Promoting an event: An interplay of many different crafts

Many of us are involved in ‘marketing’ or ‘promoting’ and use all kind of tools to promote events or learning experiences.

Here go our lessons from organising learning experiences for our customers:

1. Any campaign should focus on communicating the ‘reasons why you should not miss this’.

It is not about ‘networking’ – it is about meeting your next project or business partner.
It is not about ‘learning’ – it is about becoming better in your day to day job.
It is not only about ‘meeting the expert’ – it is also about co-creating innovative solutions and ideas.

2. Despite all social media channels, email marketing remains the best conversion tool. Building and owning (!) your own database is pure added value.

3. LinkedIn is great when it comes to ‘targeting’ but you really need to ‘pay to play’ - a lot. Other social media are cheaper.

4. Partners, stakeholders, sponsors, speakers, … should all be activated to ‘share the messaging’. They have their own channels that are often not the same as yours.

5. Strong copywriting, smart video production, creative graphic design are all underestimated skills in promotional campaigns. Each can make or break any campaign.

To summarize:
You can have great content, but you need promotion to sell it.
Strong campaigns are produced when different skills work together to produce assets that are delivered via different relevant channels to the right audience.
It is an interplay of many different crafts that requires real professionals to do it right.