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The Dos and Don’ts of Event Marketing and Promotion You Should Know

Event marketing is a growing area that organizations would like to invest in to build their brands’ presence in the fast-growing market. Successful event marketing requires days of strategizing, planning, consistency, and a touch of personalization. However, one thing remains constant for every brand – you must establish a link between your brand and your target audience, regardless of the type of event (in-person, virtual, hybrid) you are marketing for.

95% of marketers say live events offer a chance for real-life connections, and 31% of marketers believe it is the most effective tool they have


This guide will define event marketing and the dos and don’ts of event marketing and promotion for you to use that strategy to enhance your events program. Hop on.

What is an event and how is event marketing valuable for brands?

Event marketing is a marketing strategy that involves promoting a product, service, or brand through the organization or sponsorship of an event. Event marketing aims to create a memorable experience for the target audience, generate excitement and engagement, and ultimately drive business outcomes such as increased brand awareness, customer acquisition, and sales.

Event marketing can take many forms, such as product launches, conferences, trade shows and fairs, corporate events, experiential marketing campaigns, and more. The success of event marketing depends on careful planning, creative execution, and effective measurement and analysis to ensure that the desired outcomes are achieved.

The Dos and Don’ts of Event Marketing Services

The first step of event marketing is to understand the event’s purpose and then decide on the theme, tagline, color theme, and so on. However, it can sometimes be challenging to know where to begin. Don’t worry- we’ve got you covered.

Don’t overlook the importance of an event website

The primary touchpoint for your prospective attendees to contact you will be your event website. Some events may get away without needing a website, but that’s not the case for most occasions. An event website must include important details, persuading the guests to register. You can further personalize the entire event planning process with the aid of event technology. A branded event registration website that is made to track website visitors is something you can make, allowing you to alter the registration procedure according to the type of participant. Even more dynamic registration paths and pricing based on predetermined criteria are possible with more advanced software. You can either create a registration website for a one-day event or a marketing website for more complex events lasting multiple days.

Don’t avoid the power of social media platforms

Social media is a powerful tool to promote your event and reach a wider audience quickly and effectively. Using these tips, you can create a buzz around your event and generate interest and excitement among potential attendees.

  • Choose the right platforms: Identify the social media channels where your target audience is most active on and focus your efforts there. This may include Facebook, Twitter, Instagram, LinkedIn, or others.
  • Create compelling content: Use eye-catching images, videos, and text to promote your event. Share teasers, behind-the-scenes footage, and sneak peeks to generate buzz and excitement.
  • Use relevant hashtags: Incorporate relevant hashtags into your social media posts to increase their visibility and reach. Research trending hashtags related to your event and use them in your posts.
  • Engage with your followers: Respond to comments, direct messages, and mentions on social media to build relationships with your followers. Encourage user-generated content by asking attendees to share their experiences using a specific hashtag.
  • Leverage paid advertising: Use paid social media advertising to increase your reach and target specific audiences. You can use tools like Facebook or Instagram Ads to create targeted campaigns.

Bonus tip: Remember the motive is to sell but not oversell. You should refrain from constantly encouraging people to buy tickets for your event. Focus on educating and connecting with your audience instead.

Don’t forget about sponsors and paid promotion 

It’s essential not only to market your event to attendees but also to potential sponsors who can help cover costs and increase interest. Therefore, it’s crucial to develop clear sponsorship packages that are easy to communicate with while also being open to flexibility. Remember that any sponsor can be a valuable addition to your event.

Furthermore, using free marketing methods for your event is easy, but paid advertising is still compelling to this day if it fits your budget. Paid advertisements could be a fantastic choice if your event has a sizable budget and aims for a wider demographic.

Pay attention to details in data and analytics

Analyzing data allows marketers to see what is working and what is not – a potential game-changer to sell out your event. You can leverage the tools like Google Analytics and Facebook for Business to collect data, especially if you’re running paid campaigns for your event, re-analyze if your content is performing as expected, and make adjustments as needed. Additionally, data and analytics can be used to measure the success of an event. By tracking attendance, engagement, and other key metrics, event planners can assess the effectiveness of their strategies and make adjustments for future events.

Do leverage email marketing strategy for an event

Email marketing is a highly efficient way to promote an event and engage with potential attendees. Start by building an email list of people who have expressed interest in your event or have attended similar events. You can also use social media and other digital channels to drive sign-ups. Then segment your email list based on demographics, interests, and other relevant factors. This will enable you to personalize your messaging and improve engagement. Lastly, don’t forget to include a clear and compelling call-to-action (CTA), such as “Register now” or “Learn more.” Make sure the CTA stands out and is easy to click.

Bonus tip: After the event, send a follow-up email to thank attendees for coming and provide a recap of the day/s. You can also include a survey to gather feedback and insights that can be handy for your future events.

Give PROVEN 360 a shout-out as your event marketing agency

PROVEN 360 can be your one-stop platform for event marketing and promotion. With years of experience and a deep understanding of the industry, PROVEN 360 has the expertise and tools to help you successfully promote and market your event. From email marketing and social media campaigns to influencer outreach and media relations, we can help you reach your target audience and drive attendance. With a focus on measurable results and a commitment to customer satisfaction, PROVEN 360 is the ideal partner for your event marketing and promotional needs. Visit our website and drop us an inquiry today.

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