5 tips for communicating well before your event

Organizing an event, whether online or in person, is an opportunity to bring together customers, prospects and colleagues. But the success of such a project requires a multi-channel communication effort in order to increase, before its implementation, its visibility and thus increase the number of registrants. Website, social networks, emailing, ambassadors are all assets that you can take advantage of to achieve your objectives. Discover our advice and tools to succeed in your event communication.

1. Create and optimize your landing page and registration page

Creating a site or web page dedicated to your event is an essential first point to set up. It must contain all the essential information: the nature of the event, its main themes, the date, the target audience, the speakers, the program, the location and possibly the cost. There will also need to be a way to count registrations, whether paid or not.

For this, it is recommended to use online ticketing tools. Moreover, some of them directly offer the creation of ready-to-use and customizable registration pages. It will also be easier for you to manage reservations with automated processes. And you will have the possibility to propose prices, issue e-tickets, send reminders by email or obtain statistics on the evolution of registrations.

2. Launch targeted email campaigns

Email communication remains one of the most interesting methods for promoting an event. But to get the most out of it, it may be wise to apply these few tips. One of the keys to grabbing your audience’s attention is to personalize your messages. To do this, identify your target audience based on their interests, in order to speak directly to people potentially interested in your event.

Then, you can highlight relevant details in your emails, such as programming that suits the targeted profile, practical details, etc. Explain the opportunities that may arise, such as networking, access to industry experts or the possibility of discovering the latest trends. And allow your audience to quickly register with CTAs to your landing page. You can do this by using persuasive language on your action buttons, such as “Reserve your place now”.

With the right tools, you will also be able to set up automatic reminders throughout the reservation period.

3. Fully exploit the potential of social networks

Judicious use of social media can be a powerful asset in promoting your event. But a simple online presence is not enough. In any case, you will first need to evaluate the platforms that seem most relevant to you for spreading your message. An event aimed at professionals will undoubtedly have more resonance on LinkedIn, another dedicated to Gen Z will perhaps reach a larger audience on TikTok, etc.

Obviously, consider sending users to your landing page. And to generate greater interest, you can create engaging content, thinking about video, or creating interactivity by launching debates on the themes of the event, for example. Finally, it may be a good idea to explore paid advertising. On social networks, sponsored content is increasingly being highlighted by the platforms, like what can currently be done on X (formerly Twitter).

4. Collaborate with event ambassadors

By partnering with influential figures in your sector, you will be able to extend the reach of your event. Recognized figures and active individuals in your field or specialists in the themes of your conference will be able to promote your project to their audience, which corresponds to your target audience. Be as transparent as possible about your collaboration proposal and help these influencers spread your message by providing them with all the necessary resources, such as pre-written messages, promotional images or videos, to make their task easier.

It is recommended to stay in touch with your ambassadors throughout your communications campaign and encourage them to share their enthusiasm for the event. You can also offer them free places or promotional offers for them and their community. A well-planned collaboration can have a significant impact on the success of your promotional campaign.

5. Offer benefits and promotions

If you plan to create a paid event, certain preferential offers can be a strong argument in your communication campaign. Several strategies can be implemented, such as Early Bird rates. These are reduced prices for early registrants. This practice can be effective in generating early registrations and a certain level of enthusiasm. You can also offer flexible pricing, in order to meet the needs or means of different participants with, for example, a basic rate, a VIP rate with exclusive advantages and a rate for students or association members.

In addition, you can offer, in terms of exclusive benefits, private debate sessions, one-on-one meetings with speakers or the possibility of asking questions during interventions or conferences. Other methods can allow you to encourage registrations and the dissemination of your event, such as sponsorship offers, allowing participants to recommend it to those around them, such as their clients or colleagues. In any case, remember to disseminate these promotions and benefits on the channels you have selected for your communication.