Event Marketing
Fill every seat, and keep the audience coming back.
Galas, performances, conferences and community programs all depend on reaching the right people with a reason to act. We use audience strategy, data and testing to sell tickets and drive registrations, then help turn attendees into lasting supporters.
Filling an event takes a full campaign.
Invitations, social posts and reminder emails build awareness. Filling seats also takes a complete acquisition campaign.
Whether the goal is 800 tickets, a sold-out gala, increased exhibition attendance or registrations for a community program, the work is the same: identifying the people most likely to respond, reaching them through the right mix of channels and removing friction between initial interest and completed action.
When event promotion is treated as direct response, attendance becomes measurable, testable and improvable.
Audience, offer, channels and conversion, working together.
CBA develops integrated campaigns around the event goal, timeline and available audience data. We define priority audiences, shape the offer and messaging, select the right channel mix, strengthen the purchase or registration path, and track the results that matter.
We focus on ticket sales, completed registrations, attendance goals and the cost required to produce them.
- 01AudienceWho is most likely to attend?
- 02OfferWhat will move them to act now?
- 03ChannelsWhere and how should they be reached?
- 04ConversionWhat could prevent a purchase or registration?
- 05MeasurementWhich activity is producing real results?
A complete campaign, or the support your team is missing.
Depending on the event, timeline and internal resources, a CBA engagement may include:
- Audience strategy and segmentation using past attendees, members, donors, subscribers, prospects and qualified lookalike audiences
- Campaign planning, offer development and message sequencing
- Creative development and testing
- Email strategy, creative and execution
- Paid search and Google advertising
- Meta and other paid social advertising
- Display, programmatic, YouTube and connected TV when appropriate
- Retargeting for people who showed interest but did not purchase or register
- Landing-page and ticket-purchase-path review and optimization
- Campaign pacing and budget management as the event approaches
- Attribution and reporting centered on sales, registrations and acquisition cost
- Post-event follow-up designed to cultivate attendees into members, donors, repeat visitors, subscribers or advocates
Pacing and optimization
Events have a clock.
Event campaigns have a fixed deadline. If sales or registrations are behind pace three weeks before the event, there is no next quarter in which to recover them.
That takes active management from launch to event day. CBA monitors sales velocity, audience response, acquisition cost, creative fatigue, remaining inventory and the time left to act. As results change, we adjust audiences, messaging, creative, channel mix and spending priorities.
Working against a deadline?
Many event campaigns start with little lead time. CBA can build and launch integrated digital acquisition campaigns quickly, then optimize aggressively as the event approaches.
The value of an event doesn't end when the doors close.
Attendees have already shown interest in your organization. With the right data capture and follow-up strategy, they can become members, donors, repeat visitors, subscribers or advocates.
CBA can help organizations plan for the next step before the event begins, from capturing useful data and securing appropriate permissions to segmenting attendees and developing timely follow-up communications. For fundraising organizations, that connects directly to a longer-term donor-development strategy.
The result is an event strategy that builds attendance and longer-term relationships.
Your event has a date. The campaign should have a plan.
Tell us about the event, the audience you need to reach, your sales or registration goal, and where things stand today. We will help you identify the strongest path forward.