Strategies For Promoting An Event

Organizing a corporate event is one of the best and most effective marketing tools, inside and outside a company. To make the most of it, it is essential that its visibility is not restricted to the invited people, but the scope is expanded as much as possible. Today there are several strategies focused mainly, but not exclusively, on the Internet and social media to promote and properly publicize any corporate act.
Although the Internet and social networks are fundamental for the dissemination of the event, they are not the only way, and the most traditional “cutting-edge" strategies are also very effective.

The following is a compilation of a series of tips, keys or strategies that try to cover the full spectrum of promotional actions for corporate events.

Select the target audience

It is not a matter of preparing an event for large masses, but selecting the clients, professionals, guests, speakers and employees best suited to achieve the objectives of each event, which have to be defined as best as possible.

An event is an unbeatable opportunity to do quality networking, so in the selection of guests, you have to take into account the prestige and influence of each of them.

Be innovative and create a unique impression

It is very important to create unique and unrepeatable experiences that leave a mark on your memory. The truth is that it is not so difficult to get, it is just a matter of using the imagination and try to go a little further or a different path to what is already widely used.

Innovation can come from both the place where the event is held and the theme to be addressed or actions and activities to be carried out which is the content. An example of innovation on the place would be renting a picturesque place (a convent, a lighthouse, a farmhouse, a museum ..) instead of the typical hotel room to organize a company dinner or product presentation.

With respect to the content, it can be original both in the format, for example, conferences in the form of lightning interventions of only a few minutes duration, and by the use of the most modern technologies: videoconferences, mapping, videos in 2D or 3D, holograms, etc.

The power of details

In an increasingly impersonal and bureaucratized society, small details are greatly appreciated , and they also have the added advantage of being economic, of the type: handwritten invitations in the form of a postcard, a kind or a typical ornamental detail of a country Exotic, a brief personalized video, an Internet blog with funny photos or that capture the most human side of the event, etc.

Strategies in social networks

As we have said before, the promotion in social networks is fundamental to place the event in a much larger dimension and with a superior reach. To get the most out of social networks, keep the following tips in mind:

  • Choose the networks that best fit the event and the audience you want to reach. Facebook, for example, is more general and heterogeneous, but if you want to give a more professional or corporate image the ideal network is Linkedin.
  • If possible, create a blog specific to the event or enable a tab on the company"s web or corporate blog.
  • If using Twitter determine a hashtag in order to: characterize the act, encourage the participants to tweet and even retransmit the act live.
  • Relay it in real time by streaming on channels like YouTube or Google+ and upload it on the Internet so that it can be viewed on different platforms.
  • Prioritize the image by posting photos and videos on Facebook, Instagram, YouTube, Google+. Pinterest, etc.


Examples Of Promotional Activities

Product promotion is one of the needs to make your brand reach the public and attract new customers. There are numerous ways to promote a product or service. Some companies use more than one method, while others may use different methods for different marketing purposes. Beyond your company"s product or service, a strong set of promotional strategies can help position your company in a favorable position not only with regular customers but also with new ones. The following are some of the commonly used promotional events strategies.


Competitions are frequently used promotional strategy. Many of them do not even require a purchase. The idea is to promote your brand and put your logo and name in front of the public instead of spending money on a strong sales campaign. People like to win prizes. Sponsoring contests can draw attention to your product without an open company manifestation.

Gift Products

Gift products and free samples are methods frequently used by companies to present new foods and household products. Many of these companies sponsor in-store promotions, giving away samples of products to persuade shoppers to try new products.

Point-of-sale Promotion and Marketing of Gondola Ends

Point-of-sale promotion and marketing of gondola ends are ways to sell products and promote items in stores. The idea behind this promotional strategy is convenience and momentum. The gondola ends, which is located at the end of the aisles, presents products that a store wants to promote or move quickly. This product is positioned to be easily accessible to the consumer. Points of sale are a way to promote new products or others that need to move. These items are placed near the cash registers on the premises and are usually purchased by consumers on impulse while they wait to pay.

Consumer Reference Incentive Program

The consumer referral incentive program is a way to encourage stable customers to recommend the store to new consumers. Free products, big discounts, and cash rewards are just some of the incentives you can use. This is a promotional strategy that increases the customer base as a sales force.

Causes and Charity

Promoting your products while supporting a cause can be an effective promotional strategy. Giving customers a sense of being part of something bigger simply by using products they could use in any way creates a win-win situation. You get customers and the image of social awareness, consumers get a product they can use and the feeling of helping a cause. One way to do this is to give a percentage of profit to the cause that your company is committed to help.

Promotional Brand Gifts

Giving functional gifts can be a more effective promotional action than delivering simple business cards. Put your card on a magnet, a pen or a keychain. These are gifts that you can deliver and that customers can use, that keep your business insight instead of in the trash can or in a drawer with the rest of the business cards that customers could not even look at.

Customer appreciation events

A customer appreciation event in the store with free soft drinks and prizes will attract people. The emphasis on the appreciation part of the event, with no need to buy, is an effective way to attract not only regular customers but other potential customers. Pizza, hot dogs and soft drinks are inexpensive foods that can be used to make the event more attractive. Placing the products in a convenient way before the event starts will ensure that the products you want to promote are highly visible when customers arrive.


The Relevance Of Promotional Events

At a time when society is saturated with endless types of instant information and mass advertising both online and offline. Promotional events are very concrete and advisable way to communicate and impact your target directly and with a lasting memorable experience to your potential customers. Although relatively expensive and time consuming compared to digital promotions, this type of strategic communication tool is still a great way to bring together the target audience of your brand, as well as ambassadors and influencers of the sector, who create buzz about the product and company name you want to promote.

Promotional events are still being used by big brands to promote their new product especially their flagship models. Most of the time big companies use popular tradeshow events to give a teaser to their upcoming products. Electronic companies, for example, participate in Consumer Electronic Show or CES to further boost their brand exposure. In general, promotional events are held in order to achieve the following objectives:

To Build Stronger Client Relationship

Promotional events aim to strengthen ties with the current client and to communicate product novelties and brand values. A well-planned and executed event is probably the most effective marketing tool in any brand experience strategy. The consumer will forget what you said or did, but the consumers will never forget how you made them feel.

Companies that caters to select few or elite consumers summon a large part of the exclusive clients of the brand and organize an original and lively party where fashion was the protagonist.

Capturing Leads

Without a doubt, you have to take action and find a reason why your guests, both customers, and potential customers, want to attend your event. It could be the theme, or maybe they are interested in the invited celebrities, music, staging or created environment. You are in charge of finding that reason why your future client will want to attend your event. Give them a good reason why they have to invest their valuable time to attend your event. They need to have an experience that will be remembered and will connect with potential clients.

Increase the Reputation of the Brand

You have to create an event and an experience, where the brand was subtly and calculatedly present in every corner, every element, every action and every moment. In short, promotional events are a prominent marketing tool because of their relevance in terms of consumer impact, recall and notoriety. The secret lies in its planning and execution. Nothing can be left to chance, each step must be well thought of, measured and perfectly realized. The originality, creativity, and professionalism of the dedicated team will be the keys to guaranteeing success and excellent ROI.