How to Promote Your Event

Professional design in advertising always impresses. It reflects the professionalism with which the product is viewed and sets up an expectation. If your budget will allow, put the advertisement in the hands of a good graphic designer or advertising agency and they will provide you with a range of alternatives that will sell your event in different ways.

For those with a limited budget, you may need to design the advertisement yourself. If you are not experienced in the art of writing advertising copy, here are a few guidelines.

• Keep the text direct and to the point

• Only use technical language if it is essential

• Answer the who, what, where, when, why and how questions

• Who should attend? Who is running the event? Who do I talk to?

• What does the event intend to achieve?

• Where will it be held?

• When will it be held?

• Why should I be interested?

• How do I confirm my booking?

• Use your branding in the advertisement

• Either use white space or a striking image to draw attention to your advertisement

Proof read the copy three times to make sure there are no mistakes especially in telephone numbers, web domain names and Email addresses

Your advertisement should speak directly to people who need your service as they read it. To do this the most visible words need to feature clearly the benefit that your event has to them. For most people in business the benefits usually include:

• a large amount of valuable information

• a convenient venue

• a short period of time

It is useful also to have a "hook" line that demands a "Yes" answer, drawing the reader into the detail of the advertisement out of curiosity. For example

"Are you looking for the best Internet Marketing seminar?"

Finally, don't forget posters as a cheap and often neglected form of advertising. Cities with mass transit systems have enormous business oriented captive audiences who might be staring at your advertisement for 45 minutes twice a day. Costs compare well with magazine and newspaper advertising and the size, position and shape of your advertisement gives you more creative scope."

Andy felt a little dazed. His naive hope for a one-line answer disappeared about half an hour ago and his pen was rapidly running out of ink as he tried to keep up with Maggie's endless stream of common sense. Marketing a seminar, workshop, roadshow or any other type of successful event can mean more work than running the event itself.

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