50 Ways To Market an Event

By Indeed Editorial Team

Published April 26, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Event marketing can encourage guests to attend your function and increase awareness of your professional brand. With knowledge of marketing strategies, you can engage your target audiences effectively. Successful events can help build relationships with clients and promote customer loyalty. In this article, we discuss what event marketing is and 50 steps you can use to promote your next company event.

What is event marketing?

Event marketing is a promotional tactic that companies use to raise awareness about their event. It helps spread interest in the company, build a reputation in the community and promote engagement with the brand. Types of gatherings that companies promote to the public include:

  • Conferences

  • Festivals

  • Trade shows

  • Opening nights of entertainment shows

Related: 18 Event Marketing Strategies To Try

How to market an event

Use the following steps to market your event to your target audience:

1. Establish a timeline

It's important to know when to start promoting your event and what information to promote to encourage guests to attend. Establish a strategic timeline that can generate interest ahead of your event.

2. Identify your target audiences

Knowing your target audiences can enable you to refine your event marketing to resonate with consumers. You may consider demographics such as:

  • Age

  • Education level

  • Gender

  • Group membership

3. Reserve financial resources

Event marketing may cost money, so it may be helpful to design a budget to promote your function. Assess your financial resources to determine funds you can afford to spend on marketing items, such as:

  • Media advertisements

  • Merchandise

  • Prizes

4. Define your goals

The goals of your event marketing dictate what you want to accomplish from your promotions. Understanding your goals can enable you to determine the success of your efforts.

5. Build your event marketing team

Your event marketing team is the individuals who will design and manage promotional content. Select professionals with your organization who work well together and can share fresh perspectives.

Related: How To Get Experience in Event Planning (With Tips)

6. Use media platforms with the greatest reach

Use media platforms that your target audiences use frequently. For instance, if you're promoting a charity event to raise money for children's library books, your target audience may be parents. Focus your energy on platforms where they are present.

7. Customize marketing content

Promote the same information about your event, but use different formats tailored to the platform. For example, you can publish an extended clip on a video-driven channel and use concise blocks of text for another channel.

8. Build an event website

Your event website can be the source of information about your event, such as event details and registration. Link to the website in your social media profiles and other advertisements.

9. Draft a catchy slogan

Your slogan can be a variation of your organizational mission statement. Think about what you want your prospective participants to know about your event. Then, transform the reasoning into a memorable phrase.

10. Write blog posts

You can launch a blog on your website to offer relevant event information. For instance, if you're promoting a music festival, you can write a blog titled, "What To Wear When Attending Music Festivals."

11. Design graphics

Graphics can accompany social media content and inspire your target audiences to read about your event. An effective promotional graphic should draw readers' attention and align with the event's theme and style.

12. Use engaging images

Engaging images can encourage participation in your event. You can publish smiling photos or people having fun or attach photos of tasty food. Use photos that enhance your written content and visually represent your events' activities.

13. Create a social media hashtag

A specific hashtag can generate commentary about your event on social media. Craft a word or phrase that denotes the theme of your event. Hashtags also enable you to see online conversations about your event in one place.

14. Poll target audiences on social media

Another way to discover your target audience's thoughts is to poll them on social media. For example, if you're promoting an upcoming product launch party for a new foundation, you can ask your audiences the order of their makeup routine. Social media polls can maintain the relevance of your event and diversify your promotional content.

15. Institute a social media "takeover"

A social media "takeover" involves inviting a recognizable speaker to produce social media content on your page temporarily. For example, if you're promoting a campus event for your university, you may invite a notable alumnus to appear in live videos.

16. Record testimonials

Testimonials can feature written or spoken quotes that positively represent your organization and the event. They may be most effective if you're promoting an annual event. You can feature the testimonies on your event website and social media pages.

17. Broadcast promotional videos

Consider capturing b-roll footage of the event space or include clips from previous events. You can then publish the videos online and write event details in the captions.

18. Include an appealing thumbnail

The thumbnail is an image that viewers will see before a video begins, which you can use to encourage them to click and watch. Select a still that captures the essence of your event.

19. Craft teaser trailers

Teaser trailers can generate excitement about your event. Edit trailers that offer limited information about your event, which may cause audiences to anticipate more details.

20. Hire celebrity endorsers

Celebrity endorsements can expand your event marketing reach and influence your target audiences. Choose an endorser that aligns with the theme of the event. For instance, for local sporting events, you may hire an athlete who is from the area.

21. Emphasize entertainers

Target audiences may want to attend your event based on the entertainers. In your promotional graphics and videos, you can include the name of your headlining acts or keynote speakers.

