Event Marketing Strategies and Ideas: The 2022 Guide (2023)

No matter how well you’ve planned and organized an event, it will be doomed as a failure if you can’t secure enough attendees to visit the event.

It’s very rare for an event, no matter how perfect it is, to just sell itself, which is why having a clear marketing and event promotion strategy is crucial to the success of your event.

In this guide, we will discuss all you need to know about event marketing: the initial concept of event marketing, effective event marketing strategies and ideas you can use in 2022, and how to ensure you are reaching your target audience at the right time.

Without further ado, let us begin.

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Event Marketing Strategies and Ideas: The 2022 Guide (1)

(Video) The Ultimate Guide to Event Marketing | event marketing strategies | event planning

What Is Event Marketing?

In a nutshell, event marketing is about using different techniques across various marketing channels to promote your event to your target audience. It is about letting your target audience know that you are hosting an event and transforming this audience into your attendees.

Event marketing can be B2C or B2B in nature.

B2C, when you promote your event directly to a target audience with the hope of getting them to register as an attendee and/or buy a ticket, as well as inviting their friends and peers to also attend.

B2B event marketing happens when you are offering your event to other businesses, whether to attract their employees to attend the event, to get the business involved as an exhibitor, or even as a sponsor.

While you can use the same marketing techniques and channels for both, the tone of the messages and the value proposition you offer can, and often should be different.

In B2C event marketing where your aim is to attract attendees, you can use marketing techniques that are more gravitated towards communicating personal benefits and driving positive emotions.

In B2B event marketing (i.e. attracting sponsors), on the other hand, you may need to offer more tangible USP (Unique Selling Point) like how your event can help the business to sell more of their products.

Event Marketing Strategy: Who Is Your Target Audience?

The key to any effective marketing strategy is knowing and understanding your target audience.

In event marketing, this is a bit more specific, and to know your ideal audience, you need to first define the goal or objective of your event.

Unless your business is a fully-fledged event organizer, then the event’s objectives must align well with your organizational objectives. Here are some examples of common event objectives to consider:

  • Sell more tickets to drive revenue
  • Increase awareness of your brand/product/service
  • Sell more products during the event

If, for example, your sole objective is to sell tickets, for instance, if your event is a music festival, then your primary target audience is the fanbase of the event’s headliner. On the other hand, if your objective is to sell products, then your event’s target audience should be the users of this product.

The better you understand your target audience’s needs, behaviors, and pain points, the more effective your event marketing strategies will be.

Timing Is Key: Event Marketing Timeline

Event marketing is time-sensitive: your marketing efforts and channels will change the closer it is to the event’s actual date.

With that being said, we can generally break down most event marketing strategies into four different phases:

(Video) Top Event Marketing Strategies and Ideas

  • Pre-Event Registration

This phase happens before you open the registration/ticket sales for the event, and the main objective of this phase is to generate buzz.

  • Event Launch and Registration

This phase should provide a major boost to brand awareness, where you’ll work with the press and influencers to introduce the event to our target attendees.

  • Day-To-Day Marketing

This phase lasts from between the event launch until the registration has been closed. This is where your core marketing strategies will be executed.

  • Registration Closing

A very important phase for any event marketing, where you’ll use various strategies to maximize ticket sales/registrations.

As we’ll discuss the different event marketing strategies and ideas below, consider these different phases and where a specific strategy will fit best.

Effective Event Marketing Strategies and Ideas To Try

Now that you’ve defined and researched your target audience, here we will discuss the effective event marketing ideas and strategies you can try for your next event.

  • Share Press Release With The Media

Event marketing phase: primarily event launch phase, but also pre-registration and throughout the day-to-day phase

This one is fairly self-explanatory. By sharing your formal press release with the media, you can amplify your reach in getting the word out to your target attendees. Also, a formal press release will be important for securing your sponsors and might help in getting the attention of influencers, which may in turn help promote your event.

