Driving Attendance to your Marketing Events – Part 2 of a 3 part series

Part 2 of a 3 part series – Part I can be referenced here 


Now that we have the partnering aspect down, the next order of business is the design of a compelling message that will attract the right audience to your event.  Remember — It’s all about the content, and to fill the seats at your event, it is important to craft a strategy around how you position your messaging.


1.  Select a topic that is considered “hot” in the current market, Such as “Having the Flexibility to Work Anywhere Anytime” or “Acquiring more Customers Cost Effectively” and then structure your invitation and promotion of the event using a “solution selling” approach:

  • Start the invite with a description of the Challenge that the target audience for the event is experiencing

  • Describe the Impact, if they do not fix the problem

  • Present the Solution – explain what they will learn by attending the seminar – IE:  Give them a reason to attend!

  • Key Take-away’s – outline what attendees will be able to do after the event, with the information  they have learned

  • Credibility – leverage the Microsoft brand. As a valued partner, remember, you are the face of Microsoft.

2. Structure the message to reflect that there is limited seating and high demand:

Example:  Seats are limited & Reservations are required

3.  Add an additional call to action as part of the overall message, such as: Request a one-to-one consultation with one of our experts today or Inquire about a complimentary technology assessment.  Many great prospects may never attend your events.  Don’t take a “no” to your event invite as a “no” to your company’s services!

4.  Check out the small to mid sized business campaigns on www.mslocalpartner.com to access solution focused content and templates for your upcoming events

In my next post, I will talk about promoting the event from all angles.  Stay tuned!


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