The Keys to Event Marketing – Part 2: Inspire FOMO



FOMO—the Fear Of Missing Out—is a key motivator in many aspects of our lives.  We want to experience the museum exhibit that no one can get a ticket for, we’ll stand in line for an hour to try a cupcake, or we’ll book a trip to Iceland because everyone else seems to be doing it… FOMO applies to events too.  As a marketer, you have to figure out what makes your event special; special enough that people will take time away from their “regular life” to spend their time and money in order to learn or do something they would not typically get to experience.

There are two parts to creating this FOMO – one is actually planning an agenda and developing content that will be unique, inspiring, and engaging; two is making sure your target audience knows about how great the event is going to be and feel like they’ll miss out if they do not get to experience it.

With the access to so many free tutorials, videos, classes, networking events, etc. it can be hard to convince someone (or that someone’s boss) that an event is worth spending their time and money.  So, how do you do it?

First, read part 1 of this event marketing blog series and make sure you know your target audience and ways to use that information to your advantage.  Next, finalize your planning, then execute — hit send on your first email, post your first promotion tweet, and launch your Google Ad campaign!

Create Communications Timeline:

Events have hard deadlines, so start from the event date and work your way backwards.  Find out when key information will be available and define your timeline(s) – one timeline for prospective attendees and a second for registrants.  When does registration open and close?  When is the event’s schedule going to be finalized and available to share?  Are there key speakers or keynotes you will want to promote to entice registrations?  Are you providing an event mobile app and when will it be available to download?  Plotting out your key communications will allow you to divide up the outbound communications and decide how many times you’ll need to send prospective attendees and registrants information.

Choose Your Channels & Tactics:

When researching your target audience, identify not only what industry they work for, but see if you can infer other information that can inform your selection of marketing channels and tactics.  Can you identify “watering holes” where this audience goes for information—websites, social media, magazines, etc.?  Are there groups on LinkedIn that a larger percentage of the members fit your target audience?  Are there any trade shows you’re attending prior to your own event where your target audience is also in attendance?  Any information like this can help you to identify and focus in on where you need to be promoting and getting the word out about your event.

Now-a-days there are so many places to promote your event – your company website, outbound emails, your social media channels, paid social media (like LinkedIn InMail drops or Sponsored Content), Google re-marketing PPC ads, buying an eBlast for a partner to send out to their membership, etc.  Know your budget and choose the channels/tactics that will give you the most opportunities to reach your audience and will give you the best ROI.

Nail Your Messaging & Branding:

As an integrated marketing communications professional, one of your main goals is that the messaging and branding are consistent regardless of the channel or tactic, from the first invite to the directional signage onsite.  The color scheme of your event website should be pulled in to the design of your HTML emails; the tone of your tweets should build off the emails messaging; even the key speakers should relate to and/or speak to key themes brining your messaging to life face-to-face.  Every single touchpoint is the opportunity to reinforce and prove to your attendees that they made the right decision in choosing to attend your event.


Jennifer Maltba began her journey with the IMC program in August 2012; graduating in December 2014. Her favorite thing about the program was its ‘learn today, use tomorrow’ philosophy, which she felt truly made this a one-of-a-kind program.  A month after graduating, she took the position of Marketing Manager at Cvent, a global meeting and event technology provider headquartered in the DC area.  When not creating integrated marketing campaigns and tracking Marketing Qualified Leads (MQLs), Jen can be found planning her next trip to somewhere new, exploring the neighborhoods of DC in search of the best food, or taking in the latest museum exhibit in our nation’s capital.  




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