How To Market Your Events In Singapore

guide to marketing events in singapore

The majority of online marketers are familiar with event management cycle. The cycle involves planning, organising, promoting hosting and after the event follow-ups. It is obvious that with the absence of visitors, any event is purposed to fail. This is what brings in the need for marketing your events. With the statistics indicating that more Singaporeans are getting into online marketing, you need to have effective ways to market your events. If you are fortunate to have a popular market influencer in your marketing, it will help attract people to your event. However, if you have none, how will you ensure your event get noticed? This article goes through top best tips on how to market events in Singapore.

How To Get Started On Marketing Your Event In Singapore

Marketing your event is the new task at hand. The date is confirmed. You’ve booked an exclusive venue, made arrangement on hiring a life-changing PA system, and even gone an extra mile to plan on all the innovative extras to wow your attendees with.

Now what remains is reaching out to the kind of people that you’d want to show up for the event. Whether it’s a free event or you’re planning to sell tickets, it’s crucial that you reach out to potential attendees and lock them in in great numbers.

This is something to worry about, especially if you’re a first-timer in all this. Or maybe NOT — with this simple guide, you stand a chance to host an epic event and prove all the naysayers wrong.

Thanks to online marketing, the event landscape is on an entirely new dimension that’s favourable to all. All you need is an internet connection and a few platforms to take advantage of, and you’ll be presented with scores of potential attendees from all parts of the world for you to reach out and invite to your event.

Of course, the internet is saturated with all kinds of posts on how to use online platforms to market the event, but they’re all generic – regurgitated from the same old post that someone wrote years back, and which can’t actually be actioned.

In this post, we try to focus on actionable pointers that you can use to stretch out your guest list or sell as many tickets as you possibly can.

This is your ultimate guide on how to market your event in Singapore if you’re completely clueless on how to go about it. Read this bearing in mind that it’s possible to pull this off with a just a small budget and without any kind of celebrity endorsement.

In other words, this is your ultimate guide list on how to market your event in Singapore. We encourage you to read through it and use some of the pointers we’ve highlighted to come up with a solid marketing strategy for your event.

Before we jump into the marketing strategies, there are a few things you need to consider when planning an event.

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What Is Your Goal?

Before you start the marketing process, you need to determine what your goals for the event are. Ask yourself what you want to achieve once the event happens. Most organisers usually expect a return on investment. This can be done through ticket sales.

As you identify your goals, ensure that everything is set for the event. If, for instance you’re planning to have dance crews in your events, you have to prepare by contacting them early enough. The same applies to sponsors of the event. You need meticulous planning to ensure that your event runs smoothly on the set date.

Know Your Target Audience

When organizing an event, your target audience is vital. Do you have a target audience for the event? If let’s say you’re planning a weight loss event, you will probably target individuals who portray poor eating habits. If you want to get the best out of the event, the specific group you’re targeting must to show up in large numbers.

You must identify some of the strategies you can use during marketing to get the intended audience interested in your event. If you want to sell products during the event, you can find some ways you can make attendees want to purchase them.


What Are The More Popular Events Being Organised In Singapore?

Networking sessions

Networking, both online and in-person, is a type of event that is very widely hosted these days. In Singapore, various professional networking sessions are held every week wherein professionals from every industry gather to meet with new people and make connections. Networking events require no keynote speaker and you only need an appropriately sized venue and catering.

Conferences

Conferences are important to B2B and B2C brands and are typically hosted by one large company or corporation, and sponsored by many small businesses. Compared to other types of events, conferences are expensive to host as the hiring of speakers, accommodation for both speakers and attendees, costs incurred if travelling is involved and, of course, enough food  for everyone. These are the reasons why tickets for conferences are usually pricey and also why many sponsors are required in order to cover costs.

Expositions/trade shows

For us in Singapore, mention expos and trade shows, and what immediately pops into mind is the Singapore Expo where majority of such events are held. Expos and trade shows offer businesses an opportunity to display their products and services, and is a great way to increase leads. Some of the more popular expos that have been hosted in Singapore include the NATAS Travel Fair, IT Expo, Baby Fair and the Food and Beverage Fair.

Seminars

While the format of seminars is similar to conferences, it is usually a half-day event and tickets for seminars cost considerably less than tickets for conferences. Attendees at seminars attend lectures, discussions, talks by invited speakers and networking sessions.


Use Other People to Market the Event

You don’t have to rely on your sole effort or that of your team to market your event, NOT when it’s absolutely possible to bring other people on board to help you out.

Here’s how:

Run a Contest

Run a simple contest whose requirement for participation is sharing the event’s posters or tagging some of your friends on a status update or comment. They could even share it on their timelines and help you spread out the message.

