
Driving Event Success: How to Maximise Attendance
Creating and delivering an event is just part of the task – how do you maximise attendance through your marketing strategy?
Whether you’re orchestrating an intimate workshop or a large-scale conference, implementing the right promotional approach can significantly impact your attendance rates. Let’s take a look at some of the tasks to think of when planning your event marketing strategy!
Know Your Target Demographic
Who do you want to attend your event? Before launching any kind of marketing initiatives, it is important to know who you are targeting. Things such as what challenges are they facing, what professional goals are driving them and the kind of content they engage with will help you to plan your marketing strategy.
Social Media Platforms
Social media presents a huge opportunity for event promotion, however it can also become overwhelming. The first thing to understand is where your audience are, which will be clearer having done audience research previously!
A few ways to use social media platforms include:
- Organic posts sharing information and sneak peeks of the upcoming event, highlighting any topics/speakers.
- Paid social advertising to target specific audiences directly.
- Use relevant social media communities (e.g. Facebook Groups, Instagram/TikTok Hashtags) to promote your event.
- User-generated content from select influencers or creators to share with their followings.
- Live streaming to share behind-the-scenes content.
Email Marketing
This is easier to do when you already have an email marketing subscriber list, however it is still possible to use when starting afresh. Email marketing is more directly focused on the audience – they have subscribed because they are interested in your brand already.
For events, you can set up a segmented list where people can subscribe to for event-related updates and information.
Develop Value-Added Content
Quality content serves as both a marketing tool and value proposition.
For examples, say your event is related to business strategy and management, you could post thought leadership articles on this topic on your website. The call to action on this articles directs people to sign up to the event. This can then be cross-posted and diversified across different channels – including social and email as mentioned above!
Build Anticipation
Timing is everything in event marketing!
Launch your promotional efforts the moment your event dates are confirmed. This early start serves two crucial purposes: it allows potential attendees to block their calendars and gives you ample time to build excitement through strategic content releases.
Consider implementing a drip-feed approach, gradually revealing keynote speakers, special sessions, or unique networking opportunities to maintain interest over time.
Successful event marketing is an ongoing process that requires attention to detail and creative thinking, amongst the need for consistent management. Have you planned any events?
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