Apr 2, 2024

11 Event Marketing Strategies and Trends for 2024

Team Cymbal

Now more than ever, staying ahead of the curve in digital marketing is essential for success. As we progress through 2024, it’s important to consider how much the marketing scene has evolved in recent years. 

New challenges and opportunities arise with AI technology, while email and SMS marketing remain at the forefront of the digital marketing mind. Digital marketing is, paradoxically, both accessible to everyone and an enigma to most. Let’s discuss recent marketing trends and strategies to help you make the most of your event marketing. 

Event marketing in 2024 is more interconnected and technologically advanced than ever while still leveraging the marketing channels proven to connect with fans. 

These traditional methods, like email, are complemented by new innovative strategies that leverage the latest technology.  Understanding these shifts is imperative for anyone looking to make a significant impact in live events. 

Here’s what we do know about event marketing in 2024:

  • Customization and personalization are key

  • Email marketing tactics remain important

  • People actually want SMS text messages

  • The general public expects more than ever from advertising

  • Developing and maintaining a brand voice is of the utmost importance

  • Integrated systems are essential to success

What Are Strategies for Successful Event Marketing?

With all of this in mind, we have some event planning and marketing tips that will help you improve your game when it comes to your event marketing. Get people in the door, pack your venues, and develop an identity as a brand or business with our cutting-edge tips and tricks.

1. Understand What It Is You’re Marketing

This might seem obvious, but it’s essential to have a crystal clear understanding of what you’re marketing. When it comes to events, it’s all about the fan’s experience. Every concert or show is different, and many times, that means different marketing to a different audience. Let this reality guide your marketing efforts so that you can craft a narrative that resonates with your target audience.

2. Identify Your Target Audience

In 2024, personalization and segmentation are more important than ever. Identify and understand your target audience, their preferences, and their behaviors. Utilize the latest in data analytics to create targeted marketing campaigns that speak directly to your audience's interests. This is the best way to increase the likelihood of engagement. 

When it comes to marketing music events like festivals, shows, and concerts, that might mean doing some research. Find out more about the demographics and personas that are listening to certain bands or genres and figure out how to appeal to them. 

3. Establish a Timeline

A well-organized timeline is the backbone of your marketing success.  Start planning early, allowing ample time for each phase of your marketing strategy to unfold. This includes things like pre-event promotions, early bird deals, ticket sales, and post-event follow-ups. Make your timeline clear and focused to ensure no aspect of your marketing strategy is overlooked. 

4. Build Brand Awareness

We cannot overstate the importance of brand recognition, especially in the oversaturated, internet-obsessed society we live in. Create a cohesive brand identity across all marketing channels, from social media posts and podcast appearances to your event website and landing pages. While you may personalize and segment your marketing efforts, consistency is key when it comes to brand voice. 

5. Design a Reliable Website

In an era dominated by digital interaction, your event website serves as the primary point of contact for potential attendees. You will want to balance having a unique and brand-focused website with a design recognizable to your customers. 

Websites should:

  • Be user-friendly

  • Be visually appealing

  • Be easy to navigate

  • Provide all the necessary information

  • Contain relevant links to upcoming events

  • Implement a seamless ticketing system

  • Include a reliable customer service contact

6. Plan Engaging Content

Develop a content marketing strategy that includes a mix of blog posts, videos, print information, and social media updates. Engaging content keeps your audience informed and builds anticipation around your event. Content should include a call to action (CTA) that motivates potential attendees and makes them want to engage right away — and keep coming back. 

And yes, it’s the year 2024, so don’t underestimate the role of influencer marketing. Love it or hate it, influencer marketing is becoming a legitimate and important part of the marketing scene. 

7. Optimize Your Email List

Despite all the major technological changes in recent years, email continues to be one of the most effective ways to get your message across. Segment your email list based on demographics and preferences. 

Targeted marketing and intentional email campaigns will allow you to tailor your marketing message specifically to your audience’s needs.  You can make the maximum impact and significantly boost ticket sales and attendee engagement. The best part is that people actually want to receive emails and look forward to communications about future events. 

8. Leverage SMS Messaging

Another type of marketing that is well-received by customers is SMS marketing. Text messaging is a powerful tool, offering a direct and immediate connection with your audience. While some people might not have notifications connected to their email or to a product-specific app, you’d be hard-pressed to find someone who doesn’t have their text messaging app set up to receive notifications.

Texts feel immediate, personalized, and important. You can implement SMS marketing campaigns to send event updates, exclusive offers, giveaways, and reminders in real-time. Customers appreciate these texts, and it’s becoming more and more common for people to opt-in to SMS campaigns for in-person and virtual events alike. 

9. Build a Community Through Social Media

Social media platforms remain a key player in event marketing, but times have changed. People don’t like to see what they perceive as “ads” on their social media accounts, so get creative! Make any posts feel warm and personal — if you must have a promotion strategy, do so conscientiously. 

Create a sense of community surrounding your events, and always keep your brand voice in the back of your mind.  Utilize live streaming, polls, hashtags, and user-generated content to make your fans feel like they are really a part of something, not like they are “just” a potential customer. 

10. Send Post-Event Thanks

Ideally, your relationship with your event attendees doesn’t need to end when the event does. Express gratitude by sending post-event thank you emails or messages. Encourage attendees to give feedback, share experiences on social media, and foster positive word-of-mouth marketing for your next event. 

11. Learn from Collected Data

Data is an absolute goldmine for event marketers, promoters, and anyone wanting to market or sell a product. Collect and analyze data from ticket sales, social media interactions, and post-event surveys.

With the proper analytics tools and a strategic look at metrics, you can easily identify successful strategies, understand attendee preferences, and refine your event marketing plan for the future. 

You may have tried to do all of this on your own, and you may have had some success! However, the good news is that you don’t have to go alone. The success of your event relies on a solid strategy for event planners, and we can help. 

What is Cymbal?

Custom SMS and Email Automation

With Cymbal, you can use custom SMS and email automations to reach your audience at the right time, with personalized messages designed to drive engagement and conversion. From AI content generation to email templates to customized landing pages, we’re here to keep your marketing rockin’. 

Easy-to-Use Platform

Cymbal’s user-friendly interface makes managing your marketing campaigns easy. No need to be a computer whiz or have extensive technical knowledge — Cymbal simplifies the process at every step, allowing you to focus on creating memorable live events that your fans won’t stop talking about.


Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era | Pub Med Central

The Email Marketer's Guide to Effective Marketing Automation | MarTech

How to Identify Your Target Audience | 

10 Marketing Trends That Will Dominate in 2024 | Forbes 

Team Cymbal