The essential guide to pre-event marketing for small business events

Events are powerful. They build community, spark conversations, and create lasting impact.

But here’s the catch: the success of your event doesn’t start on the day. It starts weeks before, with the steps you take to get the right people registered, excited, and ready to show up. 

This guide breaks down the essentials of event marketing:  

• How to capture registrations with the right tools. 
• Designing landing pages that persuade people to commit. 
• Creating simple email workflows that keep your event top of mind. 
• Deciding whether to charge or make your event free. 

Think of it as your practical playbook to make sure your event is full of the right people. Not empty seats.

Table of Contents

Why pre-event marketing is critical

Step 1: Choose the right registration tool

Step 2: Event landing pages

Step 3: Decide if your event should be free or paid

Step 4: Build an email workflow to nuture attendees

Best practices for organisers

Final Thoughts

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Why pre-event marketing is critical

Think about the last event you attended. Chances are, you didn’t just stumble across it. You: 

• Saw a post or an ad. 
• Clicked a landing page. 
• Registered online. 
• Got a confirmation email. 
• Received reminders and teasers that built excitement. 

Without those touchpoints, you may not have turned up. 

Fact: According to Eventbrite, 70% of an event’s success is determined by pre-event activity. And free events that don’t use reminders can see no-show rates of up to 50%. 

For purpose-driven businesses, pre-event marketing is also where you can share your mission, set expectations, and build trust. It’s not just about filling seats — it’s about inviting the right people into your story.

Read More: Is your event attracting the right audience?

Step 1: Choose the right registration tool

Your registration process is the “front door” of your event. If it’s clunky, confusing, or doesn’t inspire confidence, potential attendees will drop off.

What a good registration tool should do:

• Be easy to use: Simple forms that don’t overwhelm.
• Capture useful data: Beyond name and email, you might ask about dietary needs, accessibility or even professional interests.
• Send automated confirmations: People should feel instantly reassured that they’re registered.
• Integrations with email or CRM systems: So you can send follow-ups without extra admin.

The right tool saves you time and reduces admin headaches.

Here are a few we recommend depending on your budget and goals.

Eventbrite: Well known, trusted, great for reach. Fees apply if you sell tickets.

Ticket Tailor: UK-based, low fees, and ideal for budget-conscious organisers.

Bizzabo: More advanced, best if you need strong analytics or branding options.

Checklist: Registration Must-Haves

✅ Customisable form fields

✅ Branded confirmation emails

✅ Data export for follow-up

✅ Mobile-friendly design

Step 2: Event landing pages

Your event landing page is where interest turns into commitment. It’s not enough to have a date and time. People need to know why attending matters. 

What to include 

• A headline that sells the value: “Grow your local network and discover sustainable business ideas” is stronger than “Networking Event 2025.” 
• Event details: Time, place, agenda highlights, cost. 
• Strong visuals: Photos of past events, speaker headshots, or imagery that reflects your values. 
• Clear CTA: One big “Register Now” button. Don’t distract with multiple links.

Tools to try:

SplashThat: Excellent for visually branded pages. 

WordPress + The Events Calendar: Perfect if your website already runs on WordPress. 

HubSpot Landing Pages: Advanced workflows if you’re using HubSpot. 

Want to know more about the elements to include for a high-converting sales page? Read Unlock Event Success: The must-have elements for a high-converting sales page

Step 3: Decide if your event should be free or paid

Before you launch your registration page, you’ll need to make an important choice: will your event be free or paid? 

Hybrid Approaches 

A hybrid approach sits between free and fully paid events. Instead of being entirely open or entirely ticketed, you give attendees options.

For example, you might keep the main entry free to encourage wider reach, while adding a low-cost ticket to reduce no-shows. Or offering a paid VIP tier with extras like exclusive networking, resources, or catering.

This balance allows you to stay accessible while still creating value and commitment.

👉 Tip: If your goal is reach, free makes sense. If your goal is deeper engagement with qualified leads, charging usually delivers a more committed audience. 

Step 4: Build an email workflow to nuture attendees

Once someone registers, your job is to keep them excited until the day. Without reminders, people forget or lose interest. That’s why a simple email sequence is your secret weapon. 

Suggested Workflow 

1. Welcome Email (immediately): Confirm their place, thank them, and explain what to expect.
2. Value Email (2–3 weeks out): Share something helpful — e.g. a speaker quote, checklist, or short tip related to your theme.
3. Reminder Email (1 week out): Logistics: parking, directions, accessibility info.
4. Final Reminder (24 hours before): Short, upbeat message with start time.
5. Morning-of Reminder (optional): Great for free events; reinforces attendance.

Tools that work:

Mailchimp: User-friendly, integrates with Eventbrite, strong automation. 

MailerLite: Affordable and simple for smaller teams. 

HubSpot: Great for larger teams that need segmentation and workflows. 

Checklist: Pre-Event Email Sequence 

✅ Send confirmation email within 5 minutes of registration 

✅ Schedule at least 3 touchpoints before the event 

✅ Mix practical info with inspirational content 

✅ Include social sharing links 

Best practices for organisers

• Lead with your values: Use registration and emails to highlight your commitment to sustainability, accessibility, or community. 
• Keep it human: Write emails as if you’re speaking directly to your attendee. 
• Segment where possible: Tailor content for different groups (e.g. sponsors vs attendees). 
• Automate wisely: Free up your team by scheduling reminders and nurture emails. 
• Track success metrics: Don’t just count attendees. Look at registrations, email open rates, and click-throughs to measure impact. 

Final Thoughts

Your event’s success isn’t decided on the day, it’s built in the weeks leading up to it.  

By using the right tools, creating a compelling landing page, and keeping communication clear and consistent, you’ll not only fill the room but also deliver on your purpose: creating meaningful, values-led experiences.