Dakota Murphey details how event marketers can expand their audiences using multiple communications channels.
Event professionals everywhere have to prove themselves to be adaptable when it comes to reaching new audiences and growing their attendee base. When it comes to bolstering attendance and making each event better than the last, taking a proactive and methodical approach to event marketing is crucial.
With so many marketing channels available at your disposal, creating a strategy that captivates your ideal attendees and improves visibility is possible. Here are seven marketing channels to bolster event attendance.
1. Online advertising
Online ads allow you to get your event in front of new eyes at multiple touch points across the web. Platforms like Google Ads, Microsoft Ads and Facebook Ads make it easy to set budgets, run A/B tests and track results native to the specific software.
Some best practices for online ads include:
- Run both search and display network ads to capture people actively searching and those open to discovery.
- Test different ad copy, images and calls to action to optimise performance.
- Retarget past site visitors to remind them about registering or purchasing tickets.
2. Radio spots
Radio reaches audiences when they’re on the move in their cars and public transport. Ads on local or regional radio stations allow you to zone in on specific geographic areas where your event will draw attendees from.
Some tips for effective radio advertising include:
- Run spots during peak commuting hours for maximum impressions.
- Use urgent calls to action so listeners are compelled to visit your site.
- Develop creative and memorable audio ads that get attention.
3. Social media posts
With so many people checking social media daily, platforms like Facebook, Instagram, Twitter (now known as X), LinkedIn and TikTok are natural channels to promote your event. Up-to-date posts have an instant impact, especially if they use captivating images and professional photos that grab viewers’ attention to advertise an upcoming event.
Some social media best practices include:
- Share posts highlighting previous event programming, speakers and attendee testimonials.
- Run lead generation ads targeted to lookalike audiences.
- Post behind-the-scenes setup photos and videos to build excitement.
- Go live or share stories during the event to attract future attendees.
4. Website content
Compelling content, calls to action, informative pages, urgency and SEO optimisation are all collectively key to generating registrations directly from site visitors.
Some website tips include:
- Create a dedicated page for each major event with details on scheduling, speakers and travel.
- Add clear registration and ticket purchasing buttons above the fold on key pages, as well as threaded calls to action (CTAs) throughout the rest of your site.
- Write compelling meta descriptions to drive click-through rates if discovered in SERPs.
5. Print marketing
Don’t forget about traditional print when marketing your event – this form of marketing still has tremendous value before, during and after your event.
Consider:
- Running an eye-catching print ad in niche industry publications.
- Having a media kit to share with journalists and reporters.
- Partnering with local venues, bars and restaurants to distribute marketing materials.
6. Email marketing
Email is a direct line for opening communications with engaged event audiences at various stages of the marketing funnel.
Some email best practices are:
- Send a sequence of drip emails to registered attendees with tips on travel, entry and preparation.
- Use attention-grabbing subject lines like “24 hours left for early bird registration”.
- Share post-event surveys to capture feedback for improvement.
- Segment your list by past attendance, interests and demographics for targeted messaging.
7. Offline activations
Think beyond purely digital channels by getting creative offline. Experiential event marketing done in person can forge strong connections with potential attendees and those whom you can target to return for the next edition.
Consider offering participants complementary branded merchandise gifts and ‘thank you’s’ after your event concludes. Reinforce how much you valued their attendance, whether as a visitor or as an exhibitor or featured speaker and leverage individual conversations to find cross-promotional opportunities for future online event promotion.
Taking your event marketing efforts to the next level
Using a strategic mix of digital advertising, social media, website optimisation, email marketing, print and offline activations gives you the best chance of expanding your audience base and generating interest in your event.
Test out these proven tactics, track your results, and double down on what works best for your unique event. Whether a conference, trade show, marketing event, exhibition, expo, or anything in between, these tactics are valuable in helping you get the most from your efforts.
