24 Event Promotion Ideas that Drive Results | Event Always

The event calendar is becoming increasingly crowded today, with more virtual events popping up on the calendar. What's the result? 

When it comes to attracting attention and getting people registered for your event, effective event marketing is crucial. How can you convince your audience to choose your event?

For tips on how to make your event stand out from the rest, read on. Get a list with 24 ideas for event promotion that you can begin testing right away.

How to promote an event like the pro

Marketing and promotion of events is all about smart strategies and creativity. This will help to drive registrations and event ticket sales. This is important because your event will not be noticed by your audience.

A solid grasp of your event's goals, and the target audience, is key to driving attendance and registrations.

Learn about your target audience

66% customers say they expect companies understand their expectations and needs. It will be difficult to get your audience to attend your event if you aren't in touch with their needs, wants, and motivations. Start by doing extensive research about the people you want to attract.

To gather vital information about your target audience, you might consider using online tools such as GoogleTrends and AnswerThePublic.

• Psychographics and demographics
• Media outlets and top influencers
• Topics and areas of interest that are popular
• Marketing channel preferences
• Motivators and shared values
• Key needs or challenges
• Online habits and behaviors

A deep understanding of your audience will help you decide which marketing channels, promotional strategies, messaging, and messaging you should use to reach, engage, convert, and retain potential attendees.

This can be a sign of how well your event promotion will resonate with potential attendees. It also inspires how you will communicate with them about what value your event will bring.

You can document your key audience information in your brief and then use that resource to help with another important task: defining your event marketing goals.

Your marketing goals and success metrics should be established

While you are researching your audience, it is important to define the goals of your event marketing activities. Ask yourself how will you measure the event's return-on-investment (ROI).

Let's take, for example, that your event must attract 100 potential clients in order to generate a positive ROI. Based on your past experience, you can be confident that you will net at least one new customer for every three registered attendees. If you do a little math, it will take 300 registrations to get your event marketing campaign noticed.

Your end goal and your audience will assist you in determining the event promotion strategy that you will use to reach -- or exceed -- your attendance, registration, and other measurable goals.

24 Ideas for Event Promotion

Are you ready to try some event promotion strategies? These 24 ideas can be combined to reach your target audience. You can also use them as a mix-and-match strategy.

1. Make your event website stand out

In 2022, an event website will be more important than a "nice-to-have". It's available 24 hours a days and serves as the landing page for most of your event promotions.

Your website is the entrance to your event. It should also be used as a hub for all of your important information. Start with the most essential details, and then move on to the more important information. These elements should be included at a minimum

• Date
• Time
• Description
• Agenda
• Speakers
• Sponsors

Remember that first impressions are important. Studies show that you only have a fraction of seconds to get website visitors to stay on the page. Your event website must be information-rich, but it should also convey your event’s value proposition to your audience and grab their attention.

These tips will help you immerse your potential attendees in an unforgettable event website experience.

• The focus is on design: Create a site that entices your audience using photos, videos and eye-catching branding.
• Use clear calls to actions (CTAs). Place CTAs strategically in high-visible areas on your website so that registration for your event is seamless. To see which CTA placements, copy and button colors drive results, you might consider testing them.
• Add sharing functionality: Use social media and email sharing buttons to help your future customers spread the word.
• Optimize your website for search engines: Your website will attract more people if it is optimized to work with search engines. Moz and Ubersuggest are helpful tools that can help you implement basic SEO tactics such as helping search engines crawl your site using simple navigation, performing keyword research to determine the keywords you want to rank for, creating quality on-site content with keywords from your research, and helping search engines find your site via search engines like Google and Yahoo!

2. Early bird registration available

Encourage your audience to act quickly. You can register early to get tickets before the price rises. Sometimes it launches at an existing live event, or shortly after.

You can tap into the fear that you might miss out and include a countdown on registration page. This will indicate how many days, hours or minutes remain to avail of the early bird discount.

Time-bound ticketing strategies are a great way to increase event registration.

Also, people tend to place a higher price on things when there is a limited supply -- think about the huge international shortage of toilet paper in 2020. This is why scarcity is so powerful. Similar to time-bound discounts and limited tickets, scarcity can also encourage potential attendees to buy quickly to ensure they don't miss out.

