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Creating effective marketing materials is vital if you wish to have a successful event marketing campaign, as event marketing materials hook people into and entice them to engage with your content. The above event marketing materials include email invitations, printable flyer invitations, registration pages, and/or confirmation pages (after attendees register).
In this article, we’ll address how to create event marketing materials that transfer value to your audience and entice them to attend via compelling designs(aesthetics) and messaging.
Why Great Marketing Materials Matter
In today’s competitive landscape, you need materials that are not only pretty, but that stand out in terms of value and messaging. The best marketing materials do the following:
– Articulate the value proposition of your event;
– Create a sense of urgency to register or attend;
– Promote brand recognition and then instil trust for your brand; &
– Build an anticipated audience that ultimately builds excitement and generates attendance.
Event marketing materials are often the first interaction a potential attendee has with your event. And, while you only get one chance to make a first impression, it always goes a long way.
Key Elements of Effective Event Marketing Materials
1. Clear and Concise Messaging
The messaging is the most important part of any good marketing material. Not everyone reads the entire page, because people are busy, so make sure to articulate your point, clearly, and succinctly.
– Identify Key Benefits: What benefit or offering will attendees receive from making the time to attend your event? Whether the audience regularly participates in your event or is attending for the first time, instil the factor of value – make the audience want to attend the event regardless.
– Call to Actions (CTA): Encourage the audience to take the next step – whether it is register, visit the website, or follow your tagged event page on social media.
– Keeping it Simple: Do not try to share too much information and overwhelm. Just cut to the chase and direct them to a website or a landing page that provides a lengthy description.
2. Strong Visual Appeal
We are visual beings, and stunning design is one way to help create a memorable piece of marketing material.
- Use Quality Images or Graphics: Don’t opt for a pixelated image or stock image (this diminishes credibility). Ensure high-quality photographs that correspond with your event theme.
- Use a Clean, Modern Design: When modern, clean design is referenced, it simply means it looks up to date. Clean, modern design helps make reading the piece easier and more visually desirable.
- Stay Consistent to Branding: Use your branding colours, font and logo throughout to create trust and recognition.
3. Compelling Storytelling
People love stories; they help engage your audience in a way nothing else can. Craft the story to engage your audience.
- Crafting a Story: Frame the event as a bigger story, solving a challenge in the industry as a communicator, celebrating innovation or highlighting a community.
- Use Empathy Appeal: People make emotional decisions, so be sure to highlight how the event will engage, inspire, empower, or delight.
- Highlight Unique Selling Points: What are you offering that is different from other events? Unique selling points, exclusivity, the unique experience or voice, their peers, content/access to speakers, shared/changing thoughts, etc.
Types of Event Marketing Materials
1. Email Invitations
Email invitations are still one of the best ways to promote an event; however, email is an extremely busy place and getting someone’s attention in a moment of scrolling is not easy.
- Personalization with subject line: Use personalization by evoking the recipient’s name or referencing their passion.
- Enticing Copy: write in a conversational language that conveys why your event matters. If you use graphics or bullet points, these can increase attention to the benefits to be gained in attending your event.
- Clear Call to Action: whether it is a “Register Now” button or a link to your event page, provide readers an easy way to act.
2. Social Media Graphics
Social media is a great method to get people to buzz about your event. Make sure your graphics visually drive engagement through social.
- Eye-Catching Visuals: use bright and bold colors, animations, or gripping photography to give your audience the motivation to stop scrolling.
- Relevant Hashtags: Make it easy to increase your reach by including relevant hashtags, trending hashtags, and event related hashtags.
- Encourage Sharing: Use graphics that will create a desire for the participants to share with their network. Consider: countdown graphics, teaser videos, or behind-the-scenes footage!
3. Print Materials
Even if digital media outsources print material. Print still matters especially for more local events or high touch audience.
- Flyers and Posters: create visual flyers with enough text to capture thoughts followed by event details (date, time, location, and registration link).
- Event Programs: Consider using an event program during your event to once again follow potential branding and give participants a roadmap of the event.
Best Practices for Designing Event Marketing Materials
1. Know Your Audience
Effective marketing begins with understanding who you are speaking with. knowing where preferences are lie, pain prints reside or what they want to gain from the experience is equally important.
2. Test and revise
Don’t take your first draft as the final version. A/B Test different designs for graphics, headlines or CTAs to adjust your final materials that reflect your audience’s preference.
3. Measure Your Results
Follow up on how each part as it pertains to marketing your event works. Many times you are looking for open rates, engagement on social media or QR codes per material more generalized you can refine your next campaign!
4. Stay Consistent
Consistency with branding across marketing materials creates a complete and professional look that is simply consistent and can create trust overtime with your audience.
Conclusion
Engaging event marketing materials are the foundation of high-powered event marketing. When your event materials contain clear messaging, a strong visual, and an element of storytelling, your audience has no choice but to engage with your content.
Whether that is sending out evites, sharing in social or putting together print materials. As your creating always consider your audience and the process of when you select designs, materials, branding etc.
Get started today, book a demo or free trial today and let Samaaro assist with a easy process in creating impact marketing materials!
