Have you ever attended a football game, a live concert, or any major live sporting event? Maybe you’ve even been lucky enough to attend one of the competitions at the Olympics. Remember what it felt like to be part of that crowd? I’m sure you’d agree that the sheer number of people all cheering in unison, singing along to popular chants, and supporting their favorite teams together creates a magical, unique atmosphere.
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The audience creates the spirit of an event, be it a sporting event, a film premiere, or a live concert. The more people take part, the higher the excitement and energy levels.
The same is true for B2B events. The more attendees you attract, the more conversations and chatter you generate, and the more successful your event will be.
So, how do you capture as many attendees as you possibly can?
The simple answer is to market your event smartly, creating intrigue and generating interest even amongst casual attendees.
Event promotion is the process of marketing an event to potential attendees, sponsors, and stakeholders in an effort to boost attendance and achieve event goals. It requires formulating strategies and tactics that generate awareness and interest in your event to entice your target audience.
This includes utilizing various channels such as social media, marketing, webinars, and more to reach and engage with your audience. To be truly effective, event promotion requires understanding your target audience, including their needs, preferences, and pain points and the key benefits they'll receive because of your event.
Event promotion depends on your budget and the scale of the event you are planning. If you have big sponsors backing you, you can afford to splurge on large, fancy billboards and glitzy advertisements. But even if your marketing budget is limited, you can use many cool event promotion ideas to reach as many people as possible. Read on to discover them!
Your event website is the single most powerful tool you can use to promote your event. By opting for an interesting event website template that captures the vibe of your function, you immediately grab the attention of users. A well-optimized event website not only provides users with the necessary information but also acts as a hub for registrations and payments. Here are the different ways in which you can optimize your event website:
Web visitors form an impression of your website in as little as five seconds. It is important that your website's design immediately sparks visitors' interest. Use tools like Usability Hub’s Five Second Test to understand users’ experiences better when navigating your website.
Heat maps are color-coded to visually represent user activity on your website. Information on how much time visitors spend on your website, which features are most interesting to them, and even how far they scroll down the page is available at your fingertips!
Through A/B testing, you can contrast two different versions of the same webpage to compare audience engagement. While A/B testing usually requires a certain level of technical skill, you can use tools like Optimizely to experiment with different design features, headlines, and call to action.
Do you use Google Analytics to keep track of visitors to your website? Trick question: your answer should be ‘Yes, of course’! Analytics have become the most important tool to gauge the effectiveness of your website and analyze how many visitors might turn into paying attendees.
We all love discounts. A surefire way of getting more people to register for your event is to provide exclusive ‘early bird’ offers. Set a clear deadline for the early bird pricing or only offer a limited number of tickets – scarcity marketing will create a solid buzz around your event while tempting attendees with a discount they can’t refuse.
Given their massive audience outreach, Social media channels like Facebook, Twitter, Instagram, and LinkedIn have proven to be popular mediums for event promotion.
In the UK, Facebook has an active user base of over 30 million people, with around 80% of people in the 23-37 age bracket being frequent users. Here is how you can use Facebook to attract people to your event:
X (Formerly Twitter) is another widely-used medium in the events industry. There are many ways through which you can promote your event on X:
Event organizers also leverage LinkedIn as an effective promotional tool to entice more event attendees. Given its huge professional user base, LinkedIn can help attract the right audience to your event. You can:
Many users visit your event website, but for some reason, they get distracted and click away from the landing page. You need to hone in on the users who are clearly interested but perhaps have shorter attention spans. Ad retargeting across your Google AdWords account and on the ticket sales page is a great way to continually remind visitors of your event as they visit other websites.
Ad retargeting can have huge benefits. According to Invesp, the click-through rate (CTR) of retargeted ads is 10 times higher than that of a typical display ad, and website visitors who are retargeted with display ads are 70% more likely to convert on a retailer’s website.
You need to consider the following points while attempting ad retargeting:
If there is one way to push your event into the spotlight, it is to create a performance that has the potential to go viral. This could include putting your own spin on popular challenges (think back to the Ice Bucket Challenge or the early- Blindfold challenge), organizing a flash mob, filming a video featuring adorable puppies… Get creative! Remember, the messaging should be smart and subtle.
Quick response (QR) codes have been around for some time now. You see them on packages in the grocery store, consumer goods, magazines, and brochures. Given their ease of convenience, they have also become quite popular in the events industry. Most smartphones include built-in QR app readers, so there are several ways to make the most of this technology to come up with some cool event promotion ideas. For example:
Visual content is important to boost social engagement and promote your event. Incorporate storytelling in the form of infographics to provide all the information about your event in a simple, fun manner. Given their high shareability value, infographics are an effective, low-cost visual tactic to generate more buzz around your event.
