Event Marketing: Turning Moments Into Momentum

Good event marketing does more than fill seats. It shapes expectations, builds community before the doors open, and extends impact long after the last guest leaves.

Marketing is not a support act. It is the framework on which we build the experience.

Why Event Marketing Matters:

1. It builds meaning before arrival
   Attendees arrive with a story already forming in their minds. Marketing sets the tone and helps people understand what to expect from the experience. This is especially powerful for introducing new events and ideas or when bringing diverse communities together.
2. It drives the right audience
   Strategic messaging aims to attract participants who are aligned with the event’s purpose and goals. That alignment translates into stronger engagement, richer conversations and better outcomes.
3. It multiplies return on investment
   Events are resource intensive. Marketing extends the lifespan of your investment. A single panel can become a series of posts, a newsletter feature, a media story and will leave a lasting digital footprint.

The Four Pillars of Modern Event Marketing

Event marketing is most effective when all channels work together rather than in isolation. Each platform plays a distinct role in shaping awareness, engagement and conversion. Together, they form an ecosystem that supports the audience journey from first impression to lasting impact.

1. Social Media

Social platforms build anticipation, document the experience in real time and preserve its afterglow. Platforms such as Instagram, LinkedIn and Facebook play an important role:

• Before the event
  Teasers, behind-the-scenes preparation, speaker spotlights and previews help audiences visualise the experience and understand its value.
• During the event
  Live content transforms attendees into co-creators. Real-time posts, short interviews and audience reactions extend participation beyond the venue walls.
• After the event
  Highlights, insights and reflections turn a one-day experience into an ongoing conversation.

Social platforms build anticipation, document the experience in real time and preserve its afterglow. Platforms such as Instagram, LinkedIn and Facebook each play a distinct role in audience engagement and reach.

2. E-Newsletters

Newsletters reach audiences in a more intentional space and allow for greater depth and context. A strong event newsletter will:

• explain why the event matters
• highlight speakers and themes
• share outcomes and insights
• reinforce brand voice and values
• invite participation

3. PR and Media

Media coverage signals credibility, relevance and impact. It positions events and organisers as contributors to industry and community dialogue. Effective event PR focuses on storytelling, not just promotion. Journalists and audiences respond to stories such as:

• Industry shifts or emerging trends
• Community impact
• Innovation
• Human stories

4. Website development and management

Your website is the central hub where information, storytelling and conversion meet. A well-designed event website guides visitors through a clear journey from curiosity to commitment.

An effective event website should:

• communicate purpose and value clearly
• provide intuitive navigation for schedules, speakers and registration
• reflect the event’s atmosphere through design and imagery

Ongoing management is equally important. Regular updates, fresh content and clear calls to action keep the site active and relevant. 

Mini Case Study: 

2025 Multicultural Health and Wellbeing Conference (NMHWC)

The 2025 National Multicultural Health and Wellbeing Conference provides a practical example of integrated event marketing in action. Designed to bring together health professionals, policymakers and community leaders, the Conference required a strategic communications approach that would build awareness, support participation and extend the reach of key outcomes beyond the event itself.

Our marketing strategy combined social media, dedicated e-newsletters, targeted media engagement and a fully integrated event website to support audience growth, stakeholder engagement and knowledge sharing across the sector.

• Social Media: 

The social media campaign for the NMHWC began six months earlier, in late May, and comprised of almost 50 individual pieces of content being designed, crafted and shared – including:

• 26 pre-event posts, reels and stories including speaker and session spotlights, venue and ticket information and important milestone reminders such as ‘Registrations Now Open’, ‘Abstract Submissions Now Open’, ‘One Month to go’ and ‘Last Chance to Register’ etc. 
• 20 live posts, reels and stories, provided real time updates throughout the three days, keeping those who could not attend connected while providing quality content for attendees to reshare as part of their experience. 
• 3 post-event reels and posts, to celebrate and provide a recap of the Conference, and to thank attendees, partners, speakers and suppliers for contributing to the success of the event.

The social media results:

• 100,000 audience reach/ impressions 
• 3,052 link clicks to the Conference website 
• 3,282 reactions (likes, comments, shares) 

• E-Newsletters:

Twelve (12) branded Conference e-newsletters were also created and distributed between May and November, sharing event updates, speaker profiles, session details and key milestones and deadlines. 

These newsletters were separate to the clients regular schedule of e-newsletters, helping to build brand awareness and trust for the Conference brand and purpose. 

The results: 

• 49.2% – Average Open Rate across all Conference e-newsletters 
• 9.8% – Average Click Rate through to the Conference website (which we also developed and managed!)

• Media Releases:

We drafted and distributed three separate media release for the Conference including: 

• Pre-event media release
• Two media releases on Day Two of the Conference to support the launch of two important initiatives which were announced at the conference: 
  • Vision 2030 launch
  • Launch of the Australian Multicultural Women’s Alliance (AMWA) 

The results:

• 50.8% Average Open Rate across all three media releases 
• 13.2% Average Click Rate 
• Interviews and articles appeared in key media outlets including many SBS Radio segments in various languages.

• Website development and management

We developed, designed and managed the NMHWC website, which included overseeing attendee registration and sales, the abstract submissions portal and process, sponsorship prospectus, program release and updates, speaker and session highlights and much more. 

Explore the Conference website here: www.multiculturalhealthconference.org.au

The future of events is not a collection of services and messages operating independently, but an integrated experience journey. Effective marketing is woven into strategic planning and experience design from the outset rather than applied as an afterthought.

Events create experiences. Marketing ensures the right people can discover, access and engage with them.

If you need event marketing support for your next event, the JTPM Event Marketing team would be delighted to share our expertise and experience to help make your event stand out.