Event Promotion Channels

The most exciting project I worked on in 2023 was boosting registrations for an event. Here is what we did: Context: 5 weeks before the event. Message We benchmarked the event against the competition. We diversified the message, in this case, to move from education to networking and entertainment. Early bird canning This event overdid early birds. Our recommendation was to start marketing price increases instead of price reductions. Inverse psychology that, while stimulating FOMO, contributes to the overall perception of the event. Destination Leverage The destination was under-leveraged. We crafted email and social messages to showcase what the destination offered to stimulate last-minute sign-ups. Reg Software In most cases, reg is not optimized. Making sure every single option to sell better is turned on is paramount. We set up remarketing pixels and group codes. Social We coordinated a campaign to get the whole team to share the event on LinkedIn to boost last-minute peer pressure. LinkedIn is often ignored and it has a major impact on last minute conversions. Ambassador tech We recommended using referral platforms such as InGo, Snoball, or GleanIn. These platforms can be very different in their impact, and some integrate better with specific software. We projected a 30% increase in reg based on a proper implementation. Cart abandonment We found hundreds of abandoned carts and created a sales and email strategy to reach this audience. Understanding why they are not committing or proposing a discount code does wonders. Sources We optimized higher sources of conversions. In this case, email. We devised an email campaign with different levers to pull (community, team discount opportunity, destination showcase). This was key to diversifying the message. We turned this around in two weeks. Objective: achieved. Steal these tactics for your event.

Love this campaign by Stella. "Worth it" ✨ Playing off a familiar scene we all know. That claustrophobic bar. Enter "Claustrobar" You're crammed shoulder to shoulder... Getting bumped left and right. Then you get your first sip. Makes it all worth it. 👀 Or does it...? We're seeing the OPPOSITE trend for B2B events. Marketers want smaller more niche events. Think dinners with 15 to 25 people. ONLY the exact ICP they want. We just did our Q1 retro at The Alliance 🧵 NEW Q1 EVENT DATA FOR YOU: Dinners under 25 people drove 3.4 times higher average pipeline per attendee than 200+ person field events Sponsor satisfaction scores were 27 points higher for private dinners vs traditional happy hours Events with personalized pre invite cadences had a 35 percent average acceptance rate among ICP targets Renewal rates on sponsor programs anchored around curated dinners hit 82 percent, compared to 58 percent for "open bar" events Thats why we're doubling down on niche events. Dinners and intimate VIP exeperiences. Why they worked so well: Step 1: ICP first targeting Every attendee list starts with sponsor aligned ICP firmographic filters: Company size, role seniority, industry fit, existing buying intent. Step 2: Personalized outreach Dedicated in house teams send direct invites framed around relevance. We track weekly acceptance rates and optimize touchpoints if we fall below 30 percent. Step 3: Pre event intel Sponsors get attendee insights two weeks before the dinner. They know which companies and titles are coming so they can plan the content PRECISELY for that audience to make it hyper relevant. Step 4: Structured conversations No loud music. No random crowds. Strategic seating charts and guided conversation topics aligned to the topics attendees and sponsors care about. This makes the experiences great for BOTH the company sponsoring and the attendees. Ends in a win win for everyone. Example for you: At our Austin dinner for a sponsor in Jan - 17 handpicked senior leaders attended - 76 percent of attendees booked follow up demos within 21 days - The sponsor sourced $3.2 million in net new pipeline which was 3.1 times their original goal TLDR Invest in more dinners ✌️ 

Google just changed the game for event marketing. The big winner? Publications and associations. I’ll explain. But first. How are events discovered? Whether you want to admit it or not. It’s word of mouth. You hear about an event. You google it. Well ‘googling it’ is changing. On Monday, google released “AI Mode”. It hasn’t replaced the default search…yet. But it will. Showing up in AI Mode isn’t the same as ranking on google. Here’s what you need to do: 1. Get event page schema right Crawling a site is expensive. It uses token. The easier an event site is to crawl, the sooner it will get picked up. Add schema. org/Event, FAQ, and How-To markup to your reg page. Feed it clear dates, speakers, prices, and “Get tickets” actions. No markup = no mention. Event platforms like Accelevents do this automatically. 2. Earn citations, not backlinks AI Mode loves credibility. Niche trade publications & associations matter again. Land guest posts, podcast, speaker quotes. Visibility first, referral traffic second. 3. Keep Content Updated Stale pages will be punished. Update schedules, seat availability, and pricing in real time. AI Mode surfaces up-to-the-minute info. 4. Drive user-generated content Get attendees to share “One thing I learned at YourEvent” posts. AI Mode loves human content from social, reddit, quora, etc. The volume of brand mentions matters. 5. Tighten the trust signals Keep speak bios consistent. Link to verified social handles & get mentions from them. Credibility & authority are huge ranking factors. 6. Answer the long tail & hard questions Create an event FAQ (using schema markup) E.g. “Is XYZ Summit worth it?” “What’s the ROI of attending?” Publish cost-breakdowns, who your event is and isn’t for, etc Control the narrative. Better you than someone on Reddit. Simply put. When people hear about your event. Make it easy for them to find it. How are you adjusting your event discovery strategy?

