Marketing for Live Events - 10 Things I Learned

Over the past several months, I have conducted several live events for both my Digital Marketing company, Wordflirt?, and my CBD ventures. They were never intended to be huge, ballroom-filled events, but rather, small local events with a handful of people. I want it this way, so that I can enjoy the interaction and intimacy of a small group. However, I DO want attendance and set out to test various marketing channels to get butts in seats.

Here are ten things learned:

1. Use Multiple Platforms - There are many great event platforms available on the web and most of them cost little or nothing. The results I had when posting to multiple platforms far exceeded when I only posted to one (Facebook). The best results came from Eventbrite (free) which connected to my Facebook Event, and Meetup (small monthly fee). The reason I like the variety, is due to the marketing they do on your behalf. Both Eventbrite and Meetup will send your event to members who have expressed interest in your type of event, thus giving it some great free exposure. I'm still on the lookout for additional ideas, so please comment if you know of something I should use!
2. Email! - So many people overlook email marketing these days because they think the best avenue is social media. Even if you have a small list, start there. Emailing your list with the details of your event definitely gets in front of the people you want whom already know you!
3. Post it on Social Media - Post it everywhere you can; Facebook, LinkedIn, Twitter, Instagram and even on your own blog, if you have one. Ask your friend/connections to share it with their friends. Pin it to the top of your feed until the event is over. And consider paying a few bucks to boost it on Facebook and Instagram. Rinse and repeat several times before the event takes place.
4. Go Live - Doing live Facebook or Instagram video sessions is a great way to get people energized about your event. Go live when you first send out the invitations, then when you're preparing, once you've set up and even as guests arrive.
5. Share with Chamber Members - If you're a member of one or more local Chambers of Commerce, they may let you post your event for free on their site.
6. Post it on NextDoor - When you're trying to get the attention of local people, NextDoor is a great place to post your event. It can also generate some interesting and fruitful conversations amongst the neighbors on the site.
7. Be Transparent About Pitching - If you're going to pitch a product or service, don't hide it. Most people these days expect there will be an offer at some point during the presentation, so let them know what to expect.
8. Expect Less Guests - While one hopes that you will have extra people drop in who did not RSVP, that is rarely the case. I noticed an absentee rate of roughly 20% of those who RSVP'd as a "yes". Don't be discouraged by this. Life happens and many times people will reach out and ask about the next event!
9. Ask for Feedback - If you're new at hosting events, be transparent about it. People will understand if you're nervous or stumble a little as long as you're honest about your experience level. Tell them at the beginning that you would appreciate their feedback after the presentation and then graciously accept it!
10. Follow-Up Strategy - After your event, reach out to your guests and thank them for attending. If there are any remaining action items for you, follow through. If someone was on the fence about a product or program you offered, gently encourage their action without being pushy. Finally, put into place a means to communicate regularly with your guests. If they signed up to be in your Meetup group, message the group regularly with valuable information about your topic and let them know the status of the next Meetup. If you didn't use Meetup, add them to your email list and use email to communicate with them.

Hosting live events is a great way to expand your network and gain more business. I hope my takeaways will help you market your next event. Please provide any helpful tips or feedback here if you would like to contribute. I'm still learning!