Accounting & Finance Event Promotion
A procedure for planning and executing the marketing and promotional activities surrounding business events, webinars, conferences, and workshops.
Purpose
To maximise event attendance and engagement through a coordinated promotional strategy that reaches the target audience through multiple channels at the right times.
Scope
Covers the promotion of all organisational events including in-person events, virtual webinars, conferences, workshops, trade shows, and networking events.
Prerequisites
- Event details confirmed including date, venue, speakers, and agenda
- Event registration page or landing page live
- Promotional budget allocated
Built with ASIC regulatory requirements, AML/CTF compliance, Tax Practitioners Board obligations, and APES standards in mind.
Step-by-Step Procedure
Develop Promotion Plan
Create a comprehensive promotion plan outlining the channels, timeline, messaging, and targets for event promotion.
- 1.1Define the promotion timeline with key milestones and deadlines
- 1.2Select the promotional channels based on the target audience
- 1.3Set registration targets and budget allocation per channel
Create Promotional Assets
Develop all creative assets needed for event promotion including graphics, email templates, social media posts, and advertising creative.
- 2.1Design event graphics and banners for each channel
- 2.2Write promotional copy for email, social media, and advertising
- 2.3Create the event landing page content with registration form
Launch Initial Promotion
Begin the promotional campaign with the first wave of communications to build early awareness and registrations.
- 3.1Send the first promotional email to the subscriber list
- 3.2Publish the event announcement on social media channels
- 3.3List the event on relevant event directories and partner websites
Execute Ongoing Promotion
Maintain promotional activity through the lead-up to the event, increasing frequency as the event date approaches.
- 4.1Send follow-up emails with speaker highlights and agenda details
- 4.2Post regular social media updates with countdown and engagement content
- 4.3Activate paid advertising campaigns if included in the promotion plan
- 4.4Engage partners and speakers in cross-promotion activities
- Increase promotion frequency in the final week before the event
Send Reminder Communications
Send reminder emails and notifications to registered attendees to maximise attendance.
- 5.1Send a reminder email one week before the event
- 5.2Send a final reminder the day before or morning of the event
- 5.3Include all logistical details such as venue, time, and access instructions
Promote During and After the Event
Capture and share live content during the event and follow up with post-event communications.
- 6.1Share live updates and content from the event on social media
- 6.2Send a post-event thank you email with recordings or resources
- 6.3Compile event metrics including registrations, attendance, and engagement
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Percentage of registrants who actually attend the event, measuring the effectiveness of reminder communications.
Total promotional spend divided by the number of registrations, measuring promotion efficiency.
Frequently Asked Questions
How far in advance should event promotion begin?
Promotion should begin four to six weeks before the event for standard events. Large conferences or events requiring travel may need eight to twelve weeks of lead time.
How many reminder emails should we send?
Two to three reminders are standard: one a week before the event, one the day before, and optionally one on the morning of the event. Avoid over-communicating, which can lead to unsubscribes.
What is a good registration to attendance conversion rate?
For free events, aim for 40 to 60 percent attendance of registrations. For paid events, attendance rates are typically higher, ranging from 70 to 90 percent.
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