With an estimated 300 billion emails, 140 million tweets and over 60 million Facebook status updates sent every single day, successful marketing is increasingly focused on creating relevant marketing messages that help you stand out from the crowd. But how do you make your marketing more relevant?
1. Tailor your content to suit your audience
Different audiences respond best to messages that are tailored to suit them. Event promoters should adjust their language, tone and imagery to what will best appeal to a specific target audience. The message and pictures used to promote events for a drum and bass club night will differ greatly from content used to promote a theatre or art exhibition event.
2. Location, location, location
Targeting an audience in a specific location is one of the oldest marketing tricks in the book, but it’s even more crucial to target locations correctly when it comes to promoting events or local businesses. It’s unlikely that audiences will travel great distances for a small or local event so it’s important to target your email campaigns correctly so that you don’t send irrelevant information about events in Sheffield to a contact list of event goers in Brighton. If contacts on your email list think you are sending them information that is irrelevant they are likely to unsubscribe from your newsletters, making it difficult to contact them again in the future.
3. Go hyperlocal
One step beyond targeting specific cities, is the emerging trend of hyperlocal marketing. Simply put, hyperlocal marketing uses new technologies like mobile marketing and social networking to create an interactive customer experience. Whereas traditional local marketing relies on the data collected about a customer’s location and normally involves a static email blast, hyperlocal marketing enables business to seek out new customers nearby and allows these customers to claim time-sensitive deals and special offers. A good example of hyperlocal marketing is Foursquare, which allows vendors to run promotions that are visible to any potential customer in the nearby area.
4. Get social
Twitter and Facebook are two other platforms that allow businesses to specifically target audiences based on their location, age, sex or interests. By using #hashtags, businesses on Twitter find potential customers in specific locations (e.g. #manchester #bristol) or with specific requirements (#mexican #food). Facebook’s advertising product is an especially targeted platform on which to find potential customers because you can select your audience by location, age and even their interests.
5. Be topical
Wherever possible, it’s always a good idea to tie-in your marketing with what’s happening in your customers lives. Whether it’s the end of year and they need some ideas of what to do on New Year’s Eve, or if it’s just the end of the month and they are a little strapped for cash, it’s possible to target your messages down to the very day or hour.
For More Marketing Advice – http://blog.evvnt.com/category/event-marketing/