MMCS Events 6 Grassroots Marketing Tips for Niche Events

Article Information

  • Posted By : Marina Vatav
  • Posted On : Sep 03, 2015
  • Views : 2330
  • Category : Marketing
  • Description :

    As a small organization, how do you maximize your budget in promoting your events?

    Grant Polachek, Author and Marketing Coordinator at The Institute of Environmental Sciences and Technology (IEST), is convinced that gorilla marketing techniques work best for small and niche organizations such as IEST.


Overview

  • Grant PolachekGrant Polachek, Marketing Coordinator, IEST

    As a small organization, how do you maximize your budget in promoting your events?

    Grant Polachek, Author and Marketing Coordinator at The Institute of Environmental Sciences and Technology (IEST), is convinced that gorilla marketing techniques work best for small and niche organizations such as IEST.

    The IEST Fall Conference, to take place on  November 9-12, 2015, in Chicago, is awaited by industry professionals from the United States and around the world to network and share knowledge on contamination control and nanotechnology facilities.

    Grant shared a few best practices he is using to promote the upcoming IEST Fall Conference.

     

    Use your database of contacts

    Your buyer’s list is your most valuable marketing resource. Use it. Your database marketing must go beyond your members, also contact your past customers, past event attendees, as well as all other contacts and followers.

    Segment your database as much as possible in order to target each group individually.

    "If an organization isn't strategically using their database, they are missing out on a very big opportunity,  There is a renaissance going on in database marketing technology for small business. The ability to analyze metrics, customize bulk emails, and segment with regard to previous engagement makes database marketing a small business’s most valuable tool!" said Grant.

     

    Create and Share Quality Content

    Use your mailing list not just to announce your events or special offers, but also to distribute quality content.

    IEST staff is committed to include valuable and interesting content in their newsletters.

     

    Develop relationships with the press

    Make a list of press contacts and send them your press releases every time you have an event or news to announce.

    IEST is 50+ years old. Over the years they have developed and maintained their relationship with the press, which helps spread the word about their events and organization.

     

    Good old “Pick up the phone!”

    Many big organizations are making less phone calls these days, and more mass communications via email and other means. However, for small organizations, making phone calls is still a great option. Through phone calls they approach each member or follower in a very personalized way.

    "Within our organization pick up the phone: to get sponsors, to get speakers, to get our teachers. In my opinion it is critical for a smaller to medium size organization to use the phone in their marketing practices, because phone calls convert better than any other medium." noted Grant.

     

    Use Social media

    As you know, social media is an easy and inexpensive way to keep in touch with your existing followers, as well as getting new ones. Don't ignore it.

    "I think social media and your contacts database are really great tools that you can integrate into a campaign. Obviously you can segment your database much better so it's more powerful, but pushing people to social media is just another touch point, a way to communicate," noted Grant.

    "Between social media, podcasting, and a good newsletter, we've really seen a lot of engagement that we are hoping in the long run will turn into more people at our events, because  we are now providing complimentary valuable content throughout the year, this builds good will with our tribe and keeps IEST top-of-mind. This means when we do go to promote, people will be used to opening, reading, and clicking on our emails and other communications."

     

    Your mission, audience, and product are still the most important

    Your outreach efforts are critical, however Grant pointed out that it all starts from a solid “core” of your organization.

    "People are obsessed with technology and social media.Sure, that's great, but it all starts with product, messaging and branding," noted Grant.

    He continued:

    "I think people need to spend a lot more time on their mission, determining their target audience, and creating a great product. If you have that, then the technology is just icing on the cake.

    I've seen so many businesses crumple, struggle, and fail because they are so caught up in the technology of the moment, the marketing trends, that they forget  it's all about your mission, your audience, and having a great product. When you have those three, then you are in alignment. That's where it all starts."

     

    Founded in 1953, The Institute of Environmental Sciences and Technology (IEST) is a multidisciplinary society whose members are internationally recognized for their contributions to the environmental sciences.