Guide to event marketing and promotion at Brandon Estate

Event marketing is the communication and methods of communication employed to promote of an event or activity. Event marketing should not be confused with Event Management: The process of organising and delivering events.

Event Marketing’s focus is primarily to convey a message, often place, location, and benefit, to the right people, at the right or at a time of opportunity. An event can be to build stronger relationships in the community, Universal Credit webinars, play-day or outdoor classroom for local children, or a live-streamed video-game-play. Events can be held online, offline, or both.

In the article, I’ve extracted and gathered a list of free and effective ideas for you to try for your local events in Southwark this year.

Some Critical Success Factors (CSF) to consider:

  1. The purpose of your event 
  2. The scope of your event
  3. The location of your event
  4. Space and people 
  5. How will the event be promoted?
  6. Does the event require a Budget?
  7. Security and safety of volunteers and attendees

How to get the best out of your event’s marketing

  1. Find My Charity: Firstly, register your Charity/CIO with “Find My Charity” to get on the radar. FMC is a NEW depository for Southwark helping people find fun and support in their local community. The Community Interest Organisation exist to ensure that all fun, fitness, and enterprising community-based events are in one place, open, and accessible to the right people, and at the right time. It’s FREE to join Find My Charity.
  2. Your Website: Your website is your door to the entire world, if you have one, then add a pop-up advert to your website. Together, your website and Pop-up Ad are efficient partners for developing listings, engaging prospects, and for any email marketing in the future. If you don’t have one, why not start exploring with a FREE website from Google Sites (Great if you already own a gmail account) or WordPress.
  3. Word of Mouth: Naturally, you want as many people as possible to know about your event and the inherent benefits of participating. Word of Mouth is still one of the best tools for reaching people. Research shows that 64%of experts believe that WOM is the most effective marketing strategy, while 92% of consumers trust recommendations that come from people they know.
  4. Local Networks and Press: Search, investigate and contact your local press and journalists who frequently write about you community and/or topic. You can also involve you local councillors in community-based events. Locate your local councillors on your local council’s website or ask at your local library. For Brandon Estate, Katherine Johnson of Southwark News is passionate about citizenship and community development in and around Brandon. The local councillors for Brandon Estate are: Councillor Eleanor Kerslake; Councillor James Coldwell; and Councillor Alice Mcdonald. Kindly ask for a quote or ask them to tweet about your event.
  5. Posters and Flyers: Offline is still very much as important as the online counterpart. When used correctly, offline posters and flyers can catch the eyes of people and make them aware of a product or service that they wouldn’t otherwise have known about. This powerful ability to stick in people’s minds can have huge advantages for your event. They are cheaper, visual, support scaled targeting, and encourage active participation. Just one thing, endeavour to remove your posters and flyers after your event’s expiry or end date, if applicable.
  6. Social Media: Social media is particularly effective for marketing and networking. Through mediums such as Facebook and Instagram you can both network and promote the theme of your event. When you carefully and deliberately mix the page and group features on social media you have a powerful networking, engagement, and marketing tool at your disposal. For example, Facebook: Facebook Page is open to the everyone – while a Facebook Group provides distinct space and a medium to engage customers. A FB Group empowers community development and reinforce local networks and Press.
  7. LinkedIn: There are mixed opinions about what you should and should not use LinkedIn for. Personally, I don’t see why you can’t employ LinkedIn to promote your events to your connections, and for further interest networking. If you do not want to affect sensibilities, create a page on LinkedIn for your events.
  8. Eventbrite: The web-based platform allows you to browse, create, and promote local events. The service charges a fee to event organisers in exchange for online ticketing services – unless the event is free. Eventbrite is state of art and it is easy to use. One of main and profound features of Eventbrite lays in the processes – Eventbrite let’s you concentrate on the other elements important for your event while it caters for your ticketing.
  9. Southwark’s event page: Southwark council has its own advertising platform for Charities and Community Interest Organisations. It is FREE, intuitive, and easy to use. You can also visit the Southwark employee page on the council’s website to identify like-minded council employees. Ask them if they’ll like to promote your shared passion in the borough – ask for a quote or tweet.
  10. Community Southwark: CS is a cohort of local charities in Southwark. Submit blog articles promoting your event to Community Southwark to be noticed by charities in Southwark. You can also get access to local volunteers through the organisation’s Community Action Network.
  11. Hashtag: Finally, create a unique hashtag for your event that will be shared with posts and updates across all your marketing channels. The hashtag should be short and simple and easy to recollect. Use your hashtag: before; during; and after your event. An example of Hashtag for a continuing event called find my Event could be: #FindMyEvent. Lear more about Hashtags on Twitter.

Bonus! Google: Google is great if you have a Gmail account and you’re familiar with Google Apps. However, there is really not much need for PPCM (Pay Per Click Marketing) for small community events, except, you are charging for the event. If that’s the case, you will also have to factor in the costs and returns for your campaign. Consult with an expert before employing paid Google products for your local events. While Google sites are perfect for small businesses and Charities, Google Ads are more suited to large companies and profit making endeavours.

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Published by John Adewole

Senior User Researcher

2 thoughts on “Guide to event marketing and promotion at Brandon Estate

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