Event marketing Agency

Earlier than feels necessary. Six to eight weeks out for a local event, considerably more for anything requiring travel or time off work. The most common failure is a promotion that begins two weeks before the date, when the people you want have already committed their evening.

A specific reason to attend, aimed at a defined audience, repeated more times than feels comfortable. Most under-attended events were not under-promoted in reach — they were vague about who the event was for and what the person got out of showing up.

Usually yes, because events have a hard deadline and organic reach cannot be scheduled. Paid social works well for discovery-led events; search advertising works when people are already looking for something like yours. The budget should be weighted to the final fortnight, when intent peaks.

Partners and existing audiences before paid reach. Anyone with a list of the same people — venues, local businesses, community groups, past attendees — costs nothing but coordination and converts far better than cold advertising. Spend money only where borrowed audiences run out.

Local press needs a reason beyond the event existing: a first, a cause, a notable name, a number. Pitch three to four weeks ahead with the angle written for them rather than for you, and include images they can actually use. Most event pitches fail because they are announcements rather than stories.

A page you control, always. Social posts vanish, cannot be indexed properly, and give you no way to retarget the people who were interested but did not commit. The page is also what search engines and AI assistants can read when someone asks what is happening near them.

Decide before the event what the post-event asset is: the list of attendees, the photographs, the recording, the follow-up offer. Events generate the most goodwill they will ever have in the 48 hours afterwards, and most of it evaporates because nothing was prepared to catch it.

Yes, and series are considerably more efficient than one-offs because each event builds an audience for the next. The strategy changes too — the first event is acquisition, the third is retention, and treating them the same wastes the advantage.

Attendance is the obvious one and the least useful on its own. Track registration source, cost per registration by channel, show-up rate against registrations, and what happened commercially in the month after. The gap between registrations and attendance in particular tells you whether the promise was accurate.

For free registration, expect a substantial drop between sign-ups and attendance — this is normal and should be planned into your numbers rather than treated as a failure. Reminders in the final week, and any commitment device at all, close the gap materially.