Marketing an Event with a Flyer: Some Thoughts
A picture is worth a thousand words, and a flyer tends to grab more attention (online and offline) than a block of text. That’s why visuals are now an almost vital step when marketing an online event. Whether you create a flyer yourself or have another person/business create something, the next step is sharing it online and offline.
“Eye-tracking studies show internet readers pay close attention to information-carrying images. In fact, when the images are relevant, readers spend more time looking at the images than they do reading text on the page.” – Jesse Mawhinney for Hubspot
Some things to consider during flyer creation:
Shape, Size, Format: Different social media platforms will respond better to different shapes (i.e. square vs. rectangle). Although Instagram has been updated to handle rectangular shapes, it’s default is still square. The best advice I’ve heard (and applied) when creating a flyer for social media is saving it in a few different shapes for different platforms. The dimensions and sizes for featured images for all social media platforms change from year to year, and it’s worth double checking if you aren’t sure. No one wants to have their event flyer cut off in a weird place on the Facebook Event photo, right? (For 2016 social media image guidelines, check out this breakdown from Hubspot).
Share-ability: One litmus test that I’ve used in creating event material for Breaking Even and clients is simply “Would I share this?” Although you’re using the image as your business, it helps to create something that others will in turn share on their own personal accounts and help promote things for you. It’s also just a generally decent way to gauge work, I’ve noticed.
Things to Consider As You Share:
Does your event have a hashtag? Twitter, Google+, Pinterest, Facebook, and Instagram all use hashtags, and it’s pretty common to create a hashtag to promote an event. As you share information and your flyer, make sure you share the hashtag, too. If your event isn’t big enough to have its own hashtag, think of using one popular in your geographic area or industry. Read our blog post about finding hashtags for help if you need it.
Can you tag the location? If you are hosting an event at a different venue (or even if it’s your own venue, really), tagging the venue in your post accomplishes a few things. First, it can increase exposure to a wider audience (i.e. on Facebook, people who like the venue will see the event). Second, it makes it easier for people to find the event, because they can directly explore from your event description. Sometimes people even look for events in their area… and if your event has a location, that’s one more way to come up in a search.
Where are you sharing? There are plenty of places online and offline to share an event flyer, the obvious being social media accounts. You will definitely want to make a page on your website and link to it in the flyer caption. This is also a great way to keep track of the number of people who view your event vs. sign up vs. show up, and use that information to shape future marketing efforts, and you have control over things like layout and registration. Community calendars are also a great (and usually free) place to share your event online. If you’re a member of a Chamber of Commerce or other organization, they may also be willing to share your event (with a flyer) on their websites. By looking over time and how people got to your event, you can decide if posting to X website and Y calendar are worth your time and proceed with future events accordingly.
As you create visuals to promote an event, keep your audience and intended social media platforms in mind. You don’t have to be a graphic designer to create a decent looking event flyer! Our May theme for the blog will help you along the way with some tips on flyer distribution and creation. Stay tuned for more next week!