A Guide to Successful Event Marketing

Event marketing is the strategic planning, execution, and promotion of events to create powerful brand experiences and achieve marketing goals. For event promotion in particular, technology can help achieve these goals such as boosting attendance through email marketing. So, what is the secret to successful event marketing? 


Knowing your audience and speaking directly to them 

The gradual adoption of audience segmentation through behavioural science, data analysis, and predictive AI is steadily changing the landscape of event planning. Leveraging insights derived from attendees’ past behaviours and preferences, it’s now possible to tailor experiences to meet individual expectations.

Predictive AI algorithms are already being used to anticipate key topics, pinpoint the most sought-after speakers and identify influencers leading conversations in your brand space.


Create highly personalised and tailored marketing content 

Craft personalised and persuasive email campaigns to highlight key speakers, exclusive content, and networking opportunities. Implement a series of emails leading up to the event to keep your audience engaged. Through audience segmentation, define the best channels for marketing and create the right tone of voice and sentiment for your content that speaks to individuals.


Partnerships

Collaborate with industry influencers and thought leaders who align with your event’s objectives. Their endorsement and promotion can significantly boost your event’s credibility and attract a larger audience. Similarly, forming partnerships with relevant organisations, associations, or companies within your industry can expand your event’s reach and attract delegates from a broader network. Cross-promotion through partner channels effectively doubles marketing reach. 


Create an event hub 

A custom event platform, whether a registration website or bespoke app is a key tool to build an event identity and allows you to create a community for your event. 

Ensure your event strategy allows time for pre-event engagement and enable attendees to create a profile, interact and network with each other. Create a repository of relevant and useful resources in advance and allow others to add their own (moderated) content. Use the platform to release teaser content (speaker spotlights, venue reveal, agenda updates etc) to build momentum. 


Highlights and testimonials from previous events 

Across your marketing channels, you should use any previous event content to create a buzz and a FOMO factor. Try featuring highlight reels or testimonials of delegates and speakers discussing their positive experiences of the event across or republishing key takeaways to illustrate the value of attending your event. 

It’s all about creating an unmissable experience for your audience. 

Finally, if you are looking for support to help you create strategic communications including creation of event websites and apps, get in touch with Broadsword.