TicketRiver Blog

Running an Event

Promotional Tips from Pros

By Lance Trebesch March 23, 2015

What To Do and What Not To Do When Promoting Your Next Event

Creating an event is one thing, but promoting it is yet another. Of course, we can say that one way to promote your event is using some amazing, professional-grade tickets. But what are some ways to get those tickets in your potential guests’ hands? Here are some surefire ways that will make your audience aware of your event.

YOG
Singapore Youth Olympic Games Closing Ceremony, William Cho (Creative Commons/Flickr)

 

Rachel Sprung wrote an article for Hubspot highlighting several promotional methods, including giving awards to previous attendees. If your event is an annual occurrence, it would be a great idea to give annual attendants a special gift. “The people who came the year before may be your biggest supporters and are more likely to immediately purchase the tickets,” Sprung wrote. “Show that you appreciate them by offering them a special discount for signing up early and quickly.”

You can also get those annual attendants to help you promote your event. Sprung suggests asking people who register early—like those frequent participants, for instance—to write posts about your event. “[T]hese posts let you hear when the event was a can’t-miss opportunity from actual attendees,” wrote Sprung when relating her own experience asking early registrants to write promotional posts for an event, INBOUND 2012. “Third-party endorsements will always carry more weight than tooting your own horn.”

Making friends with other industry members will go a long way with promoting your event. Getting the help of industry insiders will open you up to an even larger audience.  Sprung wrote that approaching organizations and introduce yourself and your event, “provide email copy, and make it easy for them to promote on your behalf,” she wrote. “This will help get your event in front of thousands of more qualified people that you wouldn’t normally have access to.”

But there are some pitfalls to look out for when promoting your event. Marketing and advertising expert Valeria Paskaleva wrote about several mistakes to avoid. One mistake is to not promote your event with false information.  Some of the examples Paskaleva provides include promoting an event as “free” when it’s paid” or having funny, but brand-damaging typos in promotional emails. Always proofread your materials and do not, under any circumstances, push fake information just to get attendees at your event.

One of the mistakes you probably have not thought of is not having your invitations customised. “Customization is one of the first teasers that will make someone pay any attention to your invitation,” Paskaleva wrote, giving the example of when she received an invitation that opened with “Dr. Mr./Ms.” Make your potential guests feel welcome by making your invitations speak directly to them.

As you plan your next event, keep in mind what kind of promotional campaign you’d want to have for your event. Stay alert about the pitfalls, but always stay cognizant of promotional tips that will help you take your event to the next level.