For this specific conversation, we’re talking about event marketing in the context of promoting an actual event (versus marketing of a brand, service or product through promotional events). Client Success Manager Erin Schleicher from AmpliPhi has become experienced in the field of all things event marketing and Facebook audiences. A recent interview with Erin will teach you more about promoting your events, business and how to use audiences to target those you want to see your marketing efforts.
What are common types of event marketing?
- Social Media
- Other Digital
How can you plan and prepare for event marketing?
- Utilize past event data/surveys to understand what is most important to your consumers
- Develop consumer personas and use personas to define strategy
- Visually map out the customer journey to help guide strategy
- Create a marketing plan and budget that aligns with your goals and strategies, and allows for measurable success or effectiveness
- Define Unique Selling Propositions (USPs) to generate content and copy
What are the best ways local businesses can promote their events?
- Some ideas for free promotion:
- Reach out to local groups who share a similar demographic and offer a discount to their members in exchange for event promotion (i.e. Mom’s blog for a family-friendly or kid-focused event)
- Create listings in free event calendars
- Offer cross-promotional opportunities to events, businesses, etc. who have similar audiences or demographics
- Share event information with local news sources – include unique event details, special opportunities, etc.
- Ask sponsors or charitable partners to share event information with their followers
What are Facebook custom audiences?
You can create Facebook Custom Audiences using existing audiences from lists, website visits, social engagement and/or demographics you define, such as location, age, gender, interests, behaviors, etc.
What are lookalike audiences?
Lookalike audiences are created from a source audience (a custom audience of at least 100 people, previously made by you). Facebook finds new people with similar qualities (like demographics or interests) to your source audience and make a new “lookalike” audience for you. People from your initial source audience will not be included in the lookalike audience (unless you use a pixel as your source).
How can you ensure audiences are going to work?
You can never ensure that an audience will work, but as long as you are doing thorough customer research, testing various types of audiences, putting out high quality content, and consistently monitor your ads – you’re on the right track!
What are some sources you can use to crate audiences for events?
- Current attendees/consumers
- Previous attendees/consumers
- Email list
- People who have engaged with your social media
- Website traffic
- Lookalikes of the above
What sources should you not target?
For a one-time/one-purchase event, I personally always exclude current purchasers from my ad targeting for two reasons. First, so you are not paying to market to those who have already purchased an entry to your event. Second, we often promote a special offer during the customer journey, and do not want people who have already purchased to take advantage of that offer (by having to offer them a refund). However, I have heard the argument that some advertisers want their existing consumers to see an ad and share it or tag a friend. It is ultimately up to you and what works best with your strategy and budget.
Have you tried using Facebook for your marketing efforts? Do you agree with Erin’s assessment? Let us know in the comments below!