Event Marketing Don’ts!
This might be considered a vent session for some. For me its more advise on things not to do when you are trying to market an event to your peers and alliances. I recently was asked to become a “promotional partner” for an event that recently occurred. While I typically consider and align myself for event promotions I tend to focus on events I am involved in. I would not influence an event to my followers unless I was a part of the event.
In this case I was asked to promote an event as a partner. When I asked what were the benefits of this I was told that my business logo would be on the website of the event as banner advertising. I thought I misunderstood the benefit so I asked how my followers would benefit from this event. I also wanted to know what was the incentive for my followers to go to this event. Both questions weren’t answered. Instead I was told that the event would include content and that the list had an option to sign up to a workshop put on by the organizers. I was really being told to promote an event so that my clients would eventually be pitched to someone’s else business platform.
On top of all this I was then told that I could not speak at this event because there was no keynotes involved. A few days later I started to receive emails from other specialists informing their lists that they were going to have keynote talks for this particular event. I was at first infuriated and insulted for being pitched on an event and then lied to by the organizer for the event. To make matters worse I was given a sad excuse for a benefit to promote this event.
A few weeks later I was asked to promote another event after I was told that my teachings was not a fit for this event. I started to shake my head as I crafted a diplomatic response. Why would you ask someone to promote your event when you do not involve them at your events?
The lesson for event promoters here are as follows:
- Outline proper and effective benefits for partners to promote the event
- Identify what the potential affiliates and partners need from their list
- Be honest about your event and what you can and cannot do
- Be honest with your intentions
- If you do not involve your competitors do not ask them to further promote your event.
While others would react or lash out at the turn of events I ended up taking the high road and seek advise from some wise old cats who have been around the business game a lot longer than I have. Their insights were valuable and I ended up realizing that such people are clueless to their actions. Most of these event promoters are not even aware of their actions.
It is my intention to educate and offer insights on how to properly promote an event.
Tags: event marketing