Marketing an event isn’t just about getting people to show up—it’s about creating buzz, fostering connections, and delivering an experience that leaves attendees wanting more. But with so many channels to navigate and competition for attention higher than ever, how do you stand out and get people excited about your event?

This guide breaks down actionable event marketing strategies that will not only boost attendance but also keep your audience engaged before, during, and after the big day.

Why event marketing matters

Event marketing isn’t just a “nice-to-have”—it’s the backbone of a successful event. Without the right promotion, even the most well-planned event can fall flat.

Pain points of event marketers:

• Low attendance: Struggling to attract enough people to justify the event costs.
• Engagement challenges: Getting attendees excited before the event and keeping them engaged during it.
• Resource constraints: Balancing tight budgets and limited time with the need for impactful campaigns.

Sound familiar? Let’s explore how to tackle these challenges with tried-and-true strategies.

1. Build a buzz-worthy event brand

Your event needs a personality that captures attention. From the name to the visuals, every detail should scream, “You can’t miss this!”

How to do It:

• Choose a catchy name: Make it memorable and reflective of the event’s purpose. A strong name creates an instant impression and makes it easier for people to talk about and share.
• Create a strong visual identity: Use consistent colours, logos, and fonts across all promotional materials to build recognition. The more cohesive your visuals, the more professional and trustworthy your event appears.
• Develop a unique selling point (USP): Why should people care about your event? Highlight the value they’ll gain, whether it’s learning, networking, or entertainment. Your USP sets your event apart in a crowded market.

Example: Instead of calling it “Annual Business Conference,” try “Futureproof 2024: Innovating for Tomorrow.” The latter sparks curiosity and excitement while reflecting the event’s core purpose.

2. Leverage the power of social media

Social media is your best friend when it comes to event marketing. It’s where your audience hangs out, shares, and engages, making it the perfect place to spread the word about your event.

Strategies to try:

• Create a countdown: Build anticipation by sharing daily updates leading up to the event. Countdown posts create a sense of urgency and excitement.
• Use video: Short, snappy videos featuring behind-the-scenes clips, speaker teasers, or testimonials grab attention and drive excitement. People are more likely to engage with dynamic content than static images.
• Hashtags: Create a branded hashtag for your event. Encourage attendees to use it in their posts, making your event more discoverable and creating a shared community online.

Tip: Go live on platforms like Instagram or LinkedIn to share real-time updates or host Q&A sessions with speakers. Live interactions make your audience feel involved and valued.

3. Email marketing: The ROI champion

Email remains one of the most effective channels for event promotion, offering a direct line to your audience. It’s cost-effective, measurable, and personal—everything you need for a successful campaign.

How to nail it:

• Segment your audience: Send tailored emails to different groups, like past attendees, prospects, or VIPs. Personalisation makes your audience feel seen and increases open rates.
• Use eye-catching subject lines: Spark curiosity or urgency. Example: “Don’t miss out: Early Bird tickets end tomorrow!” Clever subject lines are key to standing out in crowded inboxes.
• Drip campaigns: Build momentum with a series of emails, starting with an announcement and leading up to the event. Include reminders about deadlines, schedules, or exclusive perks. Consistent communication keeps your event top of mind.

Example: In your first email, highlight the big names on your speaker lineup or an exciting activity planned for the day. Later emails can focus on logistics and last-minute offers.

4. Partner with influencers and ambassadors

People trust people more than brands. Partnering with influencers or industry ambassadors can give your event credibility and amplify your reach to a wider audience.

How to collaborate:

• Find the right fit: Choose influencers who align with your event’s theme and audience. Authenticity is key; an influencer who genuinely supports your event will drive higher engagement.
• Create shareable content: Provide them with pre-made posts, images, or videos to share with their followers. Make it easy for them to promote your event in a way that feels natural.
• Offer perks: Give influencers free tickets, exclusive access, or a shoutout during the event to make the partnership mutually beneficial.

Example: If you’re hosting a tech conference, invite a prominent tech blogger to preview the event and share their excitement. A personal endorsement can significantly boost registrations.

5. Make networking easy and fun

People attend events for the content, but they stay for the connections. Great networking opportunities can elevate your event from good to unforgettable.

Engagement ideas:

• Event apps: Use apps where attendees can view schedules, connect with others, and participate in polls or Q&As. These tools make networking less intimidating and more accessible.
• Gamification: Add a fun twist with activities like scavenger hunts or networking challenges. Offering small prizes can encourage participation.
• Photo opportunities: Create photo-worthy backdrops or branded spaces that attendees will want to share on social media, spreading your event’s visibility.

Tip: Encourage attendees to tag your event and use your hashtag when sharing photos or posts. This creates a ripple effect, amplifying your event’s reach.

6. Don’t forget post-event engagement

Your event might end, but the marketing doesn’t. Keeping the conversation going ensures your audience stays engaged and excited for future events.

Post-event strategies:

• Send thank-you’s: Email attendees with a heartfelt thank-you message and a link to event highlights. A simple gesture goes a long way in building loyalty.
• Share content: Post photos, videos, and session recaps on your website and social channels. This keeps the event alive and creates FOMO for those who missed it.
• Gather feedback: Use surveys to understand what worked and what didn’t, helping you improve next time. Honest feedback is invaluable for growth.

Example: Follow up with an exclusive offer, like early access to tickets for your next event, or share additional resources related to the event content.

How Qondor can help you master event marketing

At Qondor, we understand that event marketing can feel overwhelming, but we’re here to help. Our platform simplifies event promotion with tools like:

• Dynamic proposals: Create polished, professional event proposals that impress sponsors and stakeholders.
• Integrated communication: Centralise messaging to keep your audience informed and engaged.
• Reporting tools: Track attendance and engagement metrics to refine your strategies for future events.

Case in point: Bidvest Travel used Qondor to streamline their processes, improving efficiency and client satisfaction. Imagine what we could do for your event marketing!

Conclusion: turn your event marketing into a masterpiece

Event marketing is more than just sending out invites—it’s about building excitement, creating connections, and delivering unforgettable experiences. By leveraging the right strategies and tools, you can not only boost attendance but also keep your audience coming back year after year.

Ready to take your event marketing to the next level? Book a demo with Qondor today!

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