Make Event E-Promotions Stand Out



In today’s virtual world of communication, every piece of information you send out has only seconds to grab attention, create a buzz and make the invitee respond.

To help save time and costs in promoting your Toronto-bound gathering, check out the ready-to-use marketing and attendance-building tools Tourism Toronto offers at www.torontotourism.com/MeetingPlanners/Tools/. The toolkit contains a combination of online and print pieces, all with great city images, that you can easily customize with your event specifics.

In preparing an e-marketing campaign, our CVB’s marketing gurus offer the following tips:

Lots of notice: It’s never too soon to get the word out. A lead time of at least six to nine months is today’s rule of thumb. An initial save-the-date notice is good, but the more information you can provide as early as possible – hotel partners, education program, gala event – the more likely delegates are to commit sooner rather than later.

Maintain awareness: Staying top of mind is critical. Give your promotional pieces a consistent visual look for instant recognition upon receipt. Pace out the notifications over the allotted promotion time, stepping up reminders on an as-needed basis.

Avoid being junked: Emailed event promotion is fast and relatively inexpensive, but there’s always the risk of being filtered as spam. Wherever possible, personalize information to attendees by name. Also, be specific about the email’s content in the subject line – “Save this date” is not enough. And, make sure the file size is small – big files will bounce back.

Spice it up: Vary the length and purpose of each communication – from short reminders to education agenda highlights. An e-newsletter – see our toolkit for a template – offers a reader-friendly opportunity to provide further detail and destination colour.

Click to website: Every piece should carry a link to bring potential attendees home to the event website. Once there, delegates appreciate the full monty of information with readily apparent email and telephone number hot lines for questions. Consider offering an interactive element such as a blog or Facebook-style network for pre-conference connections.

Less is more: Keep the promo pieces clean and simple with banner branding, key dates and messaging appearing “above the fold” in the inbox preview pane viewers check before opening an email.

Make registration easy: It’s an electronic world – online registration is a must. Ensure the registration program is easy to use, fast but comprehensive enough to capture all the information you need to plan around numbers and logistics plus offers a secure online payment method.

Safety net: Unless you know that all of your audience has requested email communication only, best to create a multi-channel campaign that ensures delivery of your messaging and details via both print and electronic. Tourism Toronto offers complimentary tools for print and electronic communication including maps, banner ads and postcards.

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