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For a successful event or a winning workshop, you need to ensure at the very onset that your event has full attendance. As a result, a proper marketing plan is crucial to an event's success. Without executing a proper marketing plan in a strategic manner, it is extremely difficult to reap maximum mileage from your events. However, "selling out" your event to a volume of audience largely depends on how effectively you use your time to market the events.
According to the experts in the event industry, "right timing" is the key to a successful marketing campaign. It differs widely depending on the size and complexity of the event's marketing plan. For example, a free workshop that lasts a couple of hours, does not require too much of a lead time. Investing 2-3 weeks is enough for a well-targeted marketing plan.
However, the scenario is a bit different, when it comes to planning large-scale events. If your prospective attendees are based out of town, you must formulate and initiate a marketing campaign well in advance, to achieve maximum exposure. If ticket sales are not a priority, ensure that the right buzz is created about the event so that people are in anticipation to participate in the same.
In case your event is a big international one and you are looking to draw people from all over the nation, your marketing campaign should start approximately six months before the event takes place. Instead of jumping into a large-scale promotion initially, you can start teaser campaigns and even do a "Save the Date" for the event. Also, offering a limited number of seats with an "Early Bird" campaign, will enhance chances of attracting prospective attendees to book early. You can even offer special add-ons for signing up for this.
However, one of the biggest mistakes that is commonly seen is to discontinue with the event marketing too early. Stopping the marketing plan with a long gap between the campaign and the program will fail to generate a long-standing interest for your target attendees. Normally seven to ten large-scale marketing campaigns are essential for the event's success. The key is to never stop marketing your event and continue with it even after the event is over. It helps to create a lasting impression on people's mind and helps in building up the brand image of the organisation.
Some attendees always sign up at the last minute. These people need a little longer to make their decision. In many cases, they do not have sufficient event information. Once they have the same, they are ready to sign up and participate. Hence, you should never stop marketing your event, as it will keep many prospective attendees completely ignorant about your upcoming events.
Jonathan is a professional trainer. He employs latest technology for online class registration and online training registration that results in more attendance and ROI.
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