Another approach would be to encourage potential attendees to share the best photo of themselves suggesting that they’ll be attending your event followed by the event’s hashtag you’d have created. Of course, the photo with the highest number of likes and shares is the absolute winner.

Also try inviting some of the attendees to vote on some minor event details, like the kind of speaker they’d like to have or the dinner theme they prefer the most from a list of options you’re offering.

As for the prize, you have the option to offer free tickets, access to the VIP, or anything else that’s relating to the type of event you’re organizing. Whatever it is that you settle on, keep in mind that a better prize selection is more likely to attract more participants.

You also have the option to run the contest on one social network or multiple of them or directly on your website.

Make a Point to Reach Out to Singapore Influencers if You Can

Influencer marketing is one of the surefire ways to drum up some serious publicity around your event. The only limitation is finding an influencer that will be willing to do it at low cost or absolutely free. Odds are also good that the few affordable ones may be already bogged down by requests.

So instead of mass-shooting your requests to a number of influencers, use that opportunity to draft a more personalized request and send it to the influencers you’re so certain of. Or the ones you think have the much-needed clout and influence to convince scores of potential attendees to consider checking you out.

You can start by doing some due diligence on the type of influencers within your locality. Check their following and most importantly, the kind of interaction they have with the people that follow them.

If your plan is to provide them with a guest post, then you have to find an angle that’s most suited with the kind of audience they have. If it’s a tweet, come up with a list of tweets for them to choose from. In other words, the less work you have them do, the better the chance that they’re more likely to warm up to your request.

Pay Affiliates

Give some of your followers some incentives to share your posts. In addition to serving them with complimentary tickets, you’re allowed to pay some of them to share your event around.

Just create a special URL for every single one of the affiliates who shows interest in the event and let them use the link to promote your event. And with each ticket they manage to sell, the affiliates are allowed to earn a portion of the sales amount.

Create A Website/Event Page

Sell your event

Use engaging and captivating content on the event page/website to market your event. Include details of the event such as date, location, notable speakers and target audience. Hire a professional graphic designer to craft quality images that will appeal to users and quote positive endorsements and testimonials from attendees of previous years.

Create some buzz

Curate or customise interesting marketing materials that will be handed out to attendees of your event. These can be T-shirts, badges, backpacks, caps and/or stationery. This is not only to add value for your attendees but also to effectively promote your event.

List your key speakers

Have a page dedicated to presenting the speakers who will be at your event. Include their photos, a quote or two from them, some information into their background and their credentials.

Add a blog

Take users behind the scenes at how your event is coming together as the big day draws nearer by posting articles and photos on a blog for your event. Make the stories conversational and personable with funny anecdotes and stories. This will bring you and your audiences closer together to form an interesting camaraderie that may increase the number of registrants to your event.

Blogger outreach

Marketing for an event when you aren’t yet established in the industry can be quite difficult. This shouldn’t be a worry because you can use bloggers who are viewed as experts in your industry. Bloggers usually have huge followings on their blogs and on their social media handles.

All you have to do is contact them and inform them of your event. Some will charge for it but this shouldn’t discourage you since you stand to gain a lot. They will market the event directly to the target group and increase the number of attendees.

Image gallery

If the event has been hosted before, it will be beneficial to have photos taken of the event then posted on the event website/page. As the event gets underway, hire a photographer to take pictures and to post them up on social media in real time.

Email marketing

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If you are able to build a sizeable email list via your event website, the next step would be to put that list to good use in the months leading up to the big day. It would be a good idea to split your email list up into different groups in order to customise your emails so that they will create a bigger impact on the receiver. This type of email targeting can be easily done with services like MailChimp and Active Campaign.

Start sending event emails at least 3 months before the date of the event and resend it once every 3 to 4 weeks. You can choose to include early bird specials to recruit early registrars and remember to send a reminder email a few days before the day of the event with information such as time, date and location.

Build a list

A great way to build a useful email list is by having interested parties register on the event website/page. Be sure to have a prominent “Register Now” button on the site to allow users to easily register their interest by providing their name and email.

Social Media

Almost every adult who has access to the internet in Singapore uses social media. The number of social media users has increased steadily over the past few years and will only continue to do so. Some of these platforms include Facebook, Twitter, Instagram, Pinterest, Google+ and LinkedIn.

Note that all these platforms are unique so you have to tailor content for each one. If you’re using Instagram, for instance, focus on creative images because it is mostly used for sharing photos and videos. For LinkedIn, ensure that you explain to the users how they will benefit by attending the event.

You can engage the users by posting industry news or having a question-answer session. Ensure all your social media accounts are active. This way, you will attract more people and sell more tickets.

