How many times have you planned an event and not known how approach getting the word out? Marketing and community building can be overwhelming, there are so many different strategies and mediums to work with!
I’m getting super practical on this week’s podcast, and answering questions from Diane Martinez, co-founder of the Rough Riders cycling event in Angel Fire, New Mexico, about how to grow attendance at this amazing event.
We’re talking through Diane’s current strategy to build attendance, and then I’m digging into how to spread the word by using your email list, rewarding loyalty, and getting faithful customers to share their experiences.
We’re also discussing into the importance of a good website, when to do a marketing push, and how to get organized with your blog posts!
This special episode is full of hands-on advice for any entrepreneur looking to raise awareness and build community around their product.
Bravery in Business Quote
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Cliff Notes:
- Use email lists effectively. Don’t make the assumption that people don’t want to hear from you very often. Make sure you’re sending quality content that people will want to read, but give them the benefit of the doubt in terms of interest.
- Who is your ideal avatar? What stories do they want to hear from you, and how are you going to connect them with that? Don’t think of these as obstacles, but as plans to get organized to address.
- Create special ways to reward loyalty and get people to keep coming back. Send VIP communications to your loyal customers, with special information and opportunities tailored to this group. At events, think of a way to treat your long term customers in a way that will makes others want to become one, but without seeming exclusive.
- Ask fans what kind of resource based content they might like more of. Look for what people are interested in, and what you can do to respond to those special interests.
- Your website is a point of entry for possible new clients. Offer information about the experience of your product, rather than the facts. Think about why your project is unique, and show that to your customers.
- Set up a themed editorial content calendar to organize your appeals and marketing pushes. Organize your blogs and emails around these themes, for consistency and to showcase special aspects of the event/product.
- If you’re referencing other companies, sites or locations, tag them in your posts, and send a quick email letting them know they’ve been featured. Consider also sending them a quick line or two to post on their own site about your event’s use of their space, photos, etc.
- Use raving fans to reach out to other people. Feature them in blog posts, or let them do an Instagram takeover to show people the event through their eyes, what they will get to experiences as a participant or customers.
- If it’s worked, don’t get rid of your original marketing plan, but expand it into new venues to appeal to different kinds of clients. Just because paper fliers are working doesn’t mean that social media won’t be effective with also, or with a different demographic.
- Be remarkable to your avatar, but pay attention to their needs. Position all your other options and products as resources to help them achieve their goals, not lesser products.
- Use paid positioning on social media/ marketing strategically. Wait until an important moment, or a new product, so that people will have something new and interesting to click on.
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Resources:
RoughRiders200.com
EventBrite.com