Building a profile of your target audience will help you speak more directly to their wants. You can do this by looking at past attendees and, with more accurate targeting, you can get much more impact from the same advertising budget.

Good design catches the attention of event-goers. Make it fun or dramatic, and include an engaging design and clear copy. Use pictures of real people — not stock photos — and give your writer examples of what your authentic voice sounds like.

When creating marketing content, emphasize video teasers. Videos are more effective than still imagery in social media and capture what your event is about, with an overall effectiveness rate of 20% for videos versus 12% for photos.