If your event’s primary goal is to build brand awareness and to build relationships with influential people and businesses, then this event marketing strategy is a must.

  • Early Bird Registrations

Event marketing phase: event launch phase

(Video) Event Marketing Plan Template | TeamGantt

Selling early bird tickets at a lower price is a very popular event marketing tactic, simply because it is still very effective in two major ways:

  • You are building a sense of urgency: “get it now before it’s over”, which is very effective in attracting conversions. Sold early bird tickets can also help with your event’s cash flow
    • People will talk about it, and so it’s very effective in generating buzz and amplifying your reach

The idea of early bird registration is fairly simple: you’ll increase your ticket price the closer to the event it gets, and you can create several stages or phases depending on your event timeline and purposes.

Another reason why early bird discounts are so popular is that you can easily tie it up to other event marketing strategies, for example by mentioning the run-up to the expiry of the early bird discount in your press release and email newsletter. Very versatile and cost-effective, a must!

  • Effective Pre-Event Promotions

Event marketing phase: pre-event registration

Too often people focus on the actual event launch and ticket sales, but the pre-event registration phase is also very important.

You can create a pre-event page (i.e. on Facebook or on your own site), which can be effective to generate early interests. You can use the page to capture leads that you can contact again when the event is officially launched, and you can also run contests and giveaways to help build awareness of the event.

Also, a great pre-event page may also help with your event site’s SEO performance. So this should be a major consideration if you also plan to run a long-term website/blog.

  • Social Media Marketing

Event marketing phase: all of them

Again, this one is fairly obvious: in this age of social media, it would only make sense to promote your event across social media platforms where your target audience is most prevalent.

Social media marketing is useful in all phases of event marketing: to generate buzz and momentum for your event launch, to engage your target audience, and ultimately to build a community.

An important approach in social media event marketing is to create an event hashtag. The hashtag should be unique enough so it won’t get lost amidst all the noise, but at the same time should be familiar enough so your target audience can easily find it.

  • Content Marketing

Event marketing phase: all of them

Blogging on your own site, as well as guest posting on relevant blogs and sites in your niche can be a great way to establish your thought leadership, which in turn can help attract more people to register.

The important principle here is not solely using your content to promote your event, but aim to provide value to your target audience and establish your credibility. You should also boost your content with SEO strategies to attract more people to consume this content.

(Video) How to Approach Events and Event Marketing In 2022

  • Paid Channels

Event marketing phase: primarily day-to-day marketing

It’s no secret that we can’t always rely on free and organic marketing strategies if we really want to optimize our reach and conversion. You’ll likely need to invest some money on paid advertising options: social media ads, Google Ads, retargeting ads, sponsored posts, influencer marketing, and so on.

When investing in these paid channels, it’s crucial to understand their roles when compared to the organic options:

Organic channels are affordable, even free, but you’ll likely need to spend a significant amount of time before you can get the desired results. Paid channels, on the other hand, can guarantee short-term results as long as you have the money, but they can get really expensive if you are not careful.

It’s important to find the balance between the two in your overall event marketing strategy.

  • Email Marketing

Event marketing phase: primarily day-to-day marketing but also all phases

Email is still a very effective marketing channel and is especially powerful in event marketing.

You can use an email blast to potential attendees that have registered their interests on the pre-event page, and you can also send periodic emails to promote early bird stages and also to generate more traffic to your content.

End Words

Obviously, the event marketing strategies and ideas we have shared above are not the only ones available, but they are among the most effective ones that you can use as foundations for your overall strategy.

By using an event marketing platform and implementing these strategies, you’ll have a much stronger position to generate buzz, attract more people, and ultimately, get more ticket sales and registrations from your target attendees.


