There are niches where it is only possible or challenging to bring a client to a sale with a special event. He must come to the meeting to evaluate the product. Also, events can be held to increase the number of sales, to attract new customers.

In the article, we will figure out how to create a sales funnel for an event and collect more participants.

Who are sales events for?

An event can be organized for almost any product; for example, for a clothing store, it can be a show of a new fashion collection. And for the machine-tool plant - an exhibition showing production machines.

A real example: the tea-ocean.com online store holds tea ceremonies. You can come, taste different teas, and learn how to brew them correctly so that the taste and aroma are better revealed. Compare teas with each other; take the one you like and, at the same time, buy a teapot.

If you want to attract more audiences from different cities, then you can hold an online event. This format has become familiar to everyone during the pandemic. In the online format, events are stored in webinars and Zoom meetings. For example, an expert who offers promotion services on social networks can analyze the account of a potential client at such a meeting, give recommendations, and thus show his professionalism.

At the event, the contact time with the client is longer than on the page in the online store or social networks. You can show your product in detail and discuss its benefits, after which the client is more likely to purchase.

What is an event funnel, and what is its essence

An event funnel is a chain of pages and emails encouraging people to sign up for an event. Users go to the funnel from different sources: contextual advertising, targeted advertising, search engines, an affiliate program, etc. The first page of the funnel contains a title image and a detailed announcement of the event, which will encourage the user to participate. To participate in the event, the user must enter their contact details and submit the registration form. After filling out the form, the user gets to the "Thank you" page, and several reminders about the event come to his mail.

What is important to place on the main landing page of the event:

• topic: what is the event about;
• date and time of the event;
• address (if this is an offline event), directions;
• program;
• speakers;
• price;
• contacts of the organizer;
• registration form for the event (name, phone, email).

After you have filled the page with your content and connected the domain and counters, you can start attracting traffic (visitors) to the funnel.

How to promote an event

A common mistake of event organizers is to start promoting a month and a half before it. When there are still a few months before the event date, it may seem too early to talk about it. It's a delusion. It is optimal to plan for preparation from 3 to 6 months, depending on the scale of the event, the number of participants, and the cost. We will consider an approximate plan for promoting the event in this period. You can use it in your promotion strategy in full or reduce it.

So, where to start:

• 3-6 months before the event
• Create and launch a landing page (the funnel) where users will register. A link to this page will need to be placed in all mailing lists, posts, and announcements.
• Place the announcement on thematic sites of events.
• Create and arrange an event group.
• Create your own hashtag to use in your posts.
• Find opinion leaders on your topic and arrange to advertise with them.

We note right away that in all mailing lists, posts and announcements, we provide a link to the landing page of the funnel, where users can register for the event.

Two months before the event

• Launch contextual and targeted advertising.
• Run ads for the event with influencers.
• Send event announcements to the media.
• Publish posts in the event group.
• Set up the promotion of the event group through targeted ads and posting advertisements in communities.
• Send an email newsletter to new customers and subscribers, encouraging them to sign up.
• Arrange a ticket raffle with a repost to involve new people.

One month before the event

• Send an email newsletter to the entire subscriber base (except those who have registered) with a reminder of the upcoming event.
• Set up retargeting for landing page visitors who still need to sign up.
• Keep posting in the event group. For example, tell us in detail about the speakers.
• Ask them to announce social networks if you are holding an event with partners.

Two weeks before the event

• Keep posting engaging posts in the event group. For example, it could be behind-the-scenes content: show how you prepare for the event.
• Send an email newsletter to the entire subscriber base about the imminent registration closing.

One week before the event

• Send out an email campaign to your entire subscriber base with the message that this is your last chance to sign up.
• Keep posting in the event group.

The day before the event

• Send an email and SMS campaign to registrants with a reminder of the event.
• Publish a post in the event group about the closing of registration.

During the event

• Share photos and videos on social networks using your hashtag.
• Take photos and videos for future use.
• Take mini-interviews with attendees about the event to share immediately on social media or use later.

Of course, this period is just an example; it may vary depending on the scale and format of the event. But in any case, the sooner you start promoting, the more participants you can attract.