How to Promote an Event: A 5-Step Strategy for Exhibition Planners

Promoting a successful exhibition is a multi-faceted challenge. To cut through the noise and attract a committed audience, event planners need a structured approach that moves from strategy to execution, ensuring no opportunity is missed.

At SEC, we’ve spent 40 years hosting events of every shape and size. While the channels have evolved from print-first campaigns to today’s digital ecosystem, the core of promotion remains the same: connecting the right people to your event with a compelling story.

Forget quick tips. Here is a practical, five-step framework to build a robust promotional campaign.

Step 1: Know Your Audience Inside and Out

Before a single ad is written, you must answer the fundamental questions: Who are you targeting? What are their professional interests and pain points? What media do they consume, and what key messages will they respond to?

Ultimately, this step is about defining why they will want to attend. Is it for networking, education, or to discover new products? A clear audience profile, built on data and insight, is the non-negotiable foundation for every decision that follows.

Step 2: Develop Your Pricing and Ticketing Strategy

Your promotional messaging is inextricably linked to the value your audience perceives. This step forces you to define that value commercially. Are all sales at full price, or do you use early-bird discounts to drive urgency? Perhaps you focus on full-price sales with occasional, targeted offers.

If your event is free to attend, you are effectively running two concurrent campaigns: one to drive registrations and a crucial second push to convert those registrants into actual attendees. Your strategy here will directly shape your promotional messaging and timing.

Step 3: Invest in Targeted Paid Advertising

Using the insights from Steps 1 and 2, you can now spend your budget wisely. Is your audience broad, warranting a splashy outdoor campaign for mass awareness? Or is it niche, requiring a hyper-targeted digital approach across LinkedIn or industry-specific websites?

The answer is often a blend. The key is to define the role of each channel: which activities are building general awareness, and which are designed to directly convert to sales or registrations? Time your key messages and special offers to ensure maximum impact, using your audience and pricing knowledge to guide the plan.

Step 4: Activate Your Owned Channels

Complement your paid efforts with the platforms you control. This is your direct line to an engaged audience. A clear, well-optimised event landing page is your hub. Regular email newsletters, organic social media updates, and blog posts showcasing speakers or sneak previews keep your audience warm and informed.

Use these channels to build a community through behind-the-scenes content, a dedicated event hashtag, and by responding directly to comments. This creates a sense of belonging that builds loyalty long after the event ends.

Step 5: Widen Your Campaign’s Reach

A great campaign extends beyond your direct efforts. This step is about leveraging third-party credibility and existing networks to amplify your message.

• Media Coverage: Secure features in industry titles or local press to build buzz and credibility.
• Influencer & Partner Activity: Collaborate with industry voices and, crucially, lean on your partners. Your exhibitors, sponsors, and media partners all have their own audiences you can tap into. And of course, your venue is a key ally. At SEC Glasgow, we provide deep local market knowledge and connections to help organisers maximise their reach in Scotland and beyond.

Looking Ahead

Exhibition promotion never stands still. Over four decades, we’ve seen trends shift from poster-heavy campaigns to influencer partnerships and AI-driven targeting.

So, what’s next? Expect even greater use of hybrid formats, immersive digital experiences, and data-led personalisation. But no matter the new tools, the fundamentals of a strategic, step-by-step approach will always be the key to connecting people to your event in meaningful ways.

Partner With Us

At SEC Glasgow, our exhibitions team understands that promotion is a complex puzzle. We work closely with organisers as a strategic partner, providing a dedicated point of contact with deep knowledge of Scotland’s media landscape, promotional platforms, and audience dynamics. It’s a level of support refined over 40 years, designed to help you build a campaign to deliver an event that delivers real impact.