by Dan Rose | June 17, 2017
The events industry is a tough place to get noticed. Event organizers need all the help they can get when it comes to promoting their event and ensuring it is a success.

Without a structured and well-executed promotional strategy, event organizers will not see their event reach its maximum potential. With that in mind, our organization, Event Insurance Services, created a "Toolkit for Promoting Events," which arms event organizers with all the knowledge they need to guarantee their event gets noticed.

This toolkit has been designed to guide event organizers through pre-event promotion, promotion during the event, and the ever-important post-event engagement. With the majority of event organizers using at least three or four different marketing channels when promoting their events, knowing which marketing channels will best reach your audience is the key to ultimate success. 

Which Marketing Channel?

Different audiences can be reached in different places, so your first step is to get to know the audience and discover where they spend their time online, which social media channels they use, what publications they read and whether they are likely to be responsive to traditional marketing techniques or not. Once you know which marketing channels you are going to implement within your strategy, you need to decide on the most effective way to use them.

Website Promotion. If your business, brand or event already has its own website, this is the first place you should start promoting your event. Create banners advertising the event on your homepage and link to a unique page which offers all the details of the event. Include an event sign up area so you can gauge interest in the event and capture data from your audience. 

Website promotion should start well in advance of the event and by utilising the art of Search Engine Optimisation, you can really get your event noticed online. Start blogging and creating content about your event, include image galleries of previous events and consider investing in Pay Per Click Google advertising to extend your reach even further.

Social Media is one of the most important and valuable tools in an event organizers toolkit. This is where you will find your audience in their leisure time which provides a fantastic opportunity to engage them and get them interested in your event. Depending on your industry/event, your audience might be on Facebook, Twitter, LinkedIn, Instagram, Pinterest or a variety of other social platforms. You need to know where to target them, when they are most likely to be active and what sort of content will engage them best. You might also want to consider paid social advertising which has some brilliant audience targeting capabilities, ensuring your event gets in front of the right eyes!

Email is one of the most effective marketing channels when it comes to promoting events, therefore it's wise for anyone organizing an event to develop an email campaign. You may already have a database of contacts to send your emails to, but if not, you can purchase email lists. It's much better to email people within your own database though, so consider starting a database of contacts and capturing the data of people who attend your events. 

Other than the aforementioned channels, there's partnerships and sponsorships, public relations, direct mail and a wide variety of other marketing channels to choose from. Try to pick at least three different channels to ensure people are hearing about your event far and wide.

Using the Toolkit

It's not just about knowing which channels to use, as you need to know when and how to use them. For example, email will be your strongest channel for pre-event promotion, but social media will be the most effective on the day of the event. 

The "Toolkit for Promoting Events" goes into more detail about each of these channels and how best to utilise them. It includes information on creating an eye-catching press release, structuring your social media strategy, how to effectively collect data at your event for future marketing purposes, advice from event industry experts and what to do once the event is over.

Event organizers have enough on their plate, especially when organizing multiple events at one time. That's why we wanted to create this Toolkit; to ensure event organizers are armed and ready to promote their event effectively and guarantee those all-important attendees.

This Toolkit has been designed to inspire and educate event organizers by offering practical advice and clear direction at every stage of their event promotional journey.

Dan Rose is managing director of Event Insurance Services, which has been providing insurance to event organizers for over 20 years. They provide reliable, affordable policies which are tailored to fit the scale and style of the occasion -- from school fetes and small ceremonies to high profile events and weddings. They also accommodate exhibitors who are going to be attending more than one event with a Multiple Events Insurance, making life easier covering all the events under one policy. You can view the "Toolkit for Promoting Events" on their website for more tips and advice on promoting your event.