The Complete Professional Conference Marketing Package: What PCOs Need to Know
If you’ve ever been responsible for organizing a conference, you already know how chaotic things can get. As professional conference organizers (PCOs), your job is a juggling act—managing venues, vendors, schedules, and attendees. On top of that, you’ve got the marketing side of things, which is where it often gets tricky. You can have the most perfectly planned event, but if the marketing isn’t on point, it can all fall flat.
We’ve worked with plenty of PCOs who hit roadblocks when it comes to digital marketing for their events. You might have a client who’s running an 8,000-delegate conference in 18 months and you’ve got to keep the buzz alive the entire time. That’s no small task. The good news is, a solid marketing plan can make all the difference in the world. So, let’s break down what goes into a complete, professional conference marketing package and why it’s essential for your clients’ events to thrive.
The Common Friction Points in Conference Marketing (And How to Fix Them)
1. Inconsistent or Late Information from Clients
This is something we see all the time. You’re gearing up to push out promotional material, but the client is late getting you the final details—maybe the speaker list isn’t confirmed, or the event schedule keeps shifting. Sound familiar? Yeah, it happens to the best of us. What works is having a marketing strategy that’s flexible enough to adapt when the info finally comes through. We always suggest building out a content plan that leaves room for these last-minute changes. Trust us, it’ll save you stress later.
2. Content That Doesn’t Engage
There’s more to digital marketing than sending out a few email blasts or throwing up a Facebook post. People want to see content that grabs them—whether it’s a behind-the-scenes look at the event set-up, an interview with a keynote speaker, or even a countdown to the big day. The trick is creating content that makes people feel like they’re part of something bigger. Think interactive videos, live Q&As, or even user-generated content from attendees. If you keep the content interesting, people are far more likely to stay engaged.
3. Low Social Media Reach
Let’s be real, organic reach isn’t what it used to be. Social platforms keep tweaking their algorithms, and it’s getting harder to reach your audience without paying for it. That’s why you need a two-pronged approach—combine organic efforts with paid social media ads. Start with general awareness campaigns to get the word out, then closer to the event, shift to targeted ads aimed at people who are more likely to attend. This layered approach helps you cover both broad and specific audiences.
4. On-Site Marketing Madness
Once the event is live, marketing often becomes an afterthought. But that’s when the real magic happens—your attendees are right there, in the moment, ready to share and engage. Whether it’s live streaming the sessions, sharing real-time social media updates, or using event hashtags to build online buzz, planning this ahead of time ensures nothing slips through the cracks. Pro tip: make sure someone is dedicated to handling the on-site marketing so the team isn’t scrambling last minute.
Why a Full-Scope Marketing Strategy is a Lifesaver
If you’re thinking, “Okay, but how do we make all of this happen without losing our minds?” you’re not alone. It’s a lot to manage. But having a full-scope digital marketing strategy can seriously lighten your load.
Here’s why it works:
1. Multi-Channel, Multi-Format Approach
Everyone consumes content differently—some prefer reading blogs, others love videos, and some are all about Instagram stories. You need to cater to all these preferences to hit your audience from every angle. That means having content in multiple formats (written, video, images, interactive) and on various platforms, so you’re always in the right place at the right time. Cover all your bases, and you’ll see a noticeable difference in engagement.
2. Long-Term and Short-Term Planning
Successful event marketing isn’t about doing everything at once. It’s about planning over time. Early on, you need campaigns that build awareness and generate buzz. As you get closer to the event, your focus should shift to more targeted efforts, like reminding those who registered but haven’t yet bought tickets. You need both long-term and short-term strategies working together, otherwise, you’re missing out on key moments to engage your audience.
3. Tracking and Analytics: Don’t Skip This Step
If you’re not tracking the performance of your campaigns, you’re flying blind. It’s not enough to just do the marketing; you need to know what’s working and what’s not. We recommend setting up monthly reports so you can adjust your strategy as you go. It could be as simple as shifting budget from underperforming ads to ones that are bringing in more engagement. It’s about being smart with your time and resources.
Practical Tips to Improve Your Conference Marketing Today
Okay, let’s get into some actionable steps you can take right now:
1. Create a Flexible Content Calendar
You need structure, but flexibility is key. Build out your content calendar early, but leave room for those inevitable last-minute changes from your clients. It’ll make life a whole lot easier when things shift (because they will).
2. Mix Up Your Content Types
If you’re not already using video or interactive content, now’s the time to start. It doesn’t have to be Hollywood-level production. Simple, authentic videos—like speaker teasers or attendee interviews—can go a long way in keeping people excited.
3. Use a Combination of Paid and Organic Social Media
We know, paying for social media ads isn’t always what we want to hear, but it’s necessary. Organic reach is great, but paired with some smart, targeted ads, your reach and engagement will skyrocket. Focus on both, and you’ll see better results.
4. Plan Your On-Site Digital Engagement Early
Don’t leave this to the last minute. Plan ahead for your on-site digital marketing—whether that’s having someone live-tweet the event, sharing real-time Instagram stories, or even setting up a social media booth for attendees. It makes a huge difference to the event’s digital footprint.
5. Regularly Track and Tweak Your Strategy
Don’t forget to track how things are going. Look at what’s working and make adjustments. Even a small tweak in your campaign can make a huge difference, and the earlier you spot it, the better.
So, What’s Next?
If you’re finding it tough to juggle everything—from logistics to digital marketing—don’t worry, you’re not alone. The key is building a strategy that works over time, covers all the angles, and keeps things flexible when the unexpected happens.