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Want to get more people at your residents’ events? First ask yourself a few simple, but essential questions. They will give you a far clearer idea of what to say
A checklist of 19 questions to ask before you write your promotional material. Answer them well and you have a good chance of ending up with a full house
The secret of successful messages is good briefing. The better you brief yourself or others, the better you will do.
And successful messages are vital because getting people to your events is hard. They have lots of distractions and other things to do – including nothing at all.
No wonder many events end up poorly attended. This is a shame, because they are still the best way to bring people together.
And what a glorious feeling when an event comes off – or conversely, how depressing it is when one flops.
More often than not it all depends on how well you promote. Because although. marketing can’t make a bad idea good, it can easily double, triple or even quadruple attendance.
And this starts with asking yourself the right questions to start with, then doing things systematically.
Here are 19 things to think about before you put pen to paper.
They are nothing out of the ordinary and show that all the usual rules of marketing still apply even to something as simple as a community event.
You just have to think a bit first before rushing in and writing your leaflet or letter. Once you have the answers you can then start to write your copy.
But before you even start on the questions it is utterly vital to have one simple thought clear in your mind: “What will residents get out of the event?” “What’s in it for them?”
And you must bear in mind that they may have attended (or not bothered to attend) other events. So, “How will this event be better than others they have attended?” is pretty important too!
Get those points clear and you have taken the first steps to a full house.
This event is in relation to a project we did last year to get young people and new volunteers involved in national Good Neighbours Day
It’s a international event - today!! (27/5) to celebrate good relations between differing communities. Originated in France but now Europe wide.
What is your objective?
Our objective was to get young people involved in volunteering opportunities and to get adult volunteers involved in organising activities for these young people. To get involved in’ green’ activities such as planting up derelict areas, litter picking etc.
This is the big question.
What exactly do you want to achieve? How many people do you want there? Are you trying to raise money? If so, how much? Trying to get people to do something. If so, how many people?
Are you trying to educate and inform people, if so how will you know if you have succeeded? What are your criteria for a successful event? These should all influence what you put in your promotional material.
What does your event consist of?
The event consisted of a make over to a derelict piece of land in the form of a time challenge followed by a presentation/speech /BBQ.
A makeover is planting up and greening a derelict piece on land and the time challenge is where the volunteers have a day to get it sorted. Speech is usually from the community in which work took place thanking them for their work and how it will affect community.
What are you offering? Describe all the attractions and activities.
We are offering a chance to get involved in a fun positive activity, meeting new people etc.
When and where will it take place?
It took place on May 24th at an allotment site in St.Helens last year.
Seems basic enough but it’s astonishing how often people advertise events and they don’t make it clear when or where it’s taking place.
What is the single most important thing or combination of things that makes your event so special or interesting?
It was a first for us, a challenge for the young people and advertised new opportunities – not so sure how we made it seem so interesting??!! A chance to do the same type of project in a different way that appealed to us and the young people.
What makes your event different from others residents get invited to?
Is there anything surprising about your event?
That it took place in the part of the borough that it did as it was considered an area where young people (yp) wouldn’t come forward.
It always helps if there is something unexpected and pleasant.
Who are you inviting?
We invited pretty much anyone who saw the posters but made it specific to young people – we invited two community groups in the area to get involved and bring y.p with them.
Who are you inviting and what sorts of people are they? Don’t for a second think that because you think you know them very well that you don’t have to bother doing this. This is probably the biggest mistake that people can make and it often stems from the belief that you know your audience. Maybe so, but you should never stop trying to put yourself in your residents’ shoes.
Where are they and how will you find them?
Good question? We knew they lived there but short of knocking on every door and talking to them it would have been difficult to find them. In the end we used posters and talked to advocates such as community volunteers to get a critical mass of kids along.
Again basic stuff, but where do they live and how will you reach them? Does where they live have any influence on what you send them? If they aren’t on your database, say young people, how will you get to them?
What happened when you communicated with them before?