This can lead to more effective promotion. Think about how you would feel if you had VIP access to an event or exclusive tickets. What would you do?

You might consider adding ons such as:

• Premium swag bags
• VIP networking lounges
• Access to special event content
• Meet-and-greets with celebrities or speakers
• Wine, coffee and gourmet food tastings for invited guests
• Exclusive access to workshops and activities

Exclusive promotions are unique and attractive. They encourage people to sign up. You can also price them at a premium in order to increase ticket sales and generate revenue streams for your event.

3. Free event marketplaces are an option

You can help new attendees find your event by listing it on free event marketplaces. You can list it on the free event marketplaces, where people search for information about upcoming events.

These marketplaces can be a dream come true for event marketers because anyone who is looking to attend an experience can search these platforms for the next events that interest them. Eventalways is an integrated marketplace that allows organizers to promote their events.

4. Employ personalized email marketing

Email marketing is a cost-effective and efficient way to promote your event. However, email marketing comes with a catch: You must make your emails stand out from the rest to get their attention. Avoid sending generic or untargeted email communications.

You should opt for a more personalized approach. 80% believe that personalization makes them more likely to purchase. Most marketers agree that personalization is crucial to email marketing success.

Maximize your success with:

• Segmenting your data allows you to identify people with similar characteristics
• Email messaging that is tailored to the interests and needs of recipients
• Based on your email engagement metrics, you can customize calls-to-action
• Create relevant subject lines based upon popular topics or past attendance
• You can A/B test subject lines, content and CTAs. Then optimize based on the results

To give your promotions an extra boost, you can get your coworkers involved in the email action. Ask your colleagues to send personal emails directly to customers, prospects, partners, and other members of their network. Also, give your team the URL to your event website so that they can include it in their email signature lines.

5. Content is the king of event marketing

Do you spend time researching a product before buying it? 53% of buyers do the same.

Give your audience a taster of the event experience you offer. This will help tip the balance in your favour. Use compelling content to tell your story.

Consider "content" to be a broad term that covers videos, webinars, and editorial. It also includes podcasts, whitepapers, social media posts as well as case studies. This is a lengthy list.

How can event professionals use content to increase attendance and registrations? These are some ways to reduce the work involved in creating high-quality content.

• Create valuable content and partner with brands.
• Get in touch with subject matter experts and content creators within the company.
• Send us testimonials and stories about past events from your partners.
• Use existing content from past events to repurpose.

Repurposing content reduces the need to create something completely new every time. Instead, take what you have and transform it for new uses.

6. Promote your event with a partner

The old saying "You scratch my back and I'll scratch it" is true. You can get a boost in your promotional efforts by using a symbiotic approach when marketing your event. To increase your event's reach, you should seek out sponsors, speakers, or other event partners.

Are you looking for ways to get your partners involved with your event promotion? These are just a few ideas to help you get started.

• Invite sponsors or speakers to write guest blogs that offer attendees an insight into the event. This will give them another reason to register.
• Pre-written emails templates and content can be provided to speakers, sponsors, attendees, and partners so that they can easily share information about the event with their audience.
• For your key partners, send engaging social media posts and visual resources promoting the event. They can then share it with their online networks. They will not only benefit from the publicity before the event, but they will also be able to engage with your shared community.

7. Podcasts and webinars for pre-events

Nearly 40% business-to-business buyers prefer to use webinars when researching purchases. In 2022, it is expected that 424.2 million people worldwide will listen to podcasts. Hosting webinars or podcasts that are centered on your event is a great way to leverage the knowledge-seeking behavior of your target audience.

Are you unsure what topic to discuss? You can touch on topics that relate to the pillars of your event. Invite guests to participate, answer questions and make your audience want more. Don't forget about promoting your event on your podcasts or webinars. Make sure you give your listening audience details about your event, including how to register.

Podcasts and webinars are great ways to reach a wider audience. Make a bigger impact with the media.

8. Get noticed by the media

Journalists and readers value trustworthiness and newsworthy press releases command the highest attention.

