by Emily Fritz, marketing manager, Do It Outdoors Media | May 01, 2019

Meeting planners often work with multiple teams and agencies to push out promotional content leading up to their events, sometimes creating siloes in their overall event-marketing strategies. A better way to think through promoting your events or meetings is with well-integrated, cohesive media. An integrated approach will boost registrations.

At Do It Outdoors Media, we have helped meeting planners and conference organizers maximize their event-marketing effectiveness by integrating their out-of-home and digital media, in conjunction with their traditional and social content marketing efforts. While some channels are advantageous for building awareness, others are great at converting audience members to attendees. The value when integrated, however, is greater than the sum of the parts. An effective media plan ensures that the same individual sees an ad in multiple places and is engaged tenfold.

Using location data, your integrated marketing plan will engage a relevant audience and result in more attendees. When the message is consistent across all channels, brand familiarity flourishes. Following are a few event-marketing tactics that drive more impact when combined. 

Marketing Strategies that Increase Attendance

Reaching Your Target Audience at Related Events
  • Place your advertising near similar meetings, conferences or events that draw the same audience as yours. Mobile billboards, for example, can drive in close proximity to a convention center and run only during event days. Brand ambassadors can further engage attendees and promote your meeting or event.
  • Serve mobile display advertisements to those who attend similar events. Geofence those events to reach devices currently in attendance. Even more, use historical location data to reach devices that attended previous events.
  • Tailor your social media targeting to reach those who follow relevant event or organizer accounts and who search for event-related keywords.
  • Reach out to journalists and reporters covering similar events to pitch your event's story and contributed content opportunities. 

Engaging Your Ideal Meeting and Event Attendees

Consider your target audience as you approach marketing. Tailor your campaign strategies to target your niche prospects: 

  • Place out-of-home advertisements near related corporations, group offices, events and similar affairs.
  • Hire a field marketing team to visit key prospect attendee locations and deliver event invitations in person.
  • Design a creative, interactive invitation that showcases the experiential elements of your meeting or event. 
  • Coordinate email marketing plans based on timing of out-of-home and direct mail campaigns. Use messaging that plays off of each other across the channels. 
  • Serve list-based display ads based on prospective lists, and geofence the prospect's office building with an added audience layer based on job title or rank. 
  • Set up your social media targeting to reach professionals with appropriate titles. 
  • Localize your message based on geography of each prospect. Understand that your national campaign can be customized by leveraging local data insights for a more powerful, relevant campaign at a market level.