"I didn't
know your
event was
this week!"
In today's crowded media landscape it is harder
than ever to get noticed and reach prospective
event attendees. So how to cut through the
noise? We asked three event industry experts
for advice on creating innovative and engaging
event announcements today:
How to get the word out—
and attendance up!
by Connie Jeske Crane
G o o d t o K n ow
B R I G H T I D E A S , N O T A B L E N E W S ,
C O O L T R E N D S
Building awareness and excitement
With demographic data in hand, you can better
evaluate creative options for announcements.
These include:
Teasers: Teasers can help build excitement
pre-announcement, says Benoit. "Just some
messaging, usually by email and social media,
letting people know something new is coming."
TikTok: With the 20-40 age demographic,
Amber Walker of Toronto-based Amber Walker
Events says fun, organic TikTok videos are taking
over. "We'e seeing a lot of people focusing their
marketing strategy on TikTok because it's so
much easier to blow up, to reach people they
would not normally be able to reach." Besides
announcements, TikTok can be used for teasers,
says Walker, and involve influencers, event teams
and speakers.
IGNITE
YOUR...
Know your audience
An effective strategy starts with understanding
who your audience is, says Eugenia Gorkowa of
VESTI Events Inc. in Vancouver: "You would not
target your message the same way to somebody
in their twenties as, for example, someone in
their sixties."
For diverse groups, Krista Benoit of iSPARK
Consulting in Ottawa says, "If you have an
event that appeals to different audiences, you
need to target the communications and the
marketing to those different audiences….We do
a lot of segmented event marketing that is very
customized."
Event
Announcements
12 | Ignitemag.ca | Winter 2022/23
