Last week, we examined the who, why, what and where of event marketing. Here, we will look at how to promote your event and measure its results.

How to Promote?
Here’s where your senior marketing experts can be your heroes. In addition to creating awesome collateral and content around your event (your event is content!) and utilizing all available online, print and (if applicable) broadcast channels to promote your event, your marketing professionals can help you monitor registration, ticketing, tracking, and timelines.

Print materials such as direct mail, newspapers and magazines as well as radio and TV, if your budget supports it, and phone calls work particularly well with seniors. However, online avenues such as websites, hashtags, SEO, email campaigns and blogs should also be employed, and social media platforms (particularly Facebook) provide golden opportunities to highlight your event before, during and after.

*Smart Tip: Don’t publicize the time of your event online, requiring guests who have not received an invitation to call you for further details. This creates a “buzz” about your active community and attracts people you wouldn’t know to intentionally invite. Set up extra seating to accommodate this audience and be sure to seize the opportunity to gather their contact information and offer them a tour of your community on the day of your event.

Measuring Results
ROI is perhaps more important to event marketing than any other form of marketing, given the time and effort that goes into planning, execution and post-event analysis. Here are some metrics by which you can measure success before, during and after your event:

  • Total registrations let you know in advance who your event is attracting and how many will be attending (you’ll need to determine if there is a close date for registrations or if any walk-ins will be welcome; see “Smart Tip” above). As a general rule, paid events guarantee fewer no-shows, while free events may render your final numbers a little trickier. But don’t despair; registration yields a lot of advance insight. Slicing information provides even more, such as which months/weeks saw the highest registration/ticket activity, which types of tickets (if applicable) were the most popular, etc. Various event marketing technologies are particularly helpful in assessing event success.
  • Total check-ins offer valuable insights as well, particularly if there is a high discrepancy between check-ins and registrations. Any such disparity would be worth investigating by following up with absent registrants.
  • Social media engagement allows attendees to share comments and photos with their friends and family (remember, the majority of seniors are on Facebook) about your event, even as it’s happening. Social media fosters enthusiasm before, during and after your event and sharing with others. If your keynote speakers, entertainers, etc. have social media pages, be sure to encourage attendees to comment on them, too. This will also encourage your speakers, musicians, etc. and their followers to engage with your community as well.
  • Survey your attendees – Provide a convenient way for attendees to offer feedback on their satisfaction with your event, preferably before they leave your doors, although additional follow-up phone calls, direct mail or emails are also wise tactics. Soliciting open-ended comments is insightful, as is a Net Promoter Score, measuring how likely guests are to recommend your event or community to someone else:

  • Cost to revenue ratio – Even if your event is free, costs to you will certainly be incurred. Measuring what your event costs against what it garnered in terms of your goals is crucial to assessing whether this kind of event is worth repeating or, if not, what can be done differently.
  • Customer acquisition – The gold standard of ROI, acquiring customers is the end goal in any sales-oriented industry. Senior housing is unique, however, in that you’re providing a lifestyle; indeed, quality of life. Positively reaching prospects through your event is paramount. First and foremost, unless a guest refuses to provide it, make sure to get all visitors’ contact information, including an active email address, at the very least (this can be achieved at registration as well) and any other information they’re willing to share. Be sure to be honest and straightforward as to why you’re gathering information about your guests, as vague, cagey answers are a turn-off and counterproductive. A short survey asking such things as why they attended your event and how likely they are to move to a senior community and when, for example, will instruct you in how to target these prospects in the future. And, DO reach out to them again in the future! Don’t waste the opportunity to capture someone’s attention – on your turf – only to let them go because of lackluster follow-through.
  • Whom NOT to invite – All senior communities have people come to their events who will never become residents. If you have had personal discussions with such guests and are certain they will never be residents, remove them from your invitation list. They already know enough about your community to recommend it to others.

