How to use events to build your brand and generate revenue

Ah, events. The glorious opportunity to drag people out of their Zoom fatigue, slap your logo everywhere, and make some actual money while you’re at it. Whether it’s a highbrow conference, a trendy webinar, or an all-out industry bash, events are the secret weapon every magazine and news website publisher should be wielding. But let’s not kid ourselves—pulling off an event that’s both memorable and profitable takes a bit more than ordering snacks and crossing your fingers.

Here’s your step-by-step guide to planning, promoting, and profiting from events—all while keeping your sanity (mostly) intact.

Step 1: Decide What Kind of Event You Want to Host

Start by asking yourself: what type of event makes sense for your brand? There are plenty of options:

• Conferences: Ideal for thought leadership flexes. Get the best speakers, panel discussions, and maybe even a swanky venue.
• Webinars: Perfect for when you want to keep it virtual, low-cost, and scalable. Bonus: nobody has to wear pants (officially).
• Workshops: Great for hands-on learning and audience interaction. These also tend to have smaller, more focused groups—read: higher engagement.
• Hybrid Events: Combine in-person charm with virtual convenience. It’s the mullet of events—business up front, party in the back.

Step 2: Plan Like Your Life Depends on It (Because It Kind Of Does)

Planning an event is like assembling IKEA furniture. It’s a lot of parts, and missing one bolt could bring the whole thing crashing down. Here’s what you need:

1. Set Clear Goals: Is this about brand awareness? Generating leads? Building revenue? All of the above? Knowing your why will shape your how.
2. Pick a Theme: No one wants to attend another generic “industry trends” event. Make it specific, relevant, and a little spicy.
3. Find the Right Speakers: Big names draw crowds, but make sure they align with your brand. Pro tip: a few rising stars with fresh takes can often outshine the usual suspects.
4. Lock Down Logistics: Venue, tech setup, registration platform—get these sorted early. For virtual events, test your tech a million times (and then once more for luck).

Step 3: Promotion, Promotion, Promotion

Nobody will come to your event if they don’t know it exists. Here’s how to make sure they do:

1. Email Marketing: Use your existing subscriber list to promote the event. Tease key speakers or sessions to spark interest.
2. Social Media Blitz: Create an event hashtag, post sneak peeks, and don’t shy away from a little FOMO marketing.
3. Collaborations: Partner with influencers, sponsors, or industry groups to expand your reach. Their audience = your audience.
4. Content Teasers: Publish articles or short videos related to the event theme to drum up excitement.
5. Early Bird Specials: Offer discounts or perks for early sign-ups to build momentum.

Step 4: Monetise Like a Pro

Events are fun and all, but let’s not forget the real goal: making money. Here’s how to do it:

1. Ticket Sales: Obvious, but effective. Offer tiered pricing—think general admission, VIP passes, and group rates.
2. Sponsorships: Brands love exposure. Offer them speaking slots, booth space, or branded swag opportunities.
3. Merchandise: Got a cool logo? Slap it on a tote bag or mug and sell it as exclusive event merch.
4. Post-Event Content: Record sessions and sell access to the recordings as a premium resource.
5. Upsells: Promote subscriptions, premium memberships, or other products during the event.

Step 5: Make the Event Memorable

Your event is your brand’s personality on display. Make sure it shines:

1. Interactive Elements: Q&A sessions, polls, breakout rooms—get people involved.
2. Entertainment: A killer opening video, live music, or a surprise guest can leave a lasting impression.
3. Swag Bags: Virtual or physical, everyone loves free stuff. Make it good enough that attendees will actually use it (and think of your brand every time).
4. Networking Opportunities: Create spaces for attendees to connect. People come for the content but stay for the connections.

Step 6: Follow Up and Capitalise

The event may be over, but your work isn’t. Post-event is prime time to strengthen those new connections:

1. Send a Thank-You: Email attendees to thank them for coming and include a link to any event materials or recordings.
2. Collect Feedback: What worked? What didn’t? Use surveys to improve future events.
3. Leverage Content: Turn recorded sessions into on-demand webinars, write recaps, or create a highlight reel for social media.
4. Nurture Leads: Segment attendees into email lists and send them tailored offers or content based on their engagement.

Final Thoughts

Events are the Swiss Army knife of digital publishing—they can build your brand, grow your audience, and rake in revenue if done right. So, dust off your planner, rally your team, and start dreaming big. Whether it’s a virtual webinar or an IRL extravaganza, your event could be the next big thing in your publishing journey. Just remember: plan hard, promote harder, and always, always have coffee on hand.