Are you planning a conference? Then the first thing you need to do is put a marketing plan in place. Do not expect any form of traction without planning a proper marketing strategy. The usual suspects are creating an attractive web presence, hoardings and billboard and finally the standard email blasts to reach out to as many prospects as possible. But are these enough as a marketing strategy itself? The answer is no. You need to get in a professional conference marketing company to strategize this from the start. Gone are the days when you would expect people to show up just on the bases of putting the word out there. This now needs proper and professional planning. These companies strategize ways to boost attendance and build the brand of the event by deploying innovative marketing plans that increase footfalls and eventually end up defining the level of success for your conference.
The first plan of action usually is to reach out to the people who matter in your line of business. Once these people see merit and value in the conference idea they would be most likely to share it with their peers. This word of mouth is the strongest way to reach out since these would be the prime target audiences. The followers of these key people need to be reached out and a plan of action needs to be formulated where it is enticing enough for the key stake holders to see the importance of the conference and they feel compelled to spread the word around. The conference marketing company you hire will also then reach out to people who have attended your conferences previously. These individuals could be given incentives to attend and an attractive offer if they are able to ensure a fresh registration. These individuals are again a key target audience by virtue of the fact that they have already attended your conference in the past and hence most likely see a lot of merit in attending. Advertise the profiles of the speakers at your event. This helps get mass registrations since everyone has a fan following. When you combine this across all your speakers then you have a ripe target audience who would be more than willing to attend if word reaches out to them. Get your sponsors involved as well. Don’t forget, your sponsors have an equal if not more interest in the success of your conference. Sponsors can be used to promote and advertise the event to their consumers which in turn greatly boosts the attendance of your conference. One of the biggest advantages you would get by hiring a conference marketing company would be the effective way in which they would use social media to get the word out there. Starting from the basic creation of social accounts across various platforms, to the communication of the conference details, to advertising by targeting the desired demographics, they would manage it all. Then there are the little changes that could end up making all the difference. Simple things like adding a logo of the event in the email footers of all the stakeholders or putting up share buttons across all the intuitive areas of your web presence are great and effective ways to get the word out. But the same strategy can be applied offline too. Identify the real world domains of your target audience and then look around for the marketing opportunities around them. Putting up banners, or getting an association to email its members in lieu of complementary advertising are great cost effective ways to reach out to a wider target audience. Lastly, you could explore the options of paid advertising. These are great ways to get the word out in cases of short term promotion campaigns. So get the right conference marketing company in place and let them device great and compelling marketing strategies that will give you increased visibility, resulting in higher registrations and eventual attendance.
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December 2021
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