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As eventprofs, a "build it and they will come" attitude towards events just won't cut it. Even if you are the best event planner in the world, if people don’t know about your event, they won’t attend. Like any marketing plan, your event advertising needs to start with a strategy. With the ever-competitive event market, it is important to stand out and while this may come at a price, it makes the effort worthwhile.
The right event advertising program attracts the demographic and attendees you want to your event, adds marketing reach for your sponsors and elevates the event brand for the client. Here are some of the best opportunities you have for creating an event advertising strategy that adds value and inspires action.
Top 10 Examples of Event Advertising
Each event is different with unique objectives and target market. Some ideas will work better than others. However, no matter the details, these Top 10 event advertising methods and ideas really stood out to us when researching the best event advertising marketing strategy.
1. Making video and graphics front and centre on your event website
2. Facebook pages that really challenge people to get involved
3. Facebook events that build FOMO
4. Using Instagram/Pinterest Hashtags to build community
5. Going beyond standard print collateral with added value items
6. Free event calendars to maximize your advertising budget
7. Email marketing that delights and surprises to break through the clutter
8. Stretching your advertising dollars by earning your media placements
9. Amplifying your event promotion by leveraging Influencer or partner affiliate programs
10. Thinking outside the box to get attention with creative engagement activities
What you’ll find in this post
1. How to Promote an Event Successfully: Start with a Solid Strategy
2. Best Event Advertising Examples
3. Free Event Advertising Examples
4. Examples of Creative Ways to Promote an Event
6. How to Promote an Event on Social Media Examples
7. Examples of Event Promotion Techniques
8. Special Event Advertising Examples
Definition
Advertising is the active communication, promotion and marketing of a product or service to a potential consumer.
When people use the word advertising, they often think of traditional paid media (TV, radio, print) and the ads or commercials that interrupt the content that they are receiving. With the evolution of marketing platforms to include owned media (websites, social media channels and blogs or podcasts), the definition of event advertising has expanded beyond traditional media and even social media, to include all digital marketing strategies that an eventprof may leverage to drive awareness, engagement and revenue generation for an event. Event advertising can include almost any marketing activity, including earned media from experiential engagement activities or stunts, influencer partnerships and creative cross-promotion activities that will fulfill the strategic objectives of your event.
How to Promote an Event Successfully: Start with a Solid Strategy
While there are many methods of promoting an event, it is important that you identify your objectives and prepare your marketing strategy in advance so that you can gauge and focus your efforts in the right direction.
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Identify Your Goals
Not all event advertising campaigns are designed with the same end in mind. First and foremost, you need to establish what you hope to achieve by advertising. For example, you could focus on creating more awareness of your event or client brand leading up to your event, try to get more website traffic, drive event app installs, or simply to make sure you have a full house by pushing ticket sales. Once you know what your goals are, you can create campaigns that match your objectives. If you have no idea what you’re trying to do, your chances of succeeding are pretty low.
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Know Your Audience
Knowing your audience is the best way to advertise successfully to existing customers, and also to seek out people who would be interested in your event. As part of the event creation process, you certainly will have identified your audience demographic. This will help with your marketing strategy as you can use this specific information to find the perfect target market for your events.
Brainstorm and research what motivates your audience. Create small audience segments to advertise to. This means you can create content that appeals to certain groups and advertise directly to them. Speaking directly to someone about a subject they care about is the best way to grab their attention and get them to take action.
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Know Your Event
While it may seem obvious that you need to know your event in order to market it, sometimes less experienced eventprofs begin their event advertising before they have a clear idea of what they have to sell. Know the “why” of your event and be clear about what the benefits and features are of your event product.
Be clear on your ticket pricing levels, any special discounts, group deals or upgrade offers and be strategic in how you are marketing them to avoid extending Early Bird deadlines or finding you have to “paper the room” with complimentary tickets in order to have enough bodies there.
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Find the Connection
Now that you know your audience and know your event, find the connection. What are the commonalities and obvious shared interests between you and your target market? Leverage these connections to streamline your event advertising and make the most of your allocated budget.
