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

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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!