Why Event Marketing Matters – and How to Get It Right

05 February 2026

Great events don’t just happen. They don’t market themselves. Even the most compelling programme needs smart, intentional event marketing to attract the right audience, build momentum and ultimately deliver strong attendance and engagement.

At the heart of effective event marketing is a clear and confident brand. Your event should have a recognisable identity that reflects its purpose and value—whether that’s thought leadership, learning, networking or inspiration. A strong profile builds trust and helps your audience quickly understand why your event is worth their time.

Just as important is knowing where and how to reach that audience. Different groups favour different communication channels, from email and LinkedIn to WhatsApp groups, event apps, company newsletters, emails or platforms, industry press including PR.  Understanding these habits allows you to focus effort where it will have the greatest impact, rather than spreading messages too thinly.

The right registration and event marketing software can be a powerful enabler. A good platform doesn’t just sell tickets—it supports consistent branding, automates communications, tracks engagement and provides valuable data to refine your messaging. Used well, it can significantly enhance your overall marketing and communications capacity.

Clarity is another cornerstone. Be explicit about the purpose of your event – your theme – and the essentials: dates, venue, format, timings, breakout sessions and who the event is aimed at. Ambiguity creates friction; clarity builds confidence and speeds up decision-making.

Promotion should go beyond logistics. Bring the event to life by highlighting different elements over time—programme themes, keynote and guest speakers, interactive sessions, and any off-site or social activities. This layered approach keeps content fresh and sustains interest.

Social media can amplify all of this, creating anticipation and real-time engagement. Used thoughtfully—and in line with company policy—it can humanise your event, showcase behind-the-scenes moments and encourage peer-to-peer sharing.

Ultimately, effective event marketing is not just about visibility. Done well, it drives ticket sales, boosts attendance, deepens engagement and ensures your event delivers impact and real value for both organisers and participants.

Matt Stalker, Executive Director, ABPCO

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