Seniors are the perfect demographic for event marketing, and senior living communities are the ideal venue to get a taste (literally!) of life at your community. Let our team of experts help you make the most of your events – before, during and after.

IVY MARKETING GROUP. COME GROW WITH US.

 

 

 

 

 

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It’s addicting!  The fast-paced, ever changing world of public relations and marketing captures your interest and keeps you charged up to learn more everyday.  I love to find the best ways to tell our client’s stories and man, they have awesome stories!

It’s my job to discover our client’s goals and then match the best processes to achieve them, within their budgets, of course.  I get to explore traditional, digital and every manner of communication to determine which tactics, whether it is direct mail or TV advertising, a new website or PPC (to name just a few) will efficiently and effectively capture the attention of prospects. 

I also get to work with great people at IVY – they’re creative, fun, caring and super smart.  We’ve all been around the industry a while so there is not a novice among us.  Our clients are very cool too and totally passionate about the services they offer.  We’ve been working with most of them for years so we know they truly care about being innovative and responsible to the markets they service.  I have great admiration for all of them and look forward to every day. 

It’s true what “they” say, if you love what you do, you won’t work a day of your life!

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IVY was established in 1990 with a basic premise to offer professional, ethical and highly creative marketing, advertising and public relations services. We have successfully maintained our core values and have been part of many amazing projects, client growth and changes in the world of marketing that continue to happen at lightening speed. Most of our clients serve older adults in some capacity so we keep abreast of the opportunities and challenges they face.   Each day, we keep it real and fun and consistently deliver positive results to our clients and their markets.

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As a hybrid graphic and digital designer/web developer with over 17 years of experience, I am always on the lookout for innovative digital and print visual communications. IVY Marketing Group’s broad range of projects keeps my job challenging and rewarding, as each campaign is a new and exciting opportunity to effectively communicate our clients’ messages and help them achieve their goals. It’s my passion!

My body of work encompasses a diverse design style and wide base of clients, ranging from national associations, small businesses and big name brands like Hyatt and LiftMaster. I firmly believe that form follows function and highly value the communicative power of simplicity. 

Areas of professional expertise include Photoshop, InDesign, Illustrator, Word Press, Responsive Design, CSS3, and HTML5. The industries I’ve served include senior living, health care, hospitality and finance.

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All my life, I have loved writing. As a child, I could often be found in my room “writing a book.” While “novelist” is not (yet) on my resume, I am a storyteller. I believe that everyone and everything has a great story, and it is my joy to find that story and share it with the world.

After earning my bachelor’s degree in journalism and completing my master’s studies in the same field, I joined a small advertising agency with powerhouse clients in the hospitality industry, such as Hyatt, Hilton International and Carnival Cruise Lines. I began as a proofreader and achieved the position of senior copy writer within a year.

After my first son was born, followed by two more, I started a freelance writing business that included (among several others) such clients as Advocate Health Care and Coldwell-Banker Realty. Clients in the education arena included DeVry University’s Becker CPA and Stalla CFA Reviews, DePaul University, and Naperville School District 203, for which I won two state public relations awards.

For nine years, I was employed as Communications Director for a large faith community, where I managed all aspects of internal and external communications. I was writer, editor, designer, web master, and content manager.

As such, I am experienced and comfortable writing multimedia for a broad variety of industries, products and services.

I joined IVY Marketing Group in 2013, when I began writing client press releases on a freelance basis. I loved the work—and my teammates—so much, I was thrilled when I was invited to come on board in a greater capacity.

I have immensely enjoyed getting to know our valued clients in the senior housing industry, the people they serve, and telling the many wonderful stories that come out of content marketing done right—with the love and care our IVY teams puts into everything we do.

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It all starts with one idea. Working with the Ivy creative team for over two decades has always meant taking one great idea and bringing it to life to help our clients meet their goals. We enjoy the challenges offered with every creative opportunity and try to make the design process itself enjoyable for our clients.

