Top PR tips for agrimarketing event organizers
3. Take a holistic approach to your PR and marketing efforts. When you are planning other marketing initiatives, such as scheduled e-mail blasts, ads and newsletter drops, consider using the content for PR purposes as well (storylines, press release content, media outreach, op-eds, social media, etc.) to target publications read by potential attendees. The editorial credibility and reinforcement will help motivate people to register. Some other examples:
- When there are sister events taking place at another place during the year, consider harnessing the power of PR to cross-promote and generate interest from key attendees.
- If/when you publish your event preview, consider pushing the preview content out through social media channels including Twitter, key blogs, LinkedIn, and other places where prospective attendees spend time online.
- Survey attendees as they register. You can gather information that will not only help fine tune your event’s content, but will also create the opportunity for news gathering. You can develop a story around the results of, say, the three minor but significant changes growers say they intend to make over the next two years.
4. Make use of compelling content (including a strong, unified theme) to attract attendees.
The program ‘theme’ can and should help anchor the entire program and also attract attendees.
Once you have settled on an umbrella theme, look for ways for the sponsors and attendees to tie into it and carry it all the way through as a unified industry message and call to action. Other considerations:
- Create an editorial calendar for your show – what is the story you want to tell, what do the “chapters” look like, and what communication tools will you use to engage with potential attendees? Make sure that you help attendees see that flow as well, and to understand how the event fits together to make a cohesive whole.
- Consider writing and placing articles (and sponsored content, as appropriate) in key publications that discuss current industry “hot topics” and, at the bottom, mention the discussion will be continued at your event. This can then be used as part of a thought-leadership direct mail campaign as well, aimed at attracting key attendees.
- Share multimedia clips from prior events as appropriate, to give people an idea of what it’s like to be in person at one of your events.
- Curate content being published by and about the speakers at your upcoming event to share with potential attendees, to help get them excited about the high-caliber speakers you’ve lined up for your sessions.