Offline Marketing Ideas for Events
Event planning can be a monster. You have to consider the guests that will attend, entertainment, presentations, where to hold the event, the budget, food and drink, and a hundred other things that go into planning a successful day or night.
One other factor that goes into event planning is a marketing strategy. You have to actually convince people to attend. Whether you are a small business, a large company, or just an individual wanting to have a fun party, event marketing is necessary for many planners to make the event a success.
Message Vs Medium
There are two components to any marketing material; the message and the medium. The message refers to the content of the piece. What does it say? How does it communicate the benefits to potential customers or attendees? Is it compelling and convincing?
The medium is the channel through which the message is delivered. Did a person hear it while listening to local radio or was it viewed on a website? Combining both the medium and the message into an effective piece is the key to reaching your target market when hosting events.
Online Vs Offline Marketing Campaigns
Two categories define every piece of marketing collateral. Online marketing includes any method that is delivered via the internet. In an increasingly digital world, this method could include digital marketing via a website, pay-per-click advertising, social media, email marketing, blogs, and other technological influences.
Offline marketing is the exact opposite. Any message that can be delivered without the use of the internet is considered an offline marketing tactic. Let's take a look at some offline marketing methods that may help you reach your target audience.
Best Offline Marketing Ideas
When you are planning either local events or virtual events, the right offline event marketing ideas can mean the difference between low attendance and a great turnout. Here are some offline methods that you should know about.
Signs are a great way to communicate your message to the local community about offline events. This event promotion method can catch the eye of many as they walk or drive by, and you can place them in busy intersections to get a lot of exposure. To spice up these signs, turn them into interactive posters that are compelling enough to make people stop and look twice. Most businesses, especially those that are community-based, cannot succeed without some helpful signs here and there.
A more traditional form of digital marketing, TV ads can spread the word about live events to audiences who tune into local broadcasts. They can be used to help remind existing customers of an upcoming event and inform potential customers about an exciting local business that they can check out at the event.
For a big community event, investing in some promotional products that contain your branding is a great way to increase visibility for the event offline. This marketing campaign involves buying everyday branded items that are printed with event information and giving them out to members of the target audience in the local area, who then become brand ambassadors. The more potential partners use these items, the more the public knows about the event you are hosting.
Being deeply involved in your community is crucial for both small businesses and large companies. This event marketing strategy will improve public perception of your brand and increase the likelihood of a better turnout at in-person events. Partner with local businesses or the local chamber of commerce for the event to bring more attention to it. Sponsor a local charity and give out free products during their events. When local people know that you are invested in their community, they will be more inclined to support your business.
Several offline marketing ideas fall within this category. You can hand out a brochure, flyer, or business card to individuals that will inform them of the event. You can also purchase a billboard, if you have the budget for it, as a part of your event promotion. Bring printed materials to a trade show in town to give out for your event marketing. Run a print ad in the local newspaper. Offer coupons with some of these printed materials so that people can purchase from your business and consider attending the event.
Any opportunity you have to talk positively about your brand should be taken, and a press release (opens in a new window) is a great format for doing so. Building relationships with publications that can reach your potential audience can give you an effective channel for communication. Create a press release about the event and put out some feelers to see if any local organizations would be willing to publish it and spread the word about your sponsored event.
Know Your Elevator Pitch
You never know when you will encounter someone that you want to convince to attend your event. Sometimes, new customers can come from face-to-face interactions. If you have a compelling elevator pitch for your brand or event ready to go, you can take advantage of every opportunity to increase your customer base.
Running Effective Offline Marketing Tactics
Marketing an event offline is not the same as marketing an event online. There are right and wrong ways to do it, and they may depend on the type of event and your industry niche.
The best marketing strategies that work for selling a product or service may not be as effective for event marketing. Offering free stuff may help convince a customer to start buying from your company, but it may not compel them to come to the event.
Seasonal cards could also be an effective way to advertise your event, but a billboard may not be worth the cost. Running events for your business takes enough planning and resources as it is, so you need to be diligent with how you spend your budget.
When considering which offline marketing ideas to employ for your local or virtual event, make sure that you aim for your target audience with compelling messaging and the right channels that will reach the greatest number of potential attendees.