6 Steps To Promote an Event in 2022 (With Tips)

Selling as many tickets as possible is both a goal and a top stressor for event organizers. If you’ve already deployed all the promotional tactics in your playbook, consider some new ways of expanding your reach. Here are 30 creative event promotion ideas to help skyrocket your ticket sales.

Event Promotion: 6 Advanced Tactics To Promote Events with Social Media

Why is it important to promote events?

Event marketing is a popular strategy that can positively impact your business because it fully engages your audience. Huge brands understand the essential role of using events as marketing tools for facilitating growth and success. As such, they assign vast percentages of their budgets to the cause.

For many professionals, the next important thing after building a business website is the use of events to increase traffic and conversion rates. Promoting events or even having them as part of a larger marketing strategy provides many beneficial outcomes in the virtual and real world.

Here are some reasons why promoting an event is essential for marketing campaigns:

In-person audience engagement

The brand officials can interact with the customers, answer questions and give quick solutions through events. That way, you enhance your brand relationship with the customers rather than relying on advertisements alone. People prefer doing business with brands when there is a strong connection. Event marketing provides an opportunity for the brand to form an emotional relationship with the customers and become their best option for various solutions.

Lead generation and increased sales

Every marketing effort is geared toward increasing sales and generating more leads. During the event promotion, your sales team can talk closely with the customers and address any concerns that may strengthen the relationships.

You can use the event to sell products or services to your customers. Furthermore, a successful event leaves the attendees with a positive attitude about your solutions, meaning that they can refer other customers to your business even if they do not buy themselves.

Increased social media engagement

After a promotional event, many of your customers feel free to interact with you, causing the social media platforms engagement to increase significantly.

When promoting an event online, you can measure engagement by various metrics, including:

Having marketing events for your brand creates many benefits and makes your solutions more competitive in the market. Your products or services become the trending news and garner more clients in the end.

What is event promotion?

Event promotion entails using different marketing channels and strategies to create awareness and get as many people as possible to attend an occasion. It incorporates emails, social media campaigns, flyers and direct media to sell tickets and get registrations from the target audience.

For many organizations, the largest share of their marketing spend is in events. According to Harvard Business Review, about 54% of brands believe in utilizing events as one of the most effective marketing channels.

How to effectively promote an event

Divide your strategy across the pre-event, the main event and post-event because all three stages are essential to market your event effectively. Have a written plan and include the following steps:

1. Understand your target audience and stakeholders

Consider your target audience before you think about planning an event. Focus on the fact that event attendees require a meaningful experience to relate to your brand. Understand their desires and needs by researching what captivates them and leaves lasting memories. As such, your central theme should address their needs, giving you an added advantage over your competitors.

List the needs of the other participants and partners, especially sponsors, keynote speakers and exhibitors. Inquire about their primary aim of participating in the event and how you can help achieve that. Discuss all relevant details in your face-to-face stakeholder meetings.

2. Clarify your goals

Be specific on the goals you set and acquire the appropriate tools to measure the different parameters.

For example, when you want to enhance brand awareness, a clear goal would be: “To get 1,000 positive mentions by the end of the event.” Such a goal enables you to measure progress and success. There are many examples of the goals you can set when promoting an event, but ensure they are attainable and within the specific events timeframe.

3. Create a theme

Create an experience that reflects your company culture and happenings that are familiar to the audience. For example, you could host an event about usual societal issues, such as global warming.

The venue aesthetics, such as color and decorations, should also match the theme. The content, layout and design of your event promotion material should be consistent all through the promotion. When everything from the first social media post to the handbills you give out during the event portrays the event theme, your brand appears more professional.

4. Develop a marketing budget and strategy

The budget determines all aspects of the promotion campaign, including the services you hire, the venue, caterers, tents and other hidden costs. For example, you may require event management software and a website or paid digital advertisements. When setting your budget, keep in mind that marketing costs account for a reasonable amount of the events budget. Get quotations early to fill any gaps. Marketing apps and software are valuable tools for organizing the entire process.

Consider the amount of money and effort you plan to use when promoting an event. The correct strategy enables you to launch coordinated campaigns while leveraging multiple marketing channels effectively.

5. Create awareness for the event

You create awareness when you promote your event a few months, weeks and days before the actual day. With todays technology, social media promotion should be your primary channel.

For success in social media marketing, you need to devise a content release strategy that explains which posts are scheduled for publication and the dates. If your event is local, you can also include traditional marketing. Print advertising offers a great solution through pamphlets and posters, and, where necessary and depending on your budget, billboards and radio.

6. Activate your attendees

Your event guests are some of the most passionate advocates for your brand, and they are ready to sign up or buy tickets for your event. Therefore, use the power of word-of-mouth marketing to get attendees who have already purchased tickets to invite their family and friends. You can use freebies or gift vouchers as incentives. Demonstrate to the confirmed attendees that you value their business in order to get more leads.

Activate your speakers and performers as well. They have a genuine interest because if the numbers are high, they also gain popularity. You can have them record teaser videos announcing the event.

In all stages, develop clear communication lines with your different teams to make the event successful. Use weekly briefs and emails to keep all stakeholders updated on areas of opportunities and the targets. You can even use designated channels through collaboration tools like those for instant messaging, which tells you the individuals and teams bringing in the numbers.

Tips for promoting an event

You can get better results through each stage of the promotion through the following tips:


How do you promote an event example?

13 Cool Event Promotion Ideas You Need to Try
  1. Optimize your event registration website. …
  2. Offer early bird discounts. …
  3. Leverage social media. …
  4. Use ad retargeting. …
  5. Create exciting video content. …
  6. Incorporate QR codes. …
  7. Create infographics. …
  8. Hire mascots for your event!

How do you plan and promote an event?

Here are 10 ways to promote your event planning business.
  1. Networking. …
  2. Online/offline advertising. …
  3. Online & local listings. …
  4. Use business cards. …
  5. Social media. …
  6. Live streaming your events, post-event video clips. …
  7. SEO, content marketing. …
  8. Trade shows.

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