Best Event Advertising Examples
As the definition of state-of-the-art evolves in event advertising, there is more creativity, more engagement and more success! We don’t all have the budgets that some of these programs had, but it’s always good to know what you’re striving for. Plus, they serve as good inspiration. You can take these ideas and apply them at a level that fits your budget.
Use Interactive Engagement, Icons, and Live Streaming for Increasing Energy Surrounding Your Event
Nike Strike Night used an engaging activation to support the launch of Nike’s Hypervenom 3 football shoe. They produced the “world’s most intelligent goal” and invited the best soccer players in Europe to go head to head. Facebook Live was used to broadcast results to the world.
Use Discomfort to Find Your Target Market
The Economist’s “Discomfort Future” by Sense London won the Outstanding Creative Idea at the Event Awards in 2017. This mini “personality test”, subtly played, had the potential to marry what the newspaper was really about with people who would benefit from it. They called this matchmaking strategy “Discomfort Food” and it definitely made people uncomfortable. The event activation offered people something delectable like ice cream but with an uncomfortable twist such as crickets on top. Then they tied the experience into one of their articles about why eating crickets is a good idea.
Embrace Total immersion To Engage Guests with the Brand
Bombay Sapphire’s “The Grand Journey” by Creative Pro (Poland) is a unique multi-sensory experience that pairs top-level food with Bombay Sapphire cocktails. This unique, immersive pop up brought guests onto a train to experience the brand and the product.
Credit: NonchalantGourmand
Take a Popular Idea and Make It Different in Order to Gain Attention
Unicorns are hot right now but unicorn stilt-walkers? Well, that’s a “horse of a different color” and will get your event all sorts of attention.
Help People Daydream About Your Event to Drive Sales
This ad from Pandora uses stickers to allow potential customers to build their own bracelets. This type of daydreaming invites people to imagine next steps and can improve sales.
Use Curiosity and Contests to Bring in a New Demographic
Try Plays on Words to Get People Talking About Your Ads
Use a Well-trafficked Area and a Creative Visual Message to Reinforce Your Brand Message
Run a Pop-up Workshop As Pre-promotion for the Main Event
Wear Costumes to Play Up the Fun Factor and Get More Social Media Posts
Credit: The Muslim Lifestyle Expo
Advertise Your Event With a Flora and Fauna for More Social Reach
Do a Book Signing or Celebrity Meet and Greet to Drum Up Extra Fan Promotion For Your Event
Hand Out Branded Samples (everyone loves freebies!)
Create a Beautiful Shop Window Display To Focus Attention on the Upcoming Event
Free 15 Advertising Examples
With consistent pressure being put on eventprofs to make event dollars stretch further, your advertising budget can be stretched by leveraging some free event advertising techniques.
EARNED MEDIA: FIND THE HOOK FOR FREE EDITORIAL COVERAGE
Depending on your event, one of the best ways to get free event advertising is to earn it! Earned media refers primarily to leveraging your relationships in the original formats or online versions of traditional media market (TV, print and radio) to “earn” free, editorial coverage of your event. Often you can achieve this through a well-written media release.
Alternatively, strive to form a relationship with your local media outlets and they may provide sponsored media resources for your event in exchange for an opportunity to be involved or have an activation at your event. Integrate sponsorships, relationships or unique activations to earn media beyond what you could afford to purchase. Here are some examples of events that have earned great media.
Use Tech to Make an Experience Come To Life (and Wow the Media)
IBM’s sponsorship of the Grammy’s integrated Watson, an enterprise-grade artificial intelligence program into the red-carpet experience. It used facial recognition, video recording and even analyzed the emotional tone of nominated songs in order to provide useful analytics and data for the event. Cool and media-worthy!
Leverage Worthy Causes and Unique Events to Get Media Support
Slice Out Hunger leverages a nation-wide love of pizza, a supportive pizza industry (who knew there was one?) and great relationships with media partners to get word out about their pizza-themed events that raise funds for local food banks and pantries.
USE SOCIAL MEDIA TO BOOST YOUR ENGAGEMENT
While generally, social media is a free tool for events and brands to use to promote their events, there is more involved in leveraging these channels well. The old conundrum of “if a tree falls in the forest and there’s no one there to hear it, does it still make a sound?” equates to social media. If you create social media channels but have no followers or likes, all your efforts to push out interesting content about your event will not be heard/seen. Your first objective must be to locate your audience and cross-promote your various updates across all platforms.
