In today’s environment fueled by AI, it’s easy for digital marketers & agencies to assume that faceless online interactions are the future of marketing. But, in-person and online/virtual marketing events remain a powerful tool for building relationships, boosting brand awareness, and generating leads. 

So much so that, statistics show that event-based interactions leave a lasting impression. According to the Experiential Marketing Content Benchmarking Report, 84% of people say they have a “more positive” view of a brand or service after attending their event. In that blog, we will focus on why you should not underestimate the impact of marketing events.

Why are Marketing Events so Important for Agencies & Marketers? 

If your events don’t smell like anything other than a meal, then you’re missing a huge opportunity to create positive, memorable experiences for your guests.

Andrea Driessen

Social media platforms, online ads, and all kinds of programmatic marketing are powerful, no doubt. However, some statistics tell a different story – event attendees have a more positive view of a brand or service (as mentioned above.) Think about it: How many times have you scrolled past an ad without a second thought? Both digital events and offline, create real-world experiences that resonate with audiences on a deeper level.

Events are “podiums” for digital marketers to shine, whether it’s a live keynote or a pre-recorded webinar. So, showcase your expertise, share valuable insights, and position yourself as the go-to agency in your niche. And yes, this kind of brand authority translates to serious client cred

Events – either in a physical event space or a virtual chatroom – are lead-generation goldmines. It offers an opportunity to target a wide audience in one place. In other words, marketing events facilitate valuable connections that traditional digital marketing methods might struggle to achieve.

Marketing events go beyond that; they provide marketers with cost-effective networking options. The best part is that the networks made at events can lead to valuable partnerships and collaborations that can benefit businesses for years.

How to Get People to Come to Your Event

An amazing marketing event has been planned – a webinar packed with industry insights, a service launch party brimming with excitement, or a digital marketing conference overflowing with networking opportunities. But, the main question is how do you get people to show up? 

Let’s discover how to get your audience & prospects to come to your event. 

#1 Get Listed on DAN 

As you may know, Digital Agency Network serves as a digital agency hub and creates a community of clients looking for their agency fit. By listing your marketing events on our platform (no matter what the main topic is) you tap into a targeted audience already primed to engage with what you offer. It’s like attending an event where everyone is there specifically to learn about your services.

Get Listed on DAN 

Beyond simple listings, DAN actively promotes your marketing events – the targeted promotion efforts ensure your events reach the right eye, allowing you to showcase your expertise directly to potential clients. And yes, this targeted approach allows you to convert attendees into paying customers with a higher success rate.

What’s more? When you once get listed on the DAN event page, your event is showcased alongside relevant events and tools. Also, the platform integrates seamlessly with DAN’s high-follower official social media accounts, ensuring your events get the maximum exposure.

#2 Offer Motivators 

A classic for a reason! 

Like in all organizations, motivators, or incentives, are a powerful tool to attract attendees to your marketing events (online or offline). 

According to the EMI/Mosaic EventTrack, offering some motivators in events is a great way to build a community:

The main motivators to participate are free samples or other giveaways, discounts or special offers, to learn, and if the consumer already likes the brand or company sponsoring the event. Four years of data are provided in the table. 

Offer Motivators

And need some advice on motivators? Here is a piece of advice which are perfect hype for marketing events:

  • Create attractive discounts for those who register early.
  • Offer limited-edition perks for early registrants, like signed copies of a speaker’s book, access to a VIP session, or a selective downloadable resource.
  • Offer freebies – an e-book, a cheat sheet, or a free trial of your product or service. 
  • Host live raffles or giveaways during the event, offering exciting prizes.
  • Reward your attendees with exclusive discounts on future events or your products or services at the end of your marketing event.

#3 Generate Max Interest

How do you ignite attendee interest and turn FOMO (fear of missing out) into a stampede to your registration page?

While the content and execution of the event itself are undeniably important, generating maximum interest beforehand is the critical first step. In other words, igniting curiosity and fostering a sense of anticipation are good calls to attract potential attendees to your event.

The first step in generating maximum interest for your organization is creating a captivating event theme and titles, of course. Then craft compelling content across your official channels – mostly social media platforms. Remember that not only outlines the event’s main purpose but teases the valuable solutions offered. You may want to consider utilizing infographics and interactive quizzes (and other gamification options) to pique audience interest. 

Using social media at maximum is another good call to ignite interest. Post thought-provoking questions related to the event theme, share cryptic clues about speakers or content, and utilize features like countdowns to build anticipation.

#4 Inject Fun 

Attracting attendees requires more than just informative content and big-name speakers. People crave experiences that are not only valuable but also enjoyable, no doubt!

To spark anticipation about your marketing event in the most enjoyable way, you can create a fun and engaging registration process through online quizzes, interactive polls, or even a points system for early sign-ups. In the pre-event era, sharing interactive social media contests including challenges with exciting prizes is another great idea. 

During the event, you may want to consider incorporating workshops, live demonstrations, or even product challenges where attendees can test their skills and win prizes. We recommend you offer fun activities like photo booths with event-themed props, interactive games, or even networking challenges that encourage attendees to connect with new people, in case you have a source for it. 

#5 Partner with People & Organizations

When it comes to amplifying your reach and attracting a wider pool of related people, you need to consider teaming up with influencers and organizations.

As you already know, influencer marketing is a great way to build a community around your brand. Finding and working with an influencer (macro, mid, or micro),  who aligns with your brand values, resonates with your target audience, and possesses works really well for your marketing event. 

On the other hand, partnering with industry associations, professional societies, or even complementary businesses, is another good way to reach a wider audience. The best part of that kind of collaboration is allowing cross-promotion. 

Not quite convinced?

Also, you can showcase your partnership by featuring logos/photos of collaborating companies or influencers on your marketing materials and highlighting their participation to build credibility. 

Partner with People & Organizations

It seems that getting listed on DAN is the most effective way to promote your event without  breaking the bank. But, also?

  • Make use of your current email list to advertise your event. Create compelling email marketing that highlights the value proposition of the event and the special advantages available to subscribers who sign up in advance.
  • Take advantage of organic social media promotion. Create engaging posts across your all social media platforms. 
  • Partner with a non-profit organization to promote the event to their audience.
  • On social media, encourage follower participation through contests, polls, and interactive Q&A sessions related to the event theme.
  • Easily include the event on your website. Make sure your homepage has a clear call to action, and design a landing page just for the event that contains all the information.
  • Optimize your blog posts on your website with relevant keywords to attract organic search traffic.
  • Seek out motivated volunteers to assist with event planning or social media advertising. This could benefit both parties by giving volunteers worthwhile experience and reducing your payroll expenses.
  • Partner with local businesses relevant to your event theme.
  • Consider a little lighthearted guerilla marketing, which uses inexpensive, non-traditional methods to attract attention.