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Need advice on a plan for an event organizer

by RanD
5 replies
I have a friend that organizes events in our area (business networking, and social events). Sometime they are big successes, but other times she loses money on the event. She would like to get more people coming on a regular basis. I looked at her website and told her I could probably help.

This would really be my first foray into Offline marketing. Her sites do not show up at all in Google search results for local search terms. She has done some on-page SEO, but it isn't locally targeted, so modifying that, and doing some basic backlinking,would help quite a bit. Since the events are held in different locations around the area, Google Places isn't really an option. She does occasionally use newspaper classified ads to advertise an event, which does help a little.

I have mostly done affiliate marketing and have never made use of Press Releases or Facebook/Twitter, but I was thinking that, with events, PR's might be a good thing to announce the events and build backlinks to her sites, and with what she does being more social, FB and Twitter would work well for her. What would be the best way to set that up for her. It would need to be simple enough for her to do on her own. Also, any other suggestions would be appreciated.
#advice #event #organizer #plan
  • Profile picture of the author Luther Landro
    I used to run an event planning agency. Let me study your post and give you some insight.
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  • Profile picture of the author jacquic
    Since the events are held in different locations around the area, Google Places isn't really an option.
    You still could - just set it up so it shows the area/radius dealt with. Also makes sure you tick the bit that says she doesn't operate at her premises.

    In addition to things you've suggested, have some way of getting people's details so they can be notified of the next events, get tips, etc - a sign up form, or text event to 121212, for example. Use an incentive to get people to sign up.
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  • Profile picture of the author Luther Landro
    You'll definitely want to focus on the local event scene, but one thing critically missing is the theme/genre/type of event. If I knew that, I'd be able to make more specific recommendations. My point is that how you promote for attendance depends heavily on what you promote, and the trigger-elements inherent in that audience.

    Building a profile on the target consumer is key here. Interests, income, spending habits, trends, and social circles and ideologies that they subscribe to. Once you have a clear picture of these things; you can then identify properties or channels on which to promote the offers that are as specific to the market as can be.

    You may also want to try some mobile strategies.

    Can you give us an example of the types of events that would need promoting?
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    • Profile picture of the author RanD
      Originally Posted by Luther Landro View Post

      You'll definitely want to focus on the local event scene, but one thing critically missing is the theme/genre/type of event. If I knew that, I'd be able to make more specific recommendations. My point is that how you promote for attendance depends heavily on what you promote, and the trigger-elements inherent in that audience.

      Building a profile on the target consumer is key here. Interests, income, spending habits, trends, and social circles and ideologies that they subscribe to. Once you have a clear picture of these things; you can then identify properties or channels on which to promote the offers that are as specific to the market as can be.

      You may also want to try some mobile strategies.

      Can you give us an example of the types of events that would need promoting?
      She has different sites and does many different types of event. She has networking events for local business owners, dances, wine tastings, Euchre tournaments,various singles events, and travel/vacation/cruise events, etc...

      Originally Posted by jacquic View Post

      You still could - just set it up so it shows the area/radius dealt with. Also makes sure you tick the bit that says she doesn't operate at her premises.

      In addition to things you've suggested, have some way of getting people's details so they can be notified of the next events, get tips, etc - a sign up form, or text event to 121212, for example. Use an incentive to get people to sign up.
      At events she started having people fill out a contact form as entry into a door prize drawing. That reminds me though, that was another thing I noticed lacking on her sites, no email capture.

      I did not know you could use Google Places for just an area. I thought you needed a physical address. I will have to look into that. Thanks.
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      • Profile picture of the author jacquic
        You need the physical address for setting up the account, but you elect to say people don't come into your business. Places has made recent changes which mean you must declare that or your listing will disappear - of course that update was hidden in the small print!
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