Why You Need Social Media to Get Interest in Your Event
You want to sell your event tickets, and get people excited to attend your events. You need to be smart with your time and resources, and appeal to the people who are most likely to spend their money with you. In short, you should be using social media for event promotion in a way that’s going to give you the biggest impact for your budget.
Social Media connects you with a huge potential audience. Over 70% of all Internet users make use of social media channels, that’s over 2.2 billion people worldwide. Not everyone will be interested in your event, or able to attend – but with the right strategy, budget and commitment to consistency you can get the attention of the people who do want to come and sell more tickets as a result.
Using social media for event promotion does take some work and strategy, but it’s an investment of time and resources that, when you get right, pays off in a big way.
Why You Need to Get People Interested in Your Event
You could have the best venue and acts in the world, but without an audience, it’s doomed to fail. In the UK alone, there are over 10,000 venues, with events across the spectrum, from club nights and awards dinners, to music festivals and comedy evenings, and everything in between – you have to do something that is going to set you apart and be memorable in a good way.
This means that before you even start advertising your event, you need to get your channels in place – sign up and optimise your profiles on the channels your audience is likely to use. If you’re a first-time organiser, make sure that the name you’re planning on using isn’t taken by another account or associated with something that might damage the reputation of your brand.
“You should have accounts set up with strong visual branding BEFORE even booking your first party. This should be your second step after deciding name and concept and you’d have set this up around the time you were venue-hunting.” – Rachael Williams, Les Poppeurs
Using social media for event planning allows you more control over how people see your brand, when and where they see your adverts, posts and messages, and the way in which you appeal to them. It also allows you to connect with your audience in practically real time, something that is vitally important for Promoters.
“Club promotion involves lightning-fast activity to get the word out, especially just before an event, so the club promoter must be on the ball and able to handle the pressure of creating a buzz with marketing materials as quickly and as timely as possible.” – Anna Windermere, Chron
What Appeals to Your Audience – and How to Make it Work for Your Event
Do you know who your audience are, and what social media channels they’re using? There are tools available online– such as Facebook Audience Insights – which allow you to find out exactly the type of people your events are appealing to.
Once you’ve gathered together the information about your visitors, and you know what they’re interested in – you can put together a Buyer Persona, this will help you focus your strategy because instead of trying to appeal to a shapeless mass collective, you can imagine your ideal Event Attendees as individual people – think about what you would do to get their attention and start planning a social media strategy for event promotion that directly appeals to them.
For example – if your audience like a specific type of music, are interested in certain brands, and prefer to use one social channel over another, you can take this information and use it for your benefit by engaging with the people who produce the music your customers like, look for sponsorship or merchandising opportunities with their favourite brands – and post your content of the channels they’re going to visit.
We’ve put together a Buyer Persona Worksheet to help – you can download it here.
The more you can show your audience that you understand them and can give them what they want – the more likely it is they’ll keep returning to your pages and buy tickets to your event.
How to Make Those All-Important Event Planning Connections
No event is ever created and run just by one person – it takes a team effort and connections with other people and businesses that operate in the industry; from booking your acts to making sure the toilets are clean, you need to make sure that you’ve got every aspect of your event covered.
When you’re first starting out, it can be difficult to make these connections – you don’t know personally who you should be working with, and where you can find the right connections to build your brand and make your event amazing.
Social Media in event marketing isn’t just a way of connecting with your audience – it gives you a platform to build your planning connections and grow your personal brand. Your first reaction to connecting with other Promoters might be a negative one – you may think that by talking with your competition that you’ll put yourself at a disadvantage.
But as we mentioned before, no event runs alone. By engaging with an active community of Promoters and Industry specialists – you’re opening yourself up to new connections, the possibility of booking new talent, and learning without having to experience it – which companies are good and bad to work with. You want to make the most of your event planning, social media and the peers you connect with can help this.
Some Event Planners and Promoters will have been working in the business for a lot longer than you, and if you can learn from their experiences, and benefit from their connections – it will benefit you enormously; for example – you might have considered working with a lighting company, but then found out from the other Promoters that they’ve got a reputation for shoddy work, so you hire someone else. This saves you time, money and prevents your reputation from being damaged by unhappy event goers.
Trading stories, information and introducing each other to new talent, means that you are supporting others – and they are supporting you, creating stronger, better and more interesting events as a result.
At Party Ace, we strongly believe in connecting and supporting Promoters and Event Planners – which is why we created our Party Ace Promoter Group and invite all our Promoters to join; we want to see you succeed.