Event marketing is like a classic murder mystery. It’s there to be solved – so long as you follow the logical steps.

In this article, we explore the captivating world of event marketing. Through statistics, analogies, and practical advice, we will shed light on why many planners struggle and offer insights to help you conquer these challenges. 

Join us as we unveil the secrets and empower you to master the art of event marketing.

So, are you ready to unravel the secrets and emerge as a triumphant event planner? Let’s begin!

Inadequate research and planning

Failure to research and plan can have quite devastating consequences. For example, 33% of event professionals listed inadequate planning as a challenge in achieving a return on investment (ROI) for their event marketing.

And this isn’t just restricted to budget. In a survey, 23% of event attendees expressed dissatisfaction with the event experience due to misleading marketing.

Sure, you can improvise some things that can lead to special moments. However, a word of warning: failure to conduct thorough research and planning invites the risk of things going wrong.


  • Bake your plan: Think of your plan as a recipe. Identify the aim of your event marketing strategy, who it’s for, and what your marketing and event goals are.
  • Do your homework: Understand what your audience wants, look into what your competitors are doing, and keep up with the latest industry trends.
  • Use the magic of data: Look back at past events. See what worked and what didn’t. Use these learnings to fine-tune your approach.
  • Count your pennies: After taking costs into account, set an event marketing budget that covers everything without skimping on quality.
  • Use an event planning tool: Tools like Sched can be your sous-chef, helping you organize and promote your event. For example, you can create your own event website or embed your schedule on your website. 
  • Keep tasting: Regularly review your event marketing plan and adjust it based on how you’re performing against your goals. This keeps your strategy fresh and in line with what’s happening in the market.

Falling short on communication and event promotion

Poor communication is a common issue in event marketing. A survey revealed that 62% of event attendees believe that event organizers often fail to communicate in the way they prefer. 

It can lead to confused attendees who don’t know what to expect, missed opportunities to attract potential audiences, misalignment between your event and its perceived value, or an impressive event that falls flat due to poor turnout. 

All these factors can severely tarnish your event’s image and credibility.


  • Define your message: Clear, compelling, and consistent messaging about your event is crucial. This message should convey the benefits and takeaways attendees will gain from your event.
  • Use an omnichannel event marketing strategy: Use a blend of communication channels to reach your audience, including email, social media, press releases, and your event website. Diversify, but ensure your message remains consistent across all channels.
  • Create engaging content: Produce engaging promotional materials such as videos, blogs, and infographics. A picture speaks a thousand words, and an engaging video can communicate even more. These are just a few event promotion ideas to consider, but the world is your oyster when it comes to event marketing. 
  • Take advantage of email marketing: Regular updates, reminders, and personalized emails can ensure your attendees are well-informed and excited about the event.
  • Make speaker announcements: Promote your speaker lineup effectively to build excitement and draw in your audience.
  • Partner promotion: Leverage your sponsors and exhibitors to amplify your event marketing. It’s in their best interest to contribute to your event promotion efforts – remind them!

Not using technology and digital marketing for event promotion

In today’s hyper-digital age, skipping technology and digital marketing in your event promotion strategy is like trying to sail upstream without a paddle. 

You miss out on the broad reach and precise targeting options that digital channels offer. This could lead to inefficient resource allocation, inadequate attendee turnout, and a significant competitive disadvantage.


  • Employ digital marketing techniques: SEO, content marketing, email marketing, and social media campaigns can drastically improve your event’s visibility. Consider pay-per-click (PPC) advertising on platforms like Google or Facebook for increased exposure.
  • Social media engagement: Use event promotion features like Facebook Events or Instagram Stories to generate buzz and engagement around your event. Nowadays, event marketing relies on community building and social platforms are a great place to achieve this. 
  • Influencer marketing: Collaborate with influencers in your industry to help promote your event to their followers. Identify influencers who connect with your ideal audience so your efforts are targeted.
  • Mobile apps: Consider creating an event app for easy access to event information, networking, and real-time updates.
  •  Data analytics: Use reporting and analytics tools to track your event marketing efforts and optimize your strategy based on the results.
  •  Event planning software: Tools like Sched can complement and streamline your event marketing efforts. Use them in conjunction with other event marketing ideas to effectively promote your event.  