Create a press release or better yet, ask your public relations team for help. Include links to your event website. Use your press release to reach targeted journalists by highlighting news stories that are timely, unique, and relevant to different media outlets' readers and topics.

9. Donate your tickets for free

To increase awareness about your event, you might consider donating tickets. Your event will be loved by people who love brands that align with their social values and cause.

You can take it one step further and raise money for a cause at your live event. This will make your event look great because charitable giving has an impact on almost three-quarters (73%) consumers' spending decisions.

10. Today's event attendees are waiting for you!

You want to create more buzz? You can then be more visible or audible. You can tap your organisation's partners to speak at events that have similar audiences to the one you are trying to attract.

Your speakers should focus their presentations on a topic related to your event that is thought-leadership-led. Once they have impressed the audience with their knowledge bombs, you can invite potential attendees to register for your next event.

11. Create eye-catching infographics for events

In order to promote your event visually and easily understood, create infographics.

While people can process images in 13 milliseconds HTML1, the average person only reads about 240 words per hour. Infographics can be a great way for your audience to remember key information and to share it.

Nearly half of consumers want to be connected with companies via social media. To help increase your social media reach, you can post infographics.

12. Use #eventhashtag on social media

How can you get some social media traction for an event? Your community can get the latest information and discussion by creating an event hashtag. To build excitement and anticipation for your event, include your hashtag in any promotional content that you share online.

A hashtag allows your community to keep in touch while also sharing user-generated content (UGC). This will strengthen the bonds in your community. UGC and word of mouth marketing combined can help you attract more attendees and increase registrations and ticket sales.

You can keep the conversation going on social media by using your hashtag in posts shared pre-, during and post-event. Make it easy for event attendees to interact on social media using a single, familiar hashtag. Make sure that your hashtag isn't being used for anything else.

13. Video can be used to tease your event

Did you know that people retain 80% of the information they see? 88% say that a video from a brand has convinced them to buy. You can create infographics using videos, motion-graphics and short-form filmed testimonials that you can share on social media.

Sneak-peek videos, which show behind-the scenes, give attendees a glimpse of the rich experience that awaits them. Video not only builds enthusiasm but it also increases the chances of people sharing it. It follows the maxim "Show." Also, many social media algorithms tend to favor video content.

To reach a wider audience, consider sharing your promotional videos with speakers, sponsors, and other potential influencers via social media.

14. You can live stream your event content

A staggering 80% would prefer to watch a livestream of a company than read its blog. This makes sense because they are simultaneously getting the latest and most exciting information about upcoming events. They can also share their excitement with other people in real-time.

Live streaming your events to social media channels may help you get last-minute registrations. You can also repurpose the stream to promote additional activities after the event. Getting more people to your social media accounts helps you grow your event community.

15. Invite influential people to promote your event

You can leverage the influencers' marketing power to increase interest in your event by teaming up with them.

7 out of 10 marketers believe that influencer marketing is more effective than other marketing strategies. Why? Influencers have pre-existing, genuine relationships with their audiences.

Remember that influencers are typically charged a fee for their services. Start by reviewing your event budget to ensure you have enough funds.

First, find an influencer that aligns with your event's mission and has a strong following among the audience you want to attract. Next, you can work with an influencer on promotion of your event via social media, email and other marketing channels.

Consider Tre'Von Hill and Scooter Taylor, influencers who were able to have more time at the start of the pandemic. They hosted QuarantineCon four days after learning Eventalways was capable of hosting virtual events. Although they initially anticipated 500 people, Taylor and Hill invited nearly 4,500 to the event after they tapped YouTube stars, music executives and creatives.

16. Turn registrants into event ambassadors

Your brand is already valued by loyal community members who are eager to attend your event. These people can help you promote your event.

To encourage loyal audience members to promote your event, you might consider creating a referral program.

Start by creating event marketing content that is shareable and likely to be shared with your audience. Then let your brand ambassadors take care of the rest. You should also provide them with referral code so that you can track how many registrations they bring in. Next, consider how you can show your appreciation to the top evangelists of your event.

• They are awarded VIP status
• Send them exclusive event swag
• Share their user-generated content
• Reducing registration fees and/or ticket upgrade prices

17. Run irresistibly fun social media contests

Friendly competition and games are hard to resist (Wordle anyone?). Running social media contests or giveaways can add a sense of humor and fun to your event promotions.