Leverage Hashtags to Connect Your Community
Choose a strong hashtag that works to aggregate all your posts. Coca-Cola’s #ShareACoke encouraged people to share a coke with someone they knew, even if they weren’t there. Suddenly people were scouring shelves looking for their name and the name of loved ones.
Maximize the Speed of Social Media for Timely Updates
The speed of social media makes it perfect for surprise ticket giveaways or contests. If you need to boost attendance, you can use social media to offer a time-limited discount or other special deal.
EMAIL MARKETING MAKES A PERSONAL CONNECTION
Email marketing is the electronic version of direct mail marketing and contrary to popular belief, it is NOT dead! It involves sending marketing messages, predominantly via email and can contain rich content and specific Calls to Action. A Call to Action clearly states what you want your audience to do. It may be to click through to a website for more information, or buy a ticket from your online ticket site, or follow your event social media accounts. Always clearly state what you want your audience to do next.
For successful email marketing, you need to have access to an established and well-curated email database and a very strong subject line that will cut through the volume of emails received by your target market. Use strong images and graphics to engage the reader and avoid any terminology or practices that could be considered as “spam.”
Be very aware and respectful of your country’s anti-spam legislation before using this strategy. It’s always safest to use a double opt-in strategy by confirming the participant’s intention of joining your list.
Use the Personal Touch to Connect with Email Marketings
Drivers Note, a simple tool used for tracking your business mileage, will send you a friendly email if you haven’t used them to track any trips in 14 days. The email will express concern for your well-being by asking “Is everything alright?”. Use this example of a caring follow-up to engage with guests or sponsors that have not committed to next year’s event.
Leverage Gamification to Increase Engagement
Dropbox uses gamification to encourage you to encourage your full utilization of their service and to have you engage with your friends and recommend the service. People tend to listen to recommendations from friends as to what events to attend and are more likely to register if they know someone who is already going. Send an email to nudge your guests to start telling their friends about the event and incentivize them to share on social media.
Reward Streaks and Chart Data to Incentivize Desired Action
The grammar app Grammarly charts consecutive weeks used, awards streaks with badges of achievement and makes users feel amazing by comparing their efforts to others. Use your data to impress past attendees with your own “streaks” and encourage them to register based on their milestones.
INFLUENCERS AND PARTNERS CAN TAKE YOUR MESSAGE TO THE MASSES AND PROVIDE AMAZING REACH
Influencers are famous people who use their popularity or following to amplify your event’s message. Popular faces or well-known influencers such as minor celebrities, bloggers, and vloggers/streamers as well as industry experts are useful because they have their own following who trust them. Being endorsed by these influencers can be a way to make use of “word-of-mouth” referrals which are known to have the best conversion rates. This is also much more effective as they’re seen as more truthful and dependable and can have huge followings and engagement.
Despite this being one of the fastest growing tactics for online marketers, adoption amongst eventprofs is slow with only 25% of event planners planning to invest in influencer marketing. This is a big opportunity for eventprofs to gain advantage when promoting their event.
Be sure to fully leverage your speakers and partners too. Their marketing reach becomes yours when they post and promote your event to their mailing lists and marketing channels.
Springboard Off a Band’s Popularity to Reach More Audience
This promotion by Adobe leveraged a very popular band’s influence and following to promote their product. If a customer tried the new Adobe product, they got a free song from the brand! That’s a winner!
Be Unique When Choosing Influencers to Reach Unexpected Audiences
Maybelline stepped away from the usual celebrities to leverage other industry influencers, such as beauty bloggers and vloggers to leverage their message.
Leverage Timely Opportunities to Make Your Message Meaningful
Kim Kardashian promoted the Got Milk campaign and it was seen by over 100 thousand people. A clever campaign during a period when she was dropping weight for clever advertising connections.
Use Sports Stars and Their Influence to Expand Your Audience
Cristiano Ronaldo used his influence and following to promote the Nike brand, following in the footsteps of Michael Jordan and Lebron James.
