EVENT MARKETING IS AS EASY AS 3/3/3/3
As tens of thousands of socially deprived fun-seekers are vaxxing it up and getting out there in public again, we are seeing more and more events pop up on calendars everywhere we look. From concerts and grand openings to festivals, sporting events, and much, much more, it’s almost like “normal time” again. If your company is considering planning an event in the near future, I want to share an easy event marketing strategy that we use for our own clients such as Green Top Sporting Goods, COMPASS Entertainment Complex, Virginia Department of Health, and others. Yes, it’s news you can use from the creative marketing minds at Madison+Main. Ready? Take out a sheet of paper and write “Three / Three / Three / Three” at the top of the sheet. When we plan any event, regardless of size, we assign tasks based on the calendar — three months, three weeks, three days, and three hours.
Three months: Three months before your event you need to have all of the event details finalized. #failtoplan #plantofail. You need a simple statement describing the event and the particulars of where it is going to be held, the date, and the time. If you have registration for the event or are selling tickets, this also needs to be up and running (on your website or a third-party website) at least 90 days prior to your event. At this point, you should be sending “Save The Date” postcards/emails to past and potential attendees. And your marketing of the event (online marketing or traditional marketing) should begin slowly, then ramp up over the next two months, and ramp up again in the final three weeks. Don’t forget to add the event to media website calendars at this point.
Three weeks: Twenty-one days before the event is a crucial period because that’s when about 20% of your attendees who pre-plan their calendars will start buying tickets or RSVP. Consistent messaging across email, social media, online marketing, and direct mail should arrive three weeks before the event. Half of your marketing budget for the event should be spent during this time prior to the event.
Three days: Seventy-two hours before your event is “go time.” Your emails, social media posts, and other marketing should express a sense of urgency…”Get your tickets now! Limited space available!” “Don’t miss our event this Saturday! RSVP today!” It is our nature as human beings to procrastinate. The majority of event-goers will make their decision to attend on the Wednesday, Thursday, or Friday before a Saturday event. At this point, your marketing should be equivalent to a basketball full-court press. Speaking of press, this is the right time to send a media advisory or press release to every single media outlet — especially broadcast assignment desk folks — promoting your event and giving the reporter a reason to come…or free tickets.
Three hours: Most event marketers make a fundamental mistake on the day of the event. They are so busy focused on the program itself, that they forget to send reminder messages – through email or social media – that give attendees additional details such as where to park or a heads up on the weather. “We have free parking at the corner of First and Cary Street” Don’t forget to wear sunscreen — it’s going to be a hot one!” People lead busy lives and they are constantly bombarded with information, so sometimes they may forget about events that they already registered for. These last-minute tactics can boost your attendance significantly.
WHO LET THE DOGS OUT?
The Madison+Main pack has a new client — Holiday Barn Pet Resort! This Richmond-based pet daycare center provides the very best individualized care for their four-legged guests — including boarding, daycare, and training. Gertie has been a happy guest more than once, and if she gives a stamp of approval, it means something. The Madison+Main-iacs are very excited to work with this family-owned business and can’t wait to get started. These guys are paw-some.
LUCY CORR IN 3-D
Last week, Account Manager Allison Nida and Creative Director Art Webb hit the road for a photoshoot at Lucy Corr with David from J&D Photo. The team worked diligently to capture 3D virtual tours for two new rooms in Lucy Corr’s Health Care Center. The video tours will soon be posted on Lucy Corr’s website. Good Job, team!
LEND ME YOUR EARS
Question Wednesday, Madison+Main edition, began with a simple question and ended in a heated debate. How do you eat corn on the cob — in a circle or like a typewriter? There is only one correct answer to this question, but about half the Madison+Main-iacs answered incorrectly. Email me with the right answer and I’ll send you back a corny joke.
BOLD BRANDS WIN… AWARDS
Huge congratulations to our friends and clients CowanGates, Vera’s Fine Jewelers, Green Top Sporting Goods, Holiday Barn Pet Resorts, and Cedarfield for earning kudos in Richmond Magazine 2021 Best & Worst reader’s survey. More proof that #BoldBrandsWin.
FOOTBALL IS BACK BABY
This morning I was delighted to be back on Richmond’s Morning News with John Reid. John took the day off but newsman GaryHess did a fine job filling in. Gary and I talked about a lot of fun things to do this weekend, including checking out the Chesterfield County Fair which starts today and magician Michael Rangel who will be appearing at The Perkinson Center for Arts & Education. There may be only a couple of tickets left for tonight’s performance but there is a matinee show on Saturday at 3 p.m. Get your tickets here.
Tomorrow, I will make myself disappear by driving north on I-95 to FedEx Field to see the Washington Football Team’s preseason game against the Baltimore Ravens. I’ll be helping our friends at the Virginia Department of Health spread the word about COVIDWISE, Virginia’s free Exposure Notifications app. Stop by for some free swag if you’re going. Remember folks, catch a game, not COVID. Get vaccinated and download COVIDWISE today!
A FEW OF OUR FAVORITE EVENTS
Green Top Outdoor Expo
October 2-3, 2021
Green Top is proudly hosting a FREE family-friendly customer appreciation event that features hundreds of vendors, product demos from the most popular outdoor brands, and exhibits, plus industry expert meet-and-greets, great food, live music, and so much more. This is the largest outdoor expo in the Mid-Atlantic, so don’t miss out!
Magnificent Midlothian Food Festival
Saturday, October 9, 202112-7 p.m.
Enjoy plates from area restaurants, local craft beer, Virginia wines, and more! Plus, live music throughout the day andan expanded kids area! Grab your tickets today!
Perkinson Center for the Arts & Education Performances
New Performances Weekly!
Check out a plethora of performances at Chesterfield’s Premier Center for the Arts & Education — including a new gallery show! Tickets can be bought online.
Got an upcoming event you want to share? Can we come? Send us the deets!
“I always bring my kids vacation souvenirs printed in Comic Sans, so they know I love them but not unconditionally.” — Ken Jennings