Summertime is here… time for travelers and tourists to be out and about, getting away now that school is finally over. For many businesses and small towns it is time to gear up for summer events to attract local tourists seeking the ever popular staycation due to recent economic woes. If you are just starting to plan an event to capture the summer travel business you are likely too late, but for those of you who have already begun, we have compiled a short list of don’ts (and implied do’s) when it comes to promoting and planning your event. This list, by the way, has been done by request of the Wellington Group PR Firm, who is currently putting together a whitepaper specifically addressing event and raffle planning.

So here is the list, and please note that it is by no means exhaustive. It is simply a short list of mistakes that we see businesses and small towns make time and time again when putting on an event.

1. Not enlisting sponsors sooner – Most high level sponsors require a year and sometimes more in order to sponsor an event. The sponsors who are worth getting operate on what is essentially a first-come, first-served basis, and they assume that if the people running an event have their act together, then they will be able to request sponsorship a year in advance.
2. Poor communication amongst volunteer staff – Because volunteers are the backbone for many events, communications between event coordinators and the volunteer staff is a must. First and foremost, the coordinators need to have clear and consistent communications, but that needs to translate down to every volunteer involved.
3. Poor media outreach – Many people assume that the events getting covered in the media got there by luck and therefore hope that their event gets coverage while taking few, if any, active steps to make this coverage happen. Successful event coordinators know that luck has little to do with it. Good media coverage is the result of making your event available to the media through strong outreach to media outlets.
4. Limited advertising – If a tree falls in the woods and no one is around to hear it fall, does it make a sound? Likewise, if an exceptionally planned event takes place and no one is around to enjoy it and take part, did it really happen? Successful event coordinators do not rely on word of mouth to make their event a success — they employ results-driven advertising strategies.
5. Poor website design – People don’t really judge a book by its cover… or do they? Successful event coordinators realize that their website might be the only thing people really see of an event before they come, and therefore its look and feel is paramount in the decision-making process for potential customers. A good, search engine optimized, user friendly website is a must for those serious about creating a successful event.
6. Poor web exposure – Modern society has moved beyond the information age and on to the recommendation age. Today people get their recommendations from Trip Advisor, Twitter, Facebook, and countless blogs and online media outlets. Successful event planners create online buzz and watch the viral impact of the web spread the word about their event.
7. Poor follow-up – It costs 10 times as much to convert a new customer as it does to keep an existing one. Successful event planners employ follow-up strategies such as maintaining opt-in email lists, and blogging to keep customers informed. If you are looking for an email marketing package for this purpose, we have created 3mail our email marketing system, but in order to not appear entirely self-serving we also recommend Mail Chimp.

Well, these are just a few of our thoughts; now give us yours below.   If you are needing help promoting your next event, feel free to contact us.