RSI promote eventDeciding to host an event and share your expertise is a bold decision, and one that takes guts – so BRAVO if you’ve got an event slated for 2014!

Creating an event is one of the quickest ways to showcase your expertise to a group who may want to learn more about you, invest in your products or services now or down the road, or have an interest in ‘what you’re up to’, for their own professional growth. Well done, an event provides an opportunity to tell your story, up-level your brand and – let’s be honest, capitalize on your knowledge.

That said, you’ll want not just a boatload of people at your event, (whether it’s live or online) but a boatload of your target audience. They’ll resonate with your message and brand more than anyone else, and you’ll have multiple opportunities to make an impression and suggest that they become raving fans!

Here are7 Ways to Promote an Event in 2014  

1. Get Talking

Step away from the keyboard, and call friends and other people in your network who may be interested in attending your event. Even if your invitation is politely refused (i.e. due to a prior engagement or something to that effect), this is a prime opportunity to make a personal connection that could pay dividends down the road. It’s also ideal for reaching people who you don’t know, since you’re offering them something. Make it an easy, no-stress phone call with no end game in mind.

2. Get Visual

Create flyers and graphics for your event, and post them in an area frequented by your target audience. You can also send these in the mail (yes, the old fashioned way with stamps) to your targeted audience with a personalized post-it note.  Make sure that your graphics have a consistent look, and that the artwork can be re-purposed for invitations, banner ads, and social media.  This saves time, money, and gives your branding efforts maximum exposure.

3. Get Newsworthy

Submit media releases about your event to local news stations, magazines, newspapers and industry publications, as well as on-line blogs and distribution channels.  Be sure to be crisp and clear in your delivery, and include contact information for the press. If you have video, use it here as well. Above all, be media ready to capitalize on the publicity and opportunity for maximum exposure.

4. Get Dialed In

Find local radio stations and targeted blog radio networks that may be interested in an interview. Make your story compelling and be a fun and entertaining guest.  By following these simple guidelines, you’ll build a loyal following, get recognized for your expertise and be able to use the recorded interview in your own promotional strategy. And you’ll probably be invited back!

5. Get Social

Use the power of social media to your advantage.  Post targeted messages to your database and audience on a frequent (though not too-frequent) basis, using various platforms, including Facebook, Twitter, LinkedIn, Pinterest and YouTube. You can also make a list of groups who might benefit from the event, and target them on-line. Keep in mind that it typically takes multiple impressions (a.k.a. touchpoints) before people notice a message and take action. As the best sales professionals advise: be persistent, but never pushy.

6. Get Wordy

Blog about your event, and ask others to do the same.  If you’ve been a guest blogger, ask your colleagues to give you a mention and share it with their list, and do the same with your social media contacts. This not only extends the life of your promotion, but it allows you to reach beyond your traditional target audience.

7. Get Hooked-Up

If you have a room that needs to be filled, consider asking fellow colleagues who are in a complementary — but not competing – business to publicize your event to their list.  Before presenting this type of opportunity, be sure that you have all the details outlined. Make it easy for your partners to promote you by providing pre-launch copy and emails, and copy for social media postings. Always strive to be a good partner, because your reputation will follow-you long after the event is over.

The Bottom Line

Ultimately, if you apply some or all of the strategies above, you’ll:

  • Ensure that your event isn’t a “best kept secret”
  • Provide some valuable help by sharing your wisdom
  • Potentially fill the room with great new customers and clients
  • Have fun doing what you love!

YOUR TURN

What is the most challenging part of promoting a live event?

How do the promotional tactics differ from promoting a live event vs an on-line event?   

Do you typically have a team of people to help with the event? What are their primary roles?  

Let us know your thoughts — and KUDOS to those who dare to dream big, hosting their own event (live or online)!

Best of luck this year, and always!

With the launch of some exciting projects coming up and the need for substantial investments that will drive the success of them, I found myself asking , “Am I nervous about this or excited”?