Neglecting to capitalize on post-event content

Are you questioning whether to push post-event content? Don’t. There’s plenty of juice for your squeeze in this department. 

From sustaining engagement to creating FOMO and generating leads, neglecting post-event content is a big event marketing no-no. In fact, 74% of surveyed attendees claimed they value full online access to event materials after the conclusion of the event. 

Potential consequences include reduced attendee retention, missed opportunities for new audience outreach, weakened brand recall, and a diminished sense of community. 

This oversight will cost your future event marketing strategies. Post-event content is ripe promotional material for your upcoming events. 

To hammer the point home, a study revealed that 73% of event organizers continue to engage attendees after the event with post-event content. That means that your competitors are almost certainly doing it. Don’t get left out! 


  • Document your event: Capture event highlights through photos, videos, attendee testimonials, and press coverage. This content communicates the value of your event with those who didn’t attend, persuading them to join future events.
  • Post-event reports: Share a comprehensive report detailing key insights, statistics, and success stories from your event to stimulate a sense of curiosity and FOMO (Fear of Missing Out) among prospective attendees. This is an event promotion idea that reaps rewards.
  • Testimonials and reviews: Real experiences and reviews from attendees can greatly influence decision-making for potential participants. Make sure to capture these during and after your event.
  • Social media sharing: As part of your event marketing strategy, encourage attendees to share their experiences, photos, and videos on social media. Not only does this generate organic reach, but it also fosters a sense of community. According to Buffer, visual content is 40x more likely to be shared on social media than other types of content.
  •  Repurpose content: Reuse your event’s content in the form of blog posts, articles, podcasts, or infographics to keep the conversation going. This is another valuable event marketing strategy.
  • Find a home for your content: Keep your event materials in one place so they’re easy to find. For example, any event on Sched stays live after your event. Participants can revisit the schedule, session information, and speaker profiles. Perhaps a speaker provided PowerPoint slides or PDFs? You could also upload past session recordings. Post-event content can encourage repeat attendance by reminding participants of your event’s value.

Failing to leverage influencers and partners

Don’t drag traditional event marketing strategies into the new world. Today, people don’t trust adverts. They trust people they know, admire, and respect. A.K.A, influencers.

92% of consumers trust recommendations from individuals, even if they don’t know them personally. By aligning your event with influencers who resonate with your target audience, you can leverage their credibility to enhance the perception and reputation of your event.

The potential downfalls include decreased event visibility, missed opportunities for wider audience reach, and lack of third-party credibility. Your event promotion success could be significantly hampered by this oversight.


  • Influencer collaborations: Collaborate with influencers within your niche. Their endorsement can drastically improve your event’s visibility and credibility. Be sure to choose influencers whose values align with your event.
  • Partner promotion: Partnerships with relevant brands or businesses can mutually benefit you both by expanding your audience base. Use their platforms to promote your event. This is an important part of a successful event marketing strategy.
  • Affiliate marketing: Encourage speakers, influencers, and attendees to become affiliates. They can earn a commission for every ticket sold through their channels, creating a win-win situation.
  • Sponsorships: Leverage sponsorships to promote your event. Sponsors can provide financial aid, goods, or services in return for publicity. This is another effective event promotion idea. Sweeten the deal by selecting a platform that enables you to promote sponsors and showcase your sponsorship tiers.

Conclusion: Master the art of event marketing

Event marketing, while challenging, is not an insurmountable task. With a keen focus on planning, communication, and the smart use of technology, you can master the art of event marketing.

Think it’s time to take your event marketing strategies to the next level? Sign up for a free trial with Sched. Our platform is designed to empower event planners, offering robust, efficient tools to create memorable experiences.