Step 2: Find influ- encers, platforms, and organizations already reaching your target demographic, then send them pre-for- matted content. “For us, we’re looking for the sites, people, and organizations that are promoting events,” Abigail explains. “The Phoenix New Times, the North Phoenix Mom Blog — anyone saying this is what to do to see Santa.” Once you identify those key players, scope out how they format their event blurbs. Then, custom- ize your message to that style so that when you send it, they can just copy and paste.
to sell tickets to Breakfast with Santa in batches, re- leasing 25 spots at a time. This is a more complicat- ed approach but gives the event an exclusive feel and makes it easier for her team to accommodate large parties because they can halt sales early if needed without disappointing guests. To make your online ticket sales easy, Keap offers plugins to integrate with DynamicSync, PlusThis, and Event Espresso. Bonus Step: During the event, keep your campaign going! At Breakfast with Santa, Abigail’s team con- tinues to advertise their partners (rental companies, nonprofits, etc,) on table tents. You could also pro- mote future events that way, pass out fliers, or col- lect information from attendees and funnel it through Keap for future marketing campaigns. Abigail developed this process through years of trial and error, and Keap has been there every step of the way. Although Breakfast with Santa is currently on hold due to COVID-19, the Olayas still rely on Keap’s sales and marketing automation software to collect and follow up with wedding leads year-round. “From the moment someone inquires on our web- site, their information goes into a Keap campaign, then there is a series of emails within that campaign that we work them through. We’ve also customized another section of Keap, and we use it to manage and send out emails for our clients to stay connected with where they’re at during the planning process,” Abigail says. Keap also comes in handy during large marketing events and trade shows. When a couple stops by the Venue at the Grove booth and signs up for their email list, they’re immediately funneled into Keap. “We have a whole campaign for them that promotes what we call the ‘Special Open House,’” Abigail says. “We have all of our vendors there and have it deco- rated as if a wedding was occurring that day.” Periodic automated emails from Keap guide leads through the RSVP process and follow up after the event. The Olayas took a big risk when they left the engi- neering field to start their own business. They bought Venue at the Grove during the darkest days of the Great Recession. But that risk paid off, and now, they regularly win the WeddingWire Bride’s Choice Award and Couple’s Choice Award and have picked up The Knot’s Best of Weddings designation more than once — all with 7-year-old triplets in tow. Abigail and Edward’s success is beyond inspiring. This holiday season, follow their five-step marketing approach to make your event attendance the best yet!
The easier you make it, the more likely they’ll be to share your event! You can use Keap to collect email addresses for local journalists and influencers and send out a blast press release. Step 3: Promote early and often on social media. Abigail starts promoting Breakfast with Santa on the Venue at the Grove’s social media channels in No- vember. She also leverages the power of partnerships by encouraging everyone involved in the event to post and share, from vendors to the nonprofit ben- eficiary. According to an Eventbrite survey, nearly as many people talk about an event before it happens as when it happens. Some of the most effective strategies to boost engagement are highlighting spe- cial guests and speakers (like Santa), posting about early-bird specials, offering advance giveaways, and sharing behind-the-scenes snapshots. Step 4: Reach your existing contacts with email marketing. “We have Keap email campaigns for our wedding leads, and we put a blurb at the bottom of those emails to tell them this event is going on,” Abi- gail says of Breakfast with Santa. Updating the auto- mated emails blasts you already have in place is an easy and efficient way to promote an event to your existing contact list in Keap. Step 5: Keep excitement high (and your stress low) by batching tickets. Abigail uses an online platform
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