Let’s be honest, getting people excited about your event isn’t always the easiest thing. You are supposed to make all the buzz. However, many attendees will never know about the behind-the-scenes problems of having to deal with decision-makers when a large chunk of those who RSVP’d are not coming. Granted, while you’re busy mixing it up across multiple marketing channels to reach your target audience, the question of ROI can linger in the back of your mind and maybe keep you awake at night.
Academic events, such as research presentations, conferences, symposia, paper submissions, and workshops, all pose special challenges to even experienced event planners when it comes to marketing.
But here’s the good news: with the right approach and the help of the right platform, you can considerably improve your event marketing results.
This blog is not just a set of ideas but a survival kit that every event professional delivering results needs. It’s your go-to resource for a practical, conversion-focused marketing plan, crafted with academic events in mind.
Why is Event Marketing and Promotion Necessary?
In promoting an event, there is an amalgamation of art and science: the process of raising the event’s visibility, attractiveness, and desirability in the eyes of the target group. It involves everything from multiple strategies down to intricate tactics to build up enthusiasm, improve attendance, and ensure overall success.
A true event marketing strategy articulates all of the following key elements:
Purpose: Why are you hosting the event?
Audience: Who is the target audience?
Success Metrics: What does success look like, defined by specific numbers?
Touchpoints: How will you make sure every contact or touchpoint, from the very first announcement to the very last follow-up, adds to that success?
It’s not about just filling seats, but rather about creating an experience for the attendees and measuring subsequent actions as a result.
Start With a Clear Objective
Even experienced marketers can struggle with this.
Posting teasers on Instagram is a tactic. Sending segmented email invitations is, too. But deciding whether to use a paid versus gated event model, based on your particular sales cycle and quality of lead, shows strategic thinking.
A solid event marketing strategy is not a simple checklist of things to do but an outline of why you’re doing those things and how they tie in with revenue or brand growth.
The more specific your goal, the sharper your messaging becomes, with more measurable results.
Define Your Audience with Academic Precision
Unlike commercial events, academic events attract niche, specialized audiences. A one-size-fits-all message will never resonate with a larger audience.
Identify your audience segments:
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- Researchers in specific fields
- Industry experts
- University faculty
- Research institutions
The more you understand each group, the better you can tailor your marketing language.
Utilize Speaker Marketing
Every speaker has their own network of followers and contacts. To make use of this potential effectively, you can insert a clause in your agreement that encourages their involvement in promoting the event.
Provide them with ready-to-use promotional materials, including swipe copy they can quickly edit for their audience, engaging visuals that capture attention, and direct links to make it easy for people to register for the event.
Equipping them with the mentioned resources herein empowers your speakers to take an active role in driving registrations and creating buzz around your event.
Build a High-Impact Landing Page for Your Website
Skip the unnecessary details. Your landing page should speak directly to your ideal customer profile (ICP). Address the problem your event solves first, then focus on benefits, not schedule. This allows you to customize headlines based on different segments or industries and track which ones convert the best.
Develop a Targeted Email Marketing Funnel
Email marketing has the highest potential for conversion when done with intent. Your email should include:
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- Pre- announcement teaser, highlighting key themes and opening dates
- Official call for submission guidelines, important notes, and benefits
- Highlighting the price hikes, early-bird entries, or limited seatings
- Use CTA buttons instead of links
- Personalize using names and institutional data
- Offer Early Birds Incentives
Encourage early sign-ups with some really appealing incentives. Instead of just discounted rates, add value to the experience. Preferred seating, extra content, or an exclusive pre-event VIP roundtable are examples of perks that can increase registrations without sacrificing your profit margins.
Promote through Social Media Strategically
Academic audiences don’t spend all day on social media, but they do consume highly relevant content.
Platforms that work best are LinkedIn, X(Twitter), Facebook Groups, YouTube, and Quora.
Types of content that convert:
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- Speaker introduction posts
- Research themes overview
- Behind-the-scenes preparation
- Key deadlines
- Live Q&A snippets
Use Content Marketing to Build Authority
Academics attend events that they can trust. Content is one way to build that trust. Your content can be:
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- Expert interviews
- Articles on engaging research trends
- Speaker-written blogs
- Behind-the-research stories
Consistent thought leadership positions your event as a knowledge powerhouse.
Use All-In-One Academic Event Platforms
Poor user experience is one of the major reasons most academic marketing strategies fail.
Like Dryfta, which was brought to life to fulfill the needs of academic conferences, every stage of the process, from registration down to follow-ups post-event, is made efficient, intuitive, and impactful.
With features facilitating logistics, making networking easier, and increasing the engagement of attendees, Dryfta is setting the bar regarding conference management in academia. Moreover, with some exciting updates in the pipeline, this platform keeps getting better.
What Makes These Strategies Work?
After all, not every trick that impresses on paper works in the real world. That beautiful landing page or that brilliant email is of little consequence if it can’t get people to act. So, what finally turns a great idea into a conversion powerhouse? It’s all about the art of event marketing strategy, done with precision, intention, and perfect timing. Combine these, and that’s where the magic of conversion really starts happening!
How Does Dryfta Power These Strategies?
Dryfta is revolutionizing how academic conferences are organized and experienced; this makes it the go-to platform for academics. Here is what makes Dryfta a game-changer:
• All-in-One Suite: Dryfta isn’t just about event management; rather, it covers abstract submissions to networking opportunities, so that nothing falls between the cracks.
• Ease of use: The design is so intuitive that organizers and attendees with any level of experience will feel right at home on the platform.
• Tailored for You: Customize every aspect, from forms to notifications, so your conference reflects your unique vision and requirements.
• Flexibility and scalability: Whether it is an intimate seminar or a bustling international conference, Dryfta adapts with ease to your needs.
Elevate your academic events with Dryfta and discover a whole new level of conference management that creates an improved experience in all dimensions!
Monitor Your Engagement with a Real-Time Dashboard
Your teams need data, not anecdotes. Dryfta’s real-time dashboards monitor attendee behavior, including engagement patterns and key conversion signals, syncing directly with your CRM. That way, your team knows exactly who to prioritize and why.
To seriously employ event marketing strategies that drive results, what you need is more than ideas; what you need is infrastructure. With Dryfta, you are not just organizing an event; you are running a results-driven campaign from start to finish.
Ready To Market Your Event Smartly?
It is not the speakers, not the sessions, and not even the venue, but who comes and attends that defines a successful academic event: which researchers submit their papers, which students participate, and which scholars engage.
Don’t just run events; treat them as revenue-generating campaigns that need to be marketed effectively. If you approach event marketing as a checklist-sending a few emails, making a LinkedIn post, perhaps writing a recap blog-you’re leaving potential results and budget justification on the table.
Dryfta built an event management platform tailored for the specific needs of academic conferences to leave the organizers wanting for nothing.
Looking to level up your next academic conference? Try the Dryfta platform that helps you focus on what’s most important: the advancement of knowledge, creating connections, and impactful experiences.