Author: Whova | Last updated: June 23, 2025
Planning a conference or annual event can be daunting, especially when you don’t have a big team or budget. A strong event promotion strategy can boost attendance, attract high-quality speakers, and generate the buzz you need for your event.
This list includes high-impact, low-overhead tactics used by organizers just like you. Keep reading to learn more about the best strategies to build an event promotions strategy that maximizes event engagement and attendance.
In this article, we’ll explain:
- What is event promotion?
- How you can lay the groundwork for an effective event promotion plan
- 21 proven event promotion tactics that drive results
- How to create a timeline for your event promotion
What Is Event Promotion (and Why It’s Worth Your Time)
Promoting an event is a strategic, multi-channel effort to attract the right audience, maximize attendance, and ensure your event delivers measurable value. Event promotion is all about creating awareness, generating excitement, and driving engagement before, during, and after the event.
According to EventVesta’s 2025 report, more than half of event organizers saw increased attendance by expanding their event promotion strategies to include elements like influencer partnerships and engagement tools.
Before You Start – Know Your Audience and Objectives
Before launching any event promotion campaign, it’s important to lay a strong foundation by understanding two key elements: your audience and your objectives.
Start by defining your attendee personas—detailed profiles that represent your ideal participants. Consider:
- Demographics (age, location, profession)
- Motivations (networking, learning, entertainment) and pain points
- Are you targeting industry professionals looking for cutting-edge insights?
- Or perhaps community members seeking local engagement?
Next, establish clear, measurable promotion objectives. These could include:
- Number of registrations or ticket sales
- Social media engagement (likes, shares, comments)
- Email open and click-through rates
- On-site participation in sessions or activities
- Post-event feedback and satisfaction scores
These goals will serve as your KPIs (Key Performance Indicators) and help you evaluate the success of your promotion strategy.
Tools like Whova can simplify the event promotion and tracking process. Our customizable registration forms can help promote your event and gather valuable attendee data upfront, while built-in analytics track engagement across sessions, networking features, and more.
21 Event Promotion Tactics That Drive Results
Foundation – Nail the Basics First
1. Build an Optimized Event Page
Your event page is often the first impression potential attendees will have, so make it count. A well-structured, informative, and visually appealing page can significantly boost conversions. Make sure you include essential information like:
- Event details: Date, time, location (or virtual platform), and a clear agenda.
- FAQs: Address common questions about parking, accessibility, dress code, or refund policies.
- Speaker bios and session highlights: Showcase the value of attending.
Using tools like an event website builder can streamline the process of creating an event page. It’s mobile-friendly, SEO-optimized, and designed to help your event get discovered online.
Whova’s customizable event webpage features different templates and easy design
2. Enable Easy Mobile Registration
In today’s mobile-first world, your registration process must be seamless on smartphones and tablets. Whova’s mobile platform is designed with this in mind, offering a smooth, intuitive registration flow that encourages sign-ups on the go.
Once you have your event page and app set up, promote them early and often. Highlight features like personalized agendas, networking tools, and real-time updates to build excitement and drive downloads before the event even begins.
3. Use Clear Branding and Visuals
Consistent branding builds trust and recognition. Use your organization’s colors, logos, taglines, and imagery across all promotional materials and platforms. This includes your event page, emails, social media posts, and mobile app.
Find an event platform that supports brand customization, allowing you to maintain a cohesive look and feel throughout the attendee journey.
Social Media – Amplify Through Channels You Already Use
Social media is one of the most powerful tools in your event promotion toolkit. It allows you to easily reach your audience, build anticipation, and create a sense of community before your event even begins – all with minimal cost. Here’s how to make the most of it:
1. Create a Branded Hashtag
A unique, memorable hashtag acts as a digital anchor for your event. Use it consistently across all posts, stories, and promotional materials. Encourage attendees, speakers, and sponsors to use it as well—especially during and after the event—to boost visibility and create a searchable archive of content.
Example: A nonprofit conference used #ImpactSummit2025 to unify posts across Twitter, Instagram, and LinkedIn, resulting in a 40% increase in user-generated content.
2. Run a Countdown Series
Build momentum with a daily or weekly countdown. Highlight keynote speakers, exclusive perks, behind-the-scenes moments, or fun facts about the venue. Use Instagram Stories, TikTok, and Reels to keep the content dynamic and engaging.
This not only keeps your event top-of-mind but also gives followers a reason to keep checking back.
Whova’s ready made social media templates allow for easy social media posting and campaigns!
3. Go Live With Previews
Live video is a great way to humanize your event and create real-time engagement. Host short livestreams to:
- Interview a speaker or panelist
- Tour the venue or showcase the virtual platform
- Reveal swag bags or giveaway prizes
4. Partner With Industry Influencers
Even micro-influencers—those with smaller but highly engaged followings—can make a big impact, especially in niche or association-based communities. Invite board members, speakers, or respected professionals to share your event on their platforms.
Example: Unilever saw a 25% increase in brand awareness on LinkedIn by encouraging executives to share personal stories and tag colleagues.
