The ultimate event marketing ideas guaranteed to maximize attendance

46% of marketers across the globe name events and webinars as the most effective marketing channel for generating demand. However, if no one attends your event you won’t reap those benefits.

Whether you’re planning an in-person, virtual, or hybrid event, finding ways to boost event attendance is a challenge. It doesn’t have to be, though. We’ve brought together some of the most effective event marketing ideas that will have folks racing to register.

Let’s dive in!

What is event marketing?

While planning an event, your focus is generally on the event’s logistics. Coming up with engaging content, setting up your event platform or venue, and rehearsing presentations are all vital tasks, but the goal of your event is to connect with audiences.

Event attendance was named a major challenge by 35% of marketers. This means that marketing your event itself needs to be a priority if you want to meet your goals. Effective event promotion ensures that the target audience is well-informed, excited, and motivated to engage with the event.

How does event marketing work?

Since you have a lot on your mind when planning a corporate event, you need your event marketing strategy to be as straightforward and effective as possible. These three simple steps will help you plan and execute the perfect event promotion so you can get back to organizing the event itself.

Step one: define your audience and messaging

Before you can attract attendees to your event, you need to be clear about who your event is for. Chances are, this demographic will be more specific than your target audience for your company as a whole.

Are you looking to attract industry professionals, potential customers, existing clients, or the general public? Each of these goals will require a different promotional channel and strategy.

You also need to define your event’s unique value proposition. What do attendees stand to gain from joining? Choose the message that will resonate best with your particular audience.

Step two: choose your promotional channels

There is no end to the channels through which you can promote your event. Some of the most effective channels include

• Email marketing
• Social media
• Blog posts
• Press releases
• Promotional videos
• Highlight reels
• Testimonials
• Paid advertising
• Influencer partnerships

Each of these options will attract a different demographic and lend a different tone to your event marketing.

Step three: create a landing page and registration

Your event website should contain all the critical information potential attendees need. This page will take users from interested to fully registered.

Some vital points to include are:

• Registrations details
• Agenda
• Speaker bios
• FAQs
• Key takeaways

Make sure the registration process is as simple as possible, so nothing turns folks away at the last moment. Regularly send reminders leading up to the event to ensure everyone is as prepared and excited as you and your team.

Event marketing for in-person vs. virtual events

The type of event you’re planning will have a huge impact on the style of event promotion you use. The target audience for an in-person event will likely be different than that of a virtual event, so you need to market it accordingly.

In-person events

• Local focus – Chances are, the number of people able to travel long distances for your event will be limited, so focusing on nearby attendees will be key
• Logistics – Folks will want to hear about venue details, parking, accommodations, and travel arrangements, so be sure to include this information
• Flyers and posters – Physical materials in your marketing will emphasize that your event is local, attracting more people and showing off your involvement in the community
• Local media – Community boards, radio stations, and local newspapers are great ways to target folks in your vicinity
• Experiential highlights – Live events can be a tougher sell than virtual, but if you focus on the unique experiences attendees can have in person, it will entice them to make the trip

Virtual events

• Global reach – Your attendees aren’t bound by travel and location, so you can widen your reach and look for folks from anywhere
• Time zones – While in-person events are always run on local time, you will need to ensure that your virtual event is at an appropriate time for any international attendees
• Digital marketing focus – With virtual events, your primary means of promotion will likely be through digital channels such as social media, email marketing, and online advertisements
• Platform familiarity – If you’re using a unique platform for your event, you’ll need to ensure attendees understand how to use it, and have the proper equipment at home to fully engage
• Interaction – Focus on how users can engage with the content by highlighting features like virtual networking lounges, live chats, polls, and Q&A sessions

4 event marketing ideas to maximize attendance

Even with their differences, several event marketing ideas will work for both in-person and virtual events. This is especially important if you’re planning a hybrid event, as you will need to attract folks from both camps.

Let’s look at some of the best event marketing ideas to bring in attendees no matter what style of event you’re planning.

