Post Tour Promotion: Leveraging Your Tour for Post Event Awareness
For many organizations, an outreach mobile tour is a great way to gain recognition and awareness. A key benefit to mobile is your ability to increase reach by traveling directly to locations best suited to maximize exposure or yield a desired objective. The question you need to address as you lead into planning is what to do after your exhibit leaves town. How do you convert visitors into supporters, donors, or advocates? Here's how to leverage event excitement into long-term engagement:
If your organization has a brick-and-mortar location, make sure it’s clear to people who visit your mobile tour that it exists. Your guests may not be aware of the benefits to visiting your organization in person. They might not realize you have additional exhibits or resources. Have collateral or visuals in place directing them to the right location and outlining what they’ll get out of another visit.
Use social media to keep guests in the loop. When they visit your tour, have a social media kiosk so visitors can begin following you on the spot or share their experience on their own page. It will help supporters stay in the know about any events or information you have for them post-tour. By bulking up your promotion tactics on your social media channels you’ll stay top-of-mind and relevant in the future.
Capture visitor data for future nurture campaigns. Keep guests informed on your latest projects or initiatives by sending updates directly. An annual report is a great way to keep people you’ve connected with in the past updated and connected. And since you’ve already established a relationship with them through your exhibit, now is the time to ask for support by sending a direct mail solicitation or invitation to your next charity event.