5. Host a Giveaway or Contest
Contests are a fun way to boost engagement and expand your reach. Keep the rules simple—something like “Tag a colleague and win a VIP ticket” or “Share this post with our hashtag to enter.”
Platforms like Whova make it easy to run in-app contests using gamification features which can drive both event buzz and on-site interaction.
Email – The Channel That Still Converts
Despite the rise of social media and messaging apps, email remains one of the most effective channels for event promotion. Here’s how to make the most of it:
1. Send a “Save the Date” Early
Start your campaign with a well-timed “Save the Date” email. This should include:
- A compelling subject line to spark curiosity
- Teaser copy that hints at what’s to come (e.g., keynote speakers, exciting topics)
- A clear call-to-action linking to early registration or a waitlist
2. Offer Early Bird Discounts
Create urgency by offering limited-time pricing. Early bird discounts not only reward early commitment but also help you gauge interest and build momentum.
Use countdown timers in your emails to emphasize the deadline. Find a registration platform that allows you to set up multiple ticket pricing tiers, making it easy to automate transitions from early bird to regular pricing.
Whova’s early bird and discounted tickets automatically appear on an integrated event registration page
3. Segment Your Email Lists
Not all attendees are the same—so your messaging shouldn’t be either. Segment your email lists to tailor content for:
- Past attendees: Highlight what’s new this year
- Prospects: Emphasize value and first-time benefits
- Partners or sponsors: Focus on visibility and networking opportunities
Use A/B testing to experiment with subject lines and content. For example, associations often find that subject lines like “Reconnect with Your Peers at [Event Name]” or “Your Exclusive Invite to [Event Name]” perform better than generic ones.
4. Use Personal Sender Names
Emails from a real person tend to get more opens than those from a generic team. Instead of “Marketing Team,” try using a name like “Katie from XYZ Association.” This small change can make your message feel more personal and trustworthy.
On-Page & Paid Strategies
While organic promotion is essential, combining it with smart on-page and paid strategies can significantly boost visibility and drive conversions. These tactics help you reach people who are already interested—or likely to be—with precision and efficiency.
1. Use Retargeting Campaigns
Not everyone registers the first time they visit your event page—and that’s okay. Retargeting ads and campaigns allow you to re-engage those visitors with timely reminders and compelling calls to action. Platforms like Google Ads, Whova and Meta (Facebook/Instagram) make it easy to set up retargeting campaigns. You can:
- Show ads to users who visited your registration page but didn’t complete the form
- Customize messages based on how far they got in the process
- Highlight limited-time offers or new speaker announcements to reignite interest
This is a cost-effective way to stay top-of-mind and recover potential attendees who might otherwise slip away.
Whova’s abandoned registration feature makes it easy to recover lost registration sales
2. List in Online Event Calendars
Don’t underestimate the power of visibility in the right places. Submitting your event to online calendars can drive highly targeted traffic. Consider:
- Local news outlets and community boards
- Industry-specific directories and association websites
- LinkedIn groups and professional forums
Events hosted on Whova are sometimes picked up by local media or syndicated across partner platforms, giving you additional exposure without extra effort.
3. Promote Through Sponsors and Exhibitors
Your sponsors are more than just financial backers—they’re also valuable promotional partners. Equip them with:
- Shareable graphics (event banners, speaker highlights, countdowns)
- Pre-written copy for emails and social media
- Tracking links to measure their impact
Encouraging sponsors to promote your event not only extends your reach but also strengthens their investment in your success. It’s a win-win.
Whova’s exhibitor management software allows countless channels for exhibitors to collect leads and engage with attendees!
Creative + Engaging Ideas
Creative engagement tactics not only boost visibility but also build a stronger emotional connection with your audience. Here are some fresh, interactive ideas to elevate your event promotion:
1. Create a Speaker Highlight Reel
Short, dynamic videos featuring your speakers can generate buzz and showcase the value of attending. Use teaser clips from past events or ask speakers to record quick intros or sneak peeks of their sessions.
If you’re using Whova, you can easily repurpose session recordings to create these reels. Share them on social media, in emails, and on your event page to build anticipation.
2. Use QR Codes in Print & Digital
QR codes are a simple yet powerful tool to bridge offline and online promotion. Add them to:
- Flyers and posters
- Event programs and signage
- Sponsor booths or swag items
Make sure the QR code links directly to your registration page or app download. Use trackable QR codes to measure which materials are driving the most traffic.
3. Add a Fun Pre-Event Quiz
Quizzes are a great way to engage your audience while subtly educating them about your event content. You can:
- Test knowledge on the event theme
- Match attendees with sessions or speakers
- Tie the quiz to a giveaway or prize drawing
This not only builds excitement but also helps attendees feel more prepared and connected before the event begins.
4. Run a Poll or Open Question
Invite your audience to participate in shaping the event. Ask them to:
- Vote on a session name or topic
- Choose a networking activity
- Share what they’re most excited about
You can run these polls via email, social media, or Whova’s in-app polling feature, which makes it easy to collect and display results in real time.
