Successful PR Promotion Methods Using Events! Explaining 15 Methods and Secrets to Success
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In corporate marketing activities, events such as seminars and exhibitions are important measures for creating direct contact points with customers and improving brand recognition and sales. However, no matter how attractive an event you plan, its effect will be halved if participants do not gather. Many people in charge are probably racking their brains wondering, “How can we get people to come to the event?”
This article comprehensively explains everything from the strategic preparation stage to lead event attraction to success, to specific online and offline attraction methods, and important points for maximizing results.
3 Important Steps Before Starting PR Promotion Using Events
Before blindly starting advertising, the key to success is to first solidify the strategy that will serve as the foundation for attracting customers. Specifically, three steps are essential: clarifying the purpose, setting targets, and defining participant benefits. Neglecting preparation will make customer attraction activities inefficient and make it difficult to obtain the expected results.
Step 1: Clarify the purpose and goals (KGI/KPI) of the event
First, clarify the purpose of “Why are we holding this event?” If the purpose remains ambiguous, the planning content and customer attraction methods will lack consistency, making it impossible to take an effective approach. For example, purposes may include “acquiring new customers,” “strengthening relationships with existing customers,” “improving recognition of new products,” and “improving brand image.” Once the purpose has been determined, translate it into measurable numerical targets. By setting the KGI (Key Goal Indicator), which is the final goal, and the KPI (Key Performance Indicator), which is the intermediate indicator leading up to it, you can objectively evaluate the progress and results of the measures.
Step 2: Specifically set the target persona or community
Next, specify the target image of “Who do you want to come” to the event. Setting “persona or community” is useful at this time. By drawing out in detail not only demographic information such as age, gender, occupation, and position, but also psychographic information such as the issues, interests, and information gathering methods that they have, you can see the messages and appropriate approaches that resonate with the target. For example, set a specific person image such as “A marketing person in their 30s who works for an IT company in Tokyo, who was recently put in charge of PR promotion cases using events, but is struggling because they are not producing results.”
Step 3: Define the benefits that participants can gain
Once the target has been determined, clearly define the benefits that users will gain by “What can I gain by participating in this event?” Rather than simply listing the features of the event, present value that is directly linked to solving participants’ problems and satisfying their desires, such as “If you participate in this seminar, you will be able to share successful cases and practical methods of PR promotion using events” or “If you come to this exhibition, you will be able to grasp the latest trends in the industry at once.” This will be the most powerful motivation to push the backs of people who are hesitant to participate.
[Online Edition] 8 Methods to Utilize in PR Promotion Using Events
In today’s world where digital technology has developed, online customer attraction is an essential element. By utilizing diverse channels and disseminating information tailored to the target, it is possible to efficiently approach many potential participants. Here, we will introduce eight representative online customer attraction methods.
Method 1: Announce on your company’s website/owned media
Your company’s official website and blog are the most basic places to consolidate event information. Create a dedicated landing page (LP) that summarizes the event overview, date, time, location, speaker information, participation benefits, etc. By incorporating keywords that are conscious of SEO (search engine optimization), you can also expect natural inflow from search engines. Since it also functions as a receiving point from SNS and advertisements, pay particular attention to the design and ease of understanding of information.
Method 2: Distribute a press release to aim for media exposure
Press release distribution is effective for events with high social significance or events in which prominent speakers participate. By being picked up by newspapers, television stations, Web media, etc., you can expect to reach a wide range of people that you cannot reach with your company’s efforts alone. The key to success is to create a release with a novel, social, and topical angle that is likely to catch the eye of media personnel.
Method 3: Disseminate information on SNS
SNS is excellent at disseminating information. Let’s send out content according to the characteristics of each platform. SNS with high real-time performance and diffusion is suitable for countdown announcements and live coverage on the day of the event. SNS with real name registration is often used for business purposes, and it is possible to create detailed event pages. The image posting-based platform is strong in visual appeal, and you can attract interest by posting the atmosphere of the event and photos of attractive speakers.
