Event marketing begins with answering the basic five questions any attendee will have: who, what, where, when, and why? A well-designed flyer can offer all of this information (and more) in a concise and easy-to-understand format. The hard part is figuring out what you want to say and how to say it in as few words as possible while still sending a clear message to your guests.
Once you’ve jotted down your answers to the “five W’s”, you may feel like you still have too much to say and too little space to say it. With some careful editing and appropriate design elements, though, you can create an effective marketing flyer for your event. Here are some tips on how to approach each W.
Who: There are many answers to this question, depending on the type of event you’re throwing. There may even be more than one “who”. This is where font size can come in handy. Just consider your audience and which “who” they’re most likely to identify with, place their name in large type, and reserve a smaller font size for names that are noteworthy, but not the main draw. And, if a name doesn’t speak for itself, it’s most likely not worth including on the flyer. Save that for an online invitation or larger format.
What: Your event probably fits into some standard category, but to make it more interesting, get descriptive (especially if there’s a certain unique quality you want to highlight). Instead of an “outdoor party”, dub it “an evening under the stars”, a “night time soiree”, or a “midnight barbecue”. Coming up with a creative slant on the “what” will add an air of mystery and excitement to your plan.
Where: Keep this simple and straightforward. If you’re in a metro area and only inviting local guests, you can likely get away with just a street address (no city or state). But, if the location is a little off the beaten path, include a telephone number or web location where users can find directions, or describe a landmark to help out wayward travelers.
When: Again, this information needs no flourish. A simple start and end time is ideal as it causes the least amount of confusion. Just be sure to let guests know if a particular feature of your event starts at a specific time, so they don’t miss out.
Why: There are many ways to answer “why?”, and some responses come in the form of simple graphic design with elements that are universally understood. Candles and a cake denote that it’s someone’s birthday bash; abstract imagery might signal a club night; and red, white & blue let everyone know it’s a patriotic party. If you really want to call out the reason for your event (for example, if it’s a special charity ball), do so with concise copy and supporting imagery.