How Small Businesses Can Market Events with Low Budgets
Use newspaper space wisely
When you advertise in the newspaper, you reach everyone that reads it. That means you are paying for a lot of views from people who are not your target audience. Instead of spending money on ads, look for space in the calendars of events—both the online and the print editions. You’ll reach readers who want details on events and therefore are better prospects for yours. Listings are usually free or very inexpensive.
Get featured by linking to human interest stories
Think of a local angle that would be interesting for the local newspaper to write about, such as human interest stories that connect your business with local customers or community service initiatives. Newspaper articles will get you a lot more mileage than stand-alone ads. Here is an example of a fashion event hosted by Joan Rivers and co-chaired by Fashion-Isha. The proceeds benefited of The Jewish Kidney Foundation and the Shirat Devorah Fund. People are motivated to buy tickets for events to support such good causes.
Send email blasts to select audiences.
Be careful, as it is easy to get carried away and hit your audience too often. Send out email blasts sparingly. Take the time to ensure they are well-crafted and the messaging is customized to suit different audience profiles. Don’t forget to link to the event pages on your website where viewers can go and read all related details.
Different customers should have different frequencies for communications. If you find that open or click rates are lower for certain segments, then decrease the frequency when they tend to be inactive. You can do this by establishing a field in your database for engagement levels to monitor and understand responses to your email campaigns. Amazon uses event-triggered emails sent in response to someone browsing, searching or buying from them. You should also keep cleaning up your contact lists to avoid any crossover between them.