It’s amazing the words we use when we talk to ourselves and how they set the tone for how we feel.  For me, when I feel nervous, I feel fear. When I flip the nervous card to excited, I feel a sense of joy and anticipation, expecting the best. When I’m excited, my vibrational level is high vs. low when I’m afraid. I’ll be honest, I’ll take a high vibration any day!

When I speak with my clients about what’s stopping them in their business, they almost always tell me they’re afraid. They don’t know what to do, what to expect, or how it will turn out. My job and theirs (as we always co-create) is to get to the core issue and flip it. There are always options.

Myth: You don’t know what to do

Truth: Most entrepreneurs I work with are “experts.”  What’s an expert? One mentor told me that an expert is knowing more (about your topic) than ten people on the street and having the guts/desire to share your knowledge. Are you making money at what you do and reading this? Then you are an expert.

Myth: You don’t know what to expect

Truth: We’re not mind readers and we really can’t know everything that may happen, nor are we in  charge of everything. Wouldn’t that take the fun out of life?  So, will there be surprises, setbacks, wonderful phone calls, and opportunities for growth? You betcha. And, expecting the best in any given situation is far more calming than expecting the worse. Expecting the worse is like being married to Debbie Downer waiting for the next shoe to drop. How does that serve you?

Myth: You don’t know how it will all turn out

Truth: Neither do I, but I can take a pretty good guess at what will happen when you set your intention, use your experience as a guide, work with passion, keep learning and stay with it. Truth is, most people give up way too early.  If success were that easy, everyone would be doing it. Do you want to settle with the SOSO (same old same old)? That’s a N-O for me.

Truth: I’m excited about my businesses and how I will Rock It in 2012. I’m excited about my new Let’s Make You Shine Scholarship Fund helping young women go to college and share their gifts. And, I’m excited about the upcoming holiday season, spending more time with my kids – and seeing them grow up , be independent and having fulfilling lives on their own.

Was I nervous when they were teens? You betcha. But, I learned to flip it, and expect the best.

I’ve often been asked to look at a business situation, assess it, and offer recommendations for new ideas to re-energize both the entrepreneur and small business. It’s not about fixing a problem so much, but finding out where the soul of the vision or actual implementation went off track or lacked luster. Other times it’s about creating a plan of action, or powerful promotions campaign to get BIG BOLD results and refocus on what’s important to the client I’m working with.

On a recent Make Money Monday coffee house tour, I had a visit from a young entrepreneur who has a web-based business connecting people and opportunities. She was very passionate about her work, but needed some direction and a sounding board to confidentially address her concerns, and a double espresso of inspiration to move to the next level. I was impressed that she traveled from another state to visit with me at a coffee shop in Cambridge, where we sat for an hour and put together a skeleton plan to build a new platform for her business.

Today, almost two weeks later, she called me with a flushed out plan and details of pricing, levels, and prospects to launch her program. She’s going to the market with a targeted list of opportunities, and has thought out many of the ideas we co-created at our coffee shop session. I love the fact that she knows that building a business is about doing it, getting out there — and that course correction happens. It’s OK. It’s part of business.

I write this today because perhaps YOU may need a cup of coffee, and boost in your business. A confidential sounding board to express your concerns, or someone to help you re-energize your dream.

I will be hiring my new business friend because she has the qualities I look for in building my team. She’s smart, bold, talented, and is willing to put in the hours to make her business work. She has the guts, passion, and drive to make her business successful, and went out of her way to search me out – in Inman Square in Cambridge, MA on a random Monday morning.

Are you willing to get out of your comfort zone, and get the help you need to re-energize, build, or promote your business?

My mission at Let’s Make You Shine is to help you Take Your Brilliance to the Bank.

My recipe for success?

20 Years of Business Savvy
+
Fortune 500 Promotional Strategy
=
More Profits, More Attention, and Recognition for What You Deserve.

Let me know when you’re coming to the coffee shop. I’m there till the end of June. You’ll find the dates and locations at www.MakeMoneyMondays.com.

Coffee (and business advice) is on me.