Events
When you run an event, you know, you only have one shot to get it right. And the same can be said for event marketing.
We live and breathe event marketing and experienced in building pre-promote, promote and post event marketing plans.
The Service
Working with events across regional Australia has afforded us insight into how they are run, usually with an event committee of volunteers who tirelessly promote the event around their full-time work.
We firmly believe all sales are marketing led, so when you’re looking to increase ticket sales, yield and expenditure at your event it pays to have the experts at hand.
Whether it be creating your event strategy to ensure you’ve considered everything, taking over the event social media channels in the lead up and post event, producing blogs to ensure visitors can learn more about what to expect at the event, implementing live roving reporting to show off the excitement of the event in real time, or putting into market creative and engaging social media advertising, we’ve got an array of content marketing tools up our sleeve to improve the promotion and attendance at your event.
The Process
1
BRIEF
We meet with you to understand your event and what support you need – whether strategic, tactical or both!
2
CRAFT
We craft your strategy, plan your ad campaign, or create your content ready for you to review.
3
DELIVER
We put our work into action, ensuring that it delivers on the goals for your event.
4
reVIEW
We review what worked and what didn’t to ensure learnings can be applied for your future events.
See it in action:
Want a case study with that?
The Brief:
To capture the annual cyber security industry conference via social media so that their internal events team could focus on the core delivery of running an event – programming and attendee satisfaction. We were tasked with covering key sessions and creating daily highlight reels from vox pops with speakers, delegates and sponsors – capturing the mood and energy of the event to encourage online engagement from attendees and support the pre-promote of future events.
1
capture
Content on the ground across two days of conference
2
sharing
Live to the world why attend an AUSCERT event
3
managing
The community questions coming through on social media
Our Response:
Our roving reporter duo immersed themselves into the conference conducting interviews with attendees across the two-day event to share the collaboration and excitement.
A jam-packed schedule that included keynote sessions, breakout sessions, and panel discussions was covered by our roving reporters.
We created key takeaway posts and Instagram stories capturing everything from the lego building competitions, key sessions and speakers, to gala dinner entertainment.
The Results:
We published content across Facebook, LinkedIn, Twitter and established Instagram as a brand-new channel.
Our content included:
– 4 curated highlight reels
– 19 Instagram stories
– 22 posts per channel
Check out some of the content captured below.
The Brief:
One of Australia’s most rugged and raw offroad rallies, the ARB Goondiwindi 400, engaged our team to create an event strategy to “take their event to the next level”. At the time, the event sat at a cross-road of opportunity, having run for 45 years in a similar format. The objectives of the strategy were to:
1
GENERATE
Local economic activity for the host destination, Goondiwindi
2
ATTRACT
External visitation to the destination
3
ENHANCE
The profile and appeal of the destination
4
Increase
Overall event revenue
Our Response:
Our team developed an in-depth event strategy, with a forward-marketing plan anchored to three core opportunities we saw for the event.
1. Event Marketing – establishing clear and achievable event marketing foundations to increase attendance and drive revenue
2. Event Elevations – introducing more experiential touch points to improve the event experience and encourage return visitation
3. Funding Sustainability – find avenues (i.e. grants) to ensure event viability in the face of an aging and/or already committed volunteer base
The Results:
The event strategy developed in 2023 was used by the event to successfully submit a QDEP Grant in 2024 for funding for event marketing.
The strategy was successfully implemented to:
– Increase competitors
– Increase local attendance
– Increase out-of-town attendance
The Brief:
We were engaged by the event to review the current operations and marketing to create an event marketing strategy that would set the event up for future success. The objectives were simple: create ongoing sustainability and increase viability of the event, which was dependent on volunteer and in-kind contributions to run in its current format.
1
REVIEW
Existing event strategies and documentation to understand the challenges and opportunities.
2
ATTEND
The event to gather guest feedback and understand the operations of the event first hand.
3
PREPARE
An event strategy covering both operational and marketing recommendations to meet the vision of the event.
4
PRESENT
All strategic recommendations to the event committee, council and stakeholders.
Our Response:
Through both desktop research and attending the event, we anchored our strategic recommendations into four key pillars: sustainability, brand awareness, visitation and experience.
Together, these pillars scale up to: drive more ticket sales, talk to new and emerging audiences, nurture existing attendees, create super-fans, build capacity for the event volunteers, foster stakeholder collaboration, and drive more awareness to Texas.
The Results:
The strategy was approved!
The strategy was adopted by the event committee, with actions already underway to improve and build on the 2025 event, putting this much-loved regional event on the path towards event viability.
The CHALLENGE:
To drive engagement and ticket sales to the dinners, lunches, workshops, tours and farm gates for the Scenic Rim’s premier event, Eat Local Month.
1
GENERATE
Awareness of the event with consumers
2
Drive
An audience to purchase tickets to the different events
3
Build
An online audience following to support repeat attendance each year
Our Response:
To kick-off the channels that had been dormant for over a year we developed content pillars and a style guide with a clear target audience.
To grow the audience and drive momentum around ticket sales we maintained a high frequency and variety of content including carousels, posts, reels and stories. With events regularly selling out and changing, we maintained a high level of communication with the Eat Local team, staying agile with our approach to ensure content was always relevant and timely.
The Results:
A scaled frequency that picked up pace towards the event dates ensured maximum conversion. Live coverage of the events on the day, created FOMO and ensured 2024 pre-sale was ahead of their YOY average.
Facebook
Total Posts: 78
Total Post Reach: 457K
Total Post Engagement: 6,300
Total New Followers: 1,800
Instagram
Total Posts: 75
Total Post Reach: 270K
Total Post Engagement: 4,800
Total Reach: 80K
Average Engagement: 6%
Total New Followers: 1,372
The Brief:
We worked with cyber security organisation AUSCERT to create the branding for their annual conference (2024) and refresh their corporate brand. AUSCERT’s clients and conference attendees typically don’t like change, so we were challenged with working out how to bring the digital experience to a physical event, and how to bring their audience on the journey to embrace the new corporate branding. Our goals were simple:
1
CREATE
A new powerful conference brand that resonates with conference audience
2
Refresh
Their existing corporate brand to reflect AUSCERT’s key messages and identity
3
Build
Advocacy amongst target audiences to embrace the new branding
Our Response:
The conference brand was brought to life at the event through clever signage and booths that had interactive elements. We also designed merchandise and stickers so attendees could take the branding home with them.
To engage their target audience to embrace the new corporate branding, we ran a brand activation at the conference, where attendees could partake in a scavenger hunt. The scavenger hunt had a mix of digital and on-location tasks and clues which guided participants to key brand touch points including social media channels, client booths and registration desks. The final step in the scavenger hunt saw participants stating the new brand’s tagline in a clear voice; ‘Allies in cyber security’.
The Results:
Conference registrations were at record numbers, with over 800 attendees each day of the conference.
Attendees were able to easily remember both the conference theme and new corporate brand tagline. You can view their new brand via their website here.
Over 100 people participated in the scavenger hunt, creating opportunities for the AUSCERT team to engage directly.
Our team have been engaged to design the 2025 Conference branding based on the success of this project.
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Media Mortar Office
43 Gloucester St,
Highgate Hill QLD 4101
hello {@} mediamortar.com.au
0411 085 226