Successful Event Marketing in UK | Promotional Marketing

Get buyer information, advice and have suppliers compete for your business

Get 10 free, completely obligation free from leading Event Management Companies

Use ShortCuts free Events Management quotation service to receive up to 10 no-obligation quotes from recommended and vetted UK Events Management firms.

Get Event Management Quotes

5 Tips to Successful Event Marketing in UK

The real and only difference between good events and great events is the firm and effective execution of event marketing, automation of administrative tasks, and proper management of the events. Here are some of the most useful tips that can help you in successful event marketing

1 – Effective and Economical Invitations

The first element of a successful event is effective promotional marketing in UK through email invitations, automated online event registration and additional integrated event marketing efforts such as direct mail, outbound phone calls and an informative event web site. Email invitations are the most economical event marketing method and undoubtedly drive more attendance for event planners than any other marketing medium. Email invitations should have a professional appearance, with eye catching graphics, an effective subject line and relevant content. Properly integrating emailed invitations with an online event registration and payment-processing system will dramatically increase attendance numbers, reduce manual data entry and simplify attendee tracking tasks. Effective and economical event marketing through emails can be a definite beneficial event marketing strategy in UK.

2 – Custom Communications Reach the Response

The second secret key to successful events is to support your event marketing efforts with targeted and personalized emails to invitees by event marketing and companies and event planners. Each group of invitees should receive specific messaging tailored to their interests. Response rates for a one size fits all invitation can be 50% less than invitations for specific groups of attendees such as VIP clients, prospects, different levels of association members etc. Furthermore, it is essential to send event invitations that are personalised. “To Whom It May Concern” and “Dear Client” should be replaced with key fields like first name, title and company that are mail merged into the invitation as an event marketing strategy. Targeted messaging and personalising emails can be the difference between a successful event and an event that is cancelled for lack of response. Email is the premier medium for targeted personalised invitations and event marketing. Personalisation and targeted messaging are examples of fundamental event marketing strategies that can make or break an event.

3 – Comprehensive Campaign Management

Event Planners in UK need to track the number and status of their sent event invitations to successfully monitor the event marketing campaign launch and projected success with the current marketing strategies. Event invitation open rates and the number of undelivered event invitations or “bounce rates” offer valuable insight for an event marketing campaign effectiveness. Email invitations for any event provide the sole solution to properly oversee campaigns and real time invitation status. Email invitations for event marketing allow visibility for these important response rates with real time analysis. Event planners can instantly take action and change event marketing strategy with additional event marketing campaigns to boost response. The status of invitations from a mailing list could have a high undeliverable rate. It is much better to know the status of your event marketing invitations sooner rather than later in order to reach your projected response. A good event promotional marketing tool not only helps event organisers and planners manage their event promotional marketing campaigns but also helps them in tracking event response rates with real time reporting, recognises and notifies you of bad promotion contact data and provides the ability to cleanse the bounced emails from your address book.

4 – Leverage the Event Web Site

Creating a compelling event marketing website is the fourth key to successful event marketing in UK. It is critical for any event website to allow attendees to register and pay for an event online (if fees apply for the event). There are various site oriented promotional marketing initiatives that can be used to promote event registration and attendance, such as early bird discounts, group rates, and event promotional marketing codes. Offering online event promotion and registration via the event web site is a key because it allows event planners to measure if they will have the right amount of space, food, seats, and other material at the event. Without a solid online event registration solution and the capability to track these metrics, event planners often overbook an event venue or undersell the space they have bought. A quality event site is a good source of promotional marketing in UK and it should present the website visitors with an event agenda and streamline the registration process for all parties. Online event management systems can offer much more than simple website registration forms that collect data through email or excel. These systems can pre populate event attendee data into registration forms and provide a simple registration process proven to dramatically increase response rates. No one likes to fill out long forms. Event Planners in UK can use various event marketing strategies and utilise system features to allow event attendees to register only for the event sessions they find relevant. In addition, event planners can take segmented registration a step further by presenting various registration paths on the web sites for different types of attendees. For example, VIP event attendees would be invited to participate in an exclusive networking outing while others would only see the educational sessions during the event registration process.

5 – Secure the Details

Another key to managing successful events is to expertly manage event logistics as part of an event marketing strategy. The event planner’s organization and attention to detail will speak volumes about the quality of the event. If persons are traveling to your event, provide them with ample event transportation options, reserve room blocks for your group to ensure the best available rates, provide detailed driving directions and parking instructions. Event details can be provided in event confirmation letters, which are best sent via email. Store event related travel and housing related information in a corporate event management system to track event attendee arrivals and departures, arrange modes of transportation, assess additional needs in real time, manage hotel room blocks for event, communicate with hotels and transport vendors and provide complete event agendas and itineraries for every event attendee.