What is event promotion? (With event tips and examples)

By Indeed Editorial Team

Published 22 November 2022

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 promotion is one of the most important aspects of any event as to attract many attendees, a well-planned and successful promotional campaign is useful. Successful promotion helps to establish a brand and create demand for a product or service with future consumers. There are multiple elements to promoting an event and different ways of reaching a target audience. In this article, we discuss what event promotion is, why it's useful and how to promote an event successfully.

Related: 10 types of business events and their basic functions

What is event promotion?

Event promotion is the process of marketing your event or product launch. The event organiser or a third party typically promote the event. It's a marketing strategy with a clear goal which can vary depending on the event. You could promote ticket sales, gather attendees or get sponsorship or donations. This is an important part of any event planning process because it helps you reach more people and gain more attendees.

There are many different ways you can promote your events, with many promoters predominantly using an online approach, such as making content for social media. People often confuse marketing and promotion. Marketing involves a lot more than promotion with branding, analysis and advertising.

Related: How to become an event promoter plus workplace and skills

Why is promoting events important?

It's beneficial to promote an event because it helps create awareness of the event amongst your target audience. Promotion campaigns usually help to generate interest for your product or brand. Any promotion also shows everything your event offers to make it more appealing to your target audience. Promoting the event well also means that the promoter receives attention also. At events, promoters can build strong relationships with potential clients and partners.

Related: Different types of jobs in events (with salary info)

How to successfully promote an event

There are many steps to organising a successful event and ensuring everything goes well. Some of these tips include:

1. Set out your goals

It's important to start with a plan in place. By establishing a clear goal, you can focus on the most important things to promote. It's also important to make sure the goals are realistic enough to achieve. To set realistic goals, make sure that they're specific and measurable. For example, a target number of ticket buyers would be a measurable goal you can easily achieve with the right promotion methods. You then know your promotion techniques target selling as many tickets as possible.

A goal gives you something specific you can measure against and allows flexibility with a budget, for example, when determining if you hit your target number. While setting out these types of realistic objectives is vital, it's also important not to be too stringent or unrealistic when considering what kind of success an event could achieve at each stage of the planning process. For example, you don't want to settle for selling a certain number of tickets if there's a possibility you could sell more.

Related: Guide to planning corporate events for business success

2. Identify how you want to reach the target audience

Once you've identified the target audience, consider ways to reach them. One way of doing this is to look at any potential competition. For example, if other events are on the same day or similar events are on the same weekend.

This could also be a good way to know exactly what your budget and resources are and whether it's worth putting more resources into the event to outdo the competitors. Once the target audience is set, you can evaluate your goals. The target audience can also help strengthen the brand's values, products or services and where any weaknesses are.

3. Be organised

Create a plan and stick to it. Ensure you know exactly how you can promote your event before you start promoting it. Make sure you have all the details, such as who the speakers are or guests, if you have any, when and where the event is taking place, what time people arrive at the venue and any other information that might be useful for them to know in advance. Have a backup plan.

If something goes wrong during an event (for example, if a speaker or guest doesn't show up or there's some other kind of problem), make sure that someone else can step in and take over if necessary. This way, everything can go smoothly even if one thing goes wrong. If your event has a website, you could keep testing the website to make sure it's working. Make sure people can buy tickets and that the ticket link is working online. Also, ensure there are tools in place to analyse the promotion's success.

4. Have a clear strategy

It's vital to have a clear idea of your goals for the event before you start promoting it, as this can help you to decide which channels are good for reaching your target audience. You could also be very clear about what message and content you want to get across, and also how much time is available for promotion and how much budget is available. It's good to set goals, but it's also important a clear strategy is in place to implement these goals successfully.

5. Start promoting

Once everything's in place, you can start promoting. You can save yourself time by using tools which can monitor your ticket sales for you. They have built-in analytics that can tell you how many people viewed an event page or clicked on an ad, so if something isn't working as expected, these platforms can alert you. This way, you can't waste time trying to find out where things went wrong later on after the event. Use social media channels like Facebook groups specifically designed for events.

These communities tend to attract more people who want one thing, information about upcoming happenings and events. Social media promotion has grown considerably and is a cheaper way of promotion. Online adverts on websites are another common method of promotion. Video content is an efficient way to get all your points across while also putting posters in viewable areas. Promoters use as many mediums as possible, so the chance of getting noticed is much higher.

Tips for successfully promoting an event

There are several different ways you can promote your event. Here are some of the most effective ones:

Social media

As mentioned previously, this is one of the most important things to do when promoting an event, and it's especially useful if you're targeting a younger demographic. Try posting on different social media platforms at least once per day leading up to your event. Make sure that each post includes information about where people can buy tickets and other relevant details (e.g. parking). You can reach a wide audience very quickly.

Related: What are social media analytics and why are they important?

Email marketing

You may choose to send emails out regularly to all relevant groups (e.g., employees, clients) with links back to your website so they can find out more information about what's going on at this particular event. You can also announce any major updates through email to ensure the update reaches many people at once. Another popular method of promoting an event is to create an email signature. For example, if you send a thank you email to the attendees of a previous event, you could attach details of the next event in the email signature.

Related: What is email marketing? (Tips on how to launch a campaign)

Use SEO on your website

Most events have a form of website or webpage on a website. One of the strongest ways to make sure your website or webpages reaches the right audience is to use strong SEO. You can create keywords so that when people search for certain terms, your website appears in the search.

Meta descriptions are also a good tool to ensure the search engines make your website appear high in the search results. Another aspect to consider is making sure your website is mobile-optimised. More people access websites on their mobile devices, ensuring more people can access the website or webpage.

Related: What is SEO? Definition and important types to know about

Send out a newsletter

If your company sends out a newsletter, you could attach details of an event to the newsletter. Alternatively, you could start a newsletter, which can be a useful way to promote your company and your events. When people subscribe to the newsletter, they can receive all your updates at once. You can discuss your company and promote future events at the same time.

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