Promoting an event can be costly, but when approached strategically there are many event marketing activities that can be used to maximize impact and drive ticket sales without breaking the bank. Here we’ll explore some of our top cost-effective strategies for promoting your event and provide tips and best practices for implementing them in your event promotion strategy.
One of the most cost-effective strategies for promoting your event is to leverage social media. Social media platforms like Facebook, Instagram, and TikTok offer a wide reach and allow you to target specific demographics at minimal cost. Social media platforms allow you to build an engaged and connected community of people who are interested and excited in what you’re doing, so spend time thinking about how you can add value for your users through your posts. By creating engaging and visually appealing video content that showcases your event and the experience attendees can expect, you can create excitement and interest in your event which in turn can lead to ticket sales.
Avoid falling into the trap of always “selling” to your audience, nobody likes that. Think about the wider benefit and experience your event provides to your audience and make sure you’re sharing content that adds value beyond promoting your ticket sales.
Amplifying your content on social media platforms through strategic paid advertising campaigns on each platform can then give you wider reach and ensure that news of your event gets in front of as many fans as possible in the places that they’re spending their time online. Advertising through social media platforms like Facebook or TikTok is generally considered cheaper than advertising through traditional media, but it can be tricky to do well, which is where employing the help of a social media advertising agency that specialises in event promotion can be beneficial to ensure your ads are run in the most effective and impactful way possible for your budget.
Collaborating with influencers in your industry or niche can be another cost-effective approach to promoting your event. Influencer marketing can be a powerful tool for reaching new audiences and creating buzz around your event. But you don’t want to just go for any influencer with a large following online. Look for people who are connected to your niche and have a following that share relevant interests to you and your event. Authenticity is key! So take a look through their posts and the engagement they receive through their content, you want to make sure that you’re aligning yourself with an influencer that is the right fit for you and your business. By partnering with influencers, you can leverage their existing networks and reach new audiences.
Email marketing is one of the most powerful tools when it comes to engaging with your community and promoting an event, and the costs associated with this are typically low. By building a list of interested and engaged individuals, you can reach them directly with event updates, ticket promotions, and other information. This can help to drive ticket sales and increase attendance. And by ensuring all of your previous ticket holders are added to your mailing list you are able to promote any future events to people who you know have a direct interest in your events and are likely to buy tickets again.
Events are all about bringing people together and getting together with other businesses or organizations in your niche during the event promotion stage can help drive ticket sales at minimal marketing cost. By teaming up with other operators connected to your industry, event or region to cross-promote each other’s businesses and events, you can expand your networks in a mutually beneficial way, tap into new audiences and increase visibility to drive ticket sales.
Further to this, look at how you can leverage your existing network of fans and community connections to spread the word about your event. Could you create a referral program to incentivize attendees to share word of your event with friends and family and help drive ticket sales?
All of this is for nothing though if you don’t have an effective event landing page and ticketing sales process to promote your event and sell tickets online. Be sure to optimize your website and event listings so that people can easily find you and information about your event, and most importantly, buy tickets. Put yourself in the shoes of your customer and go through your website and ticket purchase process. If you find anything confusing on your website chances are your customers will too, and it could lead to ticket sales being left on the table. Regularly check your website and ticket purchase flow and make any updates need to ensure the user experience is clear, simple and enjoyable. We’ve put together a list of questions for you to ask your ticketing agency here to ensure your event ticketing page is performing at its best.
While there are many cost-effective ways to promote your event, when trying to promote your event on a budget, it's important to keep in mind some considerations to ensure your efforts are successful:
- Set clear and realistic goals for your event promotion. This means identifying what you want to achieve with your promotion and setting specific, measurable, achievable, relevant and time-bound (SMART) goals. By setting clear goals, you can stay focused and make sure that you are using your resources effectively.
- Have a well-defined target audience. By understanding your target audience, you can choose the most effective promotion channels to focus your attention on and tailor your message to be highly relevant to them. Show up where your audience is spending their time online, and speak to them in a tone of voice that is authentic to your brand and appeals to them. By understanding your target audience, their desires and motivations, and why they would be interested in your event, you’ll be able to create a more personalized and meaningful marketing plan for your event that will truly connect with your audience.
- Consider your budget. If you’ve run your event in the past, referring to your previous marketing costs and how your event performed can be a good starting point for setting your marketing budget. Consider how many tickets you want to sell, how many tickets you think might be purchased in a single order (remember, people often buy tickets to events for themselves and a friend or two) and what your average order value might be. Then work out how much you can afford to acquire a single ticket sale based on your average order value and any costs that need to be covered. Factor into your budget-setting your advertising costs as well as the costs for any professional support you might require to support your marketing efforts and get clear on your overall budget. From there you want to identify the most cost-effective promotion channels for your event, based on your budget, and allocate your budget accordingly. It's also important to have a contingency plan in case of unexpected costs.
- Timing is key. Don’t wait until the day of your event announcement to start connecting with your audiences. By starting your promotion early and building momentum, you build engagement and a genuine interest from your fans in what you’re doing. This in turn creates excitement and drives ticket sales at the point you’re ready to go on sale. Don’t be the kind of business that only emails their followers or starts posting to social media when you have something you want them to buy. Stay engaged and an active presence in your community’s online world year-round and you’ll see greater success when you do have tickets to sell. Additionally, it's important to consider the timing of your promotions in relation to other events or holidays that may be taking place in the same time frame.
- Measure and track the success of your event promotion. This means setting up tracking systems such as a Facebook pixel and Google Analytics to monitor ticket sales, website traffic, social media engagement, and other key metrics. By measuring and tracking your event promotion, you can make data-driven decisions that will help inform your future marketing strategy, and the tools and tactics that are most impactful for you.
Promoting an event can be costly, but there are many cost-effective strategies that can be used to maximize impact and drive ticket sales. If you need help marketing your event get in touch with our team today by hitting the Work With Us button over on the left and let's chat!