How do you promote an event in 2022? ›

10 Best Event Marketing Strategies
  1. Create Content to Promote Your Event. The foremost requirement for your event marketing is creating your content. ...
  2. Email it. Source: InviteReferrals. ...
  3. Partner with influencers. ...
  4. Go live. ...
  5. Spark FOMO. ...
  6. Encourage User-Generated Content. ...
  7. Look-alike audiences. ...
  8. Attendee referrals.
1 Dec 2021

What is the best marketing strategy in 2022? ›

Top 10 Marketing Tips for 2022
  • Look for Opportunities to Diversify. ...
  • Embrace Paid Social. ...
  • Focus On Your Existing Content. ...
  • Nurture Brand Advocates. ...
  • Constantly Optimize User Experience. ...
  • Connect Online and Offline Strategies. ...
  • Prioritize Authenticity. ...
  • Create a Memorable Message.
17 Feb 2022

What should a 2022 marketing plan include? ›

How to Create a Marketing Plan
  1. Establish Your Marketing Goal.
  2. Identify Your Audience.
  3. Set Your Marketing Budget.
  4. Determine Your Deadline(s)
  5. Pick Your Marketing Channels and Tactics.
  6. Outline the To-Do List and Make Assignments.
6 Jan 2022

How do you get the audience in 2022? ›

5 tips for email audience building in 2022
  1. Identify your target reader.
  2. Understand their values.
  3. Sync with their daily habits.
  4. Gather qualitative and quantitative data.
  5. Adapt and evolve to drive revenue.
5 Apr 2022

What are the 7 strategies of marketing? ›

The 7Ps of marketing are – product, pricing, place, promotion, physical evidence, people, and processes. The 7 Ps make up the necessary marketing mix that a business must have to advertise a product or service.

What are the 4 main marketing strategies? ›

(Marketing mix explained) The four Ps are product, price, place, and promotion. They are an example of a “marketing mix,” or the combined tools and methodologies used by marketers to achieve their marketing objectives.

What are the 4 target marketing strategies? ›

There are typically 4 different types of market targeting strategy:
  • Mass marketing (undifferentiated marketing)
  • Segmented marketing (differentiated marketing)
  • Concentrated marketing (niche marketing)
  • Micromarketing.
8 Nov 2022

What are the 7 elements of a marketing plan? ›

The 7 Ps of Marketing

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you're on track and achieving the maximum results possible for you in today's marketplace.

What is a 5 point marketing plan? ›

The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE. Although the 5 Ps are somewhat controllable, they are always subject to your internal and external marketing environments.

What are the 5 marketing strategies? ›

The 5 P's of marketing – Product, Price, Promotion, Place, and People – are a framework that helps guide marketing strategies and keep marketers focused on the right things.

What are the 5 C's of successful event management? ›

To help you do this, in this article we're going to cover the 5 C's of event management, which are a great starting point for putting your plan together. These are: Concept, Coordination, Control, Culmination, and Closeout.

What are the 5 P's of event management? ›

To do that, event planners should focus on the five Ps: Plan, Partner, Place, Practice, Permission.

How do I activate my audience? ›

Activating Your Audience Comes Down to Content, Distribution, and Consumption
  1. Developing the best topics that matter to their customer.
  2. Ensuring the content gets produced and formatted for the proper channels.
  3. Distributing the content where buyers go to learn.
17 Feb 2022

What content performs best on Facebook 2022? ›

There's no disputing it: video is the champion of all content on Facebook. In fact, video performs better than any other form of content on the platform. Videos are incredibly engaging, they promote interaction, and they're highly shareable.

How can I promote an event quickly? ›

Event Promotion Timeline
  1. Email marketing: Email previous attendees, give an early bird discount, etc.
  2. Post in social media groups.
  3. Create a Facebook event.
  4. Promote influencers/speakers/sponsors.
  5. Launch website/landing page.
  6. Create event-specific branding.
  7. Post banners locally.
13 Apr 2021

How do you impress the audience of an event? ›

Share a personal experience. Relate to a recent event. Piggyback on a previous speaker's remark or theme. Point out something important about the audience or the current setting.

