A social media toolkit and event marketing report for organisers of regional events has been developed as a result of a major study into the influence of events on regional tourism.
The study – part of the Destination Visitor Survey commissioned by the South Australian Tourism Commission and Tourism Victoria, and funded by Tourism Research Australia – found a strong link between events and regional tourism.
Tourism Minister Leon Bignell said the effective marketing and promotion of regional events is just as important as creating and developing the event itself.
“New digital technology and social media had changed the marketing landscape,” he said.
“Regional event organisers had limited budgets and rely heavily on community volunteers and part time staff, so the range of skills may be varied depending on the event, its scale, and its history.
“The new e-toolkit is a user-friendly, educational resource especially suited to organisers of smaller regional events who are resource and budget conscious.
“The e-toolkit would be of great benefit when planning events, as it covers all the essentials including digital communication and social media, which can have a huge impact on the success of an event.”
The event marketing report includes lessons learned from organising and running successful events, and provides insight into the development, planning and implementation of communication strategies with a focus on low-cost and social media options.
Minister Bignell said the report highlighted Facebook, Twitter and Instagram as the most often mentioned social media channels.
“However social media is not the only low-cost channel capable of delivering strong results - websites and email have also been identified as low cost marketing tools,” he said.
“The report and tool kit will help event organisers understand how events can best leverage low cost communication channels, which in turn can help maximise ticket sales, attendance, and an event’s reputation."
View the Social Media e-toolKit.