The Ultimate “Butts in Seats” 70-Day Pre and Post Event Marketing Sequence

Let’s face it. Putting on live events is a pain in the butt! However, if marketed well and your room is filled from stage to door, it’s well worth the effort. I have had the pleasure of putting together online and offline marketing campaigns for many events, big and small and I have to tell ya…you can easily blow it by “chincing out” or not digging in and marketing it via all available media sources: snail mail, web, email, fax, social media, to name a few.

To give you an idea of a killer event campaign I thought I would show you a 70 day sequence I recently put together for a client.

Day 1- booklet letter, order form, envelope, 2 buckslip inserts, “If you thinking about Not attending” insert letter PLUS “it’s coming” email and fax
Day 3- email 1- registration “Now open”
Day 6- email
Day 7 - Mail letter #2- paper bag envelope, letter, order form, certificate to be brought to the event for special luncheon and big giveaway.
Day 9- email
Day 15- email-fax “You’re Invited” -invite to telewebinar
Day 16- email “Tomorrow I Reveal”
Day 17- email /Fax “Starts Today at ____” (TELEWEBINAR)
Day 18- email “You Missed it BUT” (link to call-for those who didn’t sign up)
Day 18- email “Here’s The Link I mentioned…” (for those on the call or registered)
Day 20- Jumbo Postcard
Day 24- email/fax
Day 27- email
Day 33 email “48 left on (event) Early Bird”
Day 34- email/fax “Name, 18 hours!”
Day 35 -email “today…this is it”
Day 40- Magazine Mailer, clear envelope, order form
Day 41- email re: scholarship (using social media site like Twitter to build buzz)
Day 45- email/fax with new deadline push
Day 49 email
Day 50 Postcard- urgency with deadline
Day 57- email “Name, 4 days left”
Day 59- email/fax “24 hours left”
Day 60- final discount deadline email
Day 64- Sold Out email
Day 65- (at the event) “Wish you were here”
Day 66- email (more reporting about event)
Day 67- email (video sample of event)
Day 69- email “Did you Miss the (event)” reserve CD’s offer
Day 70- email - about what was missed and offering to reserve Cd’s of event