Unpopular opinion: Everyone announcing breaking news at Manifest: The Future of Supply Chain & Logistics dilutes the power of your announcement. Unless you do things right. ✅ Start teasing your big announcement at least a couple of weeks prior to the event to maximize on-site attendance ✅ Reach different audiences by leveraging social media and legacy media channels ✅ Obviously make sure that your announcement can be backed-up with facts You'd think this is logical, but so many get it wrong: you get random unexpected announcements out of nowhere, posted on social media and through press releases, at a time that makes no sense to the target audience, without any meaningful lead-up or planned follow-up. This is made worse if your announcement isn't big enough to matter 🥶 But on the flip side, if you're a big name in the space, or have just raised Flexport or Auger levels of day 1 funding 💰 Then events such as Manifest and TPM are the best place to go big: you get immediate industry attention, enhanced media coverage, and put the competition on the spot 😵 And let's not forget that an announcement of substance from an already heavily mediatized name will make most other announcements at the event background noise 🎶 So if you are going to make a big announcement at these major industry events... Make sure that you are ready, and that it is big enough to your audience, and the industry, to actually matter 🤓

I’ve been having lots of conversations about LinkedIn for events from organisers wanting to drive visibility and engagement, to exhibitors heading to upcoming tradeshows, and everyone in between. Whether you’re hosting, exhibiting, or attending LinkedIn can help you get more out of every event: ✨ More visibility 🤝 More connections 📈 More business outcomes Yet LinkedIn is often underused in the event space. A one-and-done post. A quick thank you. A flurry of activity... then silence. But here’s the thing: the event isn’t the beginning and it shouldn’t be the end. To get the most value, LinkedIn should be part of your strategy before, during and after the event. Here’s how to make the most of it: 🌠 1. Be LinkedIn Event Ready Your profile and company page shape your first impression often before anyone meets you. They should tell a clear, credible story that aligns with your event involvement. Organiser Tip: Create a LinkedIn Brand Kit for your speakers, exhibitors, and team – banners, hashtags, talking points, and example posts. Exhibitor Tip: Use an event-themed banner to show your stand details or branding. 🌠 2. Build Relationships Before the Event The most valuable connections rarely start cold on event day. The lead-up to the event is prime time to increase visibility, build familiarity, and position yourself as someone worth connecting with or visiting at the stand. Organiser Tip: Spotlight speakers, exhibitors, and sessions early and use tags to amplify. Exhibitor Tip: Shortlist people you want to meet - clients, prospects, collaborators, media and start connecting early. 🌠 3. Maximise the Event Experience Use LinkedIn to take people behind the scenes, amplify moments as they happen, and make your presence visible to those who couldn’t attend. Organiser Tip: Have someone live post from the floor, tagging participants and sharing session soundbites. Exhibitor Tip: Make it easy for people to connect with you it creates immediate pathways to keep the conversation going. 🌠 4. Keep the Momentum Going This is the stage where most people go quiet, but this is when the real relationship-building begins. Use LinkedIn to keep the conversation going. Share your takeaways. Follow up with new connections. Repurpose content into future posts. Organiser Tip: Share a highlight post and set the stage for what’s next even a “Save the Date” works. Exhibitor Tip: Send a personalised follow-up message referencing your chat. 🌟 Key Takeaways LinkedIn is one of the most powerful tools you have to extend your event beyond the room. It allows you to build relationships before the first handshake, stay visible throughout the event and strengthen credibility and connection long after the banners are packed away. And if you'd like support to develop your own LinkedIn event strategy that's more than one and done, I’d love to help. Because showing up is just the beginning. #linkedin #events #eventmarketing

