How to build pre-event hype with strategic marketing!

Because if no one’s talking about your event before it happens… you’ve already lost half the battle.

We’ve all seen it happen: a great event, well-run, beautifully delivered — but the room’s only half full, the energy’s flat, and you’re left wondering “Where is everyone?”

The answer? They didn’t know. Or they didn’t care.
And that, friends, is a marketing problem.

At The Perfect Events Group, we believe the event experience starts long before the gates open or the stage lights switch on. It starts with a buzz — a ripple of excitement — that gets your audience counting down the days. So, how do you build that hype? You do it strategically.

Here’s how to craft a smart, engaging pre-event marketing plan that turns heads, sells tickets, and gets people talking.

1. Start Early (Earlier Than You Think)

One of the biggest mistakes we see? Leaving promotion too late.
Your marketing should kick off at least 6–8 weeks before the event (and even earlier for large-scale activations). Build momentum with teaser content, save-the-dates, and early announcements.

PEG Tip: Think of your promo as a campaign, not a last-minute post. Stagger key content across multiple phases.

2. Create a Clear & Compelling Message

Ask yourself: Why should people come?
What’s the hook? Is it the entertainment? The cause? The experience? Your messaging should speak directly to your audience’s needs, desires, or values — and clearly state the “what, where, when, and why.”

PEG Tip: Nail one strong event headline and repeat it across all channels — clarity beats cleverness every time.

3. Design a Visual Identity for Your Event

Consistency is key to recognition.
Create a suite of branded assets — posters, tiles, stories, email headers — using the same colour palette, fonts, and imagery. When your audience sees your promo, they should instantly know it’s your event.

PEG Tip: Canva templates make it easy — and we can design these for you ahead of launch.

4. Leverage Social Media Like a Pro

You don’t need to be everywhere — just be strategic.
Focus on where your audience is most active (Instagram, Facebook, LinkedIn, or TikTok). Then, create a content mix including:

• Countdown graphics

• Artist or speaker reveals

• Behind-the-scenes prep

• Testimonials or throwbacks

• Reels with trending audio

• Giveaways or polls

PEG Tip: Use event hashtags, tag/collaborate with your sponsors/partners, and encourage them to re-share.

5. Engage Your Network and Community

Use your allies.
Reach out to sponsors, local councils, media partners, and collaborators to amplify your reach. Give them pre-written content or graphics to share. Word-of-mouth works best when it’s coordinated!

PEG Tip: Offer social media kits for partners — they’ll be far more likely to post.

6. Don’t Forget Email Marketing

Email is still a powerhouse.
Send targeted invites, countdown updates, and what-to-expect emails to your list. Personalised subject lines and strong calls-to-action make all the difference.

PEG Tip: Include an “Add to Calendar” link in every email — it’s a small touch with big impact.

Final Thoughts

Pre-event marketing isn’t just about promotion — it’s about building anticipation. The kind that gets people excited, clicking “attending,” and showing up ready for an unforgettable experience.

Need help creating a buzz-worthy campaign for your next event?
The Perfect Events Group can take care of the strategy, content, and delivery — so you can focus on making the day one to remember.