Events marketing and PR

We are rapidly approaching the time of year when the events market becomes highly competitive and effective events marketing becomes a priority.

It can be hard to ensure that events meet their aims, which often include numbers of people attending, monies raised, and profile-raising. Over the years we have worked on the promotion of events for many clients – including the Lakes Hospitality Association, Carter Jonas, the Quaker Tapestry Museum, Woottens of Wenhaston, Stillingfleet Lodge Gardens and Nurseries, Low Sizergh Barn, Wainwright’s Yard and Brathay Trust.

We usually start our events marketing planning four to six months before the event. This make the most of PR opportunities, particularly long-lead magazine editorial. We look at visual resources, the event stories that are likely to attract editorial coverage, where you should advertise, what you should say, and the best online approach.

For some clients we share the workload, others expect us to focus on one element only – social media, editorial or advertising – and others ask us to project manage all promotional activity.

Successes so far this year include the editorial coverage we secured to promote the Lakes Hospitality Association Show and for Brathay Trust’s flagship fundraising events.

Here are some key points to consider before marketing your event:

  • Marketing budget – Be realistic about how much money is needed to let people know about your event. Don’t just rely on a few tweets, free ‘what’s on listings’ or a few column inches of editorial. People need to hear about the event, no matter the size, several times and possibly months in advance, and then again weeks in advance, and then again days in advance.
  • Target audience – Who do you expect will want to come to your event and why? How unique is your offer? Where will people travel from? Will bad weather make a difference? How long will they stay and have you got enough for them to do?
  • Footfall or expected visitor numbers – You will need to establish a break-even number and be realistic about this. Many new events do well to attract 60 people, 200 may be a resounding success, or you may need over 1,000.
  • Useful partnerships and sponsors – Can you involve other businesses to reduce your costs? What can you offer a sponsor? Why would they want to support you?

Please call us if you think you need some PR and marketing help with your next event.