Secrets of Event Marketing

Hot off the press! We’re releasing our secrets of event marketing ebook today.

Get your free copy to learn our secret recipe for event marketing success!

In the ebook you will learn:

  • The co-hosting philosophy utilized for events
  • Suggested innovative tactics for event marketing
  • A timeline for a successful marketing campaign

To download, please visit https://cohoevents.com/ebook

Event Branding with Integrated Marketing Communications

At Coho Events, we are working on innovative ways to create and promote events. The most common objective for all event planners is getting people to the party. You need to fill those seats and we can help!

We like to think of an event as more than just that. In fact, it’s a catalyst to further your mission, to save the world, or whatever you’re seeking to accomplish. Think of an event like its own entity; there’s a mission statement for the purpose of this entity or event. Of course, strategies and tactics are needed to support and fund the event. Then the event needs to be curated for an experience based on the mission statement and who’s involved. Thought also needs to go into human resources and how the festivities will be organized. Then, the fun part starts.

The branding of an event needs to reflect the mission statement and the desired experience of the potential guests. This is when an event starts to create an identity for itself and begins the process of developing a reputation. Is it fair to say that events like ACL and SXSW have built an identity? I think so. Would the social perception of Austin be as favorable without ACL and SXSW? Most unlikely. People come from all over the world to “experience” what everyone, who has been to either of those events, talks about. It’s something you have to see for yourself. Indeed, these events affect the whole city, that’s strong branding.

So how does an event promote itself and what’s the best way to create this identity? How does an event build a reputation? ACL and SXSW have built their reputation over years of delivering an exceptional experience to their guests. Now we see new events and smaller festivals that are growing, they are capturing event goers because they are leveraging marketing and promotions tools.

Social media has been a great resource for promoting events, especially Facebook. We see trends of even more use of Facebook to attract potential guests to events. Social media is also being used in conjunction with event email marketing campaigns, which has become also very popular with companies like MailChimp, that make it so easy to create custom emails, import your network, and blast away.

Other than social media and email marketing, there are still approaches like snail mail or a press release; even a simple blog can make an impact on an event. The key to having an effective message across all of these channels is called integrated marketing communications.

The Data & Marketing Association defines integrated marketing as “an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer.”

Think of your event marketing having one uniformed message and stick to consistency. The consistency in the message will lead to more people understanding the mission, take action, and ultimately make an impact. Find new ways to capture attention of your target market and analyze data in real-time which has measurables. Below are some interesting statistics we found regarding current event marketing trends.

Please reach out if you need help with any integrated marketing needs!

– Help good people do great things –

jp@cohoevents.com

 

Event Marketing Campaign Timeline

Whether this your first time hosting an event or the 1000th time running the show, you’re likely aware that events don’t promote themselves. To sell tickets you need to, at the very least, let others know that the event is going on! Word of mouth, physical & digital invitations, social media, and advertising campaigns are all great ways to spread the word.

Hosts should have a vague idea on how to employ these promotional tactics, but when is the appropriate time to take action? Timelines will change as the big-day approaches, but it’s important to prepare properly, in order to maximize the awareness and branding of your event. The information possible party-goers receive sets expectations about the upcoming event, and it’s important for materials to help patrons envision themselves having the time of their lives at your get-down!

In order to help craft you craft an effective event-promotions timeline, here is the Coho Events event promotion timeline:

PRE-EVENT LAUNCH

  • Have your event page ready, or build an evolving landing page that you can make improvements to as more details come together
  • Choose appropriate social media platforms for your launch announcements
    • First impressions are crucial when getting the word out!
    • Create a blog post or article that can also be shared, and which clearly highlights the “WHY” of your gathering, and why you are passionate about this event – What’s your mission statement?
  • You must get partners and influencers on board – A MUST!
    • Leverage your partner’s existing networks – create an incentive that works for you and your partner/influencer
    • Get big names on board first – then go for in-kind and monetary sponsors who want to align with your event and your partners/influencers
  • SAVE THE DATE – email blast
    • Blast out to your current network