Make Good Use of Social Share Buttons

Leverage the hoopla that comes with buying a ticket to spread the word around even further. Every time someone makes an effort to buy a ticket, direct them to a page with social sharing buttons that they’ll be clicking to share your post across different social media platforms.

Don’t complicate it – just a simple line along the lines of:

“Thanks for purchasing your ticket. We can’t wait to see you at [your venue] on [the date of the event]. We guarantee you’ll have a blast. But you can make it even more fun by stringing a friend along. Here’s a link to stretch the invite to all of your friends.” This should be followed by a list of pre-populated social media actions that they can click through to share your event to their friends and family.

Offer Discounts

It is common sense, more of your attendees and the influencers you approach will be more willing to share or respond to your request in the affirmative if you’re offering something in return.

Simple, create a refer-a-friend promotion, where an attendee gets to earn a portion of their ticket cost back by referring a friend. Or you could offer a VIP experience or a swag bag or snap-back for anyone who registers as a group or gets one of their friends to buy a ticket.


Marketing Your Event on Social Media

Social Media Channels

Apart from providing event links on your social media accounts, make sure you include a call to action to buy tickets. Ensure that people don’t have to go through so many clicks before purchasing tickets. For example, if you use your Facebook page to start a Facebook event, you can place a direct link to the event page within a separate event ticket URL.

Like it or not, most of us spend time on social media. These tips are hence not complete without the inclusion of social media. Even though these popular social media with enormous business potential exist, you have to understand how to use them in your advantage. Don’t try to be on every channel with an inadequate marketing campaign. Research on the social media platform which is preferred by the majority of your audience and start from there. Below are tips on how to use each channel;

  • Twitter. This channel is famous for the use of hashtags. Use its real-time and fast updates to market your event.
  • Facebook. Being the primary social media platform with the higher audience majority, it is the perfect platform for you to establish your main event profile. Use it to give event updates, engage with your followers and add ticket links.
  • Instagram and Pinterest. These are more of visual marketing. You can share photos of your events and those from past attendees. You can also share some behind the scenes pictures during event preparation.
  • LinkedIn. This platform deals majorly with a professional audience. If your event is focused on a specific group of people with a common interest, LinkedIn is the right place to find them.

It is noteworthy that promotions and ticket giveaways competitions are perfectly run on social media platforms.

Look Beyond Facebook and Twitter

Facebook and Twitters are among the two key players in the world of online marketing. But there are NOT the only ones – NOT anymore.

Your options stretch far and wide, including Pinterest, Instagram, and Snapchat to name a few. You also have live-streaming platforms such as Blab and Periscope to look into.

The point is to try to optimize your content so it can be shared across multiple social networks so you can extend your reach. You want to reach as many people as you possibly can. So why NOT structure your content in such a way that it can translate well across different social media platforms.

Also, try to tailor the approach you’re using to match the strength of every social media platform and maximize your returns.

Consider Holding a Pre-event Event

Let your attendees have a taste of what the real event will be like by hosting a pre-event event. This can be in the form of a Twitter party or the event’s behind-the-scenes coverages in a Periscope broadcast. Another approach would be to host some of the key speakers on Blab.

Take your time to market the event, making sure you have advertised it on almost any imaginable social media platform you can think of.

Your special target should be the people that abandoned the registration process without purchasing an event ticket. By hosting a pre-event event, you’ll be giving them a free opportunity to get a taste of what the real event will be like and what they’ll be missing out should they choose NOT to attend it.

The plan is to get them to change their mind. So make a point of making the pre-event as exciting as it’s actually possible so you can get the bulk of your attendees to make up their mind and consider buying a ticket to the main event.

Another trick would be to try combining the pre-event with a contest to create some desirable hype around the event.

A Private Facebook Group to Attendees

Let it be known that you’re offering your attendees an opportunity to network. And the easiest way to do this is by creating a private group on Facebook where the attendees are allowed to engage one another and pal up before the main event.

Simple, every time someone registers, send them an exclusive link inviting them to join the event’s group. Also, consider making periodic posts to the group to keep your group members engaged.

If you find it fit or relevant to the type of event you’re hosting, consider creating documents that the attendees will use to request for a ride or room shares.

Hire influencers

Influencers – you either love them or hate them. Nevertheless, one has to admit that they do attract attention, both positive and negative, and motivating or hiring influencers does work in creating awareness for your event.

Create a Stellar HashTag

Take your sweet time to think over your event’s idea and figure out a stellar hashtag to use. The hashtag you come up with must be short, unique and easy to memorise. Don’t overthink the whole thing. Just go through the event’s idea, and you’ll come up with something really creative within five minutes of reeling it through.

It’s also crucial to research on the keyword you’re using to make sure it’s entirely unique and that there’s no other person already using it.

