5 tips for promoting your event

The goal of your event is clear and your target audiences have been defined. The available budget is set and a plan is in place. Now it is time to inform and inspire your audience. In this blog, we share our tips for promoting your event in a fresh and engaging way.

A good and realistic timeline is essential to making your event a success. Start early and involve the right colleagues and partners. Also take the size of your event into account and build in some margin to allow for possible delays. Depending on the scale and complexity of your event, you can expect a promotional period of around 8 weeks to 6 months.

Be an authority

Use thought leadership to demonstrate your expertise. With a well-considered strategy, strong content and the right speakers, you can position yourself as a knowledge leader in your field. This helps you stand out and build trust, giving your audience a strong reason not to miss your event.

Segmentation

For the promotion of your event, divide your audience into different segments. This could be based on:

• Interests

• Age / generation

• Industry or job role

• Country or region

By tailoring your message to each subgroup, your content becomes more relevant. This can lead to higher conversion rates and better overall results. Segmentation can be applied across all forms of promotion, including advertising, email campaigns and social media.

Social media

Social media is now an essential part of the marketing mix. Your company is likely already using several channels to reach its target audiences, so make sure you also use these existing accounts to promote your event. Ensure that your audience and content are well aligned. Use eye-catching, consistent design and language to attract the attention of the people you want to reach.

Podcasts

Does your company regularly organise events with speakers? And are you looking for a lasting communication tool to share your message? Depending on your audience and available budget, a podcast could be a great option. In the run-up to your event, it gives speakers a platform and allows your audience to get to know them in advance. You can also use podcasts to share content teasers. After the event, the episodes can remain available via streaming platforms such as Spotify or on your own website. You could also consider podcast advertising to increase the reach of this popular medium.

Ambassadors

Turn loyal visitors into ambassadors and encourage them to share their enthusiasm for your event with new audiences. By giving them something extra, you can turn them into true brand ambassadors. This could include a special programme or a meet-and-greet with one of the speakers. A message can become much more powerful when it comes from someone outside the organisation, which can have a positive impact on your reach.

Influencer marketing

In line with using ambassadors, influencer marketing is another popular way to let people outside your organisation communicate the value of your product or service. Research which influencers align with your brand and product, and consider the value of the new audience they can help you reach. Strictly speaking, influencers are people who influence the purchasing behaviour of others. That influence is based on factors such as authority, expertise, their relationship with followers or their position. Influencers come in all shapes and sizes, from world-famous pop stars to specialists serving niche markets. Develop campaigns together that are customised to achieve the best possible results for both parties.

Create scarcity

This marketing technique originates in behavioural psychology: when only a limited number of places are available, people are more likely to make a purchase. By communicating this in the right way and at the right time, you can influence sales. For example, you can highlight limited remaining availability to encourage your audience to take action.

Organising a corporate event?

At Theater Amsterdam, we are happy to help you explore ways to innovate or professionalise your corporate event. Curious about the possibilities? Download our brochure or request a guided tour. We are happy to think along with you.