Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions

76 Chapter 3 Electronic Event Marketing Strategies

Events involve many avenues of communication between the

planning organization and the attendee. Each time you communi-

cate with your attendee, it is an opportunity to build a relation-

ship and add value. Association Meetingsmagazine lists the top

six messages that every event marketer should consider:

1. Initial Invitation.This is usually the first communication
   and will contain all the details, values, propositions, and
   marketing messages, encouraging the individual to register.


2. Follow-Up Marketing.This is similar to the initial invita-
   tion, but should contain a slightly different marketing mes-
   sage for those who did not respond the first time.


3. Event Registration Confirmation.This assures the attendee
   that his or her registration was received and processed cor-
   rectly. For fee-based events, this message can serve as a pay-
   ment receipt. It also provides an opportunity to confirm per-
   sonal information, event information, and any special
   requests.


4. Regret Message to Declines.This message can add a touch
   of class and help forge stronger relationships by communi-
   cating in a positive way. This is also a great opportunity to
   let declines know how to obtain materials related to the
   event.


5. Event Reminder.This message, above all, can assist in build-
   ing stronger relationships. The reminder should include ba-
   sic logistical information, changes in programming, and any
   balances due for the event.


6. Postevent Thank You.Besides showing your appreciation,
   a thank-you message is an additional opportunity to sell
   merchandise, make educational material available, and al-
   low for feedback.

E-mail marketing is a cost-effective method because it can cost

as little as pennies per message. That’s quite a bargain when com-

pared to traditional direct mail, which can cost over a dollar per

piece.

Tim Mack states in “Electronic Marketing: What You Can Ex-

pect” that e-mail marketers will follow the same “40-40-20” rule

of direct-mail marketing. The rule states that the copy, graphics,

and other “creative” elements only comprise 20 percent of the