How to promote a local event: a four-week checklist

Good event promotion is not one big announcement. It is a sequence of useful reminders that help the right people notice, understand and act. Starting four weeks out gives you time to build awareness without repeating the same message every day.

If your event is larger, ticketed or dependent on travel, begin earlier. If it is a regular weekly activity, compress this plan and focus on the details that change.

Before promotion starts: confirm the facts

Do not publish until someone owns the final version of these details:

• event name, date, start and finish time;
• venue name and full address;
• price, inclusions, capacity and booking deadline;
• direct booking or enquiry link;
• age limits, accessibility information and what to bring;
• wet-weather, cancellation and refund arrangements; and
• a landscape cover image you have permission to use.

Create the event page before the campaign. That page becomes the single link used in social posts, emails, partner messages and digital advertising.

Four weeks out: publish the reason to care

Launch with the clearest benefit. Tell people what the event is, who it is for and why it is worth their time. Avoid opening with a long history of the organisation.

At this stage:

• publish the complete event listing on Find What's On;
• announce it to your email list and main social channel;
• ask performers, stallholders, speakers, sponsors or community partners to share the same event link;
• add the event to your website and staff calendar; and
• record the starting numbers that matter, such as bookings or enquiries.

Three weeks out: answer an objection

People often delay because something is unclear. Is it suitable for beginners? Can children attend? Is parking available? Does the ticket include food? Choose the most common question and answer it plainly.

This is also a good time to introduce one human detail: a short quote from the host, a performer profile, a behind-the-scenes image or a preview of what attendees will experience.

Two weeks out: make the experience tangible

Move from announcement to evidence. Share a short video, previous attendee comment you have permission to use, menu preview, programme highlight or preparation update. Link back to the same event page for the full details.

Check every public version of the date, time and booking link. If sales are slower than expected, improve the offer or explanation before spending more money on reach.

One week out: help people make a decision

Use honest urgency. "Bookings close Thursday" is useful. "Almost sold out" is only appropriate when it is true.

• Post a concise reminder with date, location and action.
• Email people who have shown interest, where you have permission.
• Give partners a ready-to-share image, caption and event link.
• Brief staff on common questions and the correct answer.
• Confirm that the event page works well on a phone.

The final 72 hours: remove uncertainty

Now people need practical confidence. Publish transport, parking, arrival, weather and availability information. Pin the most useful update on your main social profile and correct outdated posts where possible.

If plans change, update the event listing first and then publish a clear change notice. Include what changed, what did not and what attendees need to do.

Event day: be the reliable source

Share a short "today" reminder with the start time and event link. Monitor messages, capture a small set of useful photos and record recurring questions. Do not let content creation distract the team from delivering the event itself.

Within 48 hours: finish the campaign

Thank attendees and partners, share a small highlight, answer unresolved enquiries and direct people to the next relevant action. That might be following the business, joining an email list or viewing the next event.

Compare results with your starting point. Record bookings, attendance, enquiries, link activity you can measure and the channels customers mentioned. Keep the notes with the event so the next campaign starts smarter.

The short version

1. Confirm every practical detail.
2. Publish one complete event page.
3. Lead with the reason to attend.
4. Use later posts to answer questions and show evidence.
5. Give partners one accurate link to share.
6. Update changes quickly and measure the outcome.

List your next event on Find What's On, then use its public page as the centre of your four-week campaign.