So, you’re planning an event. Presumably, you want people to come to said event. Good thing you’ve been cultivating a great Facebook page for your brand, huh? Here’s where that engaged page will come in handy as it’s a great place to get the word out about your event.
But if you go about it the wrong way, you could end up annoying your followers and leave them wishing for the day the event is over so they don’t have to hear about it anymore. So, to avoid them searching for the hide button, follow our promotion timeline. For illustration purposes, we’ll assume you’re a music store putting on an annual day-long concert featuring multiple bands.
Four weeks out
Throw out a simple save the date status update. It’s a little too early to start promoting, but this will give them a chance to mark it down on their calendars.
Three weeks out
Now is a good time to set up an event on your Facebook page. That’s pretty straight-forward. One tip here, though, when setting up your ticket shop, be sure to choose an option that allows attendees to invite their friends.
Once you’ve done that, it’s time to start promoting. Post pictures from last year’s event and ask people to tag themselves. As they do, your event will start spreading outside your fan base.
Two weeks out
At this point, your die-hard fans will have already purchased their tickets. So it’s time to go after the fence-sitters. And how do you do that? Give away free stuff, of course! It doesn’t have to be expensive or fancy. Simply give away an event T-shirt or tickets. Ask people to post a comment explaining why they should receive the free tickets, and whoever’s comment gets the most likes, gets the free tickets. This way, you’re again spreading the word beyond your fan base.
Another great promotional tool is offering something that’s exclusive to your Facebook page. Promote a special beer garden for Facebook fans only. This will likely even throw a few new likes your way as well.
One week out
Now’s a good time to share information that’s useful to those already planning to attend, i.e. a link to a map and direction, a link to the weather forecast, etc.
With the event now just seven days away, put that cover photo to good use. Create an image using flyers or posters of your event as well pictures from last year’s event.
The day before
You’re probably excited at this point, so show it! Tell them how excited you are to see them at the event tomorrow, while sharing any last-minute information needed, such as special parking instructions.
Hopefully, they are also excited at this point, so ask them what they are most looking forward to, such as which band are they most excited to see?
The day after
Once the event is over, it’s time to take a breather, right? No! You have one more thing to do. Post pictures from the event and again ask people to tag themselves. Invite them to post their own photos and videos from the event.
Thank everyone for coming out, and if possible, give them a save the date for next year.
A FINAL THOUGHT
The best advice I can give you in regard to event promotion is make it as interactive as possible. By asking people to tag themselves in photos and share stories and such in the run-up to your event, it’s no longer you talking about your event. People will listen to other people talk about an event all day long, but when you’re talking about your own event, they’re a lot quicker to annoy and then tune out.
Thanks for reading,