Method 4: Accurately approach the target audience with Web advertising
If you have a budget, using Web advertising is also very effective. SNS advertising and listing advertising can be distributed by narrowing down the target in detail by age, region, interests, etc., so it is possible to attract customers with high cost effectiveness. In particular, retargeting advertising, which displays advertisements to users who have visited your company’s website once, functions effectively as a final push for those who are hesitant to participate.
Method 5: Approach existing customers with email newsletters
Email newsletters are ideal for approaching potential customers and existing customers who already have contact. Since they are people who are interested in your company, you can expect a higher response rate compared to other methods. Rather than simply making an announcement, create a sense of exclusivity by including limited information that can only be seen in the newsletter, such as behind-the-scenes stories and preparation scenes of the event, and devise ways to increase the desire to participate.
Method 6: Post on event announcement portal sites
It is also an effective means to utilize portal sites specializing in event announcements. Since many users who are originally motivated to participate in events gather, there is a possibility that you can reach a new audience. Since there are sites that allow you to post for free, let’s actively utilize them.
Method 7: Convey the appeal by utilizing video platforms
Videos can convey overwhelmingly more information than still images and text. By publishing message videos from speakers and digest videos of past events on video platforms, you can convey the atmosphere and enthusiasm of the event and arouse the viewer’s desire to participate. Let’s also utilize the created videos on your company’s website and SNS.
Method 8: Deliver information directly with the SNS official account
The SNS official account is a powerful tool that allows you to deliver messages directly to users who have registered as friends. It has the advantage of a high opening rate and making it easy to ensure that information is seen. By utilizing it not only for event announcements, but also for reminders and after-follow-up to participants, it will lead to building long-term relationships with customers.
In order to successfully carry out PR promotions using events, a great deal of specialized knowledge and man-hours are required, from strategic PR design to execution. Many companies feel that they have reached their limits with in-house resources alone. By cooperating with partners who have a wealth of experience and know-how, such as influencer utilization and media exposure, the success rate of events can be dramatically increased. If you are having trouble attracting customers to your event, please feel free to contact Sunny Side Up.
Contact | PR Agency | SUNNY SIDE UP Inc.
[Offline Edition] 4 Effective Methods for PR Promotion Using Events
Even in the age of digital supremacy, there are many situations where offline customer attraction methods are effective. Traditional methods exert great power, especially for highly regional events or when you want to directly approach a specific target audience. By combining it with online measures, you can build a more solid customer attraction system.
Method 1: Distribute flyers and direct mail (DM)
Flyers and DMs are still effective means when targeting specific regions or industries. Highly designed flyers visually convey the appeal of the event, and are more likely to remain in memory by remaining on hand. DMs sent to past event participants and business partner lists can attract interest by adding personalized messages or showing discount coupons through transparent windows. For flyers, use eye-catching colors and catchphrases to attract attention, and place special offer information in a prominent position. As a common device for both, distributing at a time when the target audience is interested can greatly improve the opening rate and response rate.
Method 2: Send information by email and then make follow-up calls
Especially in BtoB events, direct telephone approaches (tele-appointments) are effective if you have a list of highly qualified potential customers. You can convey the appeal of the event and the participation benefits tailored to the other party’s issues through direct dialogue that cannot be conveyed in emails or DMs. The key to increasing the success rate is to send information by email in advance and then make follow-up calls, rather than making indiscriminate calls, and to link it with other measures.
Method 3: Directly introduce to existing business partners and related parties
It is also an effective method to have business partners and related parties such as partner companies introduce the event in daily sales activities. Recommendations from trusted third parties have a very strong influence. By preparing simple flyers and information for introduction, it will be easier for related parties to cooperate. Ask for cooperation from in-house members and have them spread the word through their respective networks.
Method 4: Announce at related events and exhibitions
Going to other events and exhibitions where your company’s target audience gathers, distributing flyers, and greeting booth exhibitors is also one of the efficient customer attraction activities. Since it is a place where people with similar themes of interest gather, there is a possibility that you can meet very high-quality potential customers. When participating, be sure to act in accordance with etiquette so as not to inconvenience the other party.
