Effective Techniques To Use In Event Promotions (9 points Discussed)

If you’re in charge of planning or promoting events, you already know that attendance is critical to success. But, if you just have a small staff or a restricted budget, how can you sell your event? Here are my top picks based on my personal experience organizing national and regional events, On How To Promote And Boost Your Event Attendees.

1. Work with Influencers

Invite influential leaders to speak at your events and serve as emcees. Even if you are unable
to provide a speaking part, provide a complimentary pass to your event. I’ve been offered
complimentary VIP or media access to events, which I use to live tweet. In addition, I’ve
donated those same VIP passes to others so that they can attend my events. Micro-
influencers who are active with your target audience are tremendously beneficial and
frequently have highly engaged followers; It doesn’t have to be a famous person, a CEO, or a
well-known figure.

2. Make Speakers More Visible

Provide your speakers with prewritten social media messages that include press release links,
event graphics, the registration page, and a discount code for them to share with their
networks. When promoting your speakers, use their likeness and name and tag them on
social media platforms. As part of their thought leadership, brand-building, and networking
efforts, many speakers, I’ve discovered, prefer to be promoted on LinkedIn. They will
frequently comment on or share your post, thereby promoting their participation in your
event to their network.

3. Provide Discounts

Early-bird, alumni, percent off, buy one get one free, VIP, media, bring a friend, and other
discount codes are available. Some events give sponsors or speakers a certain number of
complimentary passes to distribute to their network in order to promote the event. Many
events use early bird discounts or deadlines to drive registration.

4. Distribute on social media

Promote your event on all social media channels, tagging those who will be there —
speakers, sponsors, hosts, planning committee, board of directors, staff, and even registered
attendees. To help recruit people who are interested in your topic, use appropriate hashtags,
including one created specifically for your event, as well as general hashtags. Personal
outreach on LinkedIn is my preferred social media method, especially if the event is business-
related. Use LinkedIn’s search feature to find all of your first-degree connections who live
within driving distance of your event and invite them. In addition, join and participate in
relevant LinkedIn groups and meet new people.

5. Make the Most of Your Email List

Email marketing is essential for business events. Spread the word about your event through
your newsletter and email list. Invite all previous attendees going back as far as you can
remember. If your event is new or niche, it’s fine to email your entire list and ask them to
nominate someone who should attend or forward the email to a friend or colleague who
would benefit the most. Above all, send personalized invitations to at least five people.
Encourage your organizing committee, teammates, sponsors, and speakers to follow suit.
Also, make it easy for newcomers to join your email list by including a signup form on your

6. Make Use of Testimonials

Use a post-event survey to ask attendees what they liked about your event and to give you
permission to use their responses in event promotion. Request that your planning
committee, as well as your speakers and influencers, do the same. Use those testimonials
across all channels, including creating graphics with the testimonial and source headshot
(including name, title, and company) for social media and email marketing.

7. Display With Video

Because videos bring your event to life better than still photos, promote videos from
previous events to demonstrate how influential your event was. Make it a point to interview
influencers, speakers, and attendees during events. Keep in mind that the majority of
Facebook videos are watched without sound. For maximum impact, include captioning if you
have voice-over or interviews. If you don’t have video, a photo gallery or photo collage will

8. Produce Content

Request that speakers or members of your planning committee write short blog posts about
past events, why they love to attend this event (five reasons you should attend), or
expertise they plan to share at the next event. Sponsors, in my experience, appreciate extra
perks, so include a blog as part of your sponsorship package. Use social media and your email
list to publicize all of your new content.

9. Consider retargeting your ads

You may not be familiar with the phrase, but the technology is clearly recognizable. You
check something up on the internet, and then days later, you see adverts for it on a different
website. People who weren’t ready to buy tickets the first time around appreciate the
reminder to do so before they sell out. Using ad retargeting, Eventbrite organizers have seen
a 6x return on investment on average.

The Final Word

When it comes to words, word of mouth is still the most powerful form of marketing, as
consumers prefer recommendations from family and friends to advertisements. Personal
invitations from you and your network should be an important part of your promotional event
strategy, regardless of the channels you use.

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