Though small organizations still rely heavily on traditional marketing channels to promote their events, social media is also an important outreach tool: 77% of event marketers who work for a small business or nonprofit say they use social media to promote their events, and another 14% say they plan to do so in the next year, according to a survey from Constant Contact.
Among the 77% of event marketers surveyed who use social media (advertise or engage on social platforms) to promote their events, 73.8% say the channel is extremely effective (23.3%) or somewhat effective (50.5%).
Even so, email and conversations via telephone are ranked highest in effectiveness (extremely or somewhat) among the event marketers who use those tactics to promote events, followed by websites, direct mail, and public relations:
- Email: 91.2%
- Telephone: 86.1%
- Websites: 77.0%
- Direct mail: 76.7%
- Public relations: 74.7%
Only one-half of event marketers rate blogging as extremely effective (4.2%) or somewhat effective (51.0) for promoting events.
Overall, event marketers appear to view social media marketing as a complementary tool to more traditional tactics.
Below, additional findings from The State of Event Marketing, a report based on a poll of 474 event marketers from small organizations (50 employees or fewer), conducted by Constant Contact.
More than three-quarters of marketers say social media is very important (38%) or somewhat important (41%) to events-promotion efforts.