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Promoting Your Event

Marketing strategies and tools to maximize event attendance and reach your target audience.

A great event needs great marketing. Learn how to promote your event effectively and maximize registrations.

Marketing Strategy Basics

Before you start promoting:

Define Your Goals

  • Target Attendance: How many people do you want?
  • Ideal Audience: Who should attend?
  • Budget: How much can you spend?
  • Timeline: When do you need to hit milestones?

Know Your Audience

  • Where do they spend time online?
  • What motivates them to attend events?
  • What objections might they have?
  • What messaging resonates with them?

Email Marketing

Email remains one of the most effective promotion channels.

Building Your List

  • Import existing contacts
  • Website signup forms
  • Social media lead generation
  • Past event attendees
  • Partner email lists

Email Campaigns

Save the Date (6-8 weeks before)

  • Announce the event
  • Build anticipation
  • No registration needed yet
  • Teaser content only

Launch Announcement (4-6 weeks before)

  • Registration now open
  • Early bird pricing
  • Full event details
  • Clear call-to-action

Early Bird Reminder (2-3 weeks before early bird ends)

  • "Don't miss the discount"
  • Create urgency
  • Social proof (others registering)

Final Reminder (1 week before event)

  • Last chance to register
  • Highlight key sessions
  • Address common questions

Confirmation Email (Immediate)

  • Sent automatically by Beet
  • Calendar invite included
  • Next steps clear

Email Best Practices

  • Compelling subject lines (50 characters max)
  • Mobile-friendly design
  • Single clear CTA
  • Personalization where possible
  • A/B test different approaches

Social Media Marketing

Leverage social platforms to reach your audience.

Platform Strategy

LinkedIn (Best for professional events)

  • Post 2-3 times per week
  • Share speaker interviews
  • Industry insights
  • Professional networking angle

Instagram (Best for lifestyle and creative events)

  • Visual content daily
  • Behind-the-scenes stories
  • Speaker spotlights
  • User-generated content

Twitter/X (Best for tech and news events)

  • Multiple daily updates
  • Event hashtag
  • Live updates
  • Engage with mentions

Facebook (Best for community events)

  • Create event page
  • Share to relevant groups
  • Engage with comments
  • Run targeted ads

Content Ideas

  • Speaker announcements
  • Countdown posts
  • Testimonials from past events
  • Behind-the-scenes prep
  • Agenda reveals
  • Early bird reminders
  • Live Q&As

Hashtag Strategy

Create and promote an event hashtag:

  • #YourEventName2024
  • Keep it short and memorable
  • Use consistently across platforms
  • Encourage attendee use

Accelerate registrations with paid campaigns.

Target people searching for:

  • Industry keywords
  • Competitor events
  • Event types
  • Location-specific terms

Budget: $500-5,000 depending on event size

Facebook/Instagram Ads

Highly targeted audience options:

  • Demographics: Age, location, job title
  • Interests: Professional interests, hobbies
  • Behaviors: Event attendance, purchase behavior
  • Lookalike Audiences: Similar to past attendees

Budget: $300-3,000 for most events

LinkedIn Ads

Premium but targeted:

  • Job titles and functions
  • Company size and industry
  • Seniority levels
  • Groups and interests

Budget: $1,000-5,000 (higher CPM but quality leads)

Retargeting

Convert website visitors:

  • Install Beet pixel on your website
  • Show ads to event page visitors
  • Remind them to complete registration
  • Offer incentives for conversion

Content Marketing

Attract attendees through valuable content.

Blog Posts

Write articles related to your event topics:

  • Industry trends
  • Speaker expertise
  • Event planning tips
  • Success stories

Publish 4-6 weeks before event, optimize for SEO.

Guest Posts

Contribute to industry publications:

  • Establish authority
  • Link back to event
  • Reach new audiences
  • Build credibility

Podcasts

Appear as a guest or host:

  • Discuss event topics
  • Interview speakers
  • Share event details
  • Build anticipation

Video Content

Create engaging videos:

  • Event trailer (2-3 minutes)
  • Speaker introductions
  • Venue tours
  • Past event highlights
  • Testimonials

Partnerships and Cross-Promotion

Leverage partnerships to expand reach.

Industry Partners

  • Co-host with complementary organizations
  • Share marketing costs
  • Cross-promote to each other's audiences
  • Offer bundle deals

Media Partners

  • Get coverage in industry publications
  • Provide exclusive content
  • Offer press passes
  • Secure event listings

Activate sponsors' marketing:

  • Include in sponsor agreements
  • Provide marketing materials
  • Social media templates
  • Email copy

Affiliate Programs

Create incentive for promotion:

  • Commission per ticket sold
  • Unique tracking links
  • Tiered reward structure
  • Provide promotional assets

Influencer Marketing

Leverage influential voices in your industry.

Finding Influencers

  • Industry thought leaders
  • Social media personalities
  • Professional associations
  • Past successful speakers

Engagement Strategies

  • Invite as speakers (exposure as payment)
  • Comp tickets for promotion
  • Affiliate commissions
  • Exclusive content access

Event Listings

Get listed on event discovery platforms:

Free Listings

  • Eventbrite
  • Meetup.com
  • LinkedIn Events
  • Facebook Events
  • Google My Business
  • Local chamber of commerce
  • Industry association calendars
  • Conference websites
  • Industry publications
  • Professional directories
  • Local event guides

PR and Media Outreach

Generate earned media coverage.

Press Release

Write and distribute:

  • Newsworthy angle
  • Speaker credentials
  • Industry impact
  • Contact information

Send 4-6 weeks before event.

Media Kit

Prepare materials:

  • High-res images
  • Speaker bios and photos
  • Event fact sheet
  • Previous coverage
  • Contact information

Pitch to Journalists

Target relevant reporters:

  • Personalized pitches
  • Exclusive angles
  • Data and insights
  • Interview opportunities

Referral Programs

Turn attendees into promoters.

Referral Incentives

Reward people who bring others:

  • Discount on next event
  • Exclusive content access
  • VIP upgrades
  • Gift cards

Tracking

  • Unique referral links per attendee
  • Commission or reward tiers
  • Leaderboard for competition
  • Automatic reward delivery

Timing Your Promotion

Strategic promotional calendar:

6-8 Weeks Before

  • Announce event
  • Open early bird registration
  • Launch website and social
  • Begin email campaigns

4-6 Weeks Before

  • Increase social frequency
  • Start paid advertising
  • Partner announcements
  • Media outreach

2-4 Weeks Before

  • Early bird deadline reminder
  • Speaker spotlight content
  • Testimonial sharing
  • Retargeting campaigns

1 Week Before

  • Final registration push
  • Last-minute incentives
  • FAQ content
  • Logistics reminders

Day Before

  • Final reminders
  • Venue information
  • Mobile app download
  • Getting excited posts

Measuring Success

Track your marketing performance:

Key Metrics

  • Registration rate by channel
  • Cost per acquisition
  • Email open and click rates
  • Social engagement
  • Website traffic sources
  • Conversion rate by campaign

Tools

  • Beet analytics dashboard
  • Google Analytics
  • Social media insights
  • Email platform analytics
  • UTM parameters

Post-Event Marketing

Maintain momentum after the event:

  • Thank you emails
  • Event photos and videos
  • Session recordings
  • Survey results
  • Testimonials
  • Next event announcement

Build excitement for future events while the experience is fresh!