Once you’ve identified the hashtag, the next thing you do is use it alongside the social media posts you make. Remember to also encourage your attendees to use it in the posts they make.

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Also, with their permission, of course, you have the option to repost some of their content. And lastly, make sure the hashtag is plastered all over – be it in your social media bios or on every single one of the branded materials you make. The point is to keep it fresh in the mind of every potential attendee that crosses your path.

Create a Stunning Video about the Event

Social media users love videos, particularly those on Facebook. It’s for this reason that you’d want to create a professional video about the event.

Whatever you decide on, refrain from making the video overly promotional, but fun. Your end goal should be to garner the much-needed attention around the video. Make your fans be interested in watching the video all the way to the end without losing interest somewhere in the middle.

And while at it, make them feel like checking you out or digging out for more info regarding the event.

You have the option to upload the video directly on your Facebook page in the hopes that it might go viral and garner an impressive number of views.

Remember to also upload it on YouTube and Vimeo to extend its reach. Lastly, go ahead and upload the video to your website so that your site’s visitors can also view it, besides boosting your SEO score for a favourable ranking in the SERPs.

Follow Relevant People

Your Journey in this doesn’t end with you posting some video content around the event. You have to make a point of following relevant people within the industry you’re in.

This is the perfect timing for this. To satisfy their curiosity, especially after seeing your event posts a few times, most of these people would be tempted to click on your profile and find out more about your brand.

Dig for related posts within your niche and follow the people you encounter. If anything, these are some of the influencers that will be helping you spread the word further. Also, don’t forget to pin the posts on Twitter and your Facebook page and make the event the first thing people see upon checking you out.

Learn To Schedule Social Media Posts

Posting on social media can be overwhelming at times. There’s also a fair chance that you might forget to post it altogether. So why NOT take advantage of scheduling tools such as Tailwind, IFTTT, Buffer, and Hootsuite to save yourself a huge chunk of your precious time.

However, with this approach, remember to keep in mind that your presence on the platform is also cherished. Your social media following also want to feel your presence and even get to interact with you on a one-on-one basis in some of the posts you make.

So at the time of the day, you want to create some time where you’ll be signing into your social media accounts to respond to their questions and make timely updates. You want to make sure that you’re part of some of the conversation your attendees are making concerning your brand or the event you’re organizing.

 


 

10 Different Types of Facebook Ad Formats: The Ultimate Guide to Choosing the Best Facebook Ad

With so many businesses advertising on Facebook and spending a pretty penny doing so, how do you make your marketing dollar count?

Well, you first have to figure out which Facebook Ad type works best with your campaign objective. 

In this section of the post, we’ll try to walk you through the different types of Facebook Ads, and even help you choose the right ads for your different campaign goals.

 

  • Facebook Carousel Ads

 

This ad format allows you to display up to 10 different images or videos on a single Facebook ad, with each image or video getting its own unique link.

It’s a pretty useful ad if you have more than one product to display or when you want to display your products from different angles. You can also use it to display a process or show transformation (before and after images).

How to Set Up Facebook Carousel Ads

To set up a Facebook Carousel Ad, you’ll first have to choose your campaign objective and then proceed to select “carousel.” 

Next, upload all the videos or images that you want to display. You’ll also be required to write a short headline and description for each image/video, followed by the URL that directs people to where you want them to go. 

You’re allowed to use the same URL for all the images or a different one for each image/video. 

You also have the option of automatically displaying the best performing image first. All you have to do is check the box next to “Automatically show the Best Performing Card First.” 

How to Make the Most of This Type of Facebook Ad (Some Few Pointers to Use)

  • Take advantage of this ad format by using the slides to showcase a series, a narrative, or range. Don’t randomly display the images. Instead, let them tell a story, show a range, or indicate a series – something that your viewers can follow and piece together.
  • The images you use must complement each other. You also have to make sure the visual are not clashing. And most importantly, ensure there’s some coherency in the story they tell. 
  • Your best performing carousel cards must appear first. There is a box to check for this to play out automatically. 
  • Use your creativity to make the most out of your carousel ad. For instance, you may use the carousel ad to share an affirmation text or recipe to your audience every day.
  • Consider creating a single long image for the ad to create a more immersive ad experience. Follow this link to learn how to create one. 
  • Here are Facebook Carousel Ad examples to check out for inspiration. 

 

  • Facebook Single Image Ads

 

This type of Facebook Ad allows you only to post one image. You, therefore, have to make sure you’re using the right image size. 

Ideally, your image size must be 1200 x 629 px.

