91制片厂

With the festive season just around the corner, your event planning will already be well underway. But in a notoriously busy time of year, it鈥檚 important to think strategically about your marketing efforts鈥攁fter all, tickets don鈥檛 sell themselves.听

To truly stand out you have to plan ahead, think cross-channel, and be bold with your choices. Our in-house experts have provided their top tips and tactics to help you cut through the noise (and festive hangovers) to sell out your events this year.

Don鈥檛 forget to download your free event marketing template by inputting your details into the form on the right-hand side.

Want to learn more about how to stand out and maximise ticket sales this year? Watch our Seasonal Success On-Demand Webinar.

Embrace social media

Build buzz around your seasonal event by using social media. While you should stay true to your brand all year round, there鈥檚 nothing wrong with using calendar moments to have a bit of fun鈥攚hy not introduce an advent-style countdown or drop in the odd seasonal pun? Give them pumpkin to talk about!

Instagram, Facebook, and TikTok are fab for building consumer engagement, while LinkedIn is essential for B2B events. You should also choose a catchy event hashtag to use鈥攁nd don’t forget to prompt attendees and partners to use it, too!

鈥淪ocial media is a great place to thank and engage with your partners, vendors, and sponsors, no matter the season,鈥� says Sophie Vershbow, Head of Social Media and Influencer Marketing at 91制片厂. 鈥淲hether it鈥檚 in the caption or through a photo tag, make sure your top contributors get a call out鈥攊t will increase the post鈥檚 engagement too!鈥�

Top Tips:

• The festive season is a great time to show gratitude. So give your partners, vendors and sponsors a shout out on social media. Don鈥檛 forget to tag them and ask them to reshare on their own feeds.
• Seeing as sharing is caring, why not build social media promotion into your contract when signing talent? This will help you to attract a crowd.
• Use trending seasonal hashtags to help get your content in front of a wider audience.
• Get creative with traditions, such as running 25 days of festive ticket giveaways on Instagram.

Download your free event marketing template by inputting your details into the form on the right-hand side.

Influencer marketing

Working with influencers is brilliant way of reaching new audiences looking to discover events. And while it would be tempting to focus on influencers with a huge following, smaller influencers often have higher engagement (and are cheaper to work with). Focus on influencers who align with your brand identity, that way the partnership feels authentic for your combined audiences.

“Influencers know what type of content resonates best with their audience,” says Natasha Fuentes, Influencer Marketing Manager at 91制片厂. “Trust their judgement and give them creative freedom when they are creating their content.”

Top tips:

• Follower count isn’t the most important metric. Reach out to听micro-influencers who often have higher engagement rates.
• Spend time researching to identify the influencers that align with your brand and values.
• Check their current posts to see if their content style matches what you are looking for鈥攂ut remember that the influencer understands their audience best.
• Share your social handles and hashtags so that they can tag you in any content.
• Remember to adhere to partnership disclosure rules.
• Why stop there? Aim to create longer-term partnerships across multiple events.听

Email

Harness the power of your mailing list to reach potential attendees. Emails can often feel like a chore, so break up the monotony of your recipients’ inbox with a catchy subject line they can’t ignore. Remember: people are busy (especially around the festive period), so keep your emails short and snappy. Once you鈥檝e got your guest list sorted, you will need to send regular emails to build excitement鈥攁nd make sure people remember to turn up!

鈥淗ave an understanding of what actions you want your audience to take,鈥� explains Stacey Worrell, Campaign Marketing Manager at 91制片厂.听鈥淲hether directing traffic or securing bookings, the call to action must be clear and stand out against the rest of the content. Remember that not everyone scrolls to the bottom, so position a high and visible CTA button.鈥�

Top tips:

• Make your subject line so irresistible, they can’t help but open your email鈥攁nd remember take advantage of the preview line to add a bit more intrigue.
• Once you’ve got their attention, get to the point. Make your message snappy and full of energy. Make it clear your event is unmissable!
• Bring your event to life on the page with lots of images. GIFs are fun, too鈥攋ust don’t overdo them!
• Remember to send regular emails to attendees before the event to build excitement, as well as provide important information. You could always encourage them to share the email with friends to drive more ticket sales!

Download your free event marketing template by inputting your details into the form on the right-hand side.

Website content and blogs

Spread the word and build relevancy with seasonal blog posts. Let people know about your seasonal events and activities by sharing updates and other informative, engaging content on your website. You can post a preview of your event, recap a prior seasonal event with photo evidence, and post other key seasonal trends and insights to entice your audience.

鈥淒on鈥檛 overlook seasonal posts when setting your blog strategy,鈥� Noelle Buhidar, Global Head of Content Marketing at 91制片厂. 鈥淓vergreen content is critical to your ongoing relevancy and traffic, but by generating seasonal content, you鈥檒l tap into timely trends, and can drive a natural increase in traffic to your blog and site for topics like New Year鈥檚, summer, and Halloween. Searches for seasonal events can start days or even months before, so get your content up early and update it as you near the moment.”

Top tips:

• To see when seasonal topics start to trend (e.g., when do people start searching for Halloween events?),听. It鈥檚 easy to use and free. Type in search terms and adjust the time frame to the calendar moment. From there, you鈥檒l see how often people Googled it, and how the term trends throughout the year.
• Write for people. Use your engaging, authentic voice, and answer the questions you know your audience has.
• Break your content up into smaller paragraphs (three to four sentences) 鈥斕齮his helps with readability, especially for those viewing your content on mobile devices. Nothing is more off-putting than chunky paragraphs.
• Use subheadings throughout your piece to break the content up and make it easy for readers to scan and find the information most relevant to them.
• Use bullets or numbers for lists.
• Create actionable CTAs in your posts that make it easy for visitors to click through to your event.听
• Include videos or photos in your blog posts to bring your experience to life and diversify your content.听
• Make it easy for website visitors to find information about your upcoming events.听
• Ensure your FAQ page is easy to find and up to date.听

Event page听

If there鈥檚 one page that matters more than most, it鈥檚 the event page. This is where event-goers will make the final decision of whether they purchase tickets or not. Use this as an opportunity to optimise it for sales and maximise user experience.听

Writer鈥檚 block can be a major hurdle for time-strapped event organisers. Check out our听new AI tools听that help jump-start creativity, save time, and streamline the copywriting process.

Top tips:

• Keep it brief but include key event details, such as ticket price, date, and speakers or performers.
• Make sure your event page echoes your website and social media. Don’t be afraid to recycle content.
• Add images and video to show attendees what they can expect at the event.
• Outline the agenda and timings, if relevant.
• Include all of your relevant contact information.

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