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Event Marketing Mastery

Bountiful Social Media Strategies for amplifying your event. 

This month there has been a series of events on BWCI’s marketing plate. No wonder with the hand we’ve all been dealt this winter. Hosting events is a good strategy to bring in business and maintain customer connections. I’m the optimist at heart so the way I see it is, we are all in the same boat, let’s make it a party boat.

Yesterday I had my own event to market and launch so the process is fresh and I thought I’d share it with you.

Here are the 5 B’s of launching an event marketing plan for social.

Benefits Who?

This is important. You may think that your event benefits everyone and if that were true well you and Sir Richard would be off on your private island kite surfing. Being specific here is key. Break it down and be honest with yourself.  Today I’m going to take my own upcoming event as an example and break it down for you. 

In my spare time, I’m a vocalist with my own band Gold Noire - Sultry Jazz, Soulful Blues, a Sprinkling of Rock. We’ve been performing mainly at a local restaurant with a growing vibrant music scene. You know the one, on top of the hill.

The people we attract? People who like music that is entertaining without volume. Usually older but not exclusive to age. The event date we are scheduled for is two days after Valentine's so romance is a factor for this event. I wanted to create the feel of a date night vibe whether it’s a couple or a group of friends. I chose FEVER- All Through The Night as a title. One of my favorite songs as well.

The imagery is dark, and sultry, with a touch of classy gold type to appeal to the fun aspect of a date night.

The verbiage is a bit saucy yet clear and concise. The focus is to capture the noncommercialized celebration of Valentine's Day. Those who want to celebrate without all the red hearts and chocolate.

Bright, Clear, and Consistent Messaging

You will need a paragraph description that will be used throughout the campaign. This will be repeated again and again, so put some time into crafting this first step. Cutting and pasting without editing is the mark of a good description. Consistent and repetitive is necessary to get the message to stick.

  1. You want to evoke fun with a catchy title. 

  2. When and where 

  3. Brief details

To see my example. FEVER - All Through The Night Facebook Event Link

Be Bold

With both your imagery and messaging. Even though the imagery is mainly black I use the high contrast of gold and white to stand out. The imagery is very dark in the background except for the players, we stand out. Having my face plastered all over social media has been a personal challenge but necessary.  This is a performance, only fancy type will not do. The messaging is a bit saucy and suggestive but I leave plenty of room for interpretation.

Build the package

I begin with the Facebook Event. FEVER - All Through The Night. The banner sets the visual template for all future posts. The verbiage is crafted to be used again and again without editing for the duration of the campaign. I create the banner and 9-12 posts at this time to set the tone, and brand, and save time. Plus a couple of videos to start, one of which will become the paid Meta ad. If you don’t have a video for the paid ad use Meta to create a video out of photos or carousel posts will work here in a pinch.

Bust out the Timeline

I begin 2 weeks prior to the event. These are small local events and much more than two weeks I find creates fatigue. This on because of the Holiday Week I began 4 days earlier the date has a lot of competition then you may want to adjust with a save-the-date primer. Launch the event, invite as many people as you can through your Facebook connections, and schedule out your posts across Facebook, Instagram, and TikTok. For this event, This is one of the few times I used the boost feature. These events are singular in nature and data is not necessary for the future. $50 and a 50-mile radius can get you thousands of views. LinkedIn and YouTube are not viable platforms, although I do post the videos on YouTube for easy sharing. Schedule out the posts. I do 1-3 posts a week with additional video posts as they become available. One week before the event I will add a brief email campaign to my friends. 

It may seem like a lot to begin with but as you get better and more organized it gets easier. This last event took my Saturday this week but now it’s done and I can begin preparing and rehearsing new songs rather than stressing about posting and marketing. I will check on the event’s progress once or twice a week but the work is done. Ahhh……

If there is a topic you’d like to hear more about by all means comment below or direct message and I’ll do my best.

Nothing better than a good question to jump into.

Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. tgold@bigwaterci.com

Comment below or share.

Trina Gold 

Master Creator



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