Add an Element of Crowdsourcing to Event Planning to Build a Bigger Audience
At part of the pre-planning for the 2011 Green Meeting Industry Council Sustainable Meetings Conference, they crowdsourced a team of design planners and influencers from varying backgrounds and created a design dream team to help put the event together.
COMMUNITY CALENDARS PUT YOUR EVENT WHERE ATTENDEES ARE
Many media outlets and community websites offer a free community events calendar where eventprofs can list their upcoming events at no charge. Even online ticket systems like Eventbrite or TicketMaster will include your event on their local event listings page as part of your e-commerce agreement. Look for ones that support you by adding images, video or other content to help demonstrate the theme of your event.
Get Listed on a Global Events List to Ensure Maximum Reach
This website gives you full access to scientific and medical events that are happening including information, images, maps and links to the sites.
List on Niche Event Guides to Reach Your Industry or Focus Area
There are events listings for particular types of events as well, such as this one for punk festivals. Find one that suits your genre or industry.
Adding Your Event to a City-specific Guide Helps Reach Locals
City specific listings help reach a local audience or support initiatives that may drive tourism by attracting guests interested in your city.
Creative Ways to Promote an Event Examples
Simply put, experiential marketing is the confluence of marketing and events. Experiential activations aim to delight and surprise, creating a long-term, meaningful relationship between brands and audiences by way of creating a one-to-one experience.
Different types of activations range from small installations and pop-ups, right through to trade shows, and music festivals. Every event can be an experiential activation and this can be turned the other way so you are using an experiential activation to promote an event. The right event promotion attracts the attention of the demographic and attendees you want for your event. Here are some of the best opportunities you have for drawing a crowd.
Build Momentum with Run Up Events
While the Olympic Games are certainly the most high-profile sporting event out there, the ceremonial Olympic Torch Relay of the lit torch builds excitement for the main event. People line the streets to be able to be a part of this unique experience.
Experiential isn’t just another marketing buzzword. It’s fast becoming one of the most heralded methods for driving sales, awareness and brand advocacy with plenty of data to back up its claims. This is great news for eventprofs because if anyone knows how to create an experience that leaves a lasting impression, you need look no further than the event industry.
Reach a Large Audience with Billboards
Large and in full, public view, billboards can be costly (particularly in prime positions such as this example). But they are incredibly effective if your event has a broad mass appeal. Do your research on some of the best areas for your demographic and popular places that they may frequent, including other local events. Use this to your advantage when deciding on positioning. Make billboards flashy to stand-out, particularly if they are in direct competition with other advertising, or alternatively find a spot where your board will be on its own!
Credit: Noukiddingo
Mysterious Teaser Content Builds Intrigue and Social Media Followings
Use teaser content that doesn’t give away all the info right away. Building on the billboard idea above, this example is clear and easy to read…but what’s it promoting? You may not find out until the next post…keep them guessing and build excitement! You can also do this on your website and social media channels. If it’s well-designed, the curiosity around the promotion can go viral.
Go Higher in Event Promotion Using Blimps, Airships or Planes to Reach Large Crowds
Self-navigating blimps, airships and planes can be a fun way to promote your latest event as there is very little competition in the sky. Blimps tend to be light and filled with gas to maintain their shape. The one shown in this example is big enough to have a variety of information or simply your event or brand name highlighted.
Use Bus Signage to Draw More Localized Attention
Using local transport can be a good advertising option because you know the route they run so you can select the bus choices that will reach most of your target audience. Often it is the only advertising on the exterior of the bus, so there is minimal competition. As they drive around with your signage it becomes a regular reminder of your event or brand which increases recognition and long-term prospects.
Flash Mobs Draw Attention in Public Spaces
Exciting one-off (staged) performances that appear to be random can cause a buzz for upcoming events. The important thing is to make an impact and make it interesting. You can opt for something brand or event-related such as the theme. For example, if you are having a James Bond-themed event you could create a flash mob dance to one of the movie tunes with participants dressed in suits.
Alternatively, song medleys appeal to a wider audience and make them stay through the whole performance. Remember, it is important to link your mob to your event or brand. The best kinds of flash mobs are filmed and then posted on social media for extra exposure. If done well, they are more likely to go viral.
