How to promote an event?

As for any communication action, advertising an event will require you to adapt your strategy to your budget, but especially to your target and more precisely to the people interested in your event and able to go there.

Discover our tips to launch your advertising campaign to promote your event.

All the rates indicated in this article are given as an indication and can vary according to your location or the periods.

>>> Discover all our advertising solutions to promote an event

Article Summary: How to promote an event?

1. Create a page dedicated to the event
2. Determine the targets of your event and your communication budget
3. What advertising media should be used when promoting an event?
4. Think of using free means of communication that you already have
5. Multiply the points of contact to promote your event

Before you start creating your communication strategy around your event, it is necessary that you set up a web page dedicated to the event you are organizing. This page must contain all the information necessary for participants to access your event: 

• date and time of the event
• postal or web address 
• countdown timer
• description of the event with a possible video presentation
• presentation of notable guests
• link to the social networks of the event or the company
• hashtag of the event
• information on previous editions (if this is not your first event)
• terms and conditions of participation
• prizes
• registration form
• contacts
 

The purpose of this page is to give concrete and immediate information about your event, so it is not recommended to present your company, its products or its services.

This event page will serve as a landing page in your communication strategy: make sure that all call-to-action buttons or QR codes inserted in your communication visuals refer to this page. The easier it is to find information about your event, the more likely you are to increase the number of participants. 

In order to choose the media that will allow you to promote your event, you need to determine the profile of individuals likely to be interested in your event and able to attend it. This will allow you to choose the communication media that will attract the attention of your target. To do this, collect all the data that will allow you to build a persona or target profile:

• age
• gender
• level of education
• socio-professional profile
• income
• geolocation
• family situation
• personality
• values
• interests
• desires
• needs
• technology used

This information will allow you to elaborate the media journey of your target: the advertising media that your audience will come across during its day, whether in its home, in the street, in the transport, etc.

The choice of your media will also be greatly influenced by your campaign budget. In order not to fall short when buying advertising space to promote your event, determine your budget before starting to create your campaign. Here is an idea of the average price to invest in media to launch an effective ad:

>>> Discover how to build your media plan

Promoting an event is not the same as promoting a product: the communication strategy to put in place is somewhat different. Unlike promoting a product, advertising an event will require you to rely more on local advertising media:

• Local press
• Local TV ad 
• Local radio ad
• OOH
• DOOH
• Alternative OOH media

A local communication strategy will allow you to reach the people most likely to attend your event.

You can also reinforce your communication action by carrying out a promotional campaign of your event on digital media: on social networks, YouTube or display.

The media you will choose as well as the targeting parameters you will use will depend on your geographical area, your target and your budget.

>>> Discover how to promote a new product

Promoting an event does not require setting up a communication strategy that relies solely on paid media. You can mobilize tools and databases that you already have, such as a newsletter.

Event-based e-mailing

The e-mailing campaign is an effective communication action to make your event known: you communicate with a qualified target that knows your sector of activity and that will be more likely to be interested in your event.

Make your event visible on social networks 

Make your company's event a social media event as well: 

• hashtag, 
• contests, 
• posts and videos about the organization, the guests
• challenges

Develop engaging and shareable content for your community to increase the reach of your event.

>>> Find out why you should optimize your website before launching your advertising campaign

Finally, consider multiplying the points of contact between your target and your event's advertising. In fact, this advice is valid regardless of the communication strategy you wish to implement: using several communication media will ensure that your advertising message reaches your target and familiarizes them with your event.

If your budget is limited, you can at least opt for a bi-media strategy, i.e., use two advertising media that you are sure your audience will cross without their day.