Seven ways to promote your next event

Planning your next event? A successful event needs more than a strong agenda – it needs a promotion plan. These seven strategies can help build awareness, encourage registration and keep your audience engaged before, during and after your event.

Whether the gathering is in-person, virtual or hybrid, these seven ideas can make all the difference in your event’s success. (Don’t forget to incorporate your branding, such as logos and brand colors, into all of the event promotion strategies you adopt!)

1. Develop a memorable event theme

Designating a theme or tagline for your event can generate enthusiasm and create engagement. It can also tell registrants about the focus of your event.

For example, in 2027, the Concrete Foundations Association (CFA) will host its annual CFA Convention (CFACON) in Louisville, Kentucky. To generate excitement and anticipation for the event, AOE was tasked with creating marketing materials that celebrates the unique identity of the host city. Inspired by Louisville’s renowned horse racing tradition and distinctive Kentucky character, the designs (pictured below) provides a memorable visual representation of the convention. CFA will use these designs leading up to and throughout every aspect of their communication including promotional materials, social media, event collateral, attendee merchandise, presentations and more.

2. Build an informational event website

Online event promotion begins when you set up your event’s website. It’s the first step in marketing your event and serves as the base for all other promotions. Whether it’s part of your organization’s existing website or a stand-alone site, the website is the first impression many will encounter for your event. Be sure to include the date, your themed logo, location information, registration details and deadlines plus information about accommodations, if applicable. .

3. Share your news with relevant media

Good old-fashioned PR remains a top way to spread the word about news at your organization, including the announcement of your event. A well-written press release that includes distinctive program details or timely industry topics can generate results and registrations for a nominal investment. If you don’t have experience in creating a professional press release, generating media lists or working with editors and influencers, AOE can help.

4. Turn email signatures into event promotions

Utilize the power of your organization’s team to promote your event with every email they send. Create a graphic for staff’s email signature with event and registration information. Be sure the link is clickable to your event’s webpage.

For example, in advance of the 2026 PTI Convention in Long Beach, California, AOE developed a custom email signature for Post-Tensioning Institute (PTI) staff and leadership. The signature featured event branding, dates, location, and a direct registration link, helping to maximize event visibility and drive attendee engagement through everyday email communications. By leveraging each outgoing email as a marketing touchpoint, PTI was able to extend event awareness to members, industry partners, and prospective attendees leading up to the event.

5. Plan a targeted email campaign

At key points throughout your pre-event timeline, be sure to communicate directly with your audience through email. Email remains one of the top ways people want to hear from the brands they trust. It can be used for save the date, registration deadlines, speakers and sessions highlights and to advertise sponsors.

What’s more, your email list can be used for targeted digital advertising campaigns, where you can place ads promoting the event in the internet browsers of devices associated with your email addresses (see number 7 on this list for more on digital advertising).

6. Build engagement on social media

Similar to email communication, your social media calendar should include key messages about your event at critical points along the pre-event timeline. Incorporate a branded graphic template with your themed logo that can be customized with the specific messaging you need to convey, such as hotel and event registration deadlines. Create a branded hashtag for your event and incorporate it into every social media post and your branded event graphic.

As you develop your event’s social media strategy, consider investing a portion of your event marketing budget in paid social media boosts and advertising. Even a nominal investment can pay dividends in making sure your message is prominently displayed in your audience’s social media feeds.

For example, the Great Lakes Cement Promotion Council (GLCPC) had AOE to create a “save the date” graphic (pictured below) for the 2026 GLCPC Promotion Summit, held in Indianapolis, Indiana that could be shared on social media.

In addition to pre-event promotion, social media should remain an active part of your event strategy while the event is taking place and even after. Posting in real time helps generate excitement and extend the event's reach beyond those who are physically present. Share photos and videos from sessions, networking events, award presentations, exhibit halls, and behind-the-scenes moments. Encourage attendees, speakers, sponsors, and exhibitors to use your event hashtag and tag the organization in their posts. Reposting attendee-generated content can further amplify engagement and create a sense of community around the event.

A post event recap photo montage on social media is a great way to show off group photos, thank sponsors and promote next year’s event.7. Extend your reach with digital advertising

Last, but certainly not least, is digital advertising. In today’s world, digital advertising is a must for any organization’s promotional efforts. With digital advertising, you can reach highly targeted, qualified audiences across the web with personalized ads that drive them to register for the event. Start with a defined audience, a registration goal and a budget so you can evaluate your results.

AOE offers digital advertising services through our provider Feathr, using methods that include:

• Geofencing, which targets relevant events and physical locations with precise mobile advertising.

• Email Mapping, where your ads appear across the web in front of your existing contacts.

• Keyword Search, where your ads show up for people who are searching for events or topics related to your event.

For example, in conjunction with the Great Lakes Cement Promotion Council, AOE held a 2025 Leadership Summit. AOE worked with GLCPC to create a batch of Feathr ads to promote this event. Through a series of targeted digital ads and geofencing, AOE was able to promote their presence and encourage their audiences to register for the event.

 Bring your event promotion together with a coordinated plan for branding, web, email, social media and advertising. Contact AOE to discussion how our team of

 certified event planners, graphic and  website designers and marketing and public relations experts can help promote your next event.