reasons could be mass data extraction. One of the recurring themes of these fake events is that in the days before the event it is either cancelled or postponed, then turned into an advertised paid event. The issue with some alternative event or ticketing platforms is that they let organisers substitute virtually everything about the event, whilst keeping the valuable list of people who have signed up for updates and notifications about the event. So by registering interest in a “Christmas Movie Marathon”, this could leave you inadvertently registering interest to a paid event that has no relevance to the event you actually wished to attend.

 

The biggest issue with these events promoted on social media and some alternative ticketing options is that tracking down the organisers of these fake events can be incredibly difficult. The same event is often organised in various locations under various company names, making it difficult to track down the source of the event. Occasionally if you dig deep enough you may be able to find an email or a phone number and be able to contact them about the authenticity of the event.

Of course, in today’s climate, there are worse things than false events. Yet, as fakes news distracts from real news, fake events are causing an increased level of scepticism for real events. Organisers and promoters are finding it increasingly difficult to confirm their authenticity when there are so many fake events promoted. It is part of a large problem that the internet is facing as a whole, that users do not want to have to check the sources of everything they’re interested in. It’s the reason fake tickets and events lead to a distrust of the industry, which directly affects genuine promoters by taking away traffic – both internet and foot – from actual, small events.

The fallout of all this can be that attendees can potentially book hotels or time off work to attend these non-authentic events, which cost these attendees both their time and money. Hopefully before the event, they do realise that the event is a dud, however, this isn’t always the case. It appears that a bulk of these false events tend to be ‘Black Hat’ SEO schemes creating as many events as possible with duplicate content to boost SEO as much as possible with the addition of link manipulation. The real world effects of this, however, affect both organisers and attendees.

As organisers to make sure that potential attendees have as much confidence in your event as possible:

– Don’t oversell your event, as amazing as your event may be, overselling it may be a huge red flag to potential attendees

– Keep your event title as relevant to your event as possible

– Ensure your description is accurate and provides as much information about the event as possible

– Double check the spelling and grammar. Nothing says a fake event like poorly written sentences with glaring mistakes

– Make sure contact details are readily available and legit. This adds authenticity to the event and lets potential attendees know that they can reach you to check details and ask questions if they need to. With Helm Tickets, this is provided by default.

As attendees, the best way to avoid getting pulled in by fake events is basic fact checking that the event is legitimate before potentially clicking ‘Interested’ on platforms like Facebook. If the event possibly sounds too good to be true maybe it is…

Ensure legitimacy for your event with Helm Tickets!

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Instagram for event promotion – Part 1

Instagram for event promotion – Part 1

Instagram is a powerful tool for creating a real buzz around your event. With a stunning feed and relevant content, you can build huge levels of engagement.

To enhance your Instagram marketing and promotion it takes a bit of effort and planning, yet, the payoff from this can be an increased engagement from loyal followers/attendees, as well as a greater outreach to potential followers/attendees of your event.

THE ALL IMPORTANT HASHTAG

With the all-important hashtag, consistency is crucial! If you are posting anything on Instagram connected to your event, be it a post to your feed or your stories, make sure you include your chosen hashtag. This keeps all your content in the same place, as well as encouraging users to share their content all in one easy to view location.

It has uses beyond directly featuring it on Instagram itself. By including it on all promotional materials, such as on your website, marketing emails and print, it provides a greater reach to a larger audience.

Another way to gain greater reach via Instagram hashtags is running and hashtag incentive. These incentives are a great way to encourage users to share your hashtag and your event. Your incentive can be anything from photo competitions to tagging friends and family alongside the hashtag for free tickets.

Hashtags offer several benefits when it comes to event promotion and increases your reach and engagement in a concise and effective way!

USER-GENERATED CONTENT IS KEY

User-generated content is any content created by your users, in this case, the attendees of your event. It has become increasingly popular with many large brands and events featuring it amongst its own carefully created content. It has become frequently popular and effective with Instagram users.

Its popularity with users is usually down to the authenticity of the content. The content builds trust with the users because it has been created by them. There was no middleman trying to get the perfect angle or convey a message. This content is organic and will carry an accurate representation of your event.

It also offers you a greater library of content to choose from. Having a good mix of this user-generated content as well as branded content works well in creating a diverse range of content on your feed, which again drives that all-important engagement.

If all this wasn’t enough to encourage user-generated content on Instagram for events, there is how it affects your users and audience as a whole. It builds a real connection and relationship with your audience. Sharing their posts of the event and their experience makes them feel appreciated. It grows users’ loyalty as it shows your appreciation as an organiser for their attendance. Don’t forget to tag and mention them in the caption!

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UPDATE YOUR BRANDING AND PROFILE

Updating your branding and profile to assist in promoting your event helps to bring an added feel of legitimacy to your event. That it is as important as the brand itself. Adding your hashtag to your profile picture alongside your logo or creating a custom logo puts your event at the forefront of your image. It will be one of the first thing users see so is an effective way of subtly promoting your event. Just make sure you keep this consistent across all social media channels!

Keep your bio short and sweet but with the added extras of a link to your event and your hashtag. Again, not the obvious way of promoting your event, yet it is one of the first things users will see when visiting your profile. Keeping the link in the bio keeps it quick and easy to find when promoting your event in your feed or stories. Add in a simple call to action “Link in the bio” in posts to drive traffic to your profile and event page.

These are just a few of the basics of promoting your event using Instagram. It is a powerful tool when utilised and offers huge reach to potential ticket buyers with not too much effort. Next time find out how to utilise Instagram Stories to your advantage, how geotags can help you reach a larger local audience, and how to build event hype with influencers!

Promote your event as effectively as possible with Helm Tickets!

Instagram, Promotion, Business

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