I'm sure you've heard of the saying, "it's not what you know, it's who you know." That may be true in some cases, but in the world of promoting events, it can also be about what your friends and connections know. In this article, we'll talk about how to improve your event's attendance without paying for ads by building an audience online. We'll explore ways to invite your most engaged attendees via email, plus how to get speakers and partners involved in promoting your event (and why they should). Plus we'll discuss a few more tips for getting people excited about attending an event: make it simple for them to share on social media; offer up something valuable as an incentive; customize the email invite to show off its awesomeness—and more!