If you're anything like me, you understand that event marketing isn't just about throwing up a few posts on social media and calling it a day. In fact, in 2020, I doubled my events company on a $0-a-month marketing budget without relying on social media. Yes, you read that right. In the middle of the greatest event shutdown most of us have lived through, Grow Disrupt not only survived but thrived, selling out our events consistently. And here we are, four years later, still selling out events, launching new ones that are profitable from day one, and most importantly, having a lot of fun with our marketing.

So, how do you get there? How do you fill the room with your in-person events in a post-pandemic world? Let me share what I’ve learned over the years.

Show, Don’t Tell

I can sit here all day and tell you that my events are the coolest, the most fun, and the most worthwhile experiences you’ll ever have. But guess what? That doesn’t mean people will believe me. Why? Because we live in a world full of empty promises. How many times have you heard about something being “the best,” only for it to be a letdown?

So instead of just telling people, show them. Engage their senses. Show them what the food will look like, how the room will be set up, the swag they’ll get, and if you’re taking people out on excursions, give them a taste of what those will be like.

For example, at one of our events, we took guests on excursions and provided custom coffee blends. We didn’t just say, “Our coffee is amazing,”—we gave people samples of the coffee blend we worked on with a sommelier. It’s all about showing your audience what they can expect, so they know exactly why they want to attend your event.

And here’s the kicker—don’t worry about revealing too much. I used to think, “Oh no, if I show them all the cool stuff now, there won’t be any surprises left for the event.” But here’s the secret: do more cool things! You need to have enough to talk about before the event and still have surprises for when they arrive. It’s a delicate balance, but trust me, it works.

Marketing Events is a Year-Round Job

Another big misconception I see is that people think marketing an event is something you do right before the event happens. That couldn’t be further from the truth. Marketing your event is a year-round job, especially if it's an annual event. There's a reason most events don't turn a profit until the three-to-five-year mark—it takes time to build a base of attendees who come back year after year.

At Grow Disrupt, we market the Grow Retreat all year long. Sure, we don’t sell many tickets between March and August, but we’re still talking about the event, posting content, and keeping it fresh in people’s minds. We record tons of videos, gather testimonials, and create posts that we use throughout the year.

Remember, people need to know your event exists, and they need to be reminded of it constantly if you want them to show up year after year.

Think Beyond Social Media

Social media is great, but it’s not everything. If you’re relying solely on social media to fill your event, you’re missing out on a ton of opportunities. Diversifying your marketing efforts is key. We don’t just post on social media; we also implement email campaigns, direct mail campaigns, phone outreach, and more.

For instance, in 2023, we produced a three-minute and 48-second pop ballad about entrepreneurship. Was it fun to do? Absolutely. But it was also a crucial part of our messaging for the Grow Retreat that happened just three months later. We even created a custom coffee blend that we handed out at in-person events and talked about everywhere we went. It was a conversation starter and a great way to engage people outside of the typical social media platforms.

Right now, we’re in the middle of producing a comic about life and entrepreneurship with ADHD. Again, this isn’t directly about an event, but it’s something our audience connects with, which in turn helps drive interest in our events. The more your brand does cool, engaging things, the more your audience will talk about you—and bring others into your circle.

Marketing is Just as Important as the Event Itself

Finally, never forget that no matter how amazing your event is, if you’re not marketing it, people won’t show up. This is one of the biggest reasons why events fail to take off. Many individuals focus all their energy on creating the event—on the content, the food, the venue—and they forget to put just as much effort into marketing.

Event marketing isn’t for the faint of heart, but it can be incredibly rewarding and profitable. The key is to manage your budget wisely, market relentlessly, and have fun while doing it. That’s how you fill the room with your in-person events in a post-pandemic world.

If you’re ready to take your event marketing to the next level and want more tips and strategies, visit thestephaniescheller.com. Let’s fill your next event to capacity, together!