Ask the Expert – Offline Marketing

Question: Can you tell us why direct mail is still effective in marking our events versus using blast emails?

Answer: Direct mail is still an effective marketing tool for many reasons, the first being that you have someone’s immediate attention. Using the proper formatting and use of color with good graphics or photography will make someone read what you have sent. You do not need to use excess verbiage, but you do need to list information in a logical layout that allows someone to locate what is of most interest to them.  You can give a web address for more information, but make sure you include two very basic pieces of information. Always list your phone number and address of your organization. Never assume the one reading your piece will know where the site of your event is located, always list the address, phone number and the best ways to reach it by car and public transportation. A well done marketing piece may be read by people other than the original recipient so one piece may be read by several people giving you exposure to people you did not know.

Question: Would you ever consider combining online and off line marketing?

Answer: Using both methods is actually the most effective way to market an event. The offline marketing piece or mailer is more expensive, but has a much longer shelf life in someone’s office. Generally, I suggest you do the initial communication to your audience with online marketing and then follow up in a week with the offline marketing piece. When the offline piece arrives, the individual receiving it should remember the online piece that was sent the week prior. This now gives them time to further read about your event and what it offers them as a participant. Based on the size of your event, you may send additional online communications spaced a week apart to reinforce your message. If your event is large, I would suggest sending a second offline piece that can either be the original piece or a smaller one to remind the recipient that they must register. The most successful event promoters have used this method with great success.

Question: Can you tell me how do I start to plan my event marketing?

Answer: Based on the size of your event, it will have an optimum amount of revenue it can generate. Determine how much profit you must derive from it and establish all of the costs to produce the event excluding marketing. With those costs you will be able determine what funds are available for marketing. Now do not think you are going to do a few emails and people will come. You need a professional to produce your materials for either online or offline marketing. Based on the cost of each item you will be able to see how much of each medium you can use. However, do not forget to set up a time line for the marketing and production of an event. Depending on the size of the event, the time of year and potential competition for your audience, you may be starting this process from 6 months to a year in advance. If you are not sure how much time you may need, consult with the professional producing your materials to know when those pieces will be available to be sent.