If you plan events, you understand the impact of making some noise in the weeks leading up to the big day. 

Obviously, we all want to host a memorable event. But here’s the thing—you can’t control the outcome of the event. What you can control, regardless of how many attendees show up, is how you market the event and utilize it as a tool to grow your brand awareness. Advertising and promotional content that captures attention will do just that. 

I recently hosted my first seller seminar, which was heavily promoted through advertising. Today, we will break down each platform I used to promote my event.

YouTube

The most impactful brand awareness piece around this event was a target frequency ad on YouTube. This type of ad, specifically designed to retarget the same homeowner four times per week within my designated geographical area is a true game changer. 

I created a single, high-quality video intended to be reused throughout the year for multiple seller seminars. To keep the video evergreen, I deliberately left out specific dates, planning instead to update these details in the video’s description for each seminar.

This video crushed for brand visibility – I received over 51,000 impressions, 16,000 views and a ton of positive feedback, reaching that elusive “she’s everywhere” status. It did, however, fall short in terms of direct conversion. 

The lack of a specific and engaging call to action contributed to the underperformance regarding conversion. Based on this experience, my future video ads will be engaging marketing videos that each include clear, concise messages and direct details about the event, which should improve the conversion rates.

My ad spend on this was $550 over a two-week timespan. 

Facebook & Instagram

I created three pieces of content around this event that I shared in my feed and stories on both Facebook and Instagram. I boosted one piece that I thought would perform best. This content landed me at a reach of 2,910 accounts, six messages and two sign ups.  

Event Platforms

I also created an event on Eventbrite, which resulted in one sign up, an event on Facebook which resulted in one sign up and an event on my Google Business Profile. 

Postcard Mailers

I sent two rounds of Every Door Direct Mailers to 1,500 homes in my geographical farm. I sent the mailers one week apart and received 19 scans. One of the mailers focused on downsizing, and the other focused on an educational seminar that was not overly salesy. 

Both postcards had the same back. I made sure to highlight the topics that I know are on the minds of homeowners in my farm and emphasize the free lunch (which people love).

Katie Lucie

Postcard 1 (front)

Katie Lucie

Postcard 2 (front)

Katie Lucie

Postcard (back)

Phone calls

I did not call nearly as many homeowners as I planned. Of the homeowners I did speak to, there was a clear sense of familiarity and interest in attending the seminar, so of course I wish I called more. I had 21 conversations with homeowners who received my mailers and two registered for the event from my phone calls.

Email blast to SOI

I personally invited 14 people in my SOI to the seller seminar, and one signed up. I will be adding a full local database blast for all future seller seminars. 

Gearing Up for the Next Event

Planning a homeowner-centric seminar has been a learning curve, but with a bright future proving that staying adaptable and learning from each experience is key to success. It has only been two weeks since my first seller seminar and I already have three attendees registered for the second one. 

From leveraging YouTube for brand visibility to engaging directly with potential attendees on Facebook, Instagram, and targeted mailers, each platform showed its unique value. 

The biggest takeaway? The importance of a strong call to action, particularly in video content, to turn viewer interest into actual seminar attendance. With this lesson in hand, I am refining my approach to brand awareness and enhancing conversion rates for future events.