10 Proven Event Marketing Strategies That Drive Registration

Marketing can make the difference between a packed house and empty seats. Here are ten proven strategies to drive registration and create excitement for your event.

1. Start Early with a Teaser Campaign

Begin generating interest 2-3 months before registration opens:

• Share behind-the-scenes content
• Announce keynote speakers or special attractions
• Create countdown posts on social media
• Build an email waitlist for early access

2. Leverage Multiple Channels

Don’t rely on a single marketing channel. Create an integrated approach:

Email Marketing

• Segment your audience for targeted messaging
• Use compelling subject lines
• Include clear calls-to-action
• Send strategic reminders

Social Media

• Create event-specific hashtags
• Share user-generated content
• Host Instagram/Facebook Live sessions
• Run targeted ad campaigns

Content Marketing

• Write blog posts related to event topics
• Create infographics with event highlights
• Publish interviews with speakers
• Share valuable resources for free

3. Partner with Influencers and Industry Leaders

Collaborate with individuals who have reach in your target market:

• Invite them as speakers or panelists
• Ask for social media shoutouts
• Create co-branded content
• Offer exclusive discount codes for their followers

4. Implement Early Bird Pricing

Create urgency with tiered pricing:

• Super Early Bird: 30-40% discount (limited quantity)
• Early Bird: 20-25% discount
• Regular: Standard price
• Late Registration: 10-15% premium

5. Create FOMO (Fear of Missing Out)

Use scarcity and social proof:

• Display ticket availability counters
• Share testimonials from past events
• Highlight sold-out sessions
• Post real-time registration updates
• Showcase who’s attending (with permission)

6. Develop a Referral Program

Turn registrants into promoters:

• Offer discounts for referrals
• Create shareable registration links
• Provide group discounts
• Gamify the referral process with leaderboards

7. Optimize Your Event Website

Your event website should be:

• Mobile-Responsive: 60%+ of traffic comes from mobile devices
• Fast-Loading: Slow sites kill conversions
• SEO-Optimized: Use relevant keywords and meta descriptions
• Easy to Navigate: Clear path from landing to registration
• Visually Appealing: Professional design builds credibility

8. Use Video Marketing

Video content generates higher engagement:

• Create a compelling event trailer
• Share speaker introduction videos
• Post venue tours
• Broadcast live Q&A sessions
• Share highlights from previous events

9. Implement Retargeting Campaigns

Reach people who showed interest but didn’t register:

• Set up Facebook and Google retargeting pixels
• Create custom audiences
• Offer special incentives for return visitors
• Test different ad creative and messaging

10. Build Anticipation with Pre-Event Content

Keep registrants engaged before the event:

• Send welcome emails with event details
• Create a mobile app or attendee portal
• Share networking opportunities
• Provide preparation checklists
• Host virtual meetups or webinars

Measuring Success

Track these key metrics:

• Registration conversion rate
• Traffic sources
• Email open and click rates
• Social media engagement
• Cost per registration
• ROI by channel

Conclusion

Effective event marketing requires a multi-faceted approach, consistent messaging, and ongoing optimization. Start early, test different strategies, and focus on creating genuine value for your audience.

Remember: the best marketing is a great event experience that turns attendees into advocates for your next event.