• Get motivated TikTok challenges
• To host an themed giveaway, partner with event sponsors
• Make a game that encourages participants to interact in order to win pre-event prizes.
• Encourage your audience to share their ideas on a particular theme and have a chance of winning prizes or having their ideas featured

Creatively, games and contests can be used to encourage your event community on social media to share the news.

18. Social advertising can amplify the buzz

Do you want to give your event an extra boost? You might consider investing in paid social media advertising. This event promotion idea can be costly but it can be very effective.

To get the best bang for your buck, make sure you know how to target your audience. You can create audiences that are similar to those from past events. This will allow you to reach new audiences, but they may be the same ones as your past events.

Also, consider your audience research when deciding which social media platform you prefer. This will allow you to allocate your budget where it is most effective, and social media promotions can be run where similar online events communities can easily access them.

19. Retargeting helps you stay top of mind

Create a safety net to catch potential registrants who may have fallen through the cracks due to one reason or another. Search engine marketing (SEM), social media and retargeting can help keep your event in the forefront of people's minds and encourage ongoing consideration.

Your retargeting campaigns will be more effective if you have the right ad copy and visuals. Retargeting is about reaching people who have interacted with your brand. Your ads will be placed where your target audience is online. Your event promotions will keep reminding people to sign up soon.

20. Construct a surprise for a celebrity

Listening to other people's stories about their encounters with famous people is a great way to learn. You can use the human tendency to name-drop to your advantage. You can attract event registrants by appealing to celebrities, authors, and respected industry thought leaders.

You can make your audience curious and encourage them to sign up for your event by hinting at celebrity appearances.

21. Gifts and experiences for pre-events

You are not promising to host an event. Instead, you are promoting an extraordinary experience for your target audience.

Experiences and tangible gifts help to build relationships with potential attendees. It encourages reciprocity. It is a powerful way to get people to sign up.

Choose experiences and products that complement the theme of your event and add value to your audience's daily lives. Let's take a look at some creative ways you can promote this event.

• Partner with sponsors to create a memorable and co-branded giveaway.
• Mail, or virtually deliver swag to elevate your message.
• To increase registrants' excitement for the event, will offer at-event raffles
• Offer virtual experiences to attendees, such as yoga, mixology, or cooking classes.

Participants will be eager to recommend the event to anyone they feel would benefit by its value and joy at every touchpoint.

22. Direct mail can inspire delight

Keep in mind potential VIPs and high-value guests. Send a personal experience to the mail, yes, snail mail! This will make a good first impression and encourage registrations.

Many marketers believe that integrated direct mailing campaigns have a better ROI than campaigns without it.

How do you maximize the potential of your postage? Instead of sending postcards that go straight to the trash, send something that will improve your VIPs' lives. A brand-named travel pillow might be appreciated by frequent travelers, and a candle for remote workers may be appreciated.

23. Sponsored slots available in the most relevant newsletters

You can increase your event registrations by signing up for a newsletter sponsored by an industry publication. You can reach more people by tapping into the email lists of media outlets and industry publications.

This event marketing tactic comes with a cost. Make sure you understand the email audience of potential paid partners and ensure it matches your target audience.

For newsletter content, you can look no further than the existing event website, email copy and editorial content. Repurposing content you have already created for marketing your event will save you time and money, as well as getting your event into new email inboxes.

24. Event marketing agency to hire

Event organizers can cut down on time and stress by having an agency manage their event marketing from start to finish. You can rely on the expertise of a specialist agency to help you plan and execute your event promotion, if time and budget allow.

Are you interested in this approach? You should look for an agency that specializes on event marketing and promotion. Eventalways can help you find great promotional partners. This allows you to focus on the event planning and management, while they market your show.

Event technology can be used to help you market your products and services

As you strive to achieve your event goals, keep track of which promotional tactics are most effective. Based on your experiences, you can optimize your approach.

If you are looking to elevate your event marketing, an event platform could be the right tool for you. Eventalways is available for in-person events, hybrid, and virtual events. Get in touch with our team of event specialists today.