EVENT LAUNCH

  • Create tickets – Whether you go the physical or digital route, create incentives for people to purchase tickets early: Early bird, packages, discounts to influencers, discounts to groups, etc.
  • This is an important time to plug and promote your entertainment, VIP partners, and influencers
  • Create a press release and use it to amplify your social media promotions
    • Push more content on your blog, using the event as a catalyst for awareness of your  mission statement
  • Seek more partnerships and sponsors!
  • OFFICIAL LAUNCH – email
    • An email blast to your extended network, including your partners and influencers
    • Again, leverage your connections – grow organically and create a ripple effect

LEADING UP TO EVENT – 1 – 3 MONTHS

  • Employ targeted ads from created content on appropriate channels like Facebook, LinkedIn, Instagram, etc.
  • To amplify visibility, have your event partners and sponsors promote the event on their most active channels
    • In return, promote the sponsors and partners who are involved with your event
    • Leverage thought leaders and other individuals who have credibility in your industry
  • Continue email marketing campaign to stay top of mind (and top of inbox) for potential guests
    • People become more and more aware of the event as the date gets closer
  • EVENT REMINDER, FLASH SALE, BUILD EXCITEMENT – emails

LAST CALL – 1 WEEK TO 1 MONTH

  • Final email blast to networks – create “last chance” social media or blog post
    • Include an incentive to push attendee referrals or to have guests promote the event as well
  • Speak with your influencers and partners individually to make one last effort to sell out tickets
  • SEE YOU SOON, FINAL REMINDERS – emails

DAY OF EVENT

  • EXCITED TO SEE YOU – email and social media posts
  • Create hashtag or engagement incentive to facilitate real-time picture, video, and general text social media posts from the event
  • Showtime!

POST EVENT

  • THANK YOU – email, event recap blog post including media collected on-site, recap photo collections and posts via your various social media channels
  • On to the next one..

Please reach out for a demo or more information on how an event marketing email campaign impact your next event – jp@cohoevents.com

HELP GOOD PEOPLE DO GREAT THINGS

Email Marketing For Events

Email Marketing for Events

Day-in and day-out our personal and work inboxes are swamped with automated emails. More times than not, our lack of spare time leads to a quick “delete” for most, usually as soon as the message populates. Don’t let this stereotypical scenario deter you, however! In reality, email marketing remains a critical tool for event management and promotion!

Email marketing can be just as effective, if not more effective, for conversions and improved ROI when compared to some of the popular promotional tactics of today. Yes, email may not be as hyped up as social media marketing tools like Facebook, LinkedIn, and Snapchat. However, no matter if you’re an individual throwing a party, a corporate entity working to attract new clients by providing a memorable experience, or even a non-profit striving to grow their network, email marketing might do the trick!

In recent times, launching event marketing campaigns have been more focused on social media marketing because it seems like these outlets receive more attention by the public. One may wonder, which promotional path is most efficient time-wise? Why fuss with additional email invitations when specific targets can be reached through social media platforms?

There are a number of reasons why an email marketing campaign may generate more conversions for your brand:

– Emails can add an extra level of personalization that social media ad’s cannot, while achieving the same goals

– Well-designed emails can help build brand awareness, by including logos and media that may not gel with traditional social media promotions

– Emails establish direct contact with individuals as they are opening the emails, and allow a promoter to track how far an individual may go through the event registration process. Once you know where someone jumps out your email marketing funnel, you can address the issue for the next round of emails

– Creating email content can be extremely cost effective and measurable. Again, the process makes it easy to track what people are doing with the email and, if the network is large enough, to contact many people about content curated around your brand.

So, how do hosts and event planners engage potential guests?

The idea is to create an exceptional email marketing campaign, one that attracts genuine attention within someone’s cluttered inbox:

Brand your event registration page and email invitations with a consistent theme:

– Create subgroups of potential guests

– Potential cohosts, sponsors, influences, 1st layer of guests, 2nd layer of guests, etc.

Make sure your messaging is:

– Kicked off with a personalized subject line (try to avoid gimmicks)

– Personalized (think personal note vs promotion)

– Connected to your target customer

– Desktop AND mobile friendly (most emails are consumed on the go via smartphone)

– Appropriate for the entirety of the email list being targeted

And what if you don’t have a large targeted email list?

