Whether you’re hosting a small workshop or a major conference, getting people in the door requires more than one social media post and a hope for the best. Marketing experts agree: a person needs to see or hear your message at least seven times before they take action—and in reality, 8–15 touchpoints is often what it takes for your message to fully sink in.
Those touchpoints should come from a mix of channels—email, social media, digital ads, in-person mentions, and more. Bottom line? Communicate, communicate, and communicate some more.
Below are tips from Bellwether PR to help you maximize your attendance, grow your reach, and turn attendees into loyal fans for future events.
Pre-Event Tactics
Partner Toolkit
Your presenters, partners and staff will be much more likely to promote your event if they don’t have to do a ton of legwork. Make it easy for them.
- Create a brief set of pre-made social media posts, website and newsletter content, and branded images and graphics
- Share as a Word/Google Doc with downloadable, platform-ready images
Account Takeovers
Ask team members, board members, past attendees, and partners to “take over” your social media accounts in the weeks leading up to the event. This helps diversify the perspectives shared and increases the likelihood that partners will repost content to their own channels.
- Provide sample language for partners to work from
- Review and edit content before posting to ensure it’s appropriate
Email Targeting
Go beyond your dedicated event email blasts. Include event mentions in your newsletters and even your staff’s email signature blocks. This subtly promotes your event to every contact your team reaches—without any extra effort.
- Encourage teammates to include a pre-written concise mention of your event in staff email signature blocks (and remind them to remove it post-event)
- Diversify your email content: don’t continually push out the same long-form email reminder
- Break down need-to-know and event logistics into a calendar of relevant deadlines and information sharing
Post-Event Tactics
Leverage Footage
Highlight attendees’ enthusiasm by capturing and leveraging content from previous events. Whether the event repeats annually or not, authentic visuals and feedback build credibility and spark FOMO for your next offering.
- Snap candid photos and packed rooms, and record short video testimonials
- Use your phone and a Ring Light to bump up your soundbite and image quality
- Consider hiring a photographer and/or videographer
Rely on Referrals
Past event attendees, speakers and partners can become your most persuasive ambassadors and help spread the word with minimal effort on your part.
- In your post-event thank you email, offer a referral incentive: think $5 gift cards, discounted registrations, free resources, or entry into a merch giveaway
Avoid Common Event Pitfalls
Even the best marketing can’t overcome poor execution. To avoid common pitfalls that can derail an attendee’s experience, build in buffers, plan for emergencies, and make your event welcoming to all attendees.
- Technical pitfalls
- Be ready for audio, video, tech and Wi-Fi failures
- Poor time management
- Build in breaks, transitions and communicate with your speakers
- Lack of contingency plans
- Have weather issues, cancellations or emergency response plans
- Accessibility oversights
- Prepare for mother’s rooms, quiet spaces, dietary restrictions or venue accessibility
By creating multiple touch points, empowering your network to spread the word, and turning attendees into advocates, you can ensure your event isn’t just well-attended—it’s unforgettable. And when you’re ready to turn up these marketing tricks a notch, Bellwether PR is here to help.