Interactive content has emerged as a powerful tool to engage audiences and generate leads. This shift towards interactive experiences – encompassing quizzes, polls, and interactive videos – represents a dynamic way to captivate potential clients. Unlike traditional content, interactive elements encourage active participation, making the experience more memorable and engaging.   Types of Interactive Content in B2B Marketing: ✅ Quizzes and Assessments: These tools not only engage users but also help in segmenting them based on their responses, enabling more targeted follow-up. ✅ Interactive Videos: They offer immersive experiences, with clickable elements that can lead to product demos, webinars, or detailed information pages. ✅ Polls and Surveys: These are excellent for gauging audience opinions, providing insights that can shape future content and product development. ✅ Calculators and Tools: Custom calculators or tools (like ROI calculators) help potential clients understand the value proposition in a tangible way.   Benefits of Interactive Content: ✔ Enhanced Engagement: Interactive content holds the user’s attention longer than static content, increasing the chances of message retention and conversion. ✔ Improved Lead Quality: The data gathered through interactive content often results in higher quality leads, as it reflects genuine interest or specific needs. ✔ Higher Shareability: Engaging and unique interactive content is more likely to be shared within professional networks, expanding its reach organically. ✔ Feedback Mechanism: It serves as a two-way communication channel, offering immediate feedback from the audience, which is invaluable for B2B marketers.   Strategies for Effective Implementation: ➡ Align with Buyer Journey: Ensure that the interactive content aligns with different stages of the buyer’s journey, providing relevant information at each step. ➡ Seamless Integration: Integrate interactive elements with existing marketing tools (like CRM systems) for a streamlined process of lead collection and analysis. ➡ Consistent Branding: While focusing on interactivity, maintain consistent branding to reinforce brand identity and message.   Real-World Examples: ✴ HubSpot’s Website Grader: A tool that evaluates and provides feedback on website performance, turning a simple analysis into a lead generation opportunity. ✴ Deloitte’s Executive Quiz: A quiz designed for C-level executives to assess their company’s readiness for digital transformation, effectively generating relevant leads.   In conclusion, interactive content represents a significant shift in B2B marketing, moving away from one-way communication to engaging dialogues. With this marketing mix, B2B companies can not only captivate their audience but also gather meaningful data, driving both lead quantity and quality. #b2bmarketing #ABM #GTM #leadgeneration #PaliwalTalks #B2B #LinkedinCreators

𝗬𝗼𝘂’𝘃𝗲 𝗹𝗮𝘂𝗻𝗰𝗵𝗲𝗱 𝗮 𝗻𝗲𝘄 𝗽𝗿𝗼𝗱𝘂𝗰𝘁, 𝗮𝗻𝗱 𝘆𝗼𝘂𝗿 𝘀𝗼𝗰𝗶𝗮𝗹 𝗺𝗲𝗱𝗶𝗮 𝗶𝘀 𝗯𝘂𝘇𝘇𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝘆. The magic? Interactive content that engages and hooks your audience. Interactive elements like polls, quizzes, and live sessions don’t just boost engagement, they turn your audience into a vibrant, active community. This fosters loyalty that lasts. Engagement isn’t just about numbers; it's about connection. A static post? It will get you likes.  A poll? It sparks conversations and builds relationships. Practical Tips:  📊 Polls: Use polls to gain real-time insights and make your audience feel heard. ❓ Quizzes: Design fun, relevant quizzes to encourage participation and gather valuable data. ▶️ Live Sessions: Engage directly with your audience, answer questions, and build trust. It’s a common myth that only content quality matters.  Interactivity is what truly elevates engagement. Brands that use interactive elements often see increased authority as they’re seen as more responsive and engaged. Imagine transforming your followers from passive observers to active participants. It’s not just possible, it’s essential! Many brands struggle with fleeting engagement. They post content, but the connection is superficial. One day, they start integrating interactive elements. Initially, it can be daunting to shift from traditional posts to interactive formats. Engagement metrics may be inconsistent as you experiment. Over time, the consistent use of interactive elements leads to a more engaged, loyal community. You’ll see increased interaction, stronger community ties, and sustained loyalty. Interactive elements are not a gimmick—they’re a strategic tool for building deeper connections. Invest in interactive content to turn fleeting engagement into lasting relationships. Start today and watch your community flourish. Enjoyed this? ♻️ Repost it to your network and follow for more insights on transforming your engagement strategy! #linkedinpoll #linkedinlivesessions #socialmediastrategist

