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

Tell Them What You’re Going to Tell Them...

This might take the form of a “teaser” mailing (a postcard or sin-

gle sheet) containing the five Ws and urging the reader to “hold

these dates!” It should contain at least a few of the benefits (not

features) of attending. The teaser can be mailed well before event

plans, speakers, and topics are finalized. It can be mailed months

in advance of the meeting. Timing will depend on the nature of

the market’s need to know, advance notice required for business

and personal calendars, and the scope of the event itself. The

promise is “More to Come!” Many associations include this per-

functory information on the back cover of the event program book,

even a year in advance.

Then Tell Them...

A preliminary brochure can be considered, even before final pro-

gram components are in place. It serves as a reminder that the big

event is in the planning stages and will be held on these dates, in

this place. Often called “preliminary programs,” this caveat offers

the details in place to date and implies that more details will fol-

low. Certain speakers may even be listed as “invited.” Still, it con-

tinues to build interest and excitement in the event’s benefits and

features.

The final program brochure will tell the audience the full story,

highlighting key points and benefits just as the principle of pub-

lic speaking requires of the speaker. It will contain the benefits to

be experienced by the attendee, prominently displayed on the

cover. Other details are highlighted, including schedule, registra-

tion information, return forms, housing forms, travel information

and forms, requests for special assistance or accommodations,

speakers’ bios, and any other relevant information. All of this

should be graphically designed so that the clipping of forms for re-

turn to the registration office will not destroy program information

needed later for review by the recipient.

Then Tell Them What You Told Them!

Use a follow-up mailing after the event to do some quantitative or

qualitative research and to promote the next event.

Many marketers will offer an incentive for response, such as a

reduced registration fee for that event or an invitation to a special

leadership reception. Key to this mailing should be an emphasis

110 Chapter 5 Marketing Association Meetings, Conferences, Events, and Expositions