Leave Your Mark with Graffiti Artists to Improve Community Relations
Improve local areas or create temporary walls to legally showcase local graffiti artists and promote your event. You could turn it into a mini competition to create the best art piece for your promotion that can be showcased at your event. It is important to get permission from your local council or authority first, but there may be areas that need sprucing up and as long as it is tasteful it can be organized and allowed as a promotion. Be aware of local restrictions and consult the city before proceeding. If it better pleases local officials, you could offer to whitewash your works after the event ends as an incentive to improve worn down areas that need attention.
Credit: My Serenity Designs, Mex Art
Wrap Public Pillars to Bring Your Message to Large Audiences
This 360-degree version is a fun way to incorporate the shape into the signage. Again, as with billboards, the location is key to reaching your intended audience.
Credit: Elizabeth Yates
Fly Inflatables for Eye-Catching Interest that Draws Crowds
Bring in Oversized Props for Social Media Shares
Large or giant props can cause a buzz and stir, particularly if they are kept within the event theme but not immediately obvious. They prompt others to come up and ask questions to find out what the props are about. They are also an excellent photo opportunity and a favorite to get trending on social media if you combine with a special hashtag or add multiple props in a certain area for people to find as part of a game or treasure hunt.
Credit: Blackvine
Get Noticed with Walking Letters and Get Your Message Out There
This walking messaging can be more engaging to the public than signage. Plus, it offers the opportunity for the staff to answer questions. Since it’s mobile the team can be hired for the day and cover several different areas or stay in one location.
Credit: Streetfighter Media
Create Pop-Up Shops for Increased Branding
Work with your event sponsors or use your own products to create a pop-up shop for promotion of your latest event and sponsors. For example, for an upcoming running or sporting event you could create a pop-up shop for trainers that includes energy drinks or advice from professional coaches. Pop-up stalls and shops tend to create a stir because they are temporary and this adds an element of FOMO that attracts others to get there before it goes away. Plus, it’s a great way to test out swag bags or get feedback on different event elements.
Credit: Danwiede
Event Advertising Ideas
Nobody likes being bombarded by advertising. On top of that, fewer people are watching mainstream TV, listening to the radio and reading newspapers. Instead, they are consuming just what they want, when they want it. The audience is deliberately avoiding advertising. Even internet advertising is suffering because people have either become ad-blind or they are using ad blocking software.
Bad news, for brands and marketing agencies alike?
Actually, not really.
These new viewer preferences just require us to think differently. Make sure that your base promotions are dialled in to what your audience wants and where they are at.
USE EVENT WEBSITES TO SELL YOUR EVENT
Having a presence on the web for your event is no longer an option – it is essential! Nowadays, having a strong online presence can either make or break an event. Whether your event has its own URL and website or is a page added on to a company’s main website, it will be the public face of your brand and an important source of information on programming, sponsors and, of course, how to get tickets.
Even with the additional cost of creating and maintaining an event website, doing so is almost always in your favor. Here are some examples of great websites that keep the hype going from year to year.
Maximize Video to Engage Website Visitors
This event website makes great use of video and other graphics to really give you a sense of the event environment and build FOMO.
Build the Idea of Exclusivity into Your Mailing List to Give People a Reason to Subscribe
The Cult Gathering brings together the top brands in the world – no wonder their event and webpage is on point. New users are prompted to provide their contact information in order to access “premium content” – a great way to build your database.
Streamline Your Color Palette to Place More Emphasis on Your Message
The Brand New Conference manages to communicate its integrity and seriousness through the use of black and white. Sometimes you can say more by scaling back all the bells and whistles and focusing on the content.
Use Colors to Set the Tone and Attract the Right Audience
In addition to being bilingual, the fun and unusual colors in this website help to communicate the light tone of this event. The site helps guests know what to expect out of the experience.
Understand What Drives Ticket Sales and Present that Information Boldly to Entice More Sales
Make sure the content that is important to your guests is front and center. Coachella’s website focuses on listing all of the entertainment and performers on the home page.
