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Tips for promoting your company event

January 11th, 2016

When you have an exciting company event coming up, you don’t want all your hard work to go to waste because of a poor turnout or a lack of interest.

As is the case in all aspects of advertising and marketing, the effort put into creating awareness and promotion must be thought of as an investment that will return dividends in the future. To get the most value from holding a company event, you need to spend a little time and effort to make sure your event reaches the intended target and benefits your business in the long run.

Company planning and event promotion
Photo: Startup
Here are a few tips to help you get your event promotion underway:

Give yourself enough time

When it comes to event planning and promotion, be liberal with the amount of time you give yourself to pull things together. As the event date looms closer, you don’t want to be stressing over details that should have been tied up weeks ago.

From the promotion side of things, this means you shouldn’t be launching an email and LinkedIn blitz the day before your event. Chances are your attendees have their hands full as well and would appreciate plenty of notice. Schedule a milestone calendar of key dates that each step should be achieved by, and share it around with the team helping you.

Do some market research

Carefully consider the purpose of the event and what the benefits of attending are for people. Tailor the event and the supporting promotion to the types of people you would like to attend. This also means thinking about the best ways to reach them. Is it via social media? Advertising through a well known industry magazine or website? At other events?

By understanding more about the people you are targeting, you will have a greater chance at getting their eyes on your promotional efforts.

Attract Influencers

Make an effort to identify a handful of prospective influencers in your industry that may help you promote your event. Think of people you may have done business with before, as warm leads will tend to be more receptive to these kinds of invitations. Have a plan in place so they know what they are getting themselves involved in, and suggest a mention of your event through their social media accounts or anywhere else they have an audience that is similar to your target market.

Know the event details inside out and back to front

Make sure you have ironed out any kinks and you know exactly what is happening in your event, how it will run and who is involved. These details are crucial factors for people when deciding whether to attend an event, so don’t keep your guests in the dark.

It’s not over ‘til it’s over

In the digital age, there is no excuse to stop promoting your event just because it’s already underway. Create an event specific social media hashtag and share it with confirmed guests prior to the event.

Having real time photos and commentary of your event unfolding is a great way of promoting the event and attracting future attendees. Social proof is a great way of promoting and getting yourself noticed. So don’t be shy, get a clever hashtag firing on social media and let your guests do some of the promotional work for you.

Effective promotion of an event requires commitment, time and effort. But the resources spent on promoting an event should be considered as part of the larger business development process and well worth the effort. Focus on designing a fantastic company event experience, and the promotion will take care of itself.