February 18, 2015
In the association world, events are crucial to drive revenue and visibility. Since it seems like everyone from magazines to consumer products is getting into the event business, it’s a crowded market. Kellen client New York Women in Communications holds its Matrix Awards event each year in April, and BizBash just listed it on its New York’s Top 100 Events 2015, so we’ve made it a “must” for the media industry.
How do you keep your event top of mind? Here are our tips for making your event a “must” for your audience.
- Get the event on people’s calendars. It is helpful to have the event around the same time every year. Eventually, you want your attendees to know that the fourth week of March, they’re busy with your must-attend event. As soon as you have the venue and details confirmed, announce the date. Ideally, you can announce next year’s date at this year’s event. Send your save the date cards and emails as early as possible.
- Create buzz. When it comes to events, content is king. You need to have the right speakers and topics to get your audience excited, and you should use them in your promotion. If you have a keynote speaker that is a big draw, leverage them.
- Promote. Your event could have fantastic value, but if you can’t get “butts in seats,” no one will be there to appreciate it. Use every promotion channel at your disposal to get the word out to potential attendees. You should be in every appropriate calendar listing and reaching out to industry groups.
- Build the event brand year after year. If you want to be a must-attend event, you need to deliver a consistently stellar experience every year. Promote the brand of the event throughout the year, and show your attendees that they can expect a reliable, valuable experience.
How do you make sure your attendees know the conference or gala you plan is worth their time? How do you build your event’s brand throughout the year?