Many companies’ marketing mix includes training programs, trade shows, seminars, conferences or a variety of other business or social events. Luntz, Suleiman & Associates, Inc., a consultant for training, tradeshow and education companies, published a booklet “76 Event Mistakes Event Marketers Sometimes Make.” Here are some highlights:
• We use the wrong formulas for success. One example is lowest cost marketing piece not realizing the impact on response rates and the all-important return on marketing. For instance, what if mailing a second time to past attendees produces half the response? How do you evaluate that?
• We don’t partner and leverage enough. Sponsors, exhibitors, venues, speakers, magazines, associations, newsletters, blogs, etc. Make a list of folks you can engage for mutual brand advantage…sometimes even competitors.
•We don’t help folks “visualize” the experience of the event, especially new folks. Think about someone who has never been to your event, never had the caring experience that you provide and that will put you on the right/write track (and maybe even help you better structure your event). There are so many ways to do this, e.g., photos, copy, testimonials, schedules, lists of others coming/came, FAQs, providing the ability to email or call with questions, etc.
• We don’t look closely enough at what others are doing in unrelated fields for unrelated audiences. You will be amazed at what you can learn from the practices of the Mayo Clinic and Sears and Dell. Not to copy, but to learn, modify and adapt.
To request a free copy of the booklet, email Anver Suleiman at Anver@aol.com.