One should acquire an email list or use what you have to build your own. Use the opportunity to do some targeted research and expand your network in the process. Likewise, creating a host committee that will be involved with your event will allow you to engage those individual’s networks via email marketing, and more organically than if you were to target those same contacts yourself. At Coho, we’ve worked hard to simply all of this by creating our cohosting feature, giving hosts and cohosts the ability to use email marketing tactics to tap their networks effectively.

For more information on how we can help you build the email marketing plan your event needs, or simply to grow your network, please contact me at jp@cohoevents.com.

– Help good people do great things –

Co-hosting 101 with Coho Events

Co-hosting 101

For those of us who have attempted to put on events or anticipate doing so, the time and effort to assemble all the pieces together might appear unachievable. Those components are typically finding the right venue, entertainment, food & beverages, theme, and most importantly, guests. So, for one person to coordinate everything can be overwhelming.

As the saying goes, the show must go on; but how can you create an event that will generate a crowd, and become a great outing as you might have pictured it unfold in your mind. At Coho Events, we believe in expanding the “co-hosting” philosophy in order to make it easier and more efficient to pull off events in grand style.

So, what exactly is co-hosting? The definition is “a joint host”. Airbnb has fabricated their own definition of a co-host, which they unveiled on the Airbnb platform in 2016. They define co-hosting as ”.. A simple way to allow family members or trusted friends to help with some of the hosting responsibilities from their own account, without giving someone access to your personal account, personal details, or payment information.” Let that sink in and think about how that may influence event management.

This is a powerful concept which has been a major part of the event industry, but not stressed enough. Even in the recent past we still see event planners still using a primitive event management system (excel files or sharing Google sheets), while leading a host committee or event management team the old fashioned way. We are now seeing new technology that has come into play to allow hosts, and co-hosts to improve collaboration efforts to create a simple way to coordinate.

In the nonprofit world, the ability to harness co-hosts is a must. Many nonprofits utilize events as a catalyst to accomplish, typically, three goals; raise money, increase awareness, grow the organization’s network and outreach. So, nonprofits rely on their board of directors, organization members, and supporters of the group to host these events by themselves or with an event planner.

Many nonprofits have leaned on Facebook, which has been extraordinarily helpful and has been using the hosts and co-hosts concept for a number of years on their platform to quickly promote events. A host creates an event, adds co-hosts, and everyone has ability to invite their friends and network. Therefore, an event can spread quite rapidly through word of mouth, but even faster through social media platforms like Facebook. Recently, Facebook has limited the number of co-hosts as well as the amount of invitations you can send to friends, thus, making it harder to promote events, unless you pay to sponsor an ad.

If you consider LinkedIn’s platform and the role “connections” (1st, 2nd, 3rd) play, one person has the ability to connect with or have content shared with many people outside one’s inner circle. If someone shares content on LinkedIn, their “1st connections” will see it, be able to comment or share, then their “1st connections” and the original person who posted, it could be their “2nd, or 3rd, or maybe they have no connection”. So, in that sense, good content can have a ripple effect, but not many people know how to harness this skill.

How can we remedy this situation? Coho Events has developed software to allow a host to invite as many co-hosts as desired to help grow your network and resources. We are also expanding the definition of co-hosts to affiliate marketers and creating ways to incentivize co-hosts to proactively promote events. Nonprofits, schools and companies such as Abercrombie & Fitch, Susan G Komen, Agen-C, Deep Eddy Vodka, Northeastern University, LaForce, and Born and Raised Detroit Foundation have used and profited from Coho Events. They all used the platform to become better organized while establishing a fresh, new online presence, which is easy to share and post content through channels like emails and social media.

For more information on Coho Events and their services, please visit cohoevents.com or contact me directly at jp@cohoevents.com.

 

 

 

Coho Events Host Of The Year: Stephen Kinney

Happy new year Cohomies!

2016 was incredible year for the Coho Events team to say the least. In the past 12 months the CE crew connected with passionate brands and nonprofits across the country. We witnessed electrifying events that wouldn’t have been possible without the energy invested by all of the Coho family utilizing our platform to create unforgettable experiences for their communities.