Offer Free Swag to the First 500 Ticket Buyers (to be collected at the event)
INVEST IN PAID MEDIA TO SKYROCKET YOUR REACH
Whether you choose print, radio or a more expensive TV campaign, there may be a place for paid media in your event advertising campaign. Although using these channels can often be expensive, you can get more bang for your buck by negotiating a sponsorship agreement that exchanges paid media coverage for partnership marketing benefits with your event.
Reach a New Audience Through Targeted Facebook Ads
Use Facebook ads to amplify your message to new audiences. Make sure that your post is very visual as this leverages the strengths of Facebook to ensure better success. These ads show on the side of the Facebook screen, while boosted posts show in the timeline.
More on this in the next section….
Use Humor to Get Noticed in a Sea of Tough Competition
Of course, you don’t need big money to make a big impact – but it helps! And advertising for the Academy Awards comes with a great example of paid media. This TV commercial leverages humor to look back on one of the most harrowing situations for eventprofs (the mix up of an awards envelope) to promote the next event
CREATIVE PRINT COLLATERAL THAT JUMPS OFF THE PAGE AND GETS NOTICED
With a continuing focus on environmental sustainability and a growing distaste for disposable paper products, be very strategic in setting size and quantities of posters and postcards before sending them to print or consider recycled products. The long-time work horse of community and music festivals, there may still be a place for print collateral in your event advertising.
Add Giveaways of Value to Your Collateral to Increase Word of Mouth Marketing
The Launch trade show gives away a flyer, lanyard and other items with their collateral to make the material more memorable.
Make Your Collateral Stand Out in a Crowd if You Want People to Hold Onto/Read It
Go beyond the standard postcard or tri-fold brochure with die-cut paper or interesting folds like this:
Think 3D to Build More Engagement with Your Collateral
Create something totally unique that will remain on your guests’ desk well past the event. Perhaps try this camera promotional item or another creative shape.
How to Promote an Event on Social Media Examples
Social media used to be free, outside of the time investment in finding/creating and posting good content. Today, organic views are still possible but diminishing considerably. That doesn’t mean social media isn’t a good tool for event promotion and advertisement. Here are some tips to help you maximize the benefit of your use.
FIND THE RIGHT PLATFORM BY LOCATING YOUR AUDIENCE
While Facebook is currently the most popular social media tool for event promotion, be sure to consider the possibilities with Instagram, Pinterest, Twitter and even LinkedIn. Depending on your event and your target market, each of these platforms can help amplify your message.
However, popularity of platform only matters in regard to your audience. If they’re elsewhere, that’s where you need to be.
FACEBOOK FINDS YOUR EVENT FRIENDS
Facebook is the largest social network in the world. With more monthly active users than WhatsApp, Twitter and Instagram combined, it makes sense to explore how you can use the platform to sell more tickets to your event and excite attendees leading up to the day.
The potential customers you can reach through Facebook for free is a constant battle against
- The increasing amount of content published by everyone else, and
- personalized news feeds limiting content to only what Facebook deems the most relevant
Facebook is a master at data collection; so much as that it’s motives have been called into question recently. Still, there are a host of tools you can use to better understand your audience, assuming they’re on Facebook.
It’s also easy and inexpensive to get started with advertising on Facebook with the default minimum daily budget of just $5/£5. The Advert Manager tools track results to help analyze the ROI.
USE FACEBOOK PAGES TO BUILD COMMUNITY FOR YOUR EVENTS
Invite Attendees to Involve Friends for Greater Reach
ToughMudder really leverages the challenge of the event into challenging you to form teams and compete against your friends. This strategic peer pressure invokes FOMO to increase registrations.
Go Live to Entice Interest in Your Event for Next Year
Use video and Facebook Live to get your page to the top of the ranks. The Edinburgh Fringe Festival has great use of live and video postings to peak your interest. It can also be leveraged as a teaser for future events.
MASTER GREAT FACEBOOK EVENTS TO REACH A LARGER AUDIENCE
Use a Velvet Ropes Strategy to Drive Interest
Want your event to be highly sought after? Counter-intuitively, make it difficult to get tickets! This Facebook event leverages FOMO by requiring you to be “invited” to attend.
