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In-person event promotion guide for 2023

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Posted on November 25, 2022

As we gradually approach the end of 2022, serious organizations should begin plans to improve their operations and results in the coming year. Part of the areas to focus on is in-person event promotion for optimum results. This post will delve into event promotion techniques for the coming year. 

What is event promotion?

Event promotion is the process of marketing and advertising an event to increase attendance. This may include creating promotional materials such as posters or flyers, contacting local media outlets to cover the event, and using social media to generate buzz. Event promotion is essential to ensure that many people are aware of the event and have the opportunity to attend.

Is event promotion the same as event marketing?

Event promotion is not event marketing. Event marketing is creating a plan to generate awareness and interest in a particular event. This typically includes developing a marketing strategy, creating marketing materials, and executing a marketing plan. On the other hand, event promotion is the actual act of getting the word out about an event. This can involve advertising, public relations, and social media outreach.

The main difference between event and event marketing is that promotion focuses more on getting people to attend the event. In contrast, marketing is more focused on generating interest in the event ahead of time. Promotion involves advertising and PR, which aim to get people to learn about the event and decide to attend. On the other hand, marketing includes activities like creating marketing materials and developing a marketing strategy to build excitement for the event and convince people to attend.

Event promotion benefits

An image showing benefits of event promotion

There are several benefits to effective event promotion:

  1. It can help ensure that the event reaches its target audience.
  2. It can help create a buzz around the event, encouraging people to attend who might not have otherwise known about it.
  3. It can help build anticipation for the event, which can increase ticket sales or attendance.
  4. It can help create a lasting impression of the event, leading to more bookings or participants in future events. 

Event promotion challenges

While promoting an event comes with many benefits, several challenges are associated with it. First, it can be difficult to reach the target audience without the right resources. Second, competition for attention can be fierce, making it difficult to stand out from the crowd. Third, promoting an event can be expensive; fourth, creating a successful promotional campaign takes time and effort. 

Nevertheless, if done correctly, effective event promotion can be a powerful tool for increasing attendance or sales at an event. 

How to successfully promote an event

1. Start promoting your event early

One very important thing you can do when promoting an event is to start early. If you give yourself enough time, you’ll be able to target a wider audience and create more awareness for your event.

2. Use social media

One great way to reach a large number of people quickly is to use social media. You can use Facebook, Twitter, Instagram, and other social media platforms to get the word out about your event. Make sure you create eye-catching posts that catch people’s attention and include a link to find more information about the event. You can also use Threads to get Threads followers which will help you spread the word around.

3. Create a website or landing page

If you have the budget, creating a website or landing page is another excellent way to promote your event. This will give people a central location to see all the information they need about the event, such as the date, time, place, and speakers. It also allows you to collect email addresses from people who are interested in attending, which you can then use to follow up with them closer to the event date. Checkout How to Build a Church Website to promote your community events.

4. Send out press releases

Another great way to promote your event is by sending out press releases to local newspapers and magazines. If you have any notable speakers or guests attending your event, mention them in the press release so that journalists will be more likely to write about it. You can use a PR service agency to package and pitch the story to the press.

5. Hold an online contest

You can also promote your event by holding an online contest on social media or your website. This is a fantastic way to generate excitement and create a buzz around your event. You can offer prizes such as free tickets or gift vouchers for participants who enter the contest.

6. Utilize email marketing 

An email is a powerful tool for event promotion. It allows you to reach many people with your message quickly and easily. Here are some tips for using email to promote your next event:

a. Send a Save the Date email

The first step in promoting your event is to send out a save-the-date email. This email should include the date, time, and location of the event and any important details guests need to know. Remember to remind people that registration will open soon and provide a link to sign up.

b. Send a Registration Reminder email

A few days before the event, send out a registration reminder email. This email should remind people of the date, time, and location of the event, as well as what they can expect when they attend. Including a link to register or purchase tickets online is also a good idea.

c. Send an Event Recap email

After the event has taken place, send out an event recap email. This email should include highlights from the event, photos, and any feedback you received from attendees. You can also use this opportunity to ask for feedback about the event and make plans for future events.

7. Promote offline as well 

Offline marketing for events can be a great way to reach potential attendees who may not be interested in or able to attend your event online. You can promote your event offline in many different ways, and the right approach will depend on your target audience, the location and timing of your event, and your budget.

One effective way to market an event offline is through mailers. You can create a custom mailer with information about the event, such as the time, date, location, and speaker lineup, and send it to local businesses and residents. You can also distribute flyers in local businesses and public places or put up posters in key locations. Make sure to use a poster maker tool to create visually compelling and eye-catchy designs, so more people notice your posters.

Another great way to market an event offline is through social media. You can create posts about the event on Facebook, Twitter, and other social media platforms and use targeted ads to reach potential attendees. You can also run a contest or giveaway related to the event to drum up interest: print advertising and word-of-mouth marketing.

 Offline marketing is a great way to reach more people and generate excitement for your event. Using a mix of strategies, you can create a campaign that will generate interest and help you meet your attendance goals.

8. Test and track 

One of the best ways to ensure the success of your in-person event is to test and track your event promotion efforts. This means putting together a plan and measuring how well it works. For example, you might try different promotional methods (such as online ads, email marketing, or social media posts) and track the results. This will help you determine which strategies are most effective in reaching your target audience and driving attendance.

You’ll need to set up some key performance indicators (KPIs) to track your event promotion efforts. KPIs can vary depending on your goals, but common ones include website visits, ticket sales, social media engagement, and open email rates. By tracking these metrics, you can see how well your promotional efforts are working and make necessary adjustments along the way.

Overall, testing and tracking your event promotion efforts is a great way to ensure your in-person event is successful. Using the right tools and measurements, you can fine-tune your strategy and ensure that as many people as possible know about your event and attend!

9. Persevere

Don’t give up if your initial attempts at promoting your event need fixing. Keep trying until you find what works.


We are approaching a new year, and in-person event promotion will keep getting popular as the years go on. People are more comfortable attending events in person now, rather than virtually. This trend will likely continue in 2023, so businesses should focus on promoting their events. This can be done in many ways, and the most successful companies will find the right mix of marketing strategies that appeal to their target audience. Businesses can create awareness and excitement for their upcoming events using various methods. In-person event promotion can be a powerful tool for growing a company’s business and building connections with potential customers.

© InEvent, Inc. 2024