Event Promotion Ideas to Increase Attendance

Selling every last ticket is both a goal and a top stressor for event organizers. If you’ve already tried every promotional tactic in your playbook, it’s time to get clever. Here are some creative event promotion ideas to help send your ticket sales skyrocketing.

1. Take advantage of event discovery sites

Research shows that over half of urban event-goers look to neighborhood guides for things to do. Reach them by promoting your event on the panorama of online guides and apps that exist today.

Discovery sites like Goldstar, Bandsintown, Eventful, Spotify, and Facebook Events attract people with specific types of events in mind. (Hint: Placement is much easier if you’re using an event ticketing platform like Taro Events that partners with the best discovery sites.)

2. Enable native checkout

Once your event is on event discovery sites, make it easy for people to buy tickets without leaving the page. The ability to buy tickets wherever event-goers are streamlines the customer experience. This, in turn, eliminates the risk of ticket-buyers getting distracted during checkout or bouncing because of slow site load.

In fact, events that sell tickets directly on Facebook drive 2X more sales and free registrations on average than events that redirect to a ticketing page.

3. Gear your content marketing efforts toward leadership

When it comes to your content — website copy, blog posts, social media posts — it’s easy to go for the low-hanging fruit: search engine optimization. But stuffing your copy with keywords isn’t the long game, for SEO or for your attendance.

Instead, create thoughtful content that positions your event brand as a thought leader, a place people turn to for insightful information. The more people trust your brand, the more likely they are to share and buy.

4. Create an infographic

One of the most effective ways to get your content shared across the web? Visually alluring infographics that combine information with entertainment.

The more people share your content, the more event-goers will discover your event. Which is great news, because 10-20% of ticket sales typically come through social media.

5. Launch a YouTube channel

Speaking of search, did you know YouTube is the second-biggest search engine in the world (after Google, which incidentally owns YouTube)?

Via YouTube Live, you can take advantage of the current craze for live video, broadcasting in real-time to your audience. But what to film? There are so many creative event promotion ideas for video: sneak peeks, introductions to speakers and sponsors, insight into what participants will gain, or practical tips for how to make the most of the event.

6. Embrace podcasting

Another creative event promotion idea that people don’t always think of is podcasting. An impressive 67 million Americans listen to podcasts every month. Launch your own podcast, with a theme that’s relevant to your event. Or, for less effort, become a sponsor or guest speaker for an existing podcast that draws a similar target audience.

7. Step up your email game

If you’re just blasting to your entire mailing list every time you announce an event or book a performer, you might be missing the mark.

Instead, segment your email lists into categories: people who have bought tickets in the past versus those who haven’t, or different demographics within your target audience. Then create email campaigns that speak to those smaller groups with specific messages. This is called email targeting, and it’s made easier with the use of email marketing platforms like MailChimp or Emma.

8. Amplify your online advertising

To make advertising work for you, don’t just spend more money. Get strategic with tools like Boostable or ToneDen that help you zero in on the right audience. Using algorithms and A/B testing, these tools constantly hone and refine your social media and Google ads so you’re making the most impact with your ad budget.

9. Consider ad retargeting

You might not know the term, but you’re definitely familiar with the technology. You look something up online, and days later, you’re seeing ads for it on a completely different site.

People who weren’t ready to make a ticket purchase the first time are often grateful for the reminder to sign up before it sells out. Organizers have seen an average of 6X return on investment using ad retargeting.

10. Invest in professional photography

Data shows that the top two online spots people bounce to from an event page are YouTube and Google Images. Are they going to like what they see?

Photographs set a vibe and answer event-goer’s questions about your event’s atmosphere. Take well-lit photos that appropriately capture the ambiance and illustrate what people can expect at your event. Photography is also crucial for making the other techniques on this list — from advertising to email — more effective.

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