Event expert Phil Mershon gives some solid advice on how to make sure you have the WOW factor.
Does your niche event have a WOW Factor? You know, the bells and whistles that are actually really important and make a lasting impressions on your attendees. How do you ensure you stand out from the other events in your market? We talked to social media and event expert Phil Mershon about ways to keep sponsors happy and the audience clamoring for more.
NMHQ: You are a social media powerhouse. Can you give us some real-world examples that have worked successfully at events to increase revenue and attendance?
PM: “Social media is all about building a valuable community. You can’t assume that you can just start promoting your event on social media and people will come. Instead, you have to nurture a community that loves your content. That means you need to know where your ideal customers hang out (Facebook, Twitter, LinkedIn, Instagram, Pinterest, YouTube, SnapChat or wherever). Get your audience to know, like and trust you on those platforms. Only then can you start to tell them about your event. When you do that, they will want to meet you in person and even gladly share your event with their friends (for FREE!).
Some key things we’ve learned and seen:
1) Use Facebook ads. They really work. Especially study Facebook remarketing from your website. Jon Loomer is a pro at this. Download this free guide: jonloomer.com/wca-guide
2) Make Twitter a customer service outlet. Twitter just released a playbook on this that is very helpful: https://twitter.app.box.com/customer-service-on-twitter
3) Help your speakers tell their friends about your event. Speakers love to tell the world where they are speaking. Create graphics for them, but don’t expect or require this…some of them are doing you a favor and can’t possibly promote every place they speak. If you provide affiliate opportunities for speakers they are even more likely to share.”
NMHQ: What are some ways niche event organizers can keep their sponsors happy? Any pitfalls to avoid?
PM: “The biggest advice here is don’t create a cookie cutter sponsor program where your only options are one-size-fits-all. Get to know your sponsors’ objectives and needs and then craft a package that fits their objectives and budget.”
NMHQ; How do you define “strategic showmanship” and what are some good guidelines for event organizers to follow?
PM: “While I’m not sure what you mean by strategic showmanship, I would say this refers to what I call purpose-full events. Everything you do should be done with a laser focus on your goals. For us this means we put ourselves in the customer’s shoes and think through what they want out of the event and try to create an event that exceeds those needs and desires. The key guideline is pay attention to details. The difference between good and great events is the ability to execute on details.”
NMHQ: What social media trends do you see coming in regard to that special WOW factor at events?
PM: “The biggest trend in social media to watch is live streaming. Apps like Periscope, Meerkat and Blab.im are game changers for how we can connect with a global audience. It’s a great way to do market research by asking questions and talking to our fans. It’s also a way to create content quickly and easily. The risk is with copyright issues, but we live in a world where people expect the ability to share content.
Related to this is the movement away from monologues and dialogues, where there are few voices in the conversation, to a polylogue where many people can participate in a conversation that has multiple streams. As event organizers we need to learn how to make this easy, accepted and encouraged. This is uncharted territory for most of us, but creates for exciting times.”
Editor’s note: Phil is leading the session, What’s Your WOW Factor? at the 2015 Niche EventFest in New Orleans, Nov. 16-18.
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More about Phil: Phil Mershon is the director of events for Social Media Examiner, the world’s top social media magazine. He oversees two signature events: Social Media Marketing World and Social Media Success Summit. Prior to Social Media Examiner, Phil was a training consultant with Koch Industries, a systems analyst for Boeing Military Airplanes and has over 18 years working for churches and non-profits in leadership roles. Phil has planned over 1,000 events and is also a jazz saxophonist and songwriter.
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Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau–Niche Media’s Grand Poobah–created the all new Niche EventFest in 2014.
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