75 posts per day for 2 weeks straight. Most brands would call that spam. Wimbledon called it strategy 🎾📲 I just picked up tennis this year (still working on my backhand 😅), and stumbled upon the most INSANE social media case study while following Wimbledon. Get this: Wimbledon posted 1,043 times in just 14 days during the tournament. That's roughly 75 posts PER DAY across all platforms. The result? Nearly 1 million new followers in two weeks. Their secret sauce? They didn't just film matches. They created an entire universe: → Fans queuing at 5am (because that's content gold) → Behind-the-scenes player prep rituals → Celebrity reactions in real-time → Post-match emotional moments → Staff profiles and venue stories They turned every single moment into content - from strawberries and cream prep to ball boy training sessions. The craziest part? They now have 7M followers and generated 82 million total actions during the tournament. Their most viral post? Cricket star Rohit Sharma at the final - 4.6 million interactions. But here's what blew my mind: Tennis isn't just having a moment on court, it's dominating culture. Nike, Adidas, even Netflix - everyone's dropping tennis collections. The "tenniscore" trend is everywhere. The competition moved from Centre Court to social feeds, and Wimbledon absolutely aced it. Key takeaway: Don't just document your event. Create an entire world around it. Every angle has a story, every moment has potential content. What's your take - is this posting frequency sustainable, or genius tournament marketing? 👇

Big Budgets, Small Impact: Are Your Year-End Parties Missing the Mark? Let’s talk about the elephant in the corporate ballroom: You throw a lavish corporate celebration or year-end party. The food is Michelin-worthy. The decor? Pinterest perfect. The budget? Let’s just say it could’ve funded a team offsite to Bali. And yet, the day after the event, what do you see? ☑️ Employees clocking in, business as usual. ☑️ No afterglow of connection or motivation. ☑️ HR feeling like all that effort didn’t quite land. Here’s the hard truth: It’s not about how much you spend—it’s about how much you connect. The most common complaint I hear from HR teams is this: “Even with great planning, employees don’t fully engage. They show up, smile, and leave without the party making any real difference.” Why? Because engagement isn’t about the size of your budget. It’s about the size of the impact you create. 💡 Here’s the shift: Move from “throwing a party” to creating an experience. Your employees don’t want another DJ or buffet. They want to feel seen, connected, and part of something meaningful. Imagine this instead: ✨ Interactive workshops that let employees create, laugh, and collaborate. ✨ Team-building activities that aren’t just fun but meaningful—sparking real conversation and connection. ✨ Takeaways that stick—whether it’s a jar of memories, a newfound hobby, or a moment they’ll tell their family about over dinner. At CraftCulture, we’ve worked with HR teams who were exhausted by the “party treadmill.” After shifting their focus to curated, creative, and personalized employee experiences, they saw real magic happen. The result? Employees who didn’t just stay for the party but stayed for the mission. This year, let’s rewrite the script. Don’t just host a party—host an experience your team will remember long after the last song ends. Because here’s the thing: If your party doesn’t leave a lasting impact, what’s it really worth?

Here’s how we use AI personality profiling to attract corporate donors for nonprofits 👇🏼: What if I told you your next corporate partner isn’t ignoring you, they just haven’t been spoken to in their language? At Impact Circle, we’ve used DISC profiling. Yes, the same framework sales teams love, to help nonprofits book thousands of calls with aligned companies and donors. Here’s how it works (and why it matters for you): DISC = Personality Meets Philanthropy D = Dominance I = Influence S = Steadiness C = Conscientious Each personality type responds to different motivations, especially when it comes to giving. It’s neuroscience: D → Dopamine (driven by winning, results) I → Oxytocin (social connection, recognition) S → Serotonin (consistency, trust, values) C → Low Cortisol (clarity, logic, structure) Now layer in persuasion tactics (thanks Dr. Cialdini): D responds to Scarcity + Urgency → “There are only 5 sponsorship spots left for our upcoming gala.” I responds to Liking + Social Proof → “Other CMOs in your space have already partnered with us—want an intro?” S responds to Commitment + Reciprocity → “We’d love to partner long-term and co-create volunteer days for your team.” C responds to Authority + Reciprocity → “Here’s our latest impact report, with audited results and third-party endorsements.” And what not to do: Don’t bury a D in PDFs. Don’t bore an I with robotic emails. Don’t rush an S. Don’t pitch hype to a C. Want to simplify it? Start by writing your outreach like you’re talking to yourself. Then adjust, just a little, for each personality. This works. It’s how we help nonprofits fill their calendars with high-value corporate calls. It’s about learning how others hear you. Curious, what’s your DISC profile? Drop it in the comments. With purpose and impact,