Have you started your event promotion? Do you have marketing images set up on Google, Adroll and Facebook? Are you ready to push send on that A/B split test email? Great! You are well on your way to successfully promoting your event.

However, now you need to think about what you are not doing. What you’re not doing might make all of your hard work and planning irrelevant.

We’ve compiled the most common mistakes event planners and promoters miss so that you can avoid these pitfalls when promoting your event.

1. You Didn’t Set Achievable KPI’s For Your Event Promotion

Or, you didn’t set any KPI’s (key performance indicators) or goals.

If you want to build hype and sell out your event in a day your promotions and campaigns are going to be drastically different than if you are selling tickets to an event over the next few months.

What is your goal? Selling tickets is not a goal – just so we are clear. You need SMART GOALS:

  • Specific
  • Measureable
  • Achievable | Agreed Upon
  • Realistic
  • Time oriented

Set these goals & objectives before you launch your campaigns.  Get specific: We will sell 25 regular tickets and 2 VIP packages in our first week of launching.

2. You Didn’t Track Your Campaign Properly (or at all)

When you start running a promotional campaign for your event, you will want to know:

  • Who’s buying tickets to your event (demographic)
  • How they’re finding out about your event (Online (platform)/offline (radio/word of mouth)
  • Which ads they’re clicking on (Platform, size, image)
  • Which pages site visitors are spending the most time on, and
  • When people are buying tickets (or leaving your site without buying at all)

Without the above information you won’t know where to focus your efforts. You won’t won’t know exactly what is working and what’s not.  

Picatic allows you to connect your site with Google Analytics so that you can easily check reports, refine strategies, meet goals and ditch the marketing efforts that are not working.

3. You Didn’t SEO Your Site Or Your Page

This is a big one. Let’s focus on your Google Analytics page for a moment.

If you’re acquiring a lot of traffic through organic search, that suggests you did a great job optimizing your event site for search engines. People are able to find your event with ease without you spending marketing dollars.

If your ads or social media posts are out performing organic searches, analyze your posts, ads, language and images. See what you can enhance organically to better optimize your event page for search engines.

4. Conversion Rates Were Not On Your Event Promotion Radar

A reminder about conversion rates: the number of people who visit your site and buy a ticket – 1500 people visit your site, 350 purchase a ticket – your conversation rate is 4.3%.

It doesn’t really matter how many people visit your site – it matters how many people convert and buy tickets.

To track your campaigns properly you will want to choose your objectives. With Facebook ads, you can select “increase conversions on your website,” and they will display your ad when and how they’ve determined conversions are most likely.

For Google ads, you can see how many conversions are generated by different keywords and campaigns in your ‘Analytics’ dashboard. When exploring other campaign elements like email sends, include a UTM code in your event page link so you can see exactly where your ticket-buying traffic is coming from.

4. Retargeting Was Not Planned

Retargeting is a particularly effective way to market for an event, since you can ensure you get in front of people who are searching for more information related to your event, or are searching for similar event.

After placing a small piece of code or pixel on your website (provided to you buy Google or Facebook) you can track what your users are doing. Now, every time a visitor comes to your site, the code drops an anonymous browser cookie. This is not obtrusive and the user won’t know. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

event promotion

Image Borrowed from: https://retargeter.com/what-is-retargeting-and-how-does-it-work

5. You Didn’t Plan On Extending Your Audience

Audience Extension is a means of monetizing your web traffic without the limitations posed by available ad space on your own website.

Using the same cookie-based technology that powers retargeting, audience extension allows you to reach your audience all over the web, not just on your site. In fact, you can use audience extension to provide advertisers with access to your audience even if you do not serve a single outside ad on your site.

Events or brands that rely on sponsorship can use Audience Extension to offer additional opportunities for sponsors to get in front of their audiences.

For conferences, Audience Extension could be a valuable addition to sponsorship packages to make the proposition of sponsorship more attractive for the sponsors and to make the sponsorship deals more lucrative for the conferences.

Bringing It All Together

You need to set goals so you know what you and your team are working towards. Once you’ve set those goals track your efforts and ensure you focus on SEO for your event site. 

If you are tracking everything and your site has been SEO’d your conversion rates need to be analyzed and optimized if you want to sell more tickets a faster intervals. After that, you can focus your promotional efforts on retargeting, and extending your audience. Retargeting can help increase conversions, but it can’t drive people to your site.

Your best chance of success is ensuring all of the above are correctly implemented.


Have you made any of the above mistakes? How did it affect your event? Do you have more tips we are missing? We’d love to hear from you!


Share this article