It’s hard to get members’ attention. Time and time again staff hear “I didn’t know about that” or “was that last week” and even “it was never announced!” It’s frustrating when you feel like you have painted the town red with announcements. So maybe its time to try something new.
Are you promoting everywhere? Really everywhere? Traditional advertising takes 6-12 views before action is taken. Send 12 emails with the same message and members will likely riot – or worse – ignore you. Look for ways to spread the message around through different media to get the most impact. Traditional media still works — posters, flyers, ads in the newsletter, upcoming events online. If you are creating all of these, what else can you do? Save those files as .jpgs and use them as photos on Facebook. Create a slide show of pictures from last year’s event(s) (try www.animoto.com) and add it to your website and emails. The more “touches” a member has with a message the more likely they are to respond. Be creative and they just might tell their friends about it too.
If you are already integrating your marketing, have you looked at all your pieces for an event together? Treat event marketing like a campaign. A strong, high quality design is a good start and it needs to be carried through everything you do to provide maximum results. Frequently, organizations may have an ad created by their newsletter designer, a poster done by a volunteer and then put together a flyer themselves. When things don’t look the same, members don’t build recall from having seen it over and over. It’s easy to get bored or want to tweak designs, but resist. Repetition breeds recognition and promotes action.