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.
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.