Helpful information for event managers.
Discover exciting articles about the implementation of unforgettable events.
Event marketing is one of the most effective forms of marketing for increasing brand awareness, expanding networks, and enabling direct interaction with target audiences. However, despite the many benefits, mistakes can be made in the planning and execution of events that can significantly impact success. Here are the 10 most common event marketing mistakes and how to avoid them.
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A common mistake in event marketing is the lack of clearly defined goals and key performance indicators (KPIs). Without specific goals and measurable KPIs, it is difficult to evaluate the success of an event. Companies should set clear goals before planning begins, such as the number of expected attendees, lead generation, or increased brand awareness. KPIs help track progress and make adjustments when necessary.
Impact: Lack of control and no clear picture of whether the event met expectations. Resources are used inefficiently.
Tips to avoid this: Define measurable goals (e.g. number of leads, registrations, conversion rate). Use Oniva to track KPIs in real time and to generate measurable evaluations.
The consistent collection of event data using an event tool is essential for analysing the success of an event and improving future ones. Often, no data or only isolated figures such as the number of event registrations are recorded. However, both the open rate and, for example, the no-show rate are crucial to the success of your event. Only through a comprehensive collection of event data can you gain meaningful insights into your event’s success and build a solid foundation to improve your event marketing.
Impact: No meaningful basis for optimising event marketing.
Tips to avoid this: Use tools like Oniva to centrally collect event data and measure your event marketing, including GDPR-compliant analysis of your event.
Participants value personalised communication. A generic, impersonal approach can make them feel unappreciated. Event organisers should use personalised invitations, tailored content, and targeted follow-up messages as part of guest management to build a stronger connection with participants and create a more individualised event experience.
Impact: Lower emotional engagement and reduced participation and registration rates.
Tips to avoid this: Use Oniva’s personalisation features for invitations, reminders, and follow-ups. Segment your target groups strategically.
While reminder emails are important to keep participants informed about upcoming events, too many emails can be perceived as annoying and may lead to unsubscribes. It is crucial to find a balanced approach. A well-thought-out communication plan with timely reminders is essential.
Impact: Cancellations, negative brand perception, and ignored communications.
Tips to avoid this: Use Oniva to create automated event communication tailored to the relevant recipient group — for example, based on guest status.
An event's success heavily depends on its programme. An unattractive or irrelevant programme can cause participants to lose interest or not attend at all. Event managers should thoroughly understand their target audience's interests and needs and create a varied, exciting programme that offers real value.
Impact: Low registration rate, lack of engagement during the event, negative feedback.
Tips to avoid this: Conduct surveys in advance to understand the interests of your target audience and tailor your event programme accordingly.
Insufficient target audience analysis and poor data quality can result in reaching the wrong people or failing to engage relevant audiences. A thorough analysis of the target audience and the use of high-quality data are crucial to attracting the right participants and making the event successful. Sending a large number of invitations indiscriminately does not lead to success and can have negative consequences.
Impact: Poor registration rate, risk of your email sender address being classified as spam.
Tips to avoid this: Use segmentation features, analyse and verify your data before sending out event communications.
Choosing the right event date and location is another critical factor. An inconvenient date that conflicts with other important events or holidays can significantly reduce attendance. Likewise, a hard-to-reach or unattractive location can deter potential participants. Organisers should carefully research and select a date and venue that are ideal for their target audience.
Impact: Low registration rate, last-minute cancellations, damage to your reputation.
Tips to avoid this: Research public holidays and industry dates. Use Oniva’s analytics to identify preferred timeframes and choose central, easily accessible venues.
Even the best event can fail if it is not adequately promoted. A common mistake is neglecting a comprehensive marketing strategy. Effective event promotion should utilise various channels, including social media, email marketing, PR, and partnerships, to achieve broad reach and generate interest.
Impact: Low registrations, wasted budget, lost potential.
Tips to avoid this: Rely on a multichannel mix: email, social media, and Oniva’s event landing pages.
After the event is over, proper follow-up is crucial. Failure to do so can lead to the loss of valuable insights and missed opportunities to build participant loyalty. Thorough follow-up, including analysing feedback and data from the registration tool and communicating with participants, is essential to improve experiences and optimise future events.
Impact: Lost leads, missed learning opportunities for future events.
Tips to avoid this: Use Oniva to send follow-up emails and feedback surveys, and track successes via the dashboard. Apply these insights to your next event planning.
The registration experience is often the first point of contact with the event and should therefore be seamless and user-friendly. A complicated or confusing registration process can deter potential participants. Organisers should rely on an integrated system that enables easy registration, clear communication, and prompt confirmation.
Impact: High drop-off rates, uncertainty, negative perception.
Tips to avoid this: Use Oniva for a consistent, mobile-optimised registration experience with clear steps, automatic confirmation, and straightforward communication.
Those who understand and deliberately avoid these common mistakes in event marketing create an unforgettable event experience with a lasting, positive effect. Oniva supports you as smart event management software throughout all stages – from planning and participant management to follow-up. This way, every event becomes a successful experience.
