9 Techniques of Event Promotion That Boost Ticket Sales

Whether you're organizing a business conference, training course, congress, or webinar series, promotion has a direct impact on attendance. And while there's no one-size-fits-all formula, there are nine proven techniques that consistently increase registrations. The good news? You can implement them right away.

1. Reach out to those who already trusted you

If you’re running another edition of your event, start with your own database. Past attendees have already recognized the value of your event. Remind them of that – send a personalized message, share photos or videos from the previous edition, and offer a special deal for returning guests. Sometimes one sentence is enough: "It’ll be as good as last time – or even better."

2. Give participants choice – and a reason to act quickly

Different types of tickets address different needs – timewise, budget-wise, or logistical. In CONREGO, you can configure multiple ticket types (e.g., VIP, one-day, virtual) and control their availability. An early bird strategy combined with time-limited discount codes can significantly speed up event registration. Remember – lack of flexibility means missed opportunities.

3. Start promotion with… yourself

Your email footer, social profiles, website, even PDF proposals – all of these can and should promote your event. Your own channels are the cheapest and most authentic sources of communication. Add a banner, a pinned post, speaker highlights, workshop teasers – and most importantly, a link to the registration form.

4. Email marketing? Yes, but smart

Email marketing still works – if it’s more than just “Register now!”. Segment your audience, personalize your content and use an event registration system that lets you automate your mailings. That way, each person receives information relevant to their interests. With CONREGO, you can manage it all from one place.

5. Run a contest – one that drives sales

Not every contest supports your sales. But one that rewards participants for referring others? That’s a game-changer. You can reward the person who brings in the most attendees, using unique referral links, invite codes or promo discounts. The result? Viral growth – with CONREGO automatically tracking registration sources.

6. Build your event brand, not just a one-time buzz

Do you change the name, logo or domain every year? Stop. Consistency in branding – even if the content evolves – builds recognition, trust and SEO value. With CONREGO, you can create a custom event website that will last for years and grow in search visibility over time.

7. Embrace LinkedIn

It’s not just for recruiters. LinkedIn is a goldmine for B2B event promotion. Start a group, invite speakers, ask them to share the word. Every update in the group lands in members’ inboxes – an underrated but powerful channel.

8. Treat speakers as ambassadors

A speaker addressing an empty room doesn't benefit anyone. That’s why it’s worth involving them in event promotion – especially if they have a strong personal brand. Provide them with assets they can share on their platforms. Offer them extra visibility in return. It’s a win-win.

9. Promote your next edition today

Don’t wait until the end of your event to announce the next one. Communicate your plans during the current edition – and offer early access or discounts for those who sign up right away. You’ll generate leads, save money, and build momentum.

In summary? Effective event promotion isn’t about making noise – it’s about building trust, creating value, and leveraging what you already have. And if you want these efforts to be consistent, measurable, and efficient – choose a system that makes it all easier. Like CONREGO.

Ready to try these strategies? Start with a free test account and see what effective promotion looks like from the inside.

Tomasz Chrościechowski