Audio marketing: 5 strategies to boost an event brand and lure attendees

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Posted on April 29, 2021

Discover the best audio marketing strategies to power up your event brand and attract attendees.

The power of audio for marketing and storytelling has never been greater. While audio is not a new medium, its use has surged dramatically in an era where television and video have been largely dominant. 

From a marketing perspective, voice has the power to differentiate brands from competitors and create a unique identity. It brings emotions to life and creates strong bonds with listeners. When we listen to the radio or a podcast, we feel that we know the hosts and connect with them deeply.

In that sense, audio is filling a human desire for connection. That inherent desire is epitomized by Clubhouse’s exponential growth and popularity as an app that brings together communities in audio-only virtual rooms.

Further, the growth of audio has been propelled by its convenience as an on-the-go medium. Whether it is work or life tasks, we usually have dozens of items on our daily to-do list. Audio content lets us get on with it while also listening. 

Thanks to those assets, audio listening is at an all-time high. In the U.S, 176 million people are now weekly online audio listeners.

In that light, brands ranging from Sephora to Slack have seized the opportunity, recognizing the benefits of producing and marketing audio content.

Yet, audio is relatively underused in the event industry compared to other methods for event branding and marketing.

With that in mind, we delve into five audio marketing strategies event organizers can take to boost their brand and lure attendees.

Firstly, when we think about audio marketing, podcasting is often the first idea that comes to mind. And it´s with good reason.

Over half of the U.S population, aged 12 and older, has already listened to a podcast. Many do so weekly, as 80 million Americans are weekly podcast listeners – 28% of the U.S. 12+ population. 

weekly podcast listening graphic
Source: Infinite Dial – Edison Research

And, this unrelenting climb in podcast listenership does not show any signs of weakening. By 2024, podcast listeners will represent 60.9% of monthly digital audio listeners, according to eMarketer.

Most notably among their advantages, podcasts are universally accessible content. They are available in a wide variety of apps and smart speakers, attracting mass audiences and more niche ones.

In the events industry context, podcasts are particularly relevant to build up an event brand when organizers run multiple events under the same property. Indeed, organizers can regularly include mentions of the event and calls to register, raising awareness for their event. 

For instance, SaaStr organizes multiple events under the same brand and runs a podcast interviewing operators and investors to discover their tips, tactics, and strategies to attain success in the world of SaaS.

Additionally, podcasts enable organizers to delve into their unique proposition for prospective attendees. Hosts can convey the benefits of attending, the takeaways from past events, and what makes them different from other events.

Furthermore, podcast hosts can interview thought leaders in the industry, that could later become speakers at the event. In that line, they can prove a valuable tool for networking and as a hook for event attendance if podcast guests are also event speakers.

In brief, if you amass an audience passionate about your podcast and the topics you tackle, featuring industry experts, event moderators, and speakers, listeners will be naturally inclined to attend your event.

Audio marketing sponsor podcast

Sponsor an industry podcast

Crucially, podcast listeners are loyal. They form emotional attachments to their favorite podcasts and hosts. 

As a result, listeners are engaged and are more likely to trust partners and advertisers. Many listeners know sponsors support the free consumption of their favorite shows and appreciate them for it. 

As sponsors convey their message and repeat it over, they ultimately create a brand association with the podcast and a positive image in listeners’ minds. 

So, sponsoring a renowned podcast in your industry with a loyal following and influential hosts can be a fruitful investment.

Moreover, if you make an appearance in the podcast as part of your partnership, it will add credibility to your message.

Like in events, a podcast audience perceives guest speakers as authoritative and knowledgeable. In turn, that will give your event brand more prominence in the field. 

Event radio advertising

Advertise on a radio show

As surprising as it may sound, radio still preserves its overwhelming reach and appeal. Among adults 18 or older, radio reaches 92% of U.S. adults every week. Its popularity extends across age, gender and ethnicity. 

Considering that, radio can be an excellent medium for event marketing. As with other channels, the key lies in picking the radio station and program that best suits your target audience. 

Alongside the top radio stations, there is a myriad of stations available catering to specific interests and reaching niche markets. 

For example, if you aim to attract attendees from the local area, advertising on a local radio station can be a fitting solution. Using ads, on-air promotions, or sponsorship of specific programs, event organizers can form long-lasting relationships with listeners. 

Audio marketing clubhouse

Join a Clubhouse room

As we outlined in a recent article, Clubhouse offers valuable learnings for event professionals. The iOS-only app has a reported 10 million weekly active users and is now valued at around $4bn.

But how can event organizers leverage the app to attract attendees? 

Joining a clubhouse room discussing an industry-burning issue is a start. The app’s networking features are powerful, as you can jump into conversations, introduce yourself, ask questions and offer your perspectives. 

Better even, hosting a Clubhouse room or appearing as a speaker gives you the authority on the topic discussed. If you tackle similar issues in your event sessions, it can represent a hook for attendees interested in learning more.

Thus, Clubhouse rooms enable you to drive awareness for your brand and your event, positing it as a must-attend gathering in the industry. 

Audiobooks and narrated articles

Produce audiobooks and narrated articles

Finally, by default, many event brands and organizers produce written reports and eBooks to drive awareness and provide value for the target audience. 

Yet, while many people in the audience take an interest in industry analysis and insights, they don´t have enough time to read the entire report.

Recognizing this, producing audiobooks is rising to prominence as a profitable alternative, expanding an event brand’s reach and diversifying its content offer.

Similarly, narrated articles elevate an event brand´s content proposition and broaden its audience. That way, interested people can press play, consume your content and engage with your brand while getting on with other work/life activities.

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