A Few Pointers to Observe When Setting Up a Single Image Ad on Facebook

  • If you’re planning to overlay text on the images, then make sure the text overlays don’t cover more than 20% of the image. Otherwise, Facebook may not deliver it to as many people as they should. They may even fail to show it.
  • You also want to make sure your image is bright enough to capture viewers’ attention from the get-go.
  • Use a compelling subject line.
  • Make the image quality your priority. You have to make sure your images are not over or underexposed. They should be clear and sharp, not blurry. Try to upload the highest resolution as you possibly can. 
  • Use little image text. It’s even better when you don’t use it at all.
  • Run the image through Facebook’s image-text checker to confirm if you’re using the right image-to-text ratio. 
  • Use little or no text at all in your thumbnail

 

  • Facebook Single Video Ads

 

This operates the same way as Facebook’s Single Image Ad, only that you’re to post a video instead of an image.

It allows you to advertise short videos (not exceeding 60 seconds) on Instagram. 

Video ads are recommended because they allow you to pack more information.  According to the latest comScore report, 64% of customers are more likely to go through with a purchase after watching a product video. 

Video ads are the best when you’re looking to drive leads, conversions, and engagement.

A Few Pointers to Observe When Setting Up Single Video Ads on Facebook

  • Use an attention-grabbing video title and the thumbnail image
  • Your videos must be short and sweet, not exceeding 60 seconds (preferably less than 15 seconds long). 
  • The video must be optimised for mobile
  • Upload the highest resolution possible
  • Caption the videos to increase the view time
  • Create your videos for sound off. The reason being, a majority of the viewers will be playing your video on mute.

 

  • Facebook Slideshow Ads

 

Not to be confused with carousel ads. Slideshow ads appear as a single image that keeps on changing depending on how you’ve set them.

There are two ways to create a Slideshow ad:

  1. One is by creating the slideshows yourself and uploading them on Facebook as a video.
  2. The second one is where you use Facebook’s Slideshow Creation tool.

Facebook has one of the most advanced Slideshow creation tools you’ll ever come across online. 

They even offer different branded formats, text overlays, music, and fun additions for you to choose from.

Facebook allows you to upload an original image for your slideshow or choose from the available stock images.

When to Use a Slideshow Ads?

If your target audience is from an area with a poor network connection, then a Slideshow ad can make an excellent alternative to video. 

  • They’re also a great way to tell your brand story. All you have to do is upload your images and then choose from the stills provided to tell your story.
  • They can display multiple products or a single product from various angles. 
  • They can also be used to display tutorials or recipes. 
  • They also work with transformations — to display before and after comparisons. 

Why Facebook Slideshow?

They’re easier to set up and a perfect alternative to videos. Where you do not wish to use videos, a faster alternative would be to consider making a slideshow.

 

  • Facebook Story Ads

 

Facebook stories are an equivalent of Instagram Stories. They’re the full-screen images or videos that automatically disappear in a day (after 24 hours). 

According to a recent report, more than 50% of the marketers that use stories (whether on WhatsApp, Instagram, Messenger, or Instagram) to advertise their products or sales at least end up with a deal or sale.

Here’s what Facebook recently revealed about their stories:

  • 56% of users that saw a product or service on their stories went ahead to check out the brand’s website for more information. 
  • 50% of the users that saw a product or service on their stories tried searching for it on the brand’s website
  • 38% of the users talked about it with the people they know,
  • 34% of the users that saw the product visited the physical store

 

  • Facebook Messenger Ads

 

Messenger ads will directly appear in users’ inboxes, formatted as either videos, images, or carousel. 

The easiest way to set up messenger ads is through automatic ad placement. This will weigh in on the available options and send the ad where it’s likely to generate the best results and at the lowest cost possible. 

Why Facebook Messenger Ads?

Facebook messenger ads act as a conversation starter. They place your users in a position where they can directly initiate a conversation with you. 

You can right away start chatting instead of having to drag users from somewhere else to their inbox. 

You can even send sponsored messenger messages to users that you’ve ever had a conversation with. These messages will be directly displayed in the users’ inboxes, like regular messenger messages. 

Follow this link to learn more about Facebook Messenger Ads. 

 

  • Facebook Collection Ads

 

Collections ads are one of the best ad formats for showcasing products. You can use them to showcase multiple products for an immersive experience that makes it easy for users to discover your products.

Collection ads are similar to Carousel Ads because they allow you to display multiple products or services at once.

The two might be similar in so many ways, but a few distinguishing factors set them apart.