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Making certain that the projects IVY produces are word- and picture-perfect is my specialty. But I also love implementing marketing campaigns and programs that bring our clients success. Details are my thing, so it is a pleasure to have worked with IVY twice now, first after college four years ago and, recently, for the past two years.

The IVY Group is a terrific team of creative, positive and talented professionals that I love working with and, judging from the length of stay of our clients, I think they love our team, too!

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Rock-climbing, training for an 80-floor stair climb event, running a 5K…This is just a tiny peek into what people 20 and even 30 years older than I am, are doing on a fairly regular basis at some of the retirement communities that IVY represents.

I’m of the generation that still has reoccurring nightmares about what the next step looked like when my grandmother could no longer live by herself. The very best option at that time was living at a “facility” and  included eating rubbery chicken and playing an occasional game of BINGO. Period. That’s why my parent’s generation begged us not to ever put them into “one of those places.”

I am so proud that IVY’s clients are at the very forefront of an industry that creates opportunities, challenges, and most of all freedom for seniors, allowing them to explore hobbies, interests, passions…the next chapter of their very full lives.

I feel reassured for my own future. Even more, I feel honored to be able to share the impactful stories about this paradigm shift in the world of senior housing. What we hear and see at our clients’ communities is fascinating and inspiring!

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Keeping up to date on new public relations strategies, online engagement tactics, and promotional tools is my passion.

With my hospitality background in marketing top Chicago restaurants and hotels, I was eager to bring fresh concepts and communication strategies to our clients and have really enjoyed learning various industries.

Our clients have such exciting and unique events and programs, which really makes it motivating for me to make the most of their content.  Results like increased sales leads, website visits and social media connections make everyday rewarding and interesting.

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I oversee, plan and implement projects and processes at IVY.  Often,  I am the conduit between our writers and designers, with printers, and other vendors to fulfill the marketing needs for our clients. I also manage media buys and coordinate production of advertisements.

Working for a flexible and fluid company that is constantly growing, changing and evolving is fun and rewarding. There is always something new to learn.

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My bio has a big blank in the beginning—Mom and Dad rescued me in Wisconsin, and no one really knows my origins. They were probably ruff. What matters though is where I am now, running IVY Marketing Group. There are humans here who think they’re in charge. In truth, they do actually have amazing experience in content marketing and public relations, but I’m super important and the center of attention. I mean, look at this face. Right? And I know I’m the top dog because honestly, I’m the only one allowed to sleep through staff meetings and eat things that people drop on the floor.

The fact is though that I truly love staying awake at staff meetings. Everyone talks and laughs and they’re always excited. That surprises me a little because it’s not like anyone has thrown a ball to play fetch or anything. But I guess what gets my pack of peoples’ tails wagging is their work and their clients. I don’t know what a website or a blog is, but I do know that my pack must be good at them because they’ve earned all sorts of awards for these and other things. My bed had to be moved because the framed certificates were taking up so much room. Despite the inconvenience, I’m proud of these awards!

I serve several important purposes at IVY. I always let Mom (and the world) know when the mailman is here. When people come into the office, just one (usually) quick non-invasive (usually) sniff, allows me to determine important characteristics…like if they had anything good for breakfast, own any pets (pet owners are the best!) or if they stepped in anything on the way in. (It’s sort of like me conducting a first job interview.) I generously share my tummy because I know people like to give it a good scratch. I always give kisses, whether one is feeling lonely or not. And I’m always happy to share someone’s meal, especially if they’re trying to lose weight. My pack describes me as being engaging, amusing, and entertaining. (When I hear a siren, I “sing” along and it makes them laugh.) NPR talks about the benefits of having a pet at the workplace. Studies show pets lower stress hormones and improve morale and productivity. I wholeheartedly agree that a dog in the workplace is the best thing since rawhide bones.

As for my pack of people at IVY…they are amazing and always make my tail wag!

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