Are you having trouble with PR promotions using events? SUNNY SIDE UP plans and operates a variety of events, including new product launch events, live performances, and exhibitions. We create lines and full houses with mechanisms that emphasize not only attracting customers, but also creating value that appeals to the hearts of visitors and creating buzz. We can also handle PR for local governments and non-profit organizations. Please feel free to contact us first.
Events | Services | PR Company | Sunny Side Up Inc.
Local Government/Non-Profit Organization PR | Services | PR Company | Sunny Side Up Inc.
7 Points to Maximize the Effectiveness of PR Promotion Using Events
By keeping in mind several points when implementing customer attraction methods, you can dramatically increase the effect. From attractive presentation to ease of application and reminders to confirm participation, careful consideration of the participant’s psychology will determine the final success.
Point 1: Create an attractive title and catchphrase
The title of the event is the information that the target sees first, and it greatly affects their subsequent actions. Choose attractive words that make the event content understandable at a glance and make people want to participate. Rather than simply saying “~Seminar,” it is important to clearly indicate the specific benefits and target, such as “[For corporate public relations/marketing personnel] Practical seminar on 5 steps to event promotion that doubles the number of participants.”
Point 2: Lower the hurdle to apply as much as possible
Even if you are interested in the event, you may drop out if the application process is complicated. Narrow down the input items on the application form to the minimum necessary and make it possible to complete it in a few minutes. Appealing to elements that make it easy to participate, such as “Free participation fee” and “Free entry and exit,” is also effective in lowering the psychological hurdle.
Point 3: Start announcing 2 months before the event
Let’s start customer attraction activities as early as possible. Generally, it is ideal to start announcing 2 months before the event date and gradually disseminate information. Announcing early not only makes it easier for participants to adjust their schedules, but also has the effect of fostering a sense of anticipation as information gradually permeates.
Point 4: Prepare participant-only benefits to create a sense of exclusivity
Limited benefits that “only participants can receive” will be a powerful incentive to encourage applications. Prepare benefits that the target finds attractive, such as distribution of lecture materials, exchange meetings with speakers, and gifts of limited goods. If you set an “early bird application benefit,” you can also promote applications at an early stage.
Point 5: Send a reminder email just before the event
Even if you apply for an event, some participants may forget about it if there is a time gap until the event date. To prevent no-shows and increase the participation rate, send reminder emails at timings such as 1 week, 3 days, and the day before the event date. By re-guiding the program on the day and how to access the venue, you can also expect the effect of increasing motivation to participate.
Point 6: Use the state of past events to increase expectations
If you have held similar events in the past, actively utilize photos and videos from that time, as well as comments from participants. By showing the excitement and high satisfaction comments on the day, a concrete image of the event will be created, and expectations for participation will increase. Even if you do not have a track record with your first event, it is important to make efforts to convey an attractive image using the atmosphere of the venue and photos of the speakers.
Point 7: Use the post-event questionnaire to improve next time
The event does not end with the holding. Conducting a questionnaire for participants and collecting feedback on content satisfaction and operation will lead to success next time. By analyzing the questionnaire results and identifying the good points and points to be improved, you can continuously evolve into a more satisfying event.
Conclusion and Next Steps
In order to successfully attract customers to events, it is essential to have a strategic design in advance, a multifaceted approach that combines online and offline methods, and careful consideration of the participant’s psychology. With reference to the methods and points introduced in this article, create and steadily execute a customer attraction plan that is optimal for your company’s event. Carefully carrying out each measure will be a sure path to leading the event to a full house.
In order to successfully attract customers to events, a strategic approach is required from target setting to implementation of measures. Based on our wealth of experience, we will propose the optimal customer attraction plan for your company’s event. Would you like to maximize the number of participants and realize high-quality attendance? Please feel free to contact us first.