The Difference Between Collection Ads and Carousel Ads

Features

Collection Ads

Carousel Ads

Devices

Displays on mobile only

Displays on both mobile and desktop 

Browsing

Images can be perused by swiping up and down

Perused by swiping across

Industry

Works better with ecommerce 

Works better with any industry

Format 

Large photo or video at the top, with a list of product images or videos underneath it

Single image or video followed by other photos or videos on the right

Destination

Will take your users to your Facebook store to purchase your products or services

It takes users to a specified webpage or website. You have to provide a link where your users will be directed after interacting with your ad

 

  • Facebook Lead Ads

 

Leads ads are used to inform. You can use them to inform users about your business, offers, and explain why they need to share their contact details with you.

They’re better suited with newsletter subscriptions or when you need to request a quote, event registration, and so on. 

Why Facebook Lead Ads

The contact forms come pre-populated with your contacts’ information. This makes it easier for people to fill them up, thus reducing drop-offs. 

Add custom questions into the form to learn a thing or two about your target audience.

Facebook Leads can be set up either from Facebook Ads manager or from your page. 

A Few Pointers on How to Make Facebook Lead Ads Work for You

  • Keep your forms short and straight to the point by trimming off unnecessary fields. In other words, you should stick with what’s relevant and ignore the rest. Keep in mind that longer forms lower conversion. 
  • Use multiple-choice questions. At the same time, you want to make sure your questions aren’t too long or hard to answer. 
  • Don’t make it harder for your users by providing so many choices. When asking multiple-choice questions, you want to limit your choices to at most four options. 
  • Thank users for filling up your forms. You can do this by adding a custom “thank you” note at the end of the forms. 

 

  • Facebook Dynamic Ads

 

As the name suggests, these are dynamic ads that allow you to promote your product to people that have shown interest in your offering, website, app, or anything affiliated with you. 

It’s designed to track user activities and serve them with ads based on their online history. 

These ads can be created in any of the formats we’ve mentions – video, image, collection, or carousel. 

Why Dynamic Ads

Dynamic ads are more advanced. Instead of creating an ad for every single one of the products in your pipeline, you can create a template that automatically pulls product images and other details directly from your catalogue, thus saving you the trouble of having to create these ads manually. 

For example, assuming you’re selling shoes. When a user checks a particular type of shoes, the ad will automatically pull that image and other relevant information from your catalogue and use them to create an ad that targets that particular users.

That way, you do not have to create an ad for every single one of the products in your catalogue.

 

  • Facebook Link Ads

 

Link Ads were created to direct users to your website or landing page.

It’s a single image ad that’s clickable and very effective at minimising drop-offs. 

These ads can appear virtually anywhere (newsfeeds, Stories, Instagram, you name them). 

The five Key components to Facebook Link Ads: 

  • Image: The image serves one essential goal — and that’s to help you grab your users’ attention. A catchier image translates to better ad performance
  • Headline: To inform the reader or viewer about what your ad is all about. Your headline must be short, engaging, and straightforward. 
  • Copy: Accompanying text explaining your offer. 
  • CTA: Describes the expected course of action. What do you want users to do after viewing your ad? 
  • Link description: Describes the destination website or landing page. What should your readers expect?

A Few Pointers to Help You Make Facebook Link Ads Work for You?

  • Choose the best photo (high quality, clear, conspicuous, and interesting to view). 
  • Be nice with words. If you can’t write a compelling copy for the headline and description, at least hire a professional copywriter to help you out with this. 
  • Must include a CTA button, e.g. Show Now, Download, Watch, Learn More, Sign Up, etc. 

 


Leveraging Your Network to Market Your Event

Promote Your Speakers

In case you plan on hosting some talks, make a point to promote them prior to the event. Use their names and stories to attract attendees and sell more tickets.

You can even interview them on your podcast or give them the opportunity to guest post on your page or site. Another option would be to create a round-up post featuring all the speakers you’ll be hosting during the event. Just a random post of the speakers airing their views and opinions on a pressing issue you suspect your potential attendees might be interested in.

For instance, you could ask every single one of the speakers to submit the title of a book they’d recommend to your followers, accompanied with a short description as to why they think the book makes a great read.

You can thereafter compile the recommendation into a long post with a title such as “a Top 10 List of Must-read Books as Suggested by Some of the Most Influential Business people in Singapore.”

It’s also important that you link the post to your speakers’ website and social media accounts to get them interested in sharing it out. That way, your speakers get the much-needed exposure, your readers get something that’s worth a read, and your sales swell. A win-win situation for all the parties involved.

Help Your Speakers to Promote Themselves

Use the services of a graphics designer to create a series of posters featuring the speaker’s name and photo, with details of your event. Once delivered, you can send these posters to the speakers and ask them to share it around on their social media accounts and websites.

Another approach would be to create an image of their face followed by one of the best quotes they ever made, followed by your event’s hashtag. Share it on your social media accounts, remembering to tag them in the post just in case they may also be interested in sharing it on their timelines.

