Last time we looked at how to get started with an email marketing campaign, including how to create an email marketing strategy and how to build up your email list. If you missed the first part of this series you can find it here. This time we’re taking a look at email marketing best practices and some regulations we recommend you follow.
Running an event can seem a daunting task, even to those who’ve been running events for years. To ensure your event runs a smoothly as possible it’s important to set clear goals, prepare a schedule, look for partners, find service providers and, in our opinion, manage your ticketing!
Here are a few tips and tricks to ensure that when you plan your next event you can minimise some of that necessary stress and help it go as seamlessly as possible!
Write everything down on paper first
Find yourself a piece of paper and brainstorm down all your goals for the event. By doing this it will help you clarify what the purpose of your event is. Think about why you’re creating this event and who you’re creating it for.
There are a lot of events out there, from cultural to social to sports events, so you need to work out what makes your event special. What makes your event different from the rest? This will help you to identify your unique selling point (USP).
These elements will offer you guidance with planning your event. They’ll act as a signpost to help you avoid going in a different direction that may not benefit your end goal. Having all these goals outlined at such an early stage can also help you in the future when you may potentially approach partners and sponsors. If you have a clear and solid idea of what your goals are it’ll make it far easier to communicate that message to others.
From this point, you’ll be able to define the visual elements of your event and help you shape the tone of the voice you want to give your event.
Create a schedule and budget forecast
This will become the holy grail of your event! Taking the time to plan all the tasks that need to be completed and managed throughout the planning phase until the day of your event can be incredibly beneficial. Always be open to reviewing these throughout the process though.
Some of the things you’ll need to plan will include:
- Building your teams
- Looking for partners and service providers
- Creating communication tools
- Choosing and creating your online ticketing tool
- Producing elements of your event
- Looking for speakers or bands
- Safety and other admin and legal steps, etc.
These steps can obviously vary depending on what your event is: you might need more steps or sometimes less. It’s important that you cover everything you may need to do in the early stages of event planning so you know what you have ahead of you.
Once you’ve planned and listed out all your tasks, begin to start organising your event. Event planning is notorious for being full of surprises, both good and bad, so it’s important to have a rough idea of a backup plan if not everything goes as expected.
At the same time as creating your planning schedule, you can begin to plan your budget, looking at available funds, forecasted revenue, financial needs, etc. It’ll be far easier to begin tackling your budget once you’ve completed your tasks and expenses and this forecast will be crucial when approaching sponsors, donors and partners.
Contact potential sponsors, partners or benefactors
Usually one of the first tasks in your schedule is to research and secure potential partners, sponsors and benefactors. Their support of your event can be a huge help in terms of financial help, wellbeing and even equipment. It can also be incredibly valuable in terms of exposure.
This process can require a lot of time and energy. The key to this is to define which organisations may be interested. You’ll need to look at which ones you can provide benefits to, as well as how they can benefit you. For example, can you provide sponsors with links into the local community or help build up their image and reputation within certain sectors? In return, the potential sponsors can then help by being part of your event planning and the event itself (speaker engagements, product samples, etc.).
When looking for partners and sponsors, you’ll also have to start looking for service providers. Obviously, this can differ hugely depending on the needs of your event. Usually, it’s common to have contracts with:
- A service provider to ensure health and safety on-site and at entrances (this can sometimes be supplied by the venue)
- A caterer, food supplier or catering company for your teams and guests
- Prior to the event, a platform to manage ticketing or registrations (a service we can provide, click here for more details)
- A technical provider for everything that relates to sound and lighting, internet access, etc.
Many operational roles can be outsourced to service providers. To choose them well, don’t hesitate to write a specification note listing your expectations and needs and issue a tender. This will allow you to assess different proposals and prices.
Sell your tickets
As mentioned in the previous step, your ticketing platform is at the heart of your event. To make sure you get great attendance to your event, register to your online ticketing platform and list your event with plenty of time to market your event to make sure you see a high rate of ticket sales and registrations.
Many options are available to support and market your ticketing, such as:
- Creating promotional codes to incentivise your attendees to share or communicate about your event, as well as boost your sales
- Promoting your event on social media with lots of insider information about your event
- Embedding your tickets on your website
- If you use Helm Tickets as your ticketing platform you get featured listings on find.events to help promote your event
Spoil your attendees
The experience you create for your attendees should be your number one priority when developing your event:
- Make sure you remind everyone involved with your event of the essential and useful information ahead of time
- Create a friendly, warm and approachable atmosphere at the event itself
- Establish dedicated spaces to relax and enjoy the event and don’t forget about the basics such as toilets, water fountains and access for people with reduced mobility
- Have locations where attendees can seek out additional information depending on the scale of your event. – having easy access to these facilities and short waiting times will improve the attendees experience overall.
Brief, Communicate and Review
Before the main event day, take the time to create a summary of all the necessary information for your attendees but also for anyone that might be involved in your event. Make sure everyone has all the information they need.
Ensure any staff you have can communicate effectively throughout your event. This way both you and them will be able to keep an eye on the progress of the event, track any feedback or handle any possible questions your attendees may have.
Once your event is over, don’t forget to get a review from any staff you may have at the event as well as your attendees to discuss what worked well and what you might need to watch out for next time!
Helm Tickets provides an all in one solution to event ticketing and is there for you every step of the way with support and advice. Contact our partnerships team today here for more details on how we can help you maximise your ticket sales.
Seamlessly run your event with Helm!
Charlotte Allkins | Marketing Assistant
Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of here blogs, as well as, many others here!
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