For event organizers, events are hard to market as they’re perishable - constrained by time and place. For every event there is a limited potential audience with shrinking attention span and an increasingly fragmented pool of sources of information. There are millions of events each year and competition is rife. Event marketing in the USA is a $10B industry and being seen is easier said than done.
How people find events
86% of people find events via a Google search and with thousands of event calendars to choose from which one is going to deliver you the results to ensure your event is full?
Event attendees are habitual creatures, and rely on longstanding brands to influence them on what’s going on near them, including localized community sites that index exceptionally well in to Google
We’re also finding that more than ever users are searching for events directly through search engines. The need for strong organic SEO is greater than ever with listing and influencer sites all battling for top spot.
Existing solutions are fragmented
Other advertising solutions often don’t support the SEO benefits of event listings. Promoting events on Facebook or more traditional online display advertising will only get an event organiser so far. If you had a great solution and business model, how much money could you make?
To illustrate the problem, the chart below shows Google search trends from 2017 for four common event queries. According to Google, it seems that the Festivals and Things to do near me are top terms. However, at the state level, the terms become more complex. (Want to explore further? Click here)