What are different marketing and advertising ideas for an event?

Planning your next event? Consider these event marketing ideas to get the word out to prospective attendees. Whether the gathering is in-person, virtual or hybrid, these seven pre-event promotion ideas can make all the difference in your success. (Don’t forget to include your branding, such as logos and brand colors, into any event promotion strategies you adopt!)

1. Incorporate a Theme

Designating a theme or tagline for your event can generate enthusiasm and create engagement. It also can suggest to attendees your focus for the event.

For example, in late 2022, the American Concrete Pavement Association (ACPA) held its 59th Annual Meeting in Nashville, TN. To generate excitement and anticipation for the event, AOE was tasked with creating a logo that paid homage to the location. The design (pictured below) was inspired by the neon lights and marquees of the iconic Honky Tonk Highway in downtown Nashville, and ACPA used the logo leading up to and throughout the event, including on promotional materials, social media graphics, event swag and presentations.

2. 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 hub 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 your themed logo, registration details and any information about accommodations, if necessary.

3. Press Release

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 in the style that appeals to trade media editors and online influencers 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, an experienced public relations firm can help.

4. Email Signatures

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

5. Direct Email Communication

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

6. 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), which recently underwent a rebranding, asked AOE to create a “save the date” graphic (pictured below) for the 2024 GLCPC Promotion Summit that could be shared on social media.

7. 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. AOE is now excited to offer 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, the American Concrete Pumping Association (ACPA) partnered with AOE to create a batch of Feathr ads for 2024's World of Concrete (pictured below). Through a series of targeted digital ads and geofencing, the ACPA was able to promote their presence and encourage their audiences to register for the event.

AOE has an experienced team of certified event planners, graphic designers, website designers and marketing and public relations experts to make your next event a success. Contact us today to consult about advertising and marketing ideas and much more.