The Most Important Thing to Remember in Event Marketing: Your Event's Promotion

Lauren Taylor on 1/11/17 5:00 PM


There are a lot of blog posts and other resources with tips, suggestions and information for how to create the best in-event experiences to engage with and influence attendees. Creating a great in-event experience is, of course, important—but what about the process of promoting your event and getting those attendees there in the first place? 

If you really want to set your event up for success, you must promote your event and persuade people to register. You should also focus on letting your broader network know that the event is taking place, even if you know that not everyone will attend. That way, you'll not only be able to attract high-quality attendees, but you'll also be able to use social platforms to amplify your event’s content and your brand’s name to those who aren't even in attendance.

Have a plan for engaging attendees once they’re on site, but need a little help with your event’s promotional efforts? Keep reading to learn more. 

This is a sneak peek into the content of our webinar, Innovating Your Event Experience in 2017. To learn more or watch now, click here

1. Use consistent, visually compelling, and on-brand promotional design assets. Do not think of the design and branding of your promotional assets as something that is superfluous. According to HubSpot, “consistency is key when building a valuable brand. The repetition of the same logo, fonts, colors, images, and style helps to make a brand not only recognizable but seemingly trustworthy.” 

It is helpful to think of your event’s branding as a spinoff of your organization’s brand—something that is similar but somehow differentiated. Creating visually appealing and on-brand design assets for your event’s promotional material will not only help grab the attention of your audience, but it will also help your audience come to recognize and trust your brand, and ultimately increasing the likelihood that they will register for your event. 

2. Use early-bird promotion for previous attendees. If you’ve hosted successful events before, create a marketing campaign that specifically targets prior attendees and offers early-bird pricing. These prospects or customers will be more likely to register for your event than those who have not previously attended, and offering early-bird pricing will give them more incentive to sign-up and will help your organization continue to develop a strong relationship with them.

3. Leverage your influencers. Speaking of prior attendees and champions of your brand: seek them out and leverage their influence. Your influencers are those who have not only attended your organization’s events in the past, but are the people who also have their own networks and connections who might be interested in your product or service. Give your influencers incentive to reach out to their networks and attract more attendees to your event. You might do this by upgrading their ticket to VIP status, or by giving them a discounted rate depending on how many registrants they bring in. Either way, make sure you leverage the connections these influencers have to attract more high-quality attendees to your event.

4. Include your event’s speakers in your promotional efforts. Finding industry thought leaders to speak at your event can be extremely helpful in persuading people to register. Simply listing a well-known influencer on the “speaker” section of your event’s registration page might encourage people to attend, but you shouldn’t stop there. When you’re negotiating with potential speakers, don’t simply discuss content they might deliver during the event, but discuss the content they could contribute to help promote your event. Whether they write a blog post, participate in a webinar, or even do a Q & A with your brand during a Facebook or Instagram live, make sure your speakers are helping you promote your event. 

5. Create an event hashtag. By now this seems obvious, but it is useful in more ways that one. An event hashtag will help you spread the word about your event online, and it will also make it easy to track social chatter about your event. During the event, you can use the hashtag to engage with attendees and create a live stream of what's happening, which will allow those who aren't in attendance to tune in to what's going on and potentially become more interested in your organization. 

Do you want more tips on how to innovate your event experience from beginning to end? Watch our webinar, Innovating Your Event Experience in 2017which features guest speaker Ja-Naé Duane, the Managing Director of Innovation for the Revolution Factory and co-author the best-selling book, The Startup Equation. 

The webinar covers:
  • How experiential marketing drives innovative ideas and revenue
  • Why experiential is key to developing a connection with consumers
  • The importance of co-creating your brand with consumers
  • A data-driven approach to measuring event experiences
  • … and much more!

Event pros, where have you found the most success in promoting your events? Let us know in the comments below, or tweet us @eventfarm!


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