12 Creative Ways to Promote an Event
- Lee Hird
- Aug 31, 2025
- 4 min read
Promoting an event effectively can make or break its success. You could have the perfect venue, engaging speakers, and a strong programme, but if no one knows about it, turnout will fall flat. The key is to think beyond standard invites and create buzz across multiple channels. The more touchpoints you create with your audience, the more likely they are to attend - and share.
In this guide, we’ll explore creative, practical ways to promote your event and ensure it reaches the right people.
1. Create a Strong Event Identity
Before you spread the word, make sure your event has a clear identity. This includes a memorable name, consistent visuals, and a tagline that captures its essence. People should instantly understand what the event is about and why it’s worth attending. Consider building a simple landing page with details, imagery, and a call to register - this becomes the central hub for all promotions.
2. Leverage Social Media Campaigns
Social media is one of the fastest ways to build awareness. Go beyond standard posts by using platform-specific strategies. Instagram Stories, TikTok teasers, and LinkedIn polls can all drive interaction. Use branded event hashtags to build recognition and encourage attendees to share content before, during, and after the event. Paid promotions can also extend your reach to highly targeted demographics.
3. Collaborate with Influencers or Industry Voices
Partnering with thought leaders or influencers relevant to your audience can significantly boost credibility. Whether it’s a quick video endorsement, a collaborative post, or co-hosting a webinar in the lead-up, these partnerships
extend your event’s reach into communities you may not otherwise tap into.
4. Use Email Marketing Wisely
Email remains one of the most effective tools for event promotion, but the key is segmentation. Instead of sending generic blasts, tailor content for different audiences - potential attendees, past participants, VIPs, and sponsors. Include clear CTAs, countdowns, and incentives to register early. A drip campaign with consistent reminders leading up to the event can keep it front of mind.
5. Engage with Creative Content
Content marketing isn’t just for products - it works wonders for events. Publish blogs, short videos, or even behind-the-scenes previews that highlight what makes your event unique. Case studies from previous events or sneak peeks at guest speakers can build anticipation. The more you can demonstrate value upfront, the stronger the turnout will be.
6. Run Competitions and Giveaways
Few tactics build hype as quickly as a giveaway. Offer free tickets, exclusive merchandise, or early access perks for those who engage with your promotions. Competitions can also encourage attendees to spread the word, especially if entry requires sharing your event online or tagging friends.
7. Partner with Sponsors and Stakeholders
Sponsors and partners can be powerful promoters. Equip them with branded materials, suggested social posts, and email templates so they can spread the word to their own networks. This not only increases visibility but also demonstrates strong industry support behind your event.
8. Optimise for Search
If your event is public-facing, make sure it’s easy to find online. Optimise your landing page for search terms people might use, such as “business networking in London” or “creative marketing workshops.” Use structured data to help search engines recognise the event and display it prominently in results. This is often overlooked but can deliver a steady flow of organic interest.
9. Utilise Press and Media Outreach
Don’t underestimate traditional media. Reach out to trade publications, local press, and online event calendars to feature your event. A well-crafted press release or a compelling story angle can get you coverage that drives awareness well beyond your own channels.
10. Focus on Sustainability as a Selling Point
Modern audiences are increasingly drawn to organisations that align with their values. Highlighting your sustainable practices - whether through eco-friendly venues, digital-first promotion, or zero-waste catering - can be a powerful draw. Attendees are more likely to share events that reflect a sense of responsibility and purpose.
11. Keep Attendees Engaged During the Event
Promotion doesn’t stop once the doors open. Create social media moments during the event itself - live streams, hashtag campaigns, or photo opportunities. These not only amplify your event in real-time but also generate authentic content for promoting future events.
12. Follow Up Afterwards
Post-event promotion is often overlooked but just as important. Share highlight reels, testimonials, and key takeaways across your platforms. Thank attendees publicly and give them reasons to return next time. By keeping the conversation alive after the event, you lay the groundwork for long-term engagement.
Final Thoughts
Event promotion is about more than filling seats - it’s about creating a narrative and building connections that last before, during, and after the big day. By combining digital campaigns, partnerships, creative content, and sustainability messaging, you can create an event that not only draws a crowd but also resonates deeply with your audience. And if you’d rather hand off the heavy lifting, Zentive Agency can help. With expertise in planning, logistics, and promotion, we provide everything you need for a company gathering - all with a focus on delivering seamless, sustainable events that stand out for the right reasons.
Lee Hird is Director of Zentive Agency, and his steadfast commitment to excellence in event management is defined by a unique blend of creativity and strategic planning. Championing sustainability, Lee has pioneered events that not only captivate but also convey clients' core values, utilising innovative and environmentally conscious approaches.