We’re happy to take a moment to recognize one special person as Coho Event’s Host Of The Year: Dr. Stephen Kinney! Dr. Kinney is a well spoken and hard working man with sincere vision to unite people, period, regardless of beliefs or circumstance. His dedication to creating community through engaging dialogues and amplified arts endeavors has certainly not gone unnoticed in the Austin area.

Host of the Year-2

 

Stephen spearheads The Front Porch, an Austin based organization dedicated to building compassionate community through over 50 dialogue focused events a year. The Coho team was thrilled to take part in The Crisis In Music In Austin, a special night of music industry discussion cohosted by Philip Marshall and featuring Austin Mayor Steve Adler and music historian Ted Gioia. We’re looking forward to Dr. Kinney’s follow up gathering about Austin music industry dialogue, slated for sometime in 2017.

Coming up in March, Dr. Kinney’s Front Porch is throwing an incredibly joyous event called the Easter Vigil. This gathering at sunset will include music and entertainment, hosted by community leaders and members from all faiths and backgrounds to celebrate together without boundaries.It’s sure to be a real celebration of life for any and all!

Our own Cohomie Louis Pratt had the pleasure of sitting down with Stephen to discuss his personal ethos on events and community. Check in with the interview and be sure to keep good ear open for all the exciting events Stephen and The Front Porch have in store for 2017.

Friday Music Feature: Sydney Leigh

Happy Friday Coho Fam! Today we’re happy to bring an incredible young talent to your attention! Sydney Leigh is a 17 year old electro-pop singer-songwriter with an incredible career in front of her. We wish we would have come across her sooner, as she would have been a great fit at the Born And Raised DetroitDon’t Stop The Music” event! Maybe next year!

You won’t want to miss out on this rising pop star from Michigan. Last week she released a fabulous four song EP titled “Reinvented,” the follow up to her first EP “Crazy Beautiful.” As Sydney released “Crazy Beautiful” at the young(er) age of 15, titling the EP “Reinvented” was a perfect decision. Miss Leigh has seriously amped up her songwriting and singing chops, maturing her sound to match a polished modern-pop brand aesthetic. These tracks will certainly get peoples attention, as they’ve gotten ours! (labels lookout)

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Each song on the EP has a bit of a different feel within the electronic-pop music genre. “Bailando Loco” has a latin-dance feel that would make Shakira move her hips, and “Out Of Air” definitely gives Katy Perry’s recent radio hits a run for their money. We can’t wait to see how SL steps off of this musical foundation to reach new heights.

We encourage you all to check out Sydney Leigh‘s website and stream her brand new EP “Reinvented” exclusively on Spotify below! Maybe one day soon you’ll be able to pick up your SL concert tickets via Coho Events. Until then, make sure to support Sydney’s musical adventure and look out for music coverage here on the Coho Events Blog. TGIF!

 

 

ATX Music Series: The Eastern Sea

Who’s ready for the ATX Music Series Kickoff Finale party? We know we are! In anticipation of a rocking evening at Lucky Lounge, I had the pleasure of chatting with Matt Hines, the captain of Austin veteran folk and roll act The Eastern Sea. Matt is a hard working fellow who turned his bedroom project into a band worth remembering, and we’re eager for TES to shine bright on the Lucky Lounge stage.

Matt had been releasing music as The Eastern Sea for 11 years now, so he’s seen a lot of bands come and go through the 512 music crowd. The Eastern Sea has earned a steady following within their home market, connecting with fans through earnest songwriting and a collaborating with other bands in the scene (despite the feeling that his band was more of a lone wolf act.) As Matt ran through his range of influences and interests (say, religion as a societal and sociological entity, for example) it was apparent that the tunes produced by The Eastern Sea dive much deeper than the average folk/rock/pop hits of today.

The band has now self-released 3 full length albums, and has its eyes set on creating a larger splash in an increased number of national markets. It’s difficult for a band to handle all of their business needs while writing and performing material, so we hope that the band can pick up the right support team ASAP. Matt and the gang have something special, as the songs in their catalog may certainly resonate with a diverse range of people and tastes.

Coho Events is honored to host The Eastern Sea this Saturday at Lucky Lounge for the ATX Music Series Kickoff Finale party! Make sure to reserve your tickets now as the event is sure to fill up fast! As well, be sure to check out The Eastern Sea’s latest album, “The Witness.” Stream it via Spotify below!

