Four Failsafe Ways to Leverage Your Own Event

Making the right decision regarding a promotion at one of your events takes a fabulous knowledge of your audience, a splash of creativity, good constructive dialogue between the team members and resources both financial and time, in order to succeed.

All major events, festivals and organizations have sponsors that we cater to and in turn deliver them valuable activation opportunities. But when running an event when your organization is the beneficiary, the shoe suddenly appears on the other foot.

When trying to leverage your own audience for a greater good than just the event itself, it is important to put the same thoughtful consideration and creativity to work that you do when executing for your largest sponsor.

Tip #1 – You’re Your Own Best Customer One of the most overlooked ideas is to create a sponsorship package for your own initiative. Take the guesswork and more importantly the casual approach out from executing the internal marketing strategy and treat it with the importance that it deserves. There’s only one way to make sure that you can achieve the goals that everyone seeks, and that’s to focus on engaging all of the assets of your organization for the benefit of the initiative, just as you would for any other financial or in-kind sponsor.

It is difficult to have the discipline to look inward on your organization and develop a strategy to utilize your own assets for your own cause. But who knows your audience and your organization better than you?

Tip #2 Listen to Your Peeps  I’m not necessarily an advocate of focus groups, but when you are doing an internal promotion it no doubt means you are trying to provide additional benefits or experiences to your core constituency. Sometimes this opportunity gives you a chance to experiment with new and fresh approaches to old challenges. Bring together those individuals who best represent the ideal audience and play some brainstorming games with them to flesh out what will take an OK promotion and make it wildly successful.

Tip #3 This is a Test! This is Only a Test! It is quite alright to change the dynamics of the promotion along the way to see what may or may not be effective. By trying new ways to say the same thing, you allow yourself the creativity to learn in real time, and evaluate approaches that you never would’ve conceived of in the marketing laboratory back at the office.

Tip #4 – Don’t take anything for granted. It takes hard work and especially if you venture a little farther off the beaten path, it may take a little longer for the returns to be favorable. The flip side is that you may learn more about yourself, your project and your entire organization by trying new methods or tactics to deliver on your promise of achievement.

Depending on your event and your organization, the way to drive more on-site donations or sell more souvenirs is by treating yourself to the same benefits and imaging opportunities that you’ve crafted to sell to your partners. You may not want to put yourself first, but at least invest the same amount of resources and support as you would to an associate sponsor, you’ll be glad that you did!

About

Sean King has been consulting with small businesses and non-profit organizations for 25 years. Currently, Sean is a principal in the Aspire Consulting Group providing solutions and training for arts, events and non-profit marketing professionals and their organizations. Clients include Youth Education in the Arts (YEA!) and a growing list of satisfied organizations. Sean speaks regularly throughout the U.S. including at the IFEA Annual Conference, Arts Reach Conference, AFP, 92Y, CiviCRM User Summit, PA Council on the Arts, Michigan Festivals & Event Annual Conference. Sean serves as the Marketing Chairperson for the Hamilton District Main Street, a program of the Allentown Chamber of Commerce in Allentown and is a Co-Chair of the Arts & Culture Committee for the Upside Allentown initiative. You can follow Sean on Twitter @skingaspire or email him anytime at sking.aspire@gmail.com

Posted in Creativity, Event Marketing, Marketing

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About Sean King
Sean King has been consulting with small businesses and non-profit organizations for 25 years.  Currently, Sean is a principle in the Aspire Consulting Group providing solutions and training for arts, events and non-profit marketing professionals and their organizations. Clients include Youth Education in the Arts (YEA!) and a growing list of satisfied organizations. Sean speaks regularly throughout the United States including at the IFEA Annual Conference, Arts Reach Conference, AFP, 92Y, CiviCRM User Summit, PA Council on the Arts, Michigan Festivals & Event Annual Conference.  Sean serves as the Marketing Chairperson for the Hamilton District Main Street program in Allentown and is a Co-Chair of the Arts & Culture Committee for the Upside Allentown initiative. He also blogs a artsmarketingblog.org.  You can follow Sean on Twitter @skingaspire. Sean resides with his wife Natalie and son Haydn in the global crossroads of Fogelsville, Pa.