Never underestimate the power of a cute mascot! A great way to promote your event is to incorporate mascots that represent your event values as well as send positive vibes to attendees. People will want to take selfies with the mascot and share it on social media, thus increasing the brand value of your event. This option, however, should only be considered when your event is spread over 3-4 days.
Another cool event promotion idea is to hand out exclusive merch such as branded caps, T-shirts, tote bags, or digital paraphernalia such as pop-sockets to attendees before, during, and after the event. It incentivizes people to sign up for your event year after year because, after all, everyone loves free stuff!
Augmented reality has been firmly entrenched into the mainstream consciousness, thanks to games like Pokemon Go, apps like Tik Tok, SnapChat filters, and platforms like Apple’s ARKit and Google’s ARCore. Today, it is no longer a question of whether AR should be incorporated into an event, but how it should be done.
Event planners are leveraging AR technology's creative potential and marketing power to create immersive games that maximize the attendee’s involvement in the event. Brands also achieve higher visibility by sponsoring prizes or including logos in AR advertisements.
Geolocation is the new buzzword in event marketing, as marketers are finding new ways of reaching customers through location-based targeting. Even the aforementioned technologies, such as AR advertising is based on the concept of geotagging.
Combine AI and predictive analytics with geotagging to narrow down the behavioral patterns of target audiences and match them to their niche desires. This allows you to take personalization to the next level, by tapping into regional content and local influencers. Ensure to incentivize data collection by highlighting perks and benefits – consumers can be understandably concerned about privacy!
Create a highlight reel of the best moments from past versions of your event, or release a teaser trailer of keynote speakers and planned activities for an upcoming one. You could even include a celebrity guest cameo! Promotional highlight reels can be short, sponsored videos shared across all social channels; this will certainly create a lot of interest around your event.
A study by Social Media Today shows that influencer marketing delivers an 11x higher ROI than traditional banner ads. Around 94% of marketers have found it to be a very effective marketing tactic to achieve their goals.
Nowadays, influencer marketing forms an integral part of any event promotion campaign. The underlying principle is simple – influencers and brands have a larger and more loyal audience base, so a sound partnership with one will ensure you get enough registrations for your event. Promote your event by collaborating with a relevant influencer, possibly an industry expert who identifies with your brand and will be a genuine advocate for your event. Through story-telling, conducting contests, and regular brand advocacy, the influencer can significantly level up your brand awareness among relevant prospects.
Following up with attendees after your events is crucial for maximizing the impact of your efforts. It not only allows you to gather valuable feedback, but it also shows your commitment to your attendees and allows you to track possible leads. You can follow up in a number of ways, but post-event surveys and targeted post-event emails are great ways to engage your attendees after your event has wrapped.
Post-event surveys allow you to collect valuable insights from attendees, helping you understand their experience, satisfaction, and interests for future reference. By incorporating event surveys into your follow-up strategy, you can strengthen your relationship with your attendees and gain valuable insights to enhance your future events.
An event goal is a specific expected outcome from an event. Whether that’s engaging attendees, reaching a new audience, or propelling business growth.
Objectives are smaller, more snackable subtasks.
Think of it this way – if you need to travel from point A to B, you will reach there in steps. Likewise, to achieve a goal, you will first achieve your objectives.
For example, if the goal is to increase brand awareness, improving event registrations through promotion on social media can be objective.
Now that you know the definition of event goals, and how they differ from objectives, let’s see how you can set them.
When it comes to planning events, you can’t only rely on guesswork – you’re better off with solid answers.
You need to know:
To establish solid event goals and objectives, you’ll need to know everything about your event, from soup to nuts – and the 5-W framework will help you with that.
The 5-W framework stands for Who, What, When, Where, and Why.
This exercise will help you narrow it down to specifics of your event planning journey.
So, let’s dive right into it:
Your business exists to solve your audience’s problems. Ergo, your event goals must also align with their wants and needs.
However, there’s more to the story. Your audience might be a mix of your existing customers, first-time attendees, and people that are very important to your business. Each of them can serve a specific goal for your business.
Let’s take a more granular look at it:
S.M.A.R.T stands for Specific, Measurable, Achievable, Relevant, and Time-bound.
People who set smart goals find it easier to stay on track as they set measurable and achievable goals– which can be the key to event success.
So let’s learn more about setting smart goals for events below.
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Get into the specifics of your goal.
For example, ‘Inviting people from the IT industry with at least 15 years of experience’ is a specific goal.
Having a specific number associated with your goals makes them measurable.
A goal that is not achievable by your team would only bring disappointment and a subpar event experience. Thus, It’s important that you set realistic goals that make sense according to your timeline and resources.
An unachievable goal is: hoping for a 100% sit-through rate. Or a % increase in event ROI.
