{"id":176944,"date":"2026-01-22T12:32:38","date_gmt":"2026-01-22T10:32:38","guid":{"rendered":"https:\/\/www.brandwatch.com\/de\/?p=176944"},"modified":"2026-01-23T12:12:48","modified_gmt":"2026-01-23T10:12:48","slug":"event-marketing","status":"publish","type":"post","link":"https:\/\/www.brandwatch.com\/de\/blog\/event-marketing\/","title":{"rendered":"Event Marketing: Der Leitfaden 2026 \u2013 Wie Events Ihre Marke st\u00e4rken"},"content":{"rendered":"

Event marketing can be a daunting task. It encompasses a wide variety of disciplines, which in turn requires a lot of work across multiple teams within an organization.<\/p>\n

Promoting a large event or conference can sometimes feel like you\u2019re scaling Mount Everest on a Unicycle sans oxygen, but with the right tools and strategy, you\u2019ll be guaranteed success.<\/p>\n

Read on to learn some of the top event marketing strategies and tools you can use to create buzz and increase attendance at your next industry event.<\/p>\n

This framework is based on three years of successful promotion for our annual user event, The Now You Know\u2122 Conference, or NYK for short.<\/p>\n

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Pre-event marketing: know what you need to know.<\/h2>\n

Before you start promoting your event, it\u2019s important to<\/span> make sure you know what your goals are<\/b>. <\/span><\/p>\n

For some, it may be driving ticket sales. For others, it may be creating a buzz. For most, it will be both. <\/span><\/p>\n

Great event marketing needs goals to be set in advance. Make sure they\u2019re clear across every team involved in promotion.<\/span><\/p>\n

The next thing you\u2019ll want to to think about is what you want to measure and how you\u2019ll do so<\/strong>. The only way to know if your approach is working is to measure performance and make changes accordingly.<\/p>\n

For NYK, we measured everything from click-through rates on emails to social media impressions, engagement, paid ad performance and more.<\/p>\n

We also set up a Dashboard in Brandwatch to monitor the general buzz around the event and tweaked our messaging based on the insights we derived from the data.<\/p>\n

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Finally, you need to know who you are targeting<\/strong> in your promotion efforts. Aside from promoting the NYK Conference to your existing clients, we also wanted to invite future prospects, influencers and partners.<\/p>\n

Using <\/span>Brandwatch Audiences<\/span><\/a>, we were able to locate the right people to direct our social promotions to, especially our promoted social ads.<\/span><\/span><\/p>\n

This way, we knew we had the exact group we were looking for and didn\u2019t waste resources or budget on the wrong audience.<\/span><\/p>\n

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Omnichannel event marketing<\/h2>\n

Once your goals and measurement tools are in place, it\u2019s time to kick off your event marketing plan. The best way to do this is with a multi-faceted approach. <\/span><\/p>\n

This means promoting the event using various marketing disciplines:<\/span><\/p>\n

Email Marketing: <\/b>Develop your communications plan for emails well in advance. <\/span>Different types of emails will call for different audiences. <\/span><\/p>\n

Reminder emails to those already RSVP\u2019d will not be pertinent and people you are still selling tickets to will require these frequent updates to maintain buzz.<\/p>\n

If you establish your email plan and messaging strategy ahead of time, you\u2019ll be better set up for success in the long run.<\/p>\n

Social Media:<\/b> Make sure you set a dedicated hashtag<\/a>\u00a0for your event for all your social media promotion, checking first to ensure it\u2019s not already in use.<\/span><\/p>\n

Use engaging visuals, videos and animations to draw attention to your tweets promoting the event. Be sure to pin your posts as well.<\/span><\/p>\n

Brandwatch mainly used social to highlight big announcements and generate buzz surrounding the Conference, such as new speakers, updates to the agenda, special events and more.<\/p>\n

You should also take advantage of paid social to extend the reach and awareness of the event.
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PR: <\/b><\/b>It\u2019s easy to get too focused on your digital promotion that your forget time-tested traditional methods, like PR.<\/p>\n

Leverage your PR team to drive awareness to your event via media alerts and event listings in various business journals and newsletters.<\/span><\/b><\/p>\n

Direct Mail:\u00a0<\/strong> In an era where digital is king, it’s easy to forget to power of physical marketing tactics like direct mail.<\/p>\n

In addition to email invites and social promotion, consider employing direct mail tactics for your VIPs by sending a physical invite to the event.<\/p>\n

For NYK, we try to send out something related to that year’s theme and include a special ticket discount offer.<\/p>\n

Website: <\/b>A compelling website<\/a> is a crucial component of event marketing. <\/span><\/span><\/span><\/p>\n

In fact, it should be the home base for all related information. Whether you host it on your existing website\u00a0or build something new, the goal remains the same.<\/span><\/span><\/span><\/p>\n

This should be where you\u2019re driving all your promotional work, so make sure your event site includes all the necessary information to drive ticket purchases.<\/span><\/span><\/span><\/p>\n

This includes, but is not limited to, detailed agenda, speakers, hotel and transport information and all other activities. Don\u2019t forget your social share buttons to help spread the buzz far and wide.<\/span><\/span><\/span><\/p>\n

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Leverage your existing marketing activities<\/h2>\n

It\u2019s important to not forget about leveraging your existing marketing activities to promote your event. <\/span><\/p>\n

There is no need to reinvent the wheel here – what’s important is that you work to align your activities to aid in promotion. <\/span><\/p>\n