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Event Promotion: Finding the right audience

July 27th, 2016

Cartoon with binoculars

A lot of hard work and behind the scenes activity goes into organising a successful event.

Throughout various stages of event lead up, you will need to carry out initial research and planning, arrange equipment, seating, menus for corporate events, liaise with other organisations and stakeholders, handle some tricky logistics and tie it all together on the big day.

If all of this can start to feel a little overwhelming, don’t forget just how rewarding and satisfying it will be when it comes to fruition.

As long as people turn up.

Some events will have a pre-determined guest list, and invites are sent directly, which means promotion isn’t necessary. But what about when you are trying to sell tickets to an event and you have no idea where to promote to get in front of the right audience? In a previous blog post, we’ve provided some tips to get you thinking about promoting a corporate event.

Know your audience

Get your promotions team together and carefully consider what the ideal attendees for your event would look like. Create customer personas and fill them out with as much detail as possible – try this list of 100 customer persona questions for some inspiration.

Here is an example of a customer persona for a fictional event we have created:

Event: Time Management Strategies for Sales Managers
Persona: Andrew
Lives: Inner Newcastle suburbs
Job Title: Regional Sales Manager
Marital Status: Married, 2 kids
Income: $90k+
Usually communicates by: Email and mobile phone
Digital sophistication level: Medium-high
Social Networks: Predominantly LinkedIn, occasionally Twitter
Personality traits: Extroverted, punctual, organised, optimistic, likes authority, competitive
Motivated by: Senior management praise, getting results on paper, being the best sales manager in the state.
Key values in the workplace: Tangible ROI, Productivity boosters, teamwork
Reads: Sydney Morning Herald, Industry Magazines, Sports website news,

The more clearly you can articulate the characteristics of your target market, the greater chance you have of reaching them in a meaningful way.

Divide and conquer

Once you are happy with the picture forming in your head of who you are looking for, it’s time to segment them and develop a promotion strategy accordingly.

Does your email database contain any prospective attendees that you could contact again? What is the key messaging strategy for an audience that you have already nurtured and want to reconnect with?

Social media advertising is another great way to capture the attention of your target market and drive them back to your website to register for the event. If we consider Andrew, we could target him by job title and geographic location on the LinkedIn platform.

Perhaps your audience would respond best to more traditional marketing strategies and you could consider a TV commercial on a local station, or create flyers promoting the event and have them delivered to local businesses in the area.

Whatever you choose to do, make sure it is suitable for your target audience and that the message is consistent with your goal.

Measure what’s working

Let data be your guide when promoting your event to know what’s working and what isn’t. Don’t be afraid to change tactics if things aren’t working and the response is underwhelming.

There isn’t any point spending half of your promotion budget to run a newspaper ad if the phones aren’t ringing off the hook, so make sure you have a clear idea of what you want to achieve and what a successful promotion campaign looks like.

Unfortunately, there is no one-size-fits all event promotion strategy. You will need to test different approaches and constantly be refining your approach. With a little bit of careful planning and a structured approach, your promotion strategy is bound to be a lot more effective. If you would like to talk to the Hunter294 team about our event facilities and any of the packages we offer, please don’t hesitate to contact us. Good luck!