What is the 4 C's in marketing? ›

The 4Cs for marketing communications: Clarity; Credibility; Consistency and Competitiveness. What is it? The 4Cs (Clarity, Credibility, Consistency, Competitiveness) is most often used in marketing communications and was created by David Jobber and John Fahy in their book 'Foundations of Marketing' (2009).

What are the 4 and 7 P's of marketing? ›

Initially 4, these elements were Product, Price, Place and Promotion, which were later expanded by including People, Packaging and Process. These are now considered to be the “7 P's” mix elements.

What are the 4 P's and 4 C's of marketing? ›

The 4Ps of product, price, place, and promotion refer to the products your company is offering and how to get them into the hands of the consumer. The 4Cs refer to stakeholders, costs, communication, and distribution channels which are all different aspects of how your company functions.

What are 6 main points of marketing strategy? ›

The building blocks of an effective marketing strategy include the 6 P's of marketing: product, price, place, promotion, people, and presentation. The effective integration of the 6 P's of marketing can serve as the foundation for an effective growth strategy.

What are the 8 marketing strategies? ›

A marketing strategy is a long-term plan for achieving a company's goals by understanding the needs of customers and creating a distinct and sustainable competitive advantage. It encompasses everything from determining who your customers are to deciding what channels you use to reach those customers.

What is the best targeting strategy? ›

Audience targeting strategies from the experts
  • Expand reach with Google's In-Market Audiences. ...
  • Remarket with Google Ads. ...
  • Use Facebook custom audiences and retargeting. ...
  • Try LinkedIn for keyword research. ...
  • Prioritize SEO. ...
  • Add chatbots to your plan. ...
  • Start tracking. ...
  • Keep looking forward.
15 Apr 2019

What are the 11 steps in creating a marketing plan? ›

How to create a marketing plan in 11 steps
  • Define your offerings.
  • Define your brand mission.
  • Define your target audience.
  • Conduct a market analysis.
  • Conduct a competitor analysis.
  • Define your brand positioning.
  • Outline your goals.
  • Outline your marketing strategy.
26 Jun 2020

What is a 10x10 marketing plan? ›

The 10 by 10 marketing plan is utilizing ten different mediums of advertising or Marketing. It is literally strategizing so that not all of your “eggs” are in one basket. You should have your Marketing budget diversified enough so that if one form of advertising fails, your entire marketing plan does not fall apart.

How do you create a marketing plan for an event? ›

Use the following steps to create your event marketing plan.
  1. Step 1: Set the Goals and Budget for Your Event. ...
  2. Step 2: Set Event Content Creation and Management Tactics. ...
  3. Step 3: Leverage Your Event Speakers and Attendees. ...
  4. Step 4: Promote Your Event in the Right Places. ...
  5. Step 5: Summarize Your Communication Tactics.
14 Feb 2020

What are the six P's of event planning? ›

If you don't remember them, these 7 Ps in service marketing are known as Product, Price, Place, Promotion, Physical Evidence, People, and Process.

What are the 6 A's in event planning? ›

To create perfection every time, consider the following six critical dimensions, or layers, of the event experience: anticipation, arrival, atmosphere, appetite, activity, and amenities. Creating anticipation for an event encompasses marketing and communication issues.

What are the 7 stages of event planning? ›

Planning an Event? Don't Forget These 7 Steps
  • 1) Visualise the event.
  • 2) Draw up a budget.
  • 3) Develop a timeline.
  • 4) Put the plan into action.
  • 5) Double-check the project plan.
  • 7) Evaluate the event.
30 Mar 2015

What are the three P's that event managers should aim to satisfy? ›

But how many of us know that event management has its 4Ps as well – Planning, Promotion, Preparation, Performance… all the ingredients that an event manager requires to make events successful.

What are the 4 phases of organizing an event? ›

Event Management Process: The Five Stages of Event Planning
  • Set ROI-Driven Event Goals and Objectives. The event's over, and you deem it a success. ...
  • Create a Solid Event Budget. ...
  • Design and Plan a Memorable Event. ...
  • Coordinate the Day of the Event. ...
  • Evaluate Your Event's Performance and Power Future Events.
28 Oct 2021

What are the five C's of the marketing mix? ›

The 5 C's of Marketing Defined. The 5 C's stand for Company, Collaborators, Customers, Competitors, and Climate. These five categories help perform situational analysis in almost any situation, while also remaining straightforward, simple, and to the point.