Understand Your Ideal Attendee to Increase Advance Ticket Purchases
This video game event organizer promotes well in advance of their events. They have a passionate and committed audience that books a year in advance.
LEVERAGING TWITTER FOR GREATER CONVERSIONS
Master the Use of Hashtags to Ensure the Right Group Sees Your Posts
Twitter can be a fire hose of information. Using hashtags will help people discover you and stay knowledgeable about updates.
Day 2 at Asia Blockchain Summit in Taipei. 💪🏼☕️ #blockchain #ai #advertising #Socialimpact #events #Taiwan pic.twitter.com/jjStgXLhAp
— NOIZ (@NOIZchain) 3 juillet 2018
INSTAGRAM SHOWCASES VISUAL APPEAL
Share Intriguing Images to Inspire and Interest Your Audience
Instagram is one of the hottest social media tools out there with the under-35 crowd making this their go-to for connectivity. With the massive use of images and hashtags to help you find what interests you, eventprofs need to maximize what Instagram can offer in both event ideas and advertising promotions.
Credit: @timbo212boca
LINKEDIN SPOTLIGHTS THOUGHT LEADERSHIP
Use LinkedIn to Reach Higher-Income Professionals
If your event is more business focused or you want to target certain professions or industries, LinkedIn provides a similar amplification opportunity as Facebook. Be sure to respect the professional nature of this platform when posting and leverage connections to spread news of your event. Event companies that have business clientele can actively advertise their events and registration through their posts
PINTEREST INSPIRES SALES
Use Pinterest for One of the Highest Conversion/Purchase Rates on Social Media
While Pinterest is not the primary platform for promoting events, you can often find your audience by using your target market’s primary hashtags. Pinterest also gives you the opportunity to build anticipation by posting images of event materials and what guests can expect to see or experience at your event. Need another reason to use Pinterest? 90% of weekly pinners use Pinterest to make purchasing decisions.
SOCIAL MEDIA MUST-DOS FOR GREATER TICKET SALES
Show Examples of What You Want Your Event to Be Known For and You’ll Become It
Offer Attendees (or Potential Attendees) Something They Want Every Day to Become a Valuable Resource
Credit: rjj.designs
Be Clear in What Your Event Offers
This image conveys exactly what attendees can expect from the event, simple, concise, and visually appealing.
Credit: https://philly.hubspotusergroups.com
Create a Question to Spur on Debate and Get People Talking About Your Event
Yanny or Laurel? Was the dress white and gold or blue and black?
Use a Participative Installation as a Pre-cursor to the Event
Words to Promote An Event Examples - Choose Your Words Wisely
Words to Promote An Event Examples – Choose Your Words Wisely
Whether your written content is in an email, website copy or other online materials, good copywriting serves two important purposes:
- audience engagement using evocative terms and descriptions (“key words”) and carefully chosen adjectives
- marketing and SEO strategy with commonly-used terms (“keywords”) for search engines to index and improve organic search rankings
It is important to understand your target audience and choose your keywords strategically. Keywords are the most common words used by your customers when performing searches for products or events similar to your event. Understanding your customers and how they search is critical to getting found.
Google’s Keyword Planner is a great resource for understanding what words your audience may be using when they search for events like yours and which is most likely to attract the most attention.
USE FOMO (FEAR OF MISSING OUT) TO DRIVE PEOPLE TO ACTION
Of course, you will want to leverage the “why” of your event to create an urgency and FOMO (Fear Of Missing Out) in taking that Call to Action – be it buying tickets or committing to participate. Here are some examples of how you would incite FOMO.
Employ Social Sharing Features to Encourage Attendees to Share Their Plans with Friends (and drive purchases)
Enable your ticketing site to encourage ticket buyers to share their purchase on social media with text such as “I am going to this event. Are you?” You can accomplish the same thing by designing a badge and making it available for attendees to share on their social channels, blogs, or websites.
Drive Ticket Purchase by Showing How Few Tickets Are Left in Early-Bird Pricing
Employ a ticketing feature that lists how many tickets are still available with discounted pricing (and manage your capacity so this number appears low).