ATX Music Series: Hunter Sharpe

Hunter Sharpe is one of the brightest young musicians Austin has to offer. After sharing some coffee and conversation with the 20 year old rocker and his manager Jake Turner, it’s easy to see why Hunter is loved by his fans. He’s a genuine artist with the clearest intentions; bring the jams, have fun, get famous in the process (ain’t nothing wrong with that!)

Hunter and his band offer an electrifying live show that ignites the crowd wherever he performs. Hunter’s been playing ever since he could pick up a guitar, and was gigging throughout his high school years, so he’s well versed in capturing a room at this point. As well, he’s got generations of familial musicality and energy to support his venture and fuel his fire. Hunter shared a few stories of listening to The Beatles with his Grandfather and the memories instantly brought smiles around our table.

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Hunter has got his sights set on some of the meccas of music, already making several trips to perform in New York City and Los Angeles. His manager, Jake, and Loophole Management can certainly take credit for some of his accelerated success story. Jake is a hard-working and knowledgeable, to say the least. At one point our conversation side-tracked into a deep analysis of the (lacking) music industry infrastructure Austin offers, and explored all of the effects that the musical environment has on Austin’s home-grown talent. We lost Hunter along the way, but it was clear that Hunter is lucky to have Jake on his team supporting the business side of his musical adventure.

Hunter expressed excitement for the upcoming ATX Music Series Kick Off Party, ramped up by the talented artists he’ll be supporting on stage (Netherfriends & Patrick Simms.) Jake saw Coho Events’ ATX Music Series as an opportunity to create a new regular and reputable music event in Austin, one that does right by the performing artists and adds to the unique culture of the Austin live music scene. Coho Events is honored to begin building the ATX Music Series out with the help of Hunter and his music, and the team can’t wait to see how far we can take the concept.

Make sure to grab your tickets HERE and join us this Saturday at Grizzly Hall for our ATX Music Series Kick Off Party! You won’t want to miss this.

ATX Music Series: Netherfriends

Netherfriends is creativity incarnate. Shawn Rosenblatt, the man behind the wheel, lives a life in which he’s free to create whatever he pleases. His labors bear enough fruit to fuel his fire, and the consistent cycle of creation continues.

Spending an afternoon with Shawn was as enlightening as it was humanizing. In awe of a man living the dream, the most surreal feeling came from realizing that the trail Netherfriends is blazing is one that anybody can follow. All you have to do is put in the work, think creatively, and never give up…easier said than done.

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Shawn said he wanted to be the “most prolific artist in every genre.” It sounded like a bit of a stretch, but break it down logically and it isn’t so farfetched. If you wanted to be the best in every genre, you would need to be in every genre. So what has Shawn been doing since the year began? Since January, Netherfriends as released a concept album every single month, with monthly album releases continuing until of the year. He’s put out 118 high-quality, fully conceptualized, well produced tracks in 2016 ALONE.

These projects are versatile, jumping from instrumental yoga tunes to reggaeton tracks, from acapella productions to blues trap beats and beyond. He’s written the soundtrack to a stoner rom-com flick and an album about money. This doesn’t even include the 2 music videos he’s put out with each album, or the 2013 50 track behemoth “50 Songs and 50 States.”

Shawn Rosenblatt fell in love with his work and earned himself seventy-five thousand monthly listeners on Spotify. Nestled in a comfy corner in East Austin, his Netherfriends music den is a safe haven for ideas to develop and come to life. He’s earned himself a break from six years of touring across the US. The coming months will see a country-trap album, an album made with trash, jazz exploration and more. I couldn’t be more excited.

Coho Events is excited for Netherfriends to hit the stage at the brand new Grizzly Hall this coming Saturday, September 10th. Spending over thirty-six months on the road has allowed Shawn to own his one man show. Shawn employs a combination of live instruments and electronics to shake the audience and stir up the moment.

Shawn’s live performances may be few and far between until next year rolls around, so we’re honored to host him as the headliner on opening night of the ATX Music Series. Don’t miss this magic! Grab your tickets HERE.