What are the 3 main types of events? ›

What are the classifications of event types? Event types can be separated into corporate, private, or charity. Corporate events focus on businesses and customers, whereas private events are more recreational and charity events are for philanthropy.

What is the latest trend of promoting an event? ›

Hybrid Events Will Become the New Standard

This will allow event marketers to preserve the unique characteristics of physical events, while also allowing them to expand their reach to attendees who are either unable or unwilling to participate in person.

How do you promote an event example? ›

13 Cool Event Promotion Ideas You Need to Try
  1. Optimize your event registration website. ...
  2. Offer early bird discounts. ...
  3. Leverage social media. ...
  4. Use ad retargeting. ...
  5. Create exciting video content. ...
  6. Incorporate QR codes. ...
  7. Create infographics. ...
  8. Hire mascots for your event!
13 Jan 2020

How do I promote my single 2022? ›

11 steps to promote a single in 2022
  1. Choose the right distributor. ...
  2. Plan ahead. ...
  3. Establish a hook & craft your promo plan around it. ...
  4. Design assets & artwork, incl. ...
  5. Create a Pre-Save campaign. ...
  6. Make a music video. ...
  7. Submit for playlists. ...
  8. Utilise social media.
11 Feb 2022

What are the 5 essential features of event marketing? ›

5 Key Elements of Event Marketing
  • Have a Clear and Measurable Objective. Ensure that everyone involved in the event on your behalf has one clear, definable objective. ...
  • Promotion and Follow-ups. ...
  • Conveying a Message. ...
  • Effective Giveaways. ...
  • Show Off the Product. ...
  • Evaluate Each Event.
16 Jun 2015

How do you market an event last minute? ›

Last-Minute Event Marketing Strategies to Boost Registrations
  1. Strategy #1: Leverage Your Participants. ...
  2. Strategy #2: Leverage Your Attendees. ...
  3. Strategy #3: Get Aggressive on Social Media. ...
  4. Strategy #4: Start Cold Outreach. ...
  5. Strategy #5: Accept Day-of Registrations. ...
  6. Warning: Don't Discount Last-Minute Tickets. ...
  7. Going Forward.

What A is the most effective event promotion tools? ›

No other media offers you the chance to reach so many people for so little money, which is why social media is one of our top promotional tools. Event professionals use social media before, during, and after their event to keep momentum and visibility going, which goes a long way towards building a following.

How do you create excitement for an event? ›

6 Ways to Build Excitement Before an Important Business Event
  1. Create Social Media Events – and Post on Them! ...
  2. Launch a Contest. ...
  3. Ask for Input. ...
  4. Start Sending Images of What Awaits at the Event. ...
  5. Launch a New Awareness Campaign a Week Before. ...
  6. Advertise Deals, Technology, and Sponsors.

How do you make a 2022 fanbase? ›

How to Build a Fanbase from Scratch in 2022
  1. Identify your target audience.
  2. Identify your style.
  3. 3.Social media presence.
  4. Make great music.
18 Oct 2022

How many weeks before an event should you promote? ›

Promoting early helps create momentum and help you reach a larger audience. Start promoting the event at least 6-8 weeks in advance to ensure a wider reach. This also helps your potential attendees to clear out their schedules and make travel arrangements if necessary.

How can I promote myself on line? ›

Below we are going to discuss six expert tips to follow to help promote yourself online.
  1. Sign up to the right social media sites. The first step to promoting yourself is to choose the right social media platforms. ...
  2. Be honest and authentic. ...
  3. Build a website. ...
  4. Create a blog. ...
  5. Interact with people. ...
  6. Be original.
9 Dec 2021


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