Offer Free Tickets in Exchange of Free Marketing and Services

If you don’t have the budget for professional photographers and videographers, you can offer free event’s tickets to concerned parties in exchange for some of the necessities that they have to offer.

Ask them if they could provide you with a photo or video that you could use to market your event. Don’t be shy while at it as this also comes as a nice opportunity for them to promote their businesses.

So unless you have the money to spend on hiring a professional photographer or videographer or the skillset needed to bootstrap it, then there’s nothing wrong with approaching someone you know with the offer of giving them a free ticket in exchange for some of the services they offer.

Ask Some Your Email Contacts to help You Promote the Event

Don’t mass shoot a single email inviting every single person on your email contact list to the event. Instead, write a genuine email to every single one of them asking them politely to help you promote the event.

You can start by announcing the event to your email contacts and thereafter asking them to forward the message to some of the people on their contact list as well.

You could even come up with a pre-written tweet that you’ll be including in the email you sent, asking them to help you retweet it.

Don’t forget to thank them in advance for supporting you with the event, and should they need you to extend the same courtesy in future, let them know that you’ll always be willing to hop on it with a warm heart.

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Use Your SEO Intelligently

Many people use Google search to find marketing events that are taking place around them. It is very cool if your market event is on those search results. You can achieve this by ensuring you optimise your event content for search engines be it a blog post about the event, event page description, or a press release. Search engine optimisation is not complicated. It only involves establishing the words that online users use when searching for events and using those keywords to optimise your event content. Here the question comes, how will you know the words that people frequently search for? You can use a number of keyword research tools to find perfect keywords for your market event. Some of the best free keyword tools you can check out include keyword planner and keyword tool.

Make Good Use of Hashtag Whenever You Can

It is time for you to incorporate hashtags into your promotional market events. A perfect hashtag instantaneously informs your audience what the event is all about. Find the ideal hashtag for incorporation into your event page whenever you mention the event. The hashtag should be used should be used in all marketing platforms including social media channels and all printed material. The aim is to reinforce the hashtag for people to remember it easily. Hashtags are massively supported by Twitter, Facebook, Instagram, Google+ and Pinterest. Most of the Singaporeans are active in these social media platforms, and it is more likely to find your target audience. Include your hashtags in the social media accounts bio. More so, mobilising your events performers and speakers by ensuring they are aware of the event hashtag and are they continuously use it when speaking helps you reach out to their followers. However, don’t overstuff your tweets with hashtags. Research statistics reveals that posts with no hashtag receive thirty-two per cent more engagement than posts with two hashtags. Don’t spam your content with hashtags.

Design Easy to Buy Tickets

One of the successful parts of marketing an event is meeting your buyers where they are. This simply means providing easy means for your audience to purchase events ticket regardless of their location. Various means can help you achieve this;

Your Blog or Website

If you have a business website, you will not want people to sign out to register for your events or to buy tickets. It should be possible for them to complete everything on your website. Majority of ticket providers gives you a ticket widget to insert on your site. This enables your website visitors to register and purchase the event tickets by few clicks and without exiting your website. This is the same case with blogs.

Third Party Platforms

Third party ticketing platforms provide the perfect way to expose your all marketing events. People can quickly have an overview of all your forthcoming events. If you use a third party to sell your tickets, ensure that all your market events are in the same profile. If one comes looking for one of the events, there is the likelihood that they will be interested in other events. They may also have friends who are interested.

Sell / Promote Special Tickets

Using a regular ticket is okay. However, if you want to increase the probability of boosting, you’re your sales, you need to spice things up. Below are some of the special tickets you can sell to give your followers an extra push towards purchasing them.

VIP Tickets

These tickets are more expensive than regular tickets. VIP tickets involve giving special privileges such as frontline seating and quick access to the event venue. Get more creative on your VIP menu.

Group Tickets

Group tickets go for a relatively cheaper cost than single tickets. This is a good way of alluring your audience to bring along their friends. People will feel inspired to invite the people they know giving you some free exposure.

Early Bird Ticket

This ticket involves giving a discount to people who act fast to buy the ticket. Ensure that you have a certain number of tickets going for a lower price than standard tickets. Early bird tickets bring a win-win situation as the people save money and you get an early grip in marketing your events.

Ticket Bundles

Ticket bundles encompass bundling out some kind of products together with the ticket. Examples of such a proposition are buying a ticket to get a free drink. This is suitable if you will serve products of the sort of food and drinks. Ticket bundles also act as analytics of determining the number of people interested in the product.

