If you’re reading this blog you most likely get my monthly email and if you don’t open it, a follow-up a week or two later
While a few people get annoyed at the monthly emails, the vast majority of clubs and venues appreciate the reminder and respond in a positive way.
Organizing events and engaging members are crucial aspects of any organization’s success, especially at clubs where members have a plethora of options outside the club itself. If you want them to come to an event you need to let them know what’s happening.
While digital marketing options like Facebook and Instagram have become prevalent, incorporating traditional methods can still yield great results. In this blog post, we will explore various strategies to effectively market events to members using email, phone, and snail mail.
Yes, we’ve spoken about marketing before, but I think the specifics of communication and marketing are important and worth a second look.
Email Marketing
Email marketing remains your most powerful tool for event promotion. To maximize the chances of your emails being opened and read, consider the following suggestions:
- Personalization: Tailor your emails to each member by using their name and incorporating any relevant information you have about their interests or previous engagement with your organization. You can use bulk email services combined with your member spreadsheet to include first names and any other important information you want to include.
- Clear and Concise Subject Heading: Craft an attention-grabbing subject heading that communicates the value and urgency of the event. For example, instead of “Upcoming Event Announcement,” try “Join Us for an Exclusive Networking Event – Limited Spots Available!” Remember, even though the email is coming from your club it’s still lost in a sea of other emails. Just think about what makes you open an email up!
- Compelling Preview Text: The preview text should complement the subject heading, providing a sneak peek into the email’s content. Consider using phrases like “Don’t miss out on,” “Exciting news inside,” or “Limited time offer” to pique their curiosity.
- Engaging Content: Create visually appealing emails with concise yet compelling content. Highlight the event’s key benefits, speakers, or special activities. Include a clear call-to-action (CTA) button that directs members to register or RSVP.
- Take advantage of the power of your email platform. Make sure you’re monitoring opens, clicks, and following up with anyone who has not opened an email!
Phone Outreach
While digital communication has taken center stage, a personal touch through phone outreach can make a significant impact. Here’s how to effectively market events via phone calls:
- Segmentation: Segment your member list based on relevant criteria such as interests, previous event attendance, or location. This allows you to tailor your messaging and offers to specific groups, increasing the chances of a positive response.
- Script: Develop a concise script that emphasizes the event’s unique value and outlines key details. You’ll usually get a voicemail so having a pre-written script will help you!
- Follow-Up: For members who express interest but don’t immediately commit, set up a follow-up system. Reach out again, emphasizing the limited availability of spots or any early-bird discounts, creating a sense of urgency. Also, going back to emails, if you see someone has opened and clicked an email consider giving them a follow-up call.
Snail Mail (Direct Mail)
In an increasingly digital world, receiving physical mail can evoke curiosity and capture attention. I usually suggest physical mailings for marquee events or as a quarterly reminder. Getting a calendar in the mail every few months that they can put on the refrigerator isn’t a bad thing! Here’s how to leverage snail mail for event marketing:
- High-Quality Design: Invest in professionally designed postcards or letters that reflect the event’s theme or branding. Use eye-catching colors, compelling images, and clean typography to make a strong visual impact. Spend the money… what you invest in your marketing directly impacts what your members think about the event.
- Personalized Messaging: Customize your snail mail by addressing each member by name and mentioning their previous involvement with your organization. Include a handwritten note to add a personal touch and make recipients feel valued. Going back to your email list, you can do this with spreadsheets!
Successfully marketing events to members requires a multi-channel approach that combines digital and traditional methods. Email, phone outreach, and snail mail all have unique advantages in capturing members’ attention and driving event participation. By crafting personalized messages, creating compelling subject headings, and utilizing engaging content, you can increase your chances of success. Experiment with different strategies, analyze your results, and refine your approach to continually improve your event marketing efforts.
About Master Mentalist Michael Gutenplan
Michael Gutenplan is the nation’s top-rated mentalist. Specializing in shows for corporate events and private clubs, Michael knows how to engage and entertain your members, guests, friends, and family. You can learn more at www.mentalist.show or www.themembersonlyshow.com for his private club show.