What Are The Best Ways To Target & Promote Events?

Heidi McIvor-Allen - Owner of McIvor Marketing LLC


Events are back and booming! With restrictions finally lifting and people eager to get out of the house, we wanted to share with you some great ways to help promote your clients’ events or even target people at events.

“When you change one thing, you have the ability to change EVERYTHING.


Social media is the perfect tool for targeting and promoting events. With people spending about an hour per day on the social media platform, it is a great place to tell potential attendees about the upcoming event. One highly effective ad placement is Event Response Ads.

Facebook events and the benefits of using them

With these ads, we link directly to the client’s event page on their business Facebook page, not the client’s website. And, if someone clicks that they are interested in the event, they will continue to get reminders about the event through their Facebook notifications. For the very best reach we recommend not just serving Event Response Ads on their own, but instead running them in conjunction with regular News Feed Ads – think single image/video or a carousel ad. With a carousel ad, the client can have multiple events being promoted or even things about your business “why choose you” ads within 1 ad set and have the Event Response ad talk about, and promote, the event that’s closest.

When it comes to targeting events, Facebook has some great options. NOTE: You can also upload any customer data files you have or any hashed email files you purchase as a “Custom Audience”. Here are just a few categories to target using what Facebook knows about us:


Social Mirror™ ads are such a hot and producing product right now. Social Mirror™ ads look like social media posts, but they appear on thousands of other apps and websites across all devices. There is no doubt that your clients will be promoting their event on social media, through their own organic posts. What if you could take that post and place it in front of their target audience when they are using other apps and websites? That is the beauty of this product!

One of the great advantages of this product is we are using the content that your client is already working hard to product on social media. It doesn’t matter which of the 8 major social media platforms (Facebook, Instagram, Twitter, LinkedIn, Tik Tok, Pinterest, Snapchat, or YouTube). We can work with all of them and bring that social media content to life outside of that particular platform.

The client just provides the URL of the post that they want to use as their ad creative and we turn it into an ad that looks like this:

social mirror post example

One advantage of this platform is the ability to drive people to the client’s website AND their social media channel as well. The ads we create have 3 different call-to-action opportunities, to the client’s website, to their Social Media profile, or to that specific post on their social media profile.

Another advantage is the targeting options available to your clients with Social Mirror™. The client can utilize Behavioral Targeting, Keyword Targeting, Artificial Intelligence, and/or Retargeting.

When we talk about behaviors that we can target, there are literally thousands of ways to reach event goers. Here are just a few:


What the one thing that almost everyone has with them at any given moment? Their phone! So, if you can target people on their mobile device with your advertisement, wouldn’t that be of benefit to you?

There are many ways that this product can be used, so let’s break it out for you.

First, you can target based off behaviors. Like most digital products, we can target people based on the online behaviors people exhibit on their mobile devices. Every app we use and every website we go to starts to create different behavioral buckets that we fall into, providing a great opportunity for you to reach your target audience.

When it comes to events, if you’re trying to reach people interested in events, or even a specific type of events, take a look at some of the behavioral categories available:

Next up, we can target people based on where their phone is physically located. We call this “Addressable Geofencing”. For example, if you’re an event center or concert venue, and you want to target people that are coming to shows at this venue, and promote upcoming shows, you can definitely do that. You could even target other event venues and reach their event attendees as well. We utilize a product called Geofencing in addition to the behavioral targeting that you just selected. Geofencing is where we put up a virtual fence, in this case, the event venue, and maybe a few others nearby. When people enter these event venues, we now have the ability to drop a cookie on their smartphones and start serving ads to those mobile devices. So, you can start serving ads to people that are at your events, or any events, to promote your business. This type of technology can be used to target competitor businesses, real estate open houses or new build communities, OR even individual homes if you have customer or purchased postal data.

Here are a few ideas of locations/events to geo-fence:

Targeting these locations and people at events is a great tactic. But, what happens after they leave the event? How do you continue to talk to them? Enter in Geo-Retargeting. Geo-Retargeting is a tool that allows us to continue to serve ads to mobile devices that were inside of the geo-fences that you were just targeting. This is an opportunity to continue to talk to that audience about your upcoming event.

Utilizing a function called Geo-Retargeting Lookalike, not only can we follow people after they leave the Geo-Fenced area, but now we have the ability to also target people that live near them. Basically, on the premise that people that live in the same neighborhoods may have similar interests and be interested in similar types of events.

The last capability for Mobile Conquesting™ is Event Mobile Conquesting™. This works a little different. With Event Mobile Conquesting™, we can target people that are at a multiple day event (up to 3 days). With this feature, we ONLY zero in on this event, let’s say a Home Show or Music Festival, typically over a Friday, Saturday, and Sunday. With Event Mobile Conquesting™, we put a geo-fence around this multiple day event and target people during the entire event. Then, we retarget them for up to 30 days after the event. You can pick any event that you want and target attendees. It is almost like have the ability to sell a digital sponsorship for any event.

Being able to track ROI is important to every business. Being able to track on-site visits of people who have been served the mobile ad, is one of the methods that Mobile Conquesting™ offers to be able to do just that. We can track people who see your ad and then come to your business/venue within two weeks after seeing it as long as they:

Which means each month you’d be able to see those verified visits on your monthly report as well as the estimated visits of those who didn’t meet the above requirements.

McIvor Marketing Is Here To Target & Promote Your Events

Now you have a plethora of resources at your disposal to be successful with target and promotion of events! Still feel like you need help with your social media accounts, Social Mirror ads, Mobile Conquesting, Geo-fencing or Geo-retargeting? McIvor Marketing has all the knowledge and resources on these topics to make sure you have the highest success rankings in all areas! We help you achieve optimal success with all things digital advertising. Contact us today!

What Business Services Does McIvor Marketing Offer?

We are so glad you asked! From setups to start-ups to businesses in growth and transformation, McIvor Marketing has services to meet your needs. Not ready to dive into hiring a full-time marketing director? Are you just curious about how your marketing is performing? We can help you set up trackable ways to measure your marketing ROI with a project-based digital audit to help you find out what vendors are performing. We can also help you get your social media advertising portals set up. In addition to that, we also offer training on Google Analytics, Facebook Business Manager, Facebook Ads, Google Ads, Canva, as well as how to plan content and brainstorm ideas to help you grow through research.

Our phoenix based digital marketing agency can help with website design & development, logo design, branding items, off-line marketing design and strategy, paid search management, social media ad management, email marketing, display advertising and more! Check out our full list of services and reach out with any questions. 

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