5. Launch a Referral Program
Turn your attendees into ambassadors with a simple referral incentive. For example:“Invite 3 friends and get a coffee gift card or exclusive event merch.”
Most registration platforms, including Whova, allow you to track referrals automatically. This is a low-cost, high-impact way to grow your audience organically.
6. Promote a VIP Track or Invite-Only Session
Even small events can benefit from a touch of exclusivity. Offering a VIP track, early access, or invite-only session creates urgency and makes attendees feel special. Promote these perks through:
- Social media teasers
- Email campaigns
- Push notifications in your event app
This strategy works especially well when paired with early bird pricing or referral rewards.
Sample Event Promotion Timeline
A well-timed promotional plan ensures your event gains steady momentum and keeps your audience engaged. Here’s a breakdown of what to do, and when to maximize impact:
6–8 Weeks Before the Event: Build Awareness
This is your launch phase, where the goal is to generate initial buzz and secure early interest.
- Send a “Save the Date” Email: Keep it short and exciting. Include the event name, date, location (or virtual platform), and a teaser about what’s to come.
- Publish Your Event Page: Make sure it’s mobile-friendly, SEO-optimized, and includes key details like agenda, speakers (if confirmed), and registration.
- Make Your First Social Media Post: Announce the event with a branded graphic and hashtag.
4–6 Weeks Before the Event: Drive Early Conversions
Now it’s time to convert interest into registrations and expand your reach.
- Send Early Bird Registration Emails: Highlight limited-time pricing and include a countdown to create urgency.
- List Your Event in Online Calendars: Submit to local news sites, industry directories, and community boards.
- Begin Influencer Outreach: Ask speakers, board members, or industry partners to share the event with their networks.
2–4 Weeks Before the Event: Engage and Excite
This is your engagement phase, where you deepen interest and build community.
- Announce Speakers and Sessions: Share bios, session titles, and what attendees can expect to learn.
- Launch Giveaways or Contests: Encourage social sharing or referrals with simple, fun incentives.
- Run Polls or Quizzes: Use email, social media, or your event app to let attendees vote on topics or test their knowledge.
- Send Reminder Emails: Include new updates, highlight popular sessions, and reinforce the value of attending.
Week of the Event: Final Push
This is your activation phase, focused on logistics and last-minute engagement.
- Send Final Instructions: Include parking info, check-in details, app download links, and FAQs.
- Send Personal Reminders: A message from the organizer or a speaker can add a warm, personal touch.
- Boost App Engagement: Encourage attendees to build their agenda, join discussion boards, and connect with others.
Day of the Event: Capture the Moment
Now it’s time to go live and amplify.
- Go Live on Social Media: Stream key moments, behind-the-scenes clips, or speaker intros.
- Capture User-Generated Content (UGC): Encourage attendees to post photos, tag your account, and use the event hashtag.
- Monitor and Engage: Like, comment, and reshare attendee posts.
How Whova Helps You Promote Without a Big Team
Promoting an event can feel overwhelming, especially if you’re working with a small team or juggling multiple responsibilities. That’s where Whova shines. It’s designed to simplify and automate many of the most time-consuming promotional tasks, so you can focus on strategy and engagement rather than logistics.
Here’s how Whova helps you do more with less:
- Event website builder
- Mobile registration
- Speaker promotion tools
- Automated Email & notifications
- In-app engagement and gamification features
Whova’s all in one event software simplifies the entire event planning process!
Final Tips for Small Teams Looking to Make a Big Impact
You don’t need a large budget or a large event marketing department to run a successful event promotion campaign. What you do need is focus, creativity, and a strategic mindset. Here are some final takeaways to help you make the most of your resources:
- Strategy Over Scale – It’s not about doing everything—it’s about doing the right things.
- Storytelling Over Spend – People connect with stories. Share why your event matters—what problems it solves, who it helps, and what attendees will walk away with.
- Clarity Over Complexity – Make sure your messaging is clear. Your audience wants to know:
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- What the event is
- Why it’s worth their time
- How to register
- Start Small, Scale Smart – If you’re short on time or bandwidth, start with 3–4 core tactics:
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- A strong event page
- A save-the-date email
- A speaker announcement on social media
- A simple referral or giveaway campaign
- Use Tools That Work for You – Platforms like Whova are built to support teams of any size. Automate what you can, reuse content across channels, and let your community (speakers, sponsors, attendees) help spread the word.
FAQs
What is event promotion?
Event promotion is the strategic process of informing people about your event using a mix of marketing tactics, with the end goal of improving your event metrics like boosting attendance, increasing return on investment (ROI) or optimizing your event budget.
How do I promote my event online?
Promote your event online through optimized event pages, social media, email campaigns, retargeting ads, and online event calendars.
What are low-cost ways to promote an event?
Low-cost ways to promote an event include creating a branded hashtag, running a countdown series, partnering with industry influencers, hosting giveaways, and using QR codes in print and digital materials.