Outsource Your Marketing Materials

One of the valuable sources of marketing materials is your event’s attendees. If you have already established your customer base, you can request people who have attended your past events to upload videos or pictures of the events using your upcoming event hashtag. This is the best way of earning credibility to attract new guests. If you have not had an earlier market event, that should not worry you. Start a challenge where your expected guests get to posts photos and videos on a topic related to your market event. You can then use these photos to tag your hashtag. This way, you will create an exciting mood on social media platforms about the event. Winners are awarded free drinks, free ticket or anything else that is appropriate.

Take Your Email Marketing Game Higher

Despite how massive social media has become, you cannot look down to the power of email marketing. Email is still the most effective digital channel available. If you have a customer email list, who have previously attended your events, email in the right channel for you to inform them of your upcoming event. However, if you don’t have an email list, you can start working on it immediately. You will just need to incorporate a way on your event page for them to sign up to your email list. Email establishes a direct way of communicating with your audience. You will be able to notify them of the latest developments about the event easily. You need to come up with an incentive to lure people into signing up for your email announcements. Some of the ideas of how to use email in marketing your event include;

  • Notifying them about the sale of special tickets, last chance and early bird.
  • Telling them about special group rate offers.
  • Requesting feedback through surveys.
  • Sending them previews of your events activities, performers and speakers.
  • Reminding them about giveaways and competitions.

Make sure you remember to use email marketing moderately. Don’t overload your customer’s inboxes with emails. You will thank me later.

  1. Go to Your Audience

It is vital to market your event by trying to attract them to your website and social media channels. However, you also need to meet your target audience to where they chill out. Engage ongoing conversations on the internet and social platforms and mention your event where appropriate.one of the best strategy in doing so is checking out for similar events that have happened in the past on Facebook. You can then request for permission from the organisers to post your event. The admins might be even willing to publish your event on your behalf. This way, the attendees of that past event will get notified about your event. Don’t restrict yourself on Facebook, announce your event in all platforms and always have a special offer at every place you announce to make the deal sweet. Ticketing sites have their existing audience of event attendees. Publishing your event page on these sites will expose you to potential audiences.

  1. Build Competitions and Giveaways

People love competitions and have the desire to win naturally. Creating contests and giveaways across your marketing platforms will most likely attract a vast audience and help market your event. Nevertheless, different channel requires different tactics for effectiveness.

Twitter

Hashtags are popular in Twitter, and they come into play here. You can consider using hashtags to build your competition more preferably one that mentions your event. This platform encourages its users to follow your competition and join the challenge.

Facebook

Note that Facebook is strict on competitions that need users to share things on their profiles. However, you can use photo caption to start a contest, ask people to vote for their favourite event or ask them to comment on an event post. Engaging your gusts in competitions will help you reach new potential audiences.

Email

One way that you can promote your event on email is planning contests that only your email subscribers can participate and give away discounted tickets or freebies that are not offered on any other platform. This way, you will attract people who are yet to subscribe to your email listing to do so to participate in the competition.

Snapchat, Instagram, Pinterest

These are visual platforms. Use this to your advantage by holding competitions that revolve around people posting photos that are creative. Ask them to include your event hashtag or logo in these photos. These photos are great materials for use in your marketing.

  1. Activate Your Attendees

Your most zealous advocates are your event guests. They have adored your event so much to reach a point of buying tickets. These are hence the appropriate people you should use to spread the word about your event. Ask them to tell their family members and friends about your event and even use the event hashtag wherever they are posting in their social media accounts. You can offer some gift vouchers or drinks to your guest, and they will even be more inspired to return the favour by reaching out to other people. Other worth contributors with a deep interest in your event are your performers or speakers. Try and involve them in your event promotion campaigns by having their photos or teaser video announcing their performance in the event. This way, your event will attract the audience of your speakers and your guests’ friends.


During the Event

Your promotion doesn’t end with the start of the event. You have the option to keep pushing for more attendees even as the event rolls on.

Make good use of your smartphone while at it. Take pictures of what’s happening during the event, tweet some of the quotes your speakers are making, and even make live videos of impromptu interviews amid sessions as you interact with some of the attendees, interviewing them about the event.

You can also ask the attendees to be social by providing them with some of your media handles on a cheat sheet or the event app.

Follow the event’s hashtag while retweeting or re-posting some of the posts people are making concerning the event to create some buzz and heighten the hype.


Let’s wrap it up

It’s possible to promote your event and make it a huge success with online marketing alone. Speaking of which, you’ll never run out of options on how to go about it. It’s upon you to let your creativity fly and figure out the most suited approach to go with.

The point is to keep testing every approach that strikes your fancy until you come across one that works best with your type of audience. Your options are NOT limited. But just in case you’re strapped for choices and would use some outside help, MediaOne is always glad to step in and help when contacted. Let’s chat.


Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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How To Market Your Events In Singapore