5 strategies for marketing a successful event

Event marketers have a definitive start and endpoint which makes it easier to use resources of data and technology in quantifying success of an event.


The onset of technology has impacted the way in which an event is planned, managed and promoted. Event marketers have a definitive start and endpoint which makes it easier to use resources of data and technology in quantifying success of an event.

Events are an important way to give your company a face and a voice and personalize it for your target audience. You can be at a conference or speaking about your product at a trade show; whatever it is, you need to fully optimize your attendance and develop a marketing strategy that will maximize your return on investment for your event.

If there is one driver of the change we’re currently seeing within event marketing, it’s data – more specifically, the information used to determine the success of our platforms and strategies.

Some useful strategies for marketing an event to reach its full potential:

Having a developed timeline

Before jumping right into an event, conference, or summit, set aside time to develop a schedule and integrate each event into your overall marketing strategy. This allows you to use these events as more than just a one-day speaking engagement and creates an opportunity to get support from any prospective clients who are unable to attend.

Having a developed timeline means that you can maximize your presence and resources for each event.

Engagement on all channels is helps to attract numbers

It’s important to share your attendance at the event on all your marketing channels. Use your website, newsletter, and social media presence to share with your audience that you’ll be speaking, attending, or exhibiting at the event. If there are any relevant online communities in that industry, consider posting about the event there too. 

This portion is perhaps the most important because it allows you to get potential leads at the event and interested in your company. Make sure that all the content you develop to advertise the event and promote your presence is clear, concise and professionally proof-read and edited.  

Use of digital tools to interact at the on-going event

When the event is on-going, you should interact with your audience in person and also your digital audience. This will help you expand your reach during the same event to many more prospective clients than just those who go to your booth or attend your lecture. Use digital strategies like live tweeting and video highlights to create an experience that your audience at home can follow.

Post about your attendance on social media that are related to the event and the industry. Be sure to exchange contact information with everyone that you meet because the majority of people you meet are prospective clients. 

Events help you to stay updated with the industry

There’s no better way than an event to keep an eye on what the competition is doing. 

An event allows you a glimpse into the industry and sees who your main competitors are, as well as new trends and developments that you should be familiar with. Your interactions with various attendees will help you develop your target audience and buyer personas to tailor your future marketing strategies towards them.

Post-event must dos

Once the event is over, there is a lot more work to do. The first step is to follow up with all the leads you captured at the event via their contact information. Connect with good prospects on LinkedIn to get started on conversations early. Don’t forget to monitor all of these leads to get more insight on how to tailor your event marketing strategy in the future.

You should also think about what worked well and what should be improved next time because there is always scope for improvement. 

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