Creating Buzz: Pre-Event Marketing Strategies that Work

Apr 3, 2024

Any event's success depends on building excitement before it even begins. Intense teasers, influencer partnerships, special content offers, and other strategies can create buzz and anticipation, improving attendance and establishing the mood of the event.

In the competitive landscape of event marketing, creating anticipation and excitement before the actual event can significantly determine its success. Engaging potential attendees well in advance not only ensures better turnout but also sets the tone for what they can expect. Here's a deep dive into effective pre-event marketing strategies that have proven to work in building that essential buzz.

Engaging Teasers and Countdowns

Start posting teasers on social media to pique people's interest. These bite-sized pieces of content, which can include a preview of your keynote speaker's topic, behind-the-scenes looks at the preparations, or a countdown to the event date, help people remember your event.

Example: If you're hosting a technology summit, release sneak peeks of innovative products that will be showcased or snippets from influential tech leaders who will be attending.

Influencer Collaborations

Expand the event's audience by interacting with influential people in your field. These partnerships can be in the form of content sharing, takeovers, or interviews. An influencer's wide, dependable audience is alerted to your event as soon as they discuss it.

Example: For a fashion event, collaborating with renowned fashion bloggers or influencers for exclusive pre-event interviews can spark significant interest.

Exclusive Content Offers

Give early registrants access to exclusive content or deals. This could be a webinar, an e-book, or special insights related to the theme of your event. It accomplishes two goals at once: establishing the value proposition of your event and providing incentives for early registration.

Example: If organizing a marketing conference, offer registrants an exclusive e-book on the latest marketing trends.

Engaging Email Campaigns

Create a compelling email drip campaign that gives prospective attendees useful information in the run-up to the event. This can include the advantages of attending, speaker bios, and event schedules. Consistent, non-obtrusive communication helps them remember the incident.

Example: For a literary festival, spotlight authors, their works, and the schedule of readings and workshops in sequential emails.

Utilize User-Generated Content (UGC)

Encourage previous participants or early registrants to use a special event hashtag to share their expectations or prior experiences. In addition to offering real testimonies, UGC makes events more visible.

Example: For an annual music festival, encourage fans to share memories from previous years, building anticipation for the current edition.

Interactive Landing Pages

Create an engaging landing page for the event that includes speaker bios, comprehensive agendas, video trailers, and strong calls to action. Your main conversion tool should be a user-friendly and engaging landing page.

Example: For a product launch, the landing page can have interactive 3D models of the product, enticing visitors to explore more.

Community Engagement

Participate in community building on sites such as Facebook groups, LinkedIn groups, or specialized community platforms. Frequent polls, discussion threads, and updates can encourage a sense of community and anticipation.

Example: Before a gaming convention, initiate discussions on anticipated game releases or hold polls on favourite gaming genres.