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How to successfully market your next event – Third Sector Magazine

Promotion needs to be considered when planning an event

Third Sector Magazine is a quarterly publication that contains news and content for Australian not-for-profit organisations.  Syneka Marketing was featured in the November edition where we provided advice on promoting events.

Hosting an event is a great way for your organisation to promote its mission and achieve its goals. 

Alex Makin, Managing Director of Syneka Marketing provides tips on helping your organisation improve its marketing strategy and ensure your next event is a success.

Promotion needs to be considered when planning an event

Promotion needs to be considered when planning an event

Define event goals

In order to properly prepare for an event, you need to know exactly what target markets you want your event to reach. For example, how many attendees are you hoping to attract or what is the desired fundraising target?

Having clearly defined event goals will enable you to stay on track and motivate your organisation to push hard to achieve these goals and host a successful event.

Elect an events committee

If your organisation doesn’t have designated event roles then it is a good idea to elect an events committee that consists of stakeholders and organisation members from different teams.

An events committee provides a formalised structure for people across the organisation to work together on identified outcomes. Committee members need to have an understanding of the goals and milestones of the event, as well as clearly defined responsibilities.

Send Invites Early

Sending invitations is often left until the very end of event coordination. To get the best outcomes, give ample notice to desired event attendees. This gives you time to follow up if you don’t receive an immediate response.

Ensure email Invitations Stand Out

Sending invitations via email is becoming increasingly popular as it saves time and money. If your organisation chooses this method, make sure your message stands out from other emails by providing the essential event information – such as the date, time, venue and purpose – in the subject line, and repeating key information in the body of the email.

Avoid sending attachments in your email invitation as recipients are unlikely to open them. However, if you do wish to include an attachment, make sure you mention key points in the body of the email to ensure those who don’t open the attachment don’t miss important information. In addition, attachments should be sent PDF format as this ensures that the content will be readable on most devices.

Use email merges so you can take the name of each recipient and enter it into a personalised greeting, Not only can email merge save considerable time, it will increase the likelihood that your message will be read by the recipient as it doesn’t look like a mass email. It should be used in preference to sending a mass email by attaching many recipients to the CC or BCC fields as emails sent this way are can get caught in spam filters.

Ensure that there is sufficient time to consider media releases and promotion for your event.

Ensure that there is sufficient time to consider media releases and media coverage of your event.

Involve the media

Sending media releases is a great way to raise awareness of the event and generate pre-event publicity.

To ensure your message is successfully received by your target market, it is important to send releases to the right media outlets. In order to determine which media outlet would be best suited to your event, think about the demographic of your target market and pitch your media releases to the types of media outlets frequented by your demographic.

It is a good idea to follow up your media release with a call to ensure it has been received, and to encourage the journalist to run the story.

Media releases should also be distributed to sponsors to demonstrate the publicity you are undertaking for the event and included on your website.

Third Sector Magazine is released on a quarterly basis, our article can be seen at www.thirdsectormagazine.com.au.

Alex Makin

Author Alex Makin

In a career spanning over fifteen years, Alex has been instrumental in transforming, reinvigorating and growing the capacity of businesses and not-for-profit organisations. He is a visionary who understands the big picture. Alex’s expertise is a Certified Practising Marketer and as Chair of the Victorian State Council of the Australian Marketing Institute. Alex is also an accomplished speaker, author and mentor and former Mayor and Councillor for the City of Maroondah.

More posts by Alex Makin

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