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

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.

 

 

 

Show Your Love – BARD

DETROIT, the grand dame of the early 1900’s; the potential of this once magnificent city remains, despite the past many decades of depression and political turmoil.

Signs of urban renewal are constantly more apparent as many groups and individuals are investing time, effort, and money to bring Detroit back to its glorious past. Millennials have a particular purpose in this endeavor, and Born and Raised Detroit Foundation is a prime example of this.

BARD represents the reestablishment of vibrancy of not just the city, but the people, by bringing hope and creating a new allure to the inner city in order to attract residents back to the downtown area, which is already clearly experiencing the beginning signs of rejuvenation with multiple restaurants and retail stores taking roots there.

Personally, being able to get involved with Born and Raised Detroit Foundation has been one of the most fulfilling and pleasurable experiences of my life. Coho Events has deep roots in Detroit with two of  its three founders having one parent born and raised in the city. Therefore, when we heard of BARD last year, we felt an immediate affinity to it. Despite our need, as a start-up for product development, business strategy, sales, customer service, legal, accounting, etc., we put a hold on a few company priorities to focus on assisting BARD in its effort.

BARD is on a path to do something very special. They are spreading the Detroit spirit from city to city with high-end curated events. By hosting events, they are able to raise money, which is donated to a selected group of hand picked nonprofits. Next week they will host their 6th annual Show Your Love for Detroit Gala on April 7 at the Bowery hotel in New York City. (nylovesdet.org)

Notable nonprofits BARD supports:

Detroit Achievement Academy

A free public charter school currently serving kindergarten through fourth grade students.Detroit Achievement Academy exists to holistically support the education and development of students who have the determination, drive, and skills to shape their own path of high achievement with the ultimate goal of creating civically engaged, joyful citizens who are ready to change the world. detroitachievement.org

Racquet Up Detroit

An out-of-school program which focuses intensively on the long-term development of Detroit youth by promoting their education, health, and character development. Through academic tutoring, health and fitness coaching, and youth development, Racquet Up aims to achieve 100% high school graduation and 100% college enrollment among its students. racquetup.org

Downtown Boxing Gym

Through education, athletics, mentorship and intervention, the Downtown Boxing Gym empowers Detroit students to be positive and productive members of society. Serving more than 130 students between the ages of 7 and 18, with an ever growing waiting list. Downtownyouthboxing.org

Alternatives for Girls

Our mission is to help homeless and high-risk girls and young women avoid violence, teen pregnancy and exploitation, and help them to explore and access the support, resources and opportunities necessary to be safe, to grow strong and to make positive choices in their lives. alternativesforgirls.org

 

Don’t Stop The Music! Born And Raised Detroit

Don’t stop the music, Detroit! Coho Events is thrilled to be supporting Born And Raised Foundation (501c3, aka BARD) and their partner, Detroit Homecoming, in their efforts to amplify community engagement raise awareness of the need for community support in Detroit today.

Parker Lynch, Born And Raised Detroit’s head honcho, is passionate about improving the wellbeing and foundation of the city of Detroit. Parker and BARD focus on supporting smaller and more impactful organizations in Detroit, making sure the resources earned from fundraising and events are used as effectively as possible. This year, 100% of proceeds will benefit the Music Hall’s program for educating kids in DPS and Reaching Higher!

Parker has been giving his time and energy for 10+ years to re-engage Detroit expats around the country. Starting with a Thanksgiving-time gathering called “The Gobble Wobble” (he thanks his mom for helping with the original idea,) Parker has organized and mobilized hundreds of current and former Detroiters to raise money for those who need it most.

BARD believes in and leads with the turnkey approach, engaging all who wish to be involved and never turning a helpful soul away. Partnering with Detroit Homecoming has allowed BARD to reach an incredibly vast audience. Even people who’ve never been to Detroit have come on board to help with the cause! For BARD and Detroit Homecoming, “Detroit” is more than a buzzword to sell merchandise. Detroit is an important American metro with a vibrant culture and storied history, though today it’s in need of some TLC. With people like Parker on the job, the Coho team is confident that the Detroit of tomorrow is right around the corner.

BARD is hosting “Don’t Stop The Music,” the final event after the week of Detroit Homecoming activities. Live music provided by Drew Machak, JohnFM, 2LANES, and Mekato, will certainly get the crowd up and dancing. Live art from TYP and an auction of over 50+ Detroit partners will also help add to the giving atmosphere of the event. Ultimately, the funds raised throughout the evening will be given to The Detroit Music Hall, which sends music educators into Detroit Public Schools to teach students to express themselves in creative ways through music.

Detroit Homecoming has drawn more than 300 expats back home to inspire their participation in Detroit’s rebirth, and efforts continue to grow year after year. Parker is confident that the heavy hitters attending this year’s festivities, as well as the “Don’t Stop The Music” event, will help the cause continue to pick up speed, leaving the doors wide open for upcoming events to bigger and better than ever before. You won’t want to miss this incredible evening of goodwill and good fun in the name of Detroit!

The party begins on September 16th on the rooftop of the famous Detroit Music Hall at 7 PM. Grab your tickets to the event HERE. We hope to see you there!