Experiential guerrilla marketing

Guerrilla marketing can be less expensive, extremely memorable, and more fun for both you and your target audience. Consider

• Temporary art – Washable chalk art or moss graffiti are great ways to create fun, eye-catching designs in high-traffic areas. If they are particularly beautiful, folks will start taking photos to share online
• Street performances – While a full flash mob might seem dated, several other forms of pop-up entertainment will draw attention and get people talking
• Interactive billboards and installations – Unique and unexpected signage, interactive vending machines, and pop-up interview booths have all been used in wildly successful campaigns, and you can riff on these ideas for your event marketing

This tactic melds in-person and virtual advertising perfectly. Not only is it a tangible thing in the local area of your event, but it is endlessly shareable online and can lead to a wave of user-generated content about your event.

Utilize video content

Video marketing has the highest ROI of any marketing tactic, making it an excellent way to connect with potential attendees. There are several ways to include video content in your event promotion, including:

• Teaser videos – short, captivating videos that highlight the event’s key features
• Speaker introductions – Hear from your event’s speakers to add a personal touch and boost credibility
• Behind-the-scenes – Offer a glimpse of the event preparations to generate buzz and excitement
• Testimonials – Share videos of past attendees speaking about their experience. This highlights your event’s value and utilizes social proof
• Recap videos – post-event recap videos give future attendees an idea of what to expect and are fun for past attendees to share and expand your reach

These tactics work well because videos are highly engaging and easily shareable on social media. Additionally, they give potential attendees a tangible idea of what to expect at the event.

Influencer marketing

Partnering with influencers in your industry or local area can be a highly effective way to promote your event. These influencers have a large following and a loyal audience, making them credible sources for recommendations and event promotions.

• Sponsored posts – Have influencers share sponsored posts on their social media channels to reach a wider audience
• Host a meet-and-greet – Invite influencers to attend the event and meet their followers in person
• Offer exclusive promotions – Give influencers a unique promo code or special offer for their followers

Involving influencers in your event promotion can significantly expand your reach and add credibility to your brand.

Generate FOMO with limited tickets and special offers

Creating a sense of urgency can be a powerful tool in event marketing. By offering limited tickets, you can generate a fear of missing out (FOMO) among your target audience.

Other ways to generate this kind of excitement include:

• VIP tiers with limited availability, giving attendees access to exclusive areas or experiences
• Bundling tickets with other special offers such as merchandise or discounts on future events
• Announcing surprise guests or performers who will only be appearing at the event for a limited time
• Creating a countdown on your website or social media pages, building excitement, and emphasizing the limited availability of tickets

You can also use special discounts or offers for early bird registration or group packages. These tactics not only drive ticket sales but also create a sense of exclusivity and urgency, making people more likely to attend.

FAQ

How much does event marketing typically cost?

How much you invest in marketing your event will depend on the event’s scale, your chosen marketing channels, geographic location, and overall marketing strategy.

A good rule of thumb is to spend between 15-25% of your event budget on marketing and promotion. This number will shift if your goal for the event is to find new leads, or if you’re simply rewarding already loyal customers.

No matter what your budget is, there will be an effective way to bring in attendees.

How do you measure the success of event marketing tactics?

To keep improving your event marketing success, you need to track the tactics that bring in attendees. Some KPIs that can help determine the best option are

• Registration rates
• Attendance rates
• Social media engagement
• Content interactions
• Leads generated
• Conversion rates
• Audience satisfaction

The perfect event marketing idea won’t only bring people to your event but will ensure attendees are engaged, satisfied, and taking action.

Meet Kaltura – the #1 virtual events platform

Some event platforms are all about the event itself, not offering any support when it comes to event marketing and promotion. Kaltura is different. Our powerful system supports you every step of the way, from promotion to follow-up.

Kaltura enables users to:

• Create stunning event landing pages and registration forms that can be integrated into your existing website
• Easily repurpose video clips from events to use in future promotion efforts
• Engage audience members in fun and unique ways to get them talking long after an event is over
• Quickly send out follow-up emails to capture testimonials and data about the effectiveness of your events
• Seamlessly combine in-person and virtual elements into perfect hybrid experiences

With these features and more, your team will have no trouble attracting and maintaining an audience with your event. Test out Kaltura today to see why it’s the number-one platform for virtual and hybrid events!