Executive Summary:
The Indiana State Museum (ISM) seeks to increase pre-registration to their events, in order to reduce event waste and improve event planning. To this end, we have researched strategies for improving event marketing and pre-registration convenience.
This report recommends a strategy consisting of applied data analytics; improved web design; and targeted marketing through social media, email, as well as other more unconventional mediums. To explain how we arrived at these recommendations, this report includes sections dedicated to research methodology, analysis, and the recommendations – as well as, a review of literature and an appendix.
Key Findings:
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Meaningful event marketing requires an account-based approach.
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Survey respondents prefer a diverse array of ways to learn about ISM events from email, Facebook, community calendar listings, ISM website, local advertising, and good old fashioned mail.
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Effective use of social media for event marketing requires content geared toward engagement, rather than persuasion or information.
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The largest segment of ISM survey respondents (46%) prefer to register for events more than two weeks in advance.
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Most survey respondents report that early-bird discounts and the fear of missing out would make them more likely to register for events in advance.
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69% of survey respondents prefer registering for ISM events online.
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Confusing or disfunctional web design can deter those lacking in patience or technological competence from registering in advance to ISM events.
Brief Recommendations:
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Apply Data-Analytics to Understand Target Audience and Their Journey
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Tailor Marketing Content to Match Target Audience’s Journey
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Improve Email Marketing Effectiveness
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Strengthen Social Media Presence
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Design Websites and Invitations with Consistency
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Test Numerous Marketing Outlets and Designs
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Design Materials that Create the Right Impressions
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Create Early-Bird Registration Incentives
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Use Fear of Missing Out as an Incentive
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Reach out to Less Reliable Demographics
