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Promote Your Event on Multiple Channels
The concept of omni-channel event marketing involves leveraging multiple marketing channels to promote a specific event or a series of events. This approach encompasses a wide range of digital marketing components, such as:
- Landing Pages – Create a dedicated landing page for your event and drive traffic to the page by sharing the link on social media, in emails, and in online ads. By directing customers to these tailored landing pages, you can provide them with a personalized experience that motivates them to register for your event.
- Websites – Encourage registrations by prominently displaying sign-up forms or pop-ups on key sections of your website that direct visitors to your landing page. This grants visitors the opportunity to register for the event and stay informed.
- Emails – Write engaging emails with actionable language that inspires people to sign up for your event. The key is knowing your audience and tailoring your message to them, which is one of the main reasons to segment your email list. Each segment will likely be motivated by different messages. Don’t forget to send confirmation emails and follow-ups to keep your audience engaged.
- SMS – Complement your email marketing initiatives with timely text messages to offer discounts or share important updates as the event gets closer.
- Social Media – Utilize social media in conjunction with email marketing to expand your reach and boost engagement. For example, post photos from past events or reshare content from influencers who might be posting about your upcoming event. You can also promote your social media channels within your email campaigns to foster community engagement and drive traffic to your social accounts.
- In-Person – Use QR codes or text-to-join methods to gather registrations during checkout or via in-store signage.
- Online Ads – Target prospective attendees, reach specific audience segments, and drive traffic to your landing page.
Drive Registrations
Now that you’re familiar with the channels you can use to promote your event and drive registrations, let’s explore the step-by-step process:
- Create a timeline – Develop a comprehensive event marketing strategy that includes a timeline. This timeline should outline the various stages of promotion leading up to the event, during the event, and after the event. Starting early is key to building awareness and generating interest.
- Focus on awareness (3 to 6 months before) – During the initial phase of promotion, concentrate on creating awareness about your event. Offer early bird discounts or perks to incentivize early sign-ups.
- Shift focus to attendance (2 months before) – As the event date approaches, shift your efforts towards driving registrations and ticket sales. Consider running a social media giveaway to create excitement! You can also publish online ads, implement cross-channel marketing, and nurture your email list to encourage sign-ups.
- Prepare for hosting (1 month before) – With one month left, start preparing for the event itself. Send reminder emails to subscribers, implement remarketing strategies to target potential attendees who haven't signed up yet, and schedule content to be shared on partners' social media channels.
- Promote what's to come (2 weeks before) – In the final two weeks leading up to the event, focus on generating anticipation and reminding potential attendees of the value they will gain by attending. Create and share behind-the-scenes content, post daily on social media, and emphasize that it's their last chance to register.
- Last-minute reminders (less than 1 week before) – Send "last call" emails, continue daily social media posts, and share behind-the-scenes content of the event space. Keep the momentum going and encourage last-minute registrations.
- On the day of the event and during the event – Send last-minute reminders and updates via SMS/text messaging, share photos and videos on social media using your event hashtag, and capture quotes from attendees to share in real-time or for future promotional materials.
Grow Your Following After the Event
After you've finished packing up and closing the doors, it's time to focus on your post-event marketing efforts. Post-event marketing and engagement go beyond simply saying “thank you.” It's an opportunity to add value to attendees and gather valuable feedback to improve future events, as well as nurture leads. Post-event promotion involves following up with event attendees, building on their enthusiasm, and achieving your event goals.
There are various ways to engage with attendees once the event is over:
- Create a post-event landing page – Instead of taking down your event landing page, repurpose it to promote your next event. Add a banner thanking attendees and encourage those who missed out to register for the next one.
- Follow up via email – Email marketing is an effective way to reach a large group of people. Be sure to send personalized messages to attendees. Thank guests for their attendance and offering post-event promotions or exclusive content. For those who didn't attend, share highlights from the event and encourage them to sign up for future events.
- Share event highlights on social media – Use social media platforms to create FOMO (fear of missing out) by sharing posts showcasing the fun and engagement at your event. Post photos, videos, and special offers to generate interest and attract new attendees.
- Conduct a post-event survey – Gather valuable feedback by surveying attendees about their experience. Ask about what went well, what they enjoyed most, and if they would attend future events. Use the survey results to improve future events and tailor them to your audience's preferences.
- Follow up with leads personally – Events are great for generating leads. Take the opportunity to follow up with potential customers who expressed interest in your business. Schedule a call, virtual meeting, or in-person meeting to address their questions and start the buying process.
- Create vlog and blog posts about the event –Recap the event and offer supplemental information through digital content. This helps build brand awareness and attracts a wider audience to future events. Use post-event survey responses to generate topic ideas for blog posts.
- Host a networking follow-up event – Set up a small in-person or virtual event where attendees can connect with each other and discuss the event or relevant industry topics. This fosters engagement and strengthens relationships.
- Offer attendees exclusive incentives – Provide exclusive discounts, early access to new merchandise, or other perks to attendees. This makes them feel valued and encourages others to attend future events.
- Keep the buzz going with a social media contest – Run a contest on social media using a branded hashtag. Encourage attendees to tag you and others in event-related posts for a chance to win a prize. This generates user-generated content and word-of-mouth advertising.
- Offer VIP extras for the next event – Send special VIP offers to attendees of the previous event. These can include discounts, exclusive receptions with key speakers, or the opportunity to receive a VIP swag bag at the next event. These incentives make attendees feel special and entice others to attend.
Download this guide for more on Omni-Channel Event Marketing, including a worksheet to help you get started!
And don’t forget to use event marketing best practices when promoting your event, no matter which channels you use.
Let us know what you’re planning in the comments!