Focus on Your Guest to Make Them Feel Like You Are Talking to Them Specifically
Use some of the best tactics employed in great event marketing to make your event advertising hit the mark. Advertising experts agree that your text should focus on your audience and what they want, not what you want. Consider the message from their point of view and use the words “you” and “your.”
Prompt Attendees to Purchase with a Countdown Until the Event
Show the Benefits to Drive Purchase Decisions
Benefit statements as opposed to feature statements will also help sell your event. For example, if your event includes a lot of presentation or sessions, instead of saying you have a large number of speakers you may want to speak to all the choice and variety attendees will have to choose from. Use words that answer the “why?” or “so what?” question and you will be on the right track.
Provide a Themed Gift so More People Will Read and Value Your Communications
Inspire Your Potential Audience to Help Them Achieve Their Dreams
This image quote inspires and alludes to the importance of building your own tribe. Potential attendees will self-identify that this is something they want in their life and seek it out at this event.
Match Two Distinct Words Together to Combat Email Fatigue
When you juxtapose two words that don’t normally go together, it makes an impression.
Help People to Find Their Tribe
Self identifying as a group can drive strong affiliations and loyalty.
Make People Feel Amazing to Improve Retention
Challenge Your Audience to Act or Be Inspired
Use Save the Date Language to Ensure People Make Arrangements to Attend
Social calendars book up fast. Personal invitations use “save the date” requests. You can too.
Event Promotion Techniques Examples
The days of simply selling product based on its benefits are over. In an age where we’re bombarded by advertising, consumers have learned to self-filter. To break through the noise, you’ve either got to be very loud or very different. As the line between events and marketing continues to blur, experiential marketing is the confluence of the two. Customer engagement and customer experience are intrinsically linked. Deliver an experience that is positive, and thus, memorable.
Take It to the Streets for Larger Impact and Greater Brand Recognition
Produce Branded Giveaways to Amplify Your Brand
Use Humor to Make an Impression and Be Remembered
Add Event Advertising to Unusual Places to Reach a New Market
State the Obvious to Ensure Your Message Is Heard and Understood
Create an Interactive Space Outside of Your Event to Encourage Having Fun with Your Brand
This reminded me of you chica @heidivsoto @citizensbank 👏🏾👏🏾👏🏾 #amazingadvertising #iamthankfulfor
Draw Attention to Your Advertising by Placing Something Unexpected Nearby
Special Event Advertising Examples
If your event is a conference or meeting, you may have a list of attendees from past years or a membership list to start from. And of course, with private events or receptions, your guests are invite-only and these names would come from your client. With special events, you have to reach farther and wider to build awareness. This is where the “sky is the limit” approach works well. Here are some great examples:
Use a Branded Item to Advertise and Achieve Recognition from Distances
The band Pink Floyd has used giant inflatable pigs as promotion for their concert shows for 40 years and even used it on album artwork and merchandise.
Credit: Mic.Bachi
Brand Areas You Can’t Paint or Wrap for Bigger Brand Awareness
Your event logo could be almost anywhere at night using a gobo projection. Try it on sidewalks or even the side of a building! Best of all, no clean up.
Use Sculptures and Creative Design to Advertise in the Run-up to Your Event
Catch Their Attention (and get more social media shares) Using an Ordinary Item in an Unusual Way
Make Your Message Mobile to Reach a Large Local Audience
Get Your Event Noticed with a Larger Than Life Visual Mirage
Artwork and Photo Credit: UrbanCanvas
Use Curiosity and Graffiti to Cause a Social Stir
Convey a Secretive Message to Intrigue the Locals
Have an Event Mascot and Make Sure it is Seen
Order Branded Apparel to Increase the Number of Event Ambassadors You Have
IN CONCLUSION
Doing your research and coming up with an effective marketing strategy prior to picking your promotional tools will help you make better decisions and allow you to utilize them more successfully. That being said, creative ideas and guerrilla marketing can help your event stand out amidst the noise of the competition. Experiential marketing, and by extension, events in general, give brands the opportunity to engage with their audiences on a much deeper, more personal level. Rather than simply persuading, such is the wont of marketing, real-world events can help develop a much more meaningful relationship between brand and audience due to greater investment on the part of all involved.
