Even experienced organisers occasionally run into challenges when promoting an event. Many of these issues are avoidable once you know what to look out for.

Some of the most common promotion mistakes include:

Waiting until after launch to think about promotion
Campaigns often perform best when organisers already have a plan for reaching their first supporters before publishing.

Setting a ticket goal that feels out of reach
A realistic goal can create confidence and early momentum. Goals that feel unattainable may discourage supporters from booking.

Trying to appeal to everyone
Events with a clearly defined audience are often easier to promote than events with broad or unclear positioning.

Using unclear event descriptions
If supporters struggle to understand what the event is, who it’s for or what to expect, they’re less likely to commit.

Creating overly complicated ticket structures
Too many options can slow decision-making. Simple ticket structures are often more effective.

Stopping promotion too early
Even campaigns with strong starts benefit from ongoing visibility and reminders throughout the campaign period.

Only promoting through one channel
Different audiences engage in different places. Consider using a mix of social media, email, communities and personal networks where appropriate.

Assuming supporters already know why the event matters
The value of attending may feel obvious to you, but supporters often need help understanding why this particular experience is worth their time and attention.

Promotion isn’t about doing everything perfectly.

It’s about learning what resonates with your audience, adjusting as you go and continuing to show up consistently throughout the campaign.

Every campaign provides useful insights that can help you become a stronger organiser over time.