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The 2m2c - Montreux Music and Convention Centre is a multi-purpose exhibition center on the shores of Lake Geneva. Known for the Montreux Jazz Festival, the location offers space for up to 1,500 participants for congresses. Even after the ongoing renovation until 2025, the location will remain known for its unique atmosphere and views.
The Beaulieu Congress Center in Lausanne describes itself as a combination of the tried and tested with modernity. Modular rooms offer space for up to 4,700 participants. Thanks to two bus lines, the location can be reached with a direct connection from Lausanne's SBB train station.
Better known as a trade fair location, Bernexpo will be offering new, different rooms for conferences in the federal city of Bern from 2025. The new construction of the "Festhalle" will create interesting possibilities with a capacity of up to 1,300 guests in one hall.
With five spacious halls and 25 conference rooms, the Congress Center in Basel offers many possibilities for a wide variety of events. In addition to its central location in Basel's city center, the congress location has the advantage of being directly connected to the exhibition grounds, making it the largest congress center in Switzerland in terms of space.
The Convention Center (Kongresshaus) Zurich describes itself as the newest congress center of its kind in Switzerland. It is located directly on the shores of Lake Zurich and, thanks to its flexible room layout, offers options for a wide variety of event types and parallel break-out sessions for up to 4,500 participants. A breathtaking panorama on the terrace offers ideal conditions for relaxing breaks.
The Lucerne Culture and Convention Center is located in central Switzerland on the shores of Lake Lucerne and offers space for conventions with up to 2,815 participants. Numerous break-out rooms offer the opportunity for parallel sessions. The concert hall is known worldwide for its outstanding acoustics and is therefore ideal for a musical show to round off a conference.
This classic venue in the federal city of Bern is the largest cultural and congress center in the region to date and offers 28 rooms for conferences. The "Arena", the largest hall, can accommodate up to 1,357 guests.
Known for the International Motor Show, Palexpo offers eight conference rooms of different sizes with a maximum capacity of 2,500 participants. The venue, which has been established for many years, underwent a further expansion in autumn 2023, adding 12 new conference rooms to its offering.
The SwissTech Convention Center in Ecublens is one of the largest convention centers in the Lake Geneva region. It can accommodate 3,000 participants in up to three halls. The less than ideal accessibility is compensated for by a modern and impressive auditorium.
"The Hall" in Zurich Stettbach offers around 2,000 square meters of space for congresses and conferences with up to 3,051 seats. The adjoining room can accommodate up to 500 guests for break-out sessions. "The Hall" is located right next to Stettbach railroad station and can therefore be reached from Zurich in a short time.
ACO Hospitality in Büdelsdorf features the ACO Academy, a modern conference centre with eleven high-quality rooms, ideal for congresses and specialist seminars. The adjacent exhibition hall, covering 2,900 m², enables the hosting of large-scale events such as trade fairs and exhibitions. Its open architecture, featuring large glass surfaces, creates a comfortable atmosphere for up to 2,000 attendees, supported by top-tier audio and video technology.
Arena Berlin is a versatile event venue in the Alt-Treptow district of Berlin, perfectly suited for congresses. The listed site comprises six indoor and outdoor locations, including the impressive 6,500 m² Arena Hall, which can accommodate up to 9,000 people with its free-span roof structure. Thanks to its flexible space design and modern infrastructure, Arena Berlin offers optimal conditions for congresses, trade fairs, and conferences.
The CCD Congress Center Düsseldorf is a state-of-the-art convention centre with a total capacity of up to 7,500 people and 41 modular rooms that can be combined as needed. Its central location in Düsseldorf, just 3 km from the airport, and excellent transport links make it an ideal venue for national and international congresses.
The CCH – Congress Center Hamburg is one of Europe's most modern and largest congress centres, offering flexible spaces for events with up to 12,000 participants. With top-class event technology, sustainable design, and a central location in Hamburg, the CCH provides optimal conditions for international congresses and conferences. Its excellent transport connections, extensive service offerings, and proximity to hotels and cultural attractions make it a premier choice for organisers.
The CCP CongressCentrum Pforzheim offers flexible spaces for congresses, conferences, and events with up to 2,000 attendees, centrally located between Stuttgart and Karlsruhe. With modern event technology, adaptable room concepts, and first-class service, it provides ideal conditions for professional congresses. Its direct connection to hotels and picturesque location on the banks of the Enz River make the CCP an attractive venue in Baden-Württemberg.
The Congress Center Essen offers three congress centres with a total of 28 adaptable spaces, including ten halls and thirteen conference rooms, providing flexible solutions for congresses and conferences of various sizes. Its direct connection to the Grugahalle and exhibition halls allows events for several thousand guests. Each year, around 800 events with a total of 80,000 attendees are held here, demonstrating the centre's versatility and capacity.
The Congress Center Leipzig (CCL) is a premier congress venue, distinguished by its modern architecture, flexible room concepts, and direct connection to the Leipzig Exhibition Centre. With facilities for events