Ep. 53 - "Event Marketing: If You Build It, Will They Come?" with Sarah K. Wolf

Hi there folks!

Creatives Meet Business is an event and podcast series based out of Austin, Texas for artists, creatives, freelancers, and solopreneurs to learn the ropes of entrepreneurship.

This episode features Sarah K Wolf, former Marketing Director of The Austin Chronicle, who joined us in June of 2018 during our roundtable event on Event Planning. She shares all about event marketing: from guerrilla tactics to ticket giveaways to ALL the avenues for extending your organic reach. If you're trying to get the word out about your event (or anything!) without spending a dime, tune in! 

Notes:

• 0:00 to 2:10 - Ashland Opening Remarks and Intro of Sarah K Wolf
• 2:11 to 3:02 - Introduction of Self and Topic
• 3:03 to 15:20 - Opportunities for Organic (Free) Reach
  • Create a Facebook Event
    • Can be a sponsorship perk to tag a sponsor in Facebook event
    • Ticket integration functionality
    • Great avenue for sharing updates and announcements (including logistical updates)
  • Utilize free community calendars
    • Be aware of submission deadlines (some are reviewed, others post upon submission)
    • Who is your audience? Knowing that will help you find the right avenues for marketing. Think outside the box!
  • Utilize your email list
  • Make it EASY to share your event with partners
    • Provide images and copy to help others share on your behalf
    • Share with: vendors, venue, non-profit beneficiary (if applicable), bands / speakers / talent, sponsors
  • Utilize your media list for your Media Alert
    • Only use for major updates (ticketing announcement / speaker/talent announcement, week of reminder)
    • Don't overdo it!
    • Invite press to come and attend
    • What do you they get? Early entry, sneak peek, free parking, etc.
    • Can your talent be included on-air or in an interview?
  • Ticket Giveaways
  • If you have a non-profit beneficiary, you can usually get a non-profit discount on media spends
  • Be mindful about media sponsorships and keep category exclusivity 
  • Diversify - don't put all your eggs in one basket (only promote on Facebook, for example)
  • Create an excellent poster, but then have other things to say about the event (i.e. promo videos, sneak peeks, behind the scenes)
  • Choose your event partners that can help extend your reach, don't be afraid to ask them questions
• 15:21 to 16:22 - Guerrilla Marketing Tactics
  • Temporary art installations to promote bigger art show, event scavenger hunts to win tickets to the event
• 16:23 to 17:34 - Co-Promote/Cross-Promote with Other Events
  • Find events with similar audiences and help each other promote events (trade space at event or social posts)
• 17:35 to 18:51 - Use Relevant Hashtags
  • Use a unique hashtag for your event
  • Also use hashtags that are relevant for your industry, used by influencers, etc.
• 18:52 to 20:27 - Closing Thoughts
  • Prepare for the next one already
  • Get photos!
  • Capture attendee email addresses
  • Recap deck for sponsors and media partners
  • Try to keep attendees engaged until the next event
• 20:30 to 22:21 - Ashland Closing Remarks

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Stay in touch, email us ([email protected]) or connect with us on social (@createmeetbiz on Instagram and Twitter // Creatives Meet Business on Facebook).

Big thanks to Jamal Knox (audio engineer) and Chris James (composer)!

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Next up, Attention Management (aka Productivity). Stay tuned!

Thanks!

Ashland, Creatives Meet Business