We hadn’t tried on this estate but had a poor response for other activities
Did you learn anything about their likes or dislikes? Were there particular groups who either respeonded well or who didn’t respond at all. What do you have to do to reach the ones who didn’t respond. Don’t be afraid of boring people to death by always asking why something works or doesn’t work.
Why should they bother to turn up?
To give them the chance to be involved in something positive and give something back in terms of restoring the reputation of the place. They had a lot of fun and it was a challenge – this sort of appeal works better with y.p than it does with adults – it was almost phrased as if it was a dare.
If you can’t answer this you are probably up a creek without a paddle.
What basic needs will the event fulfil?
There was a challenge, a structured event with a start and finish and prizes, and a chance to be recognised. It was hard work but fun as well and a chance to meet new people.
Will they have fun?
How?
By doing something new and constructive
Will it make them feel that they belong to a group or community?
How?
By working together and having other adults working alongside them
Will it make them feel more secure?
How?
By promoting better relations with adults
Will it save or help make them money?
How?
It will mean that the work is done for nothing
Will it help improve their lives in any way?
How?
Giving them new skills and raising confidence
Will it help their friends and families?
How?
By making them proud
Are there any problems they currently face that they might solve by attending?
By getting involved and doing something positive with their time.
Their image amongst other people on the estate – this is important to all but the most ‘naughty’ of y.p on our estates
This is important as if there are any you are bound to increase the number of people who attend.
Are there any other benefits to their attending the event you haven’t mentioned yet?
There was the chance to join a similar minded group of young people in the area in doing positive activities.
Think carefully. Are you sure?
What offers of help to attend the event or incentives are you prepared to make to help or get people to attend?
We put food on and got prizes – everyone walked away with a certificate
From memory prizes were tickets for a rugby match – certificate was for taking part
How about free tickets to some part of the event? You might also say there is limited availability or time to reserve a place.
What did they think of the last event, if there was one, and why?
If they enjoyed it, get testimonials if you don’t already have some. Tell people that residents enjoyed it last time. And if they didn’t, find out why and see what you can do to convince people that this year’s event will be better.
What concerns might people have about attending the event?
That they may be committing to something they didn’t like. That the young people nominated from the from the community groups would meet other kids they didn’t like/were afraid of - this proved not to be the case.
Some of the young people on this estate cause real problems in terms of bullying for others.
How will you answer them?
How do they feel about your organisation?
Generally negatively so we promoted it through the community groups on the estate.
That we take action against them for their negative activities – their parents can be negative for other reasons and this attitude trickles down
This might influence the tone of your communciations.
Are there any other things that might prevent people from attending or any reason for coming you have omitted?
It was new, it involved them doing something for ‘nothing’ the concept of volunteering generally, meeting aggressive y.p off the estate.
Again, make sure that you do a complete job of persuasion. Remember that you should be aiming to overcome every single objection they might have to attending – and give every reason why they should
Have you had any complaints from residents about previous events or about the planned event?
Yes, but mainly around it won’t work etc, gladly we/they were pleasantly surprised!!
These might tell you things that you have to address in your messages to them.
Are you completely in the picture about your audience?
Yes – Young men and women from 12 to 18 and community volunteers from 25 to 55.
If not talk to some residents, as well as those closest to them such as caretakers or housing officers.
Do you have any testimonials from residents about previous or similar events?
Yes but we didn’t use them for reasons I’m not sure about – it didn’t seem appropriate. We got a Saints player (rugby league) to give out the certificates.
Can you get any celebrity endorsements about the event?
Exactly what do you want them to think and do as a result of your messages?
Get involved by seeing that volunteering can be fun and rewarding
Sounds simple, but how can people reply to you? How do people book a place or be sure that they can attend? Leave nothing to chance.
We put contact information on the leaflets and posters and we left business cards with contact numbers on with key people.
Are there any in-house guidelines about marketing you should adhere to?
Use our won logo at all times and a particular type face – I tend to ignore that for these types of events!!
Make sure you are not stepping on anybody’s toes.
Now and only now should you start writing your promotional material for the event.