Achievable goal: Our last event received 75 leads and a pipeline of $50,000. This time we will gather 100 leads and at least 72,000$ in the pipeline.
There’s no point in hosting an event if the outcomes are not relevant to your business goals or your attendees’ expectations.
However, If you do your homework right, you’ll be able to set clear event goals aligned with your business’s and your audience’s needs.
Okay, we’re almost there. Adding a deadline to a goal keeps everyone on the team accountable.
Example: Increase registrations by 10% by the end of July.
Executing and achieving goals in a time-bound manner is the driving force behind successful events.
Now that we know what SMART frameworks stand for, let’s look at some examples of SMART objectives and goal planning.
Now everything is set in place, and you’re ready to roll. What’s next though? It’s time to track your progress.
Are you selling enough tickets? Are the arrangements to achieve the target revenue growth done? Would these goals be achieved in a time-bound manner? Do you need to correct the course or rework your event strategy?
These are common questions you might want to ask as an event planner. So you might want to keep a close eye on the progress bar.
We know event goals are essential, but what do they look like? Here are some event objective examples to help you get started:
Objectives for this goal:
An objective for this goal could be to increase traction from social media and organic visits to the website.
Here’s a breakdown:
1) Have x numbers of shares on social media.
2) Have X signups from a particular demographic.
3) Have Y people attend the event.
4) Have X number of people engage with booths/branded-virtual booths at your in-person or virtual event.
Objectives for this goal:
1) Selling X% more tickets to boost event attendance.
2) Raising Y amount of funds with the help of event sponsorship.
3) Generating X amount of revenue by selling post-event content access.
4) Generating a pipeline of X amount with the leads captured during the event.
5) Generate X amount of pipeline with post-event lead nurturing and follow-up campaigns.
Thought leadership is an approach to curating content that educates the audience in their niche or industry. Typically, the range provides unique ideologies, trends, frameworks, and valuable insights.
Objectives for this goal:
1) Identify & onboard speakers capable of providing unique perspectives on the subject.
2) Research pain points and choose a theme that the audience would likely be finding solutions for.
Hosting an online event comes with a unique set of challenges and thus requires a slightly different approach than an in-person event. Here are some crucial virtual event goals.
According to research, The majority (60%) of executives say that events are the most significant marketing channel for reaching corporate goals and objectives. Whether you are planning to host a trade show or a conference, the goals and objectives of the event need to be clearly defined for your event to run smoothly and efficiently. In fact, the more specific the event’s goals and objectives, the higher the chances of event success. Let’s take a closer look at why it is important to establish your event planning goals and objectives and what benefits it provides you with:
When you are well aware of your event goals and objectives, you are able to execute the event properly and promptly. Well-defined goals and objectives let you make timely, informed decisions. From picking the event venue to promoting an event, everything gets planned and executed smoothly.
Having clear event goals and objectives enables you to make more effective and efficient resource allocations. It helps you identify the tasks that are high on priority so you can tackle them first, and allocate and manage resources based on priority. Plus, you get regular updates on how resources are being used and how they are contributing to accomplishing your targeted event goals and objectives.
Event planning objectives help create effective communication with stakeholders, sponsors, the event team, and event attendees. It ensures communication is transparent before, during, and after the event, allowing everyone to be on the same page, so far as the event’s objectives are concerned.
Well-defined goals and objectives play a crucial role in assessing the impact of the event. It helps understand some key aspects like – Did you reach your target attendance? Was the audience expectation met and how well was it met? Did it provide value to all parties involved?
For example, if the goal of your event is to “increase brand awareness,” you can measure it by tracking metrics like social media engagement, website traffic, or lead generation. It also identifies areas for improvement in future events.
Time-bound goals and objectives help you stay on track with every aspect of the event, be it planning, execution, or promotion. It gives every stakeholder a clear direction of what they need to achieve. Every individual’s time and efforts are directed toward specific tasks. Additionally, event goals and objectives enable you to be productive and high-performing during the event-organizing process.
Wondering how other event professionals are setting well-defined goals? Well, we’ve collated a list of these real-world examples that inspire.
First Event is a leading event management company offering event management services to its global partners since . They specialize in organizing tailored in-person events that meet their client’s event goals and objectives.
April was when they reworked their event strategy and shifted Online to host events.
Their Goal: Host events that could cater to a global audience while empowering attendees to network and take away meaningful connections with the event.
Their solution:
Exhibit Marketers Cafe, or EMC for short, is a training agency that trains exhibitors and show-managers to host stunning trade shows and online events. Let’s see how they set their goals and accomplished them.
Their Goal:
Their Solution:
1) Include virtual booths and tables in their event plan, in-booth live demos, and a social lounge to network and entertain guests in groups.
2) Leverage 360-degree analytics reports generated by their virtual event platform to track event performance.
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