Promoting an event has become a much more involved process than in years past.  Simply making a few phone calls and shooting out an email blast is no longer enough to attain quality registrations.  Technology has changed marketing for good, and event promotions are no exception.  Here we break down a 5-pronged approach toward promoting your next B2B marketing event.

Teleprospecting

While not quite as effective on its own, teleprospecting is still an integral part of event promotion.  Registrations made during live conversation have a much better chance to turn into attendees.  Teleprospecting efforts are most fruitful when accompanied by email fulfilment pieces that include all of the information pertinent to the event as well as a call to action that leads to a registration page.

Email Marketing

Informing your target market with an email blast to begin your campaign will help you to identify low hanging fruit and allow you to prioritize telephone follow up to contacts that either click or open your piece.  This initial email should essentially be an invite that includes important event details such as its purpose, time and date, keynote speakers, food and accommodations.  Always include a link to your registration page.

Content Marketing

Developing a piece of premium content and a few blogs to promote it will help to provide potential attendees with more in-depth knowledge of your company and product than an invite will on its own.  It will also help to fuel your email and social media marketing efforts.  The content developed to promote your event can also be used for future inbound marketing campaigns.

Social Media Marketing

Social media has become one of the best ways to promote events and build awareness of your company’s products.  Posting images and links to your event registration page, event information and bios of those presenting will help to build hype around your event.  Investing in sponsored content and paid ads will allow you to reach a highly targeted audience within your event’s geographic location.

Face To Face

Canvasing the areas around your event location can provide you with registrations that are highly likely to attend due to their close proximity.  Plotting a route and having a plan in place to present to a potential prospect in any setting will help you make more efficient use of your time.  In advance of making an onsite visit a courtesy phone call will help you get your foot in the door and make your visit more professional.

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