Event Marketing Paying Off for Entrepreneurs

One of the most effective small business marketing strategies for entrepreneurs is to throw events to help them get the word out about their businesses. Innovations in technology such as email, social media and mobile devices have made it easier for small-business owners to increase awareness of their upcoming events.

According to recent research conducted by EventSpot from Constant Contact, 81 percent of small businesses and nonprofits planning events expect to increase their use of mobile technology to market their events in the upcoming year. Meanwhile, 90 percent want to learn about such tools that can help them better plan and market their events.

How can small-business owners leverage technology while event planning?

While mobile technology has taken off throughout several other industries and marketing platforms, few respondents claim to have used their smartphones for event planning. Only 15 percent of small-business and nonprofit users said they utilize their devices when creating events. Of that 15 percent, 29 percent offer mobile registration and collect payments, while 24 percent engage with attendees through their mobile devices.

“Mobile tools will no doubt assume a much bigger role in event planning for small businesses and nonprofits but considerable training needs to occur before we’ll see widespread adoption,” said Chris Litster, vice president and general manager of EventSpot from Constant Contact.

Taking advantage of all the benefits provided by mobile devices in event planning certainly requires some training in order to maximize results, especially with the 20 percent that plan to collect payments via smartphones.

“Mobile technology offers the distinct advantages of reach, convenience and affordability but until small businesses have the proper training, many won’t be able to leverage mobile tools to maximum advantage,” said Litster.

Take advantage of social tools

Understanding the benefits of social media is especially important for entrepreneurs who want to make the most of their marketing dollars. The survey shows 26 percent plan to promote their events by using hashtags, while 23 percent of respondents already do, showing how Twitter aids in event marketing.

“We definitely sense a shift in the awareness and willingness of small organizations to leverage both social and mobile tools for events,” said Litster.

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