Top PR tips for agrimarketing event organizers
An integral part of the marketing mix, an effective PR campaign can help significantly generate awareness of your next ag event or tradeshow and increase sales. Below are the top five ways, supported by examples, strategic public relations can attract sales and registrations leading up to your next big event.
1. Create an incentive. With hundreds of Ag events each year, how can you push your organization’s show to the top of the list for busy Ag professionals? The answer is simple: you need to create an incentive for participants to attend. And we don’t just mean pens and pins, either.
One way to do this is to create an awards program targeted to areas where you are most looking to draw new attendees. For example, you can establish an award for the company that has done the most to contribute to building business in a new market. You can then announce a list of finalists and work with them to promote their being named as finalists, creating additional opportunities of media exposure for the event organizer and nice reputational exposure for the company. It is most important, though, to encourage all finalists to attend the conference, where they will receive special recognition, and where one will be named the final winner.
It is also crucial to demonstrate tangible benefits of event attendance. By showing attendees what nuggets they can take away to apply to their own workplace, and by creating a level of excitement around unique opportunities to see excellent speakers, you can help potential attendees see: a) how important attendance is to their own development and b) make the case internally on the value of the registration price.
2. Create a sense of ‘must attend.’ Repeated mentions of the conference, its speakers and exhibitors, milestones in attendance, etc., in social and traditional media will create a sense of momentum and that the conference is something that is important to be part of. Some concrete suggestions for event organizers to consider:
- Create a social media campaign that encourages those who have registered to ask their friends and colleagues, “Are you in?” And provide sample tweets and social media messages to all the speakers/exhibitors at their event to make it as easy as possible for them to promote their participation.
- Engage your audience to pose the questions they are most pondering in relation to the conference sessions—and work to incorporate some of their questions (submitted via social media, email, and other channels) into the event.
- Attract targeted media to the actual event – and then call attention to their attendance on your website and through other channels. The more media interest, the more interest companies will have in attending so they can arrange media briefings.
- Hold a Q&A with some key speakers in the lead-up to the event to promote the sort of issues that will be discussed at the conference. This can be a video or audio podcast, or it could be held as a Twitter chat, with your organizational Twitter handle or a key representative from your organization interviewing a key speaker and inviting conference attendees to pose a question.