Printed Conference Brochure Saves Event
It seems organizations these days are trimming direct mail from their marketing budgets as a way to save money without really understanding the impact it might have on their events.
Know that I am a probably a bigger fan of e-marketing using social media, email, press releases, than I am a fan of traditional marketing. However, I also realize there is no magic bullet (marketing tool or technique) that works for everyone, every time. Over the years in talking with marketing experts and through my own experience, I have come to the conclusion that using multiple tactics in concert produces the best marketing results.
The Ohio Association for the Education of Young Children (Ohio AEYC) is a statewide organization that advocates for the early childhood workforce, quality care and education for young children and families.
This past summer, Ohio AEYC decided to not market one of their workshop events via direct mail. They thought they would just promote their event through e-marketing efforts. All this in an effort to save money (sound familiar?)
Amy Eldridge, Ohio AEYC Events Director indicates, “we figured that the content was a hot topic and we would get more than enough attendees through e-marketing and posting info on our website.”
After two weeks of promotion, registration numbers were not what Ohio AEYC had desired – they considered canceling the event. “We thought that we were not getting attendees because it was a members only event,” says Eldridge.
Ohio AEYC decided to not cancel the workshop, but to switch to a later date and re-promote the event with a direct mail piece. They sent a simple, economical postcard to their mailing list. The result of the direct mailer was a 50% increase in registrations allowing Ohio AEYC to have the event they had hoped for.
“Direct mail really works!” claims a surprised Eldridge, who went on to say, “having a web presence is important, but you need to know how to reach your members. Using a printed piece is a great way to get in front of our audience.”
- Know your target audience and best way to reach them
- Try different promotional tactics, but be prepared with a backup plan
- Know that there is no one way that market an event (use a combination of tactics that fits your budget and time)
Be sure to read my article entitled, “5 Reasons Direct Mail Works to Promote Your Conference” to learn why sending a printed postcard or brochure can still be effective in promoting your next event.