How to Promote Your Next Event on a Shoestring Budget
What’s the point of planning a great event if you can’t get people to attend? Strong event marketing is key to a successful event, but you don’t always need a big budget to build excitement around your event. All you need are creative, simple strategies to spread the word.
Consider the following actionable, cost-effective strategies to generate buzz and drive attendance at your next event.
Start with a Solid Plan
Before you create graphics and draft promotional language, start by figuring out the basics of your campaign.
Identify goals that will indicate the campaign’s success. Are you looking to increase early registrations, attract new attendees, or re-engage past participants?
Define your audience. Understanding who your target audience is can help you craft messages that directly address their specific expectations for the event.
Next, create a timeline that includes key milestones, such as registration launch, early-bird deadlines, and last-minute reminders. A well-organized plan will help you stay on track and avoid scrambling at the last minute.
Leverage Your Existing Channels
You likely already have access to tools to reach potential attendees, including email, social media, and your website. There’s no need to spend a fortune to reinvent the wheel.
Use these tools to spread the word about your event:
- Emails should include not just the event details but highlight the value of the event. Why should members attend? What are the key takeaways? Take your emails to the next level by personalizing them based on member interests!
- Social media is a great place to keep your event at the top of your members’ minds. Post regular updates counting down to the event, highlighting speakers and unique opportunities.
- Your website should serve as the central hub for event information. Make the page easy to find with a prominent call to action and registration button. Don’t forget to include all the event details, including the schedule, speakers, and testimonials from past events.
Engage Your Members and Community
The most powerful tool you should take advantage of is word-of-mouth marketing. Empower your board members, speakers, sponsors, and exhibitors to help spread the word about your event.
The easiest way to do so is to provide them with ready-to-share graphics and sample captions to post to make it easy for them to share the event with their networks.
Take your word-of-mouth marketing strategy to the next level by offering a referral discount to attendees who invite colleagues or first-time guests.
Keep the Momentum Going After the Event
The conversation shouldn’t stop after the event ends. Keep your attendees engaged by sharing post-event highlights, key takeaways, and photos from the event.
After the event, send a simple email to attendees thanking them for attending, sharing any supplemental materials, and asking a few questions about their experience. This a great place to collect testimonials. Don’t forget to save some of the best ones to use when promoting next year’s event!
You don’t need a big budget to drive attendance for your next event. Take some time to plan your campaign, leverage your existing communication channels, and encourage your members to market the event with you. These simple, creative tactics can help you achieve your goals without overspending.
Katie Anderson
Katie Anderson joined the RGI team in 2024 as Communications Coordinator. She holds a Bachelor of Science in Marketing from Butler University. She considers herself an expert in digital marketing, specifically social media marketing and her past experience with non-profits reflects that.