Ever since the emphasis for event marketing switched to content generation, one of the biggest questions has been when to broadcast.
The same message sent out at 08:32, 11:45, 13:15 or 17:22 can have vastly different response rates so there is always that difficult decision as to which, if any or all, time to choose. Does it matter when the original message is posted so long as any additional prompts hit home, or do we need to be careful that our tweets, emails and other electronic nudges aren’t so frequent that they turn potential audiences off?
At Who’s who in events we have been spending the last few months experimenting to work out when blog posts and email announcements get the best response. Since we don’t do the latter more than once a week it is absolutely imperative that it arrives in the recipient’s inbox at exactly the right moment when they are likely to read it.
Another big challenge for events marketers is that because we essentially ignore our audiences for six months of the year or more, when we turn the promotional tap on it can feel like we are using a water cannon. There is nowhere for the hapless audience to hide as we bombard them with advertising, tweets, emails, announcements on LinkedIn (or invitations to join our newly formed groups) and any other method we can think of.
Plus we often haven’t bothered to find out that much about our audience either. Any research will consist of an exit survey conducted at last year’s event, so we really have no idea how things have changed, what new directions businesses are taking, if there have been legislative changes or simply what devices the potential audience is most likely to look for information on.
It would seem therefore that getting the right message in front of the right person at the right time is actually a game of chance – like bees pollinating flowers – if you spread enough around some of it will eventually stick. But does it really have to be like that?
Taking a long-term approach to your event marketing will mean that you can identify the content which generates the greatest response as well as the time of day when it is likely to be read. You will find advocates and champions, as well as connectors and influencers. Rather like the divers in the picture, by constantly practising your marketing messaging, you will ensure that you hit the target in complete synchronisation.