Promotions

Events are not just an end in themselves: they are also a great way to build relationships, increase leads and move prospects along the sales cycle. But to ensure the ongoing success of your events you need to put effort into promoting them well.

Integrate your marketing

Do not rely on one method of communicating about your event. Use an integrated marketing approach that includes post, email, telemarketing, websites, advertising, press releases, online calendars and industry or relevant business publications.

Start early

Start promoting your event as early as possible. You want to get into the calendars of time-stressed executives and technical people before they agree to other obligations. Remind registered guests about the event shortly before the date with a “see you there” message.

Write headlines carefully

Essentially, what and how you write is still the key to successful promotions. Develop a title for the event that will capture the interest of your audience and convey its relevance to them. Generate excitement by building benefits into your headline and subheadings.

Encourage participation

Be succinct and to the point, but don’t make the invitation so short that it fails to give enough reasons for guests to attend. Ensure your audience knows why they should participate. Be sure the promotional copy includes all the registration, cost, date and address details.

Focus on the benefits

Focus on selling the benefits of attending your event. Include information about what guests will take home in terms of new knowledge or networking opportunities, or something tangible, such as workbooks, white papers, checklists or certificates of completion.

Resources

We've created a number of resources to help you in promoting your event:

PCO12_People enjoying catering at a Meeting Planners event

Expert tip

"Be specific about your target market! Ensure your marketing materials clearly define who should attend and why this is a 'don’t miss out' event."
The Meeting Planners

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