Nov 14, 2017

How To Use Channel Marketing to Promote Your Next Event

Event Marketing is one of the most impactful and wide-reaching lead generation tools. Marketing events offer a simple way to meet your target audience face-to-face, introduce new branding or display product demos — but turnout is key.

Avoid a shortfall in attendees by promoting your next event with channel marketing. A successful multichannel marketing strategy creates more opportunities (touchpoints) for a buyer to interact with your brand.

By leveraging multi-platform synergies, marketers are able to better reach target markets and stay top of mind, ultimately allowing users to form a positive sentiment around a brand. In fact, promoting your event across a range of channels (2-3) increases engagement by 24 percent, according to Michael Lewis, author of “Stand Out Social Media.”

It has never been easier to promote your marketing event. Here are the things you have to do right if you want a record turnout.

What is Channel Marketing?

Channel marketing, or multichannel marketing, utilizes both online and offline channels (i.e. social and direct mailer) to engage with multi-device buyers. Instead of concentrating on one single platform, channel marketing leverages multiple platforms and devices (working in tandem) to increase reach and accomplish tactical objectives. Channel marketing caters to individual preferences, providing users multiple options and ways to interact with a brand.

Applying a multichannel marketing strategy is becoming increasingly important as technology evolves and buyers consume content differently.


Why Multichannel Marketing Matters Most for B2B Sales?

A multichannel marketing approach is a very effective way to spread the word about your event. Your audience reach will increase exponentially by combining multiple marketing channels. Moreover, the appeal of certain touchpoints varies among individuals.

Multichannel buyers have varying habits and fluctuations with their touchpoint preferences. Each buyer uses platforms differently based on where they are in the journey. For example, female buyers may only rely on the weekend news during the finding inspiration phase, but rely on social media during the research or validation phase. To be successful, your event needs to be promoted across all channels to create a cohesive customer journey across all touchpoints.

Getting Started With Channel Marketing

Planning a multichannel event is no simple task, but when done properly it is highly effective. Always plan ahead. Determine whom you will be targeting and their communication preferences. Here are some examples of channels to use to promote your event:

  • Social media: Facebook, Twitter, Instagram, YouTube, Pinterest
  • Your email list
  • Television ads
  • Radio spots
  • Local mailers
  • Flyers
  • Press releases

Once you have your channels selected, plan your event. Create a timeline and stick to it. Map out processes from concept to completion to reveal gaps in messaging and poor UX designs. Consider how content can be repurposed for different platforms to provide a consistent experience across all touchpoints.

It’s important to get members of your company involved as well with word of mouth marketing, social selling and public relations. Leveraging your executives for quotes and speaking opportunities will bring tremendous value to marketing your event. After all, customers don’t trust brands, they trust word of mouth and virtual strangers far more.

Managing Your Marketing Strategy

Don’t worry; managing all these outlets doesn’t have to be difficult. Here are some easy ways to get started promoting your event so it gets as much exposure as possible.

Create a welcome page for the event

While you want to promote your event in multiple places, you also want to be sure to keep the information in one centralized location. This is where you will direct all your traffic. It can be a landing page on your current website or a standalone squeeze page that has no ties to your website.

Since this URL will be shared in multiple places, it is best to keep it short and sweet; something that’s easy to remember. This is especially important if you plan to use media like radio promotions — people will not remember something long and difficult if they hear it quickly over the radio.

Manage your RSVPs

Use an event planning tool to help send and manage your RSVPs. Event planning tools are dedicated to categorizing and organizing you event, and the best part is most of them are free. Here are a few suggestions:

  • channel_marketing.jpg

    Event Espresso – A great plugin if you’re using WordPress for your event website.

  • Meeting Apps – Collects mobile event apps
  • Toms Planner – This one is a more cohesive piece of software than the others and will help you manage the entire event
  • Event2Mobile – Helps to make your event content more mobile

Help spread the word

Create some buzz for your event by announcing a special guest speaker or topic. This is where you can leverage your executives. Their time is extremely valuable, so guarantee a high turnout by advertising via tv and radio or utilize social media as a cost effective solution. For example, create a poster and pin it on Pinterest and/or record a video that can easily be repurposed for YouTube, Facebook and Instagram.

Make registration easy

Include a registration form and payment options on your event-landing page. Allow people to message you on social media for tickets. Give them multiple options for reaching you to make it as easy for them as possible.

Thank your attendees

Use an autoresponder to thank people for registering, and thank them again after the event. You can also use your autoresponder to send reminders and special announcements. Remember, event communication is one of the most valuable elements of your event, even after the event is over.

If you have an event to promote, a multichannel marketing strategy is the best route. It uses multiple platforms and devices simultaneously to help spread the word. It presents tremendous opportunities for businesses to connect and interact with individuals. Being able to utilize a multichannel marketing strategy will deliver better results for your business by communicating with people using their preferred method. Remember, create enjoyable interactions before your event and people will show up to the main event!

Download the LifeLock channel marketing case study and learn how you can capture B2B market opportunities.

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