22. Lead with fun activities

You can also increase ticket sales or registrations by promoting the activities available at your event. For example, you can broadcast that your product launch party will have a virtual reality experience.

23. Indicate free food or party favors

Marketing free food and party favors at your event can gather new attendees. You can write the types of free food they will receive and indicate a "special gift" they will receive upon arrival.

24. Use a promotional code

To boost event registration, you can offer a discount on the attendance fee. Distribute a promotional code that signifies the theme of your event and publish the code in your promotional efforts.

25. Implement automated thank you-messages

Automated thank you-messages may appear on a web page after consumers register for events. You can thank the attendees for paying the registration fee and direct them to other areas of your organization's website.

26. Engage email subscribers with a subject line

The subject line of an email contains the first words your target audiences will read, so it's important to have engaging words that will encourage them to click and read the full email.

27. Send out newsletters

Target consumers who subscribe to your organization's newsletters. You can attach the promotional graphic and links to your videos on the newsletter. Write a call-to-action for subscribers to visit your event website.

28. Distribute press releases

Press releases are documents you can send to media outlets to market your event on their platforms. You can write details about the function and share quotes from organizers.

29. Host competitions

Have your followers compete for special prizes with promotional competitions, such as creating art that promotes your event or singing a jingle.

30. Deliver free prizes

You can deliver free prizes to your target audiences, such as free event t-shirts or gift cards. You may also waive the registration fee for consumers who engage with your promotional content.

31. Air television commercials

Commercials can be effective for local events, where you can target viewers who live in specific geographical areas. You can include b-roll footage of the event space and spokespeople talking directly to viewers.

32. Draft radio advertisements

Radio advertisements can target consumers in specific regions. You can write a 30- or 60-second script that radio hosts or spokespeople can read on air between set lists.

Related: 14 Types of Advertising

33. Schedule a press conference

A press conference allows you to gather an audience of media outlets and answer questions about your event. Invite media outlets you feel can expand your promotional reach.

34. Coordinate a pre-event celebration

A pre-event celebration can be a small gathering with media outlets or special guests. You may offer exclusive interviews to the press about the event or unveil more event details.

35. Sell event merchandise

You can sell event merchandise to your prospective participants, such as t-shirts, cups and hats. The money you earn in sales can also help fund your event, so you may choose to sell merchandise ahead of time.

36. Offer clues

Clues about your event details can pique the curiosity of your target audience. For example, you can release a video that hints at the composition of a new product ahead of its product launch party, allowing your followers to share guesses about the product.

37. Partner with sponsors

Sponsors can help with the cost of your event marketing. Attach their logos to your graphics and commercials, and partner with businesses who may market the event on your behalf.

38. Collaborate with other businesses

Collaboration can leverage your reach and the reach of strategic partners. Pitch your organization to potential partners by outlining the benefits of a collaboration.

Related: How To Determine and Analyze Mutually Exclusive Events

39. Contact the convention and visitor's bureau

The local convention and visitor's bureau may promote your event to their audiences, broadening your reach. You can contact the bureau and discuss why your event can increase tourism or benefit the local community.

40. Register an event social media page

An event social media page can invite visitors to learn details about the event. Create a profile on a platform where your target audiences are most prevalent and post content regularly.

41. Print flyers

You can distribute promotional flyers to your target audiences face-to-face. For example, you can include a flyer when a customer visits a store.

42. Design a logo

Attach an event logo with your slogan to your promotional content. You can align your logo with the brand symbols of your organization.

43. Use billboards

Billboards can capture the interest of consumers in their vehicles. Select a billboard in your region and display a promotional graphic for your event.

44. Display signs

Display promotional signs in store windows in your community or at major intersections to gain the attention of community members.

45. Include a call-to-action

The call-to-action compels target audiences to complete actions such as:

  • Purchasing tickets

  • Making a reservation

  • Sharing posts with friends

  • Visiting the event website

46. Target keywords

Keywords are the search terms that apply to your target audiences. You can write keywords with the word "event" and the name of your city, for example, which consumers may search to find functions in your area.

47. Advertise event reminders

Reminders about event details, such as time or parking, can clear confusion as your guests arrive at the venue. You can list reminders on a social media graphic and your website.

48. Post photos as guest arrive

Once your event begins, you can still market it to your followers by posting photos of guests arriving or the staff members preparing the decorations.

49. Publish memorable quotes

Publishing memorable quotes from your entertainers or keynote speakers during your event may yield interest for your followers. Select quotes that are profound or funny to catch followers' attention.

50. Promote future events

As the date of your event draws nearer, you can use the relevance of your content and target audiences' interests to market future organizational events.

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