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Here's how you can incorporate assertiveness into event marketing and promotion in live events.

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Assertiveness is a vital skill when it comes to marketing and promoting live events. It's about being confident and clear in your communication without being aggressive. By incorporating assertiveness into your event marketing strategy, you can effectively convey the value of your event, attract your target audience, and create a buzz that ensures your event is a must-attend. Whether you're dealing with potential attendees, sponsors, or partners, assertive communication can help you stand out in a crowded market and ensure your live event is a success.

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Susie Wei

Recruitment Manager | APMG Change Management Practitioner | MSc HR Management

1 Know Your Value

Understanding and believing in the unique value proposition of your event is the cornerstone of assertive event marketing. Before you can convince anyone else that your event is worth attending, you must be convinced yourself. This means having a clear understanding of what sets your event apart from others, whether it's the speakers, the content, the networking opportunities, or something else entirely. When you know your value, you can communicate it confidently to potential attendees and sponsors, which is more likely to result in successful conversions.

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Susie Wei

Recruitment Manager | APMG Change Management Practitioner | MSc HR Management
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Understanding and believing in the unique value proposition of your event is crucial for successful event marketing. Clearly define your event goal and objectives, think about what you're trying to get out of this. Also, understanding your audience by identifying the right people to invite (location, timing etc.). last but not least, highlight the unique selling point of your event - special speakers? networking opportunities? topic? and of course promote content accordingly.

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2 Targeted Messaging

Assertiveness in marketing demands targeted messaging that speaks directly to the needs and interests of your intended audience. Craft messages that resonate with the specific group you’re aiming to attract. Use language that is both confident and direct, avoiding passive phrases that can dilute your message. By being clear about who should attend and why, you can create a sense of exclusivity and urgency that encourages your audience to act quickly to secure their place at your event.

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Susie Wei

Recruitment Manager | APMG Change Management Practitioner | MSc HR Management
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Promotional messages should be concise, targeted to showcase the unique selling point of the event. It is important to be clear, ensure the right information is being shared (date/time/location etc.)

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3 Engage Directly

Direct engagement with your audience can make a significant impact on your promotional efforts. Use social media, email campaigns, and even direct calls or meetups to communicate assertively about your event. Personalized communication that addresses potential attendees’ preferences or past experiences with similar events can demonstrate that you value their participation and are confident in the benefits your event has to offer. This direct approach can foster stronger relationships and increase the likelihood of attendance.

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Susie Wei

Recruitment Manager | APMG Change Management Practitioner | MSc HR Management
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Tailoring personalised messages to specific audiences can significantly enhance the impact of your event. Consider reaching out to targeted attendees, emphasising the unique value your event offers. Additionally, encourage existing participants to refer others, expanding your attendee base

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4 Leverage Partnerships

Strategic partnerships can amplify your event's reach and credibility. When working with partners or sponsors, assertiveness is key to negotiating and leveraging these relationships. Clearly communicate the benefits for all parties involved and be upfront about expectations. This can help to establish mutually beneficial relationships where both your event and your partners gain from the collaboration. A confident approach in these discussions can lead to stronger support and more effective cross-promotion.

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5 Follow-Up Firmly

After initial contact or registration, assertive follow-up is crucial to keep potential attendees engaged and informed. This could include regular updates about the event, reminders of early bird pricing deadlines, or teasers about the program or guest speakers. The key is to be persistent without being pushy, ensuring that your event stays top of mind. Assertive follow-ups can help to build anticipation and maintain interest leading up to the event day.

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6 Evaluate and Adapt

Lastly, assertiveness in event marketing also involves being proactive about evaluating your strategies and adapting as necessary. After each campaign or event, review what worked well and what didn't. Don't be afraid to make changes based on feedback and results. This ongoing process of assessment and adaptation shows a confident commitment to continuous improvement and can lead to more effective marketing strategies for future events.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can incorporate assertiveness into event marketing and promotion in live events.

1

2

3

4

5

6

7

1 Know Your Value

2 Targeted Messaging

3 Engage Directly

4 Leverage Partnerships

5 Follow-Up Firmly

6 Evaluate and Adapt

7 Here’s what else to consider

Live Events

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Here's how you can incorporate assertiveness into event marketing and promotion in live events.

1

2

3

4

5

6

7

1 Know Your Value

2 Targeted Messaging

3 Engage Directly

4 Leverage Partnerships

5 Follow-Up Firmly

6 Evaluate and Adapt

7 Here’s what else to consider

Live Events

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