How to promote an event?


Corporate events are the ideal opportunity to bring together all those who have common interests and, at the same time, position a business or a company. Whether they are for employees, customers, or partners, when well organized, they allow you to achieve your goals. But, as with everything else, its communication is also a key step in ensuring success. That’s why today we decided to talk to you about how to publicize an event.

Whether physical or digital, corporate events are an investment whose return is undeniable: they can be a way of increasing employee productivity by valuing them; they can attract potential customers or retain those who already have a relationship with the brand; allow you to reach new partners and promote networking; allow you to increase sales and improve your brand’s reputation. However, in order to achieve all this, in addition to investing in the good preparation of the event, it is necessary to invest in its promotion.

Which steps should you follow?

  • Define all the information – The first step is to define the information related to the event: in addition to the format, location, time, and program, it is necessary to be clear about the purpose of the event and what value it will add to the participants. These are the informations that should be the focus of the communication.
  • Define the goals – If it is important to define well the event’s goals, the same must be said about the communication’s goals. It is necessary to define well what is intended with the promotion of the event, so that the strategies and actions defined comply with them.
  • Define the target audience – It is necessary to know for sure who we want to impact with the communication of our event. We are not just talking about potential partners, but about other stakeholders that we might want involved: suppliers, partners, the press, among others.
  • Define the communication strategy – The path we are going to take to promote the event must be very explicit: how do we intend to carry out this communication? What concept will guide the defined actions?
  • Define the communication actions – You must choose the means and channels of communication to use to reach the public effectively. Some examples are:
  • Social media – depending on the goals, it is important to define the ones that make the most sense;
    • Email marketing – sending newsletters to personalized and segmented databases allows you to reach who you want;
    • Printed or digital invitations;
    • Posters and billboards;
    • Flyers ou brochures;
    • Promotional videos.

When we talk about communication with employees, it should be the company itself that directly publicizes the event, whether through a meeting, an email, posters, the intranet, or other channels.

In addition, it may make sense to bet on paid content, as it allows for a greater reach of a targeted audience.

  • Define the communication schedule – After defining the actions, it is important to create a schedule with deadlines for all the tasks that the communication involves, from the creation of materials to the evaluation of the entire action, as well as with all those responsible for the tasks.

Although all these steps are universal, the key factor for the promotion of your event to be a success is creativity and the commitment to differentiating actions, whether through partnerships with sponsors or influencers, dynamics with the media, through actions in the street or through digital dynamics that stand out. The secret is not to be afraid to take risks.

And now? What are you waiting for? Start preparing the promotion of your event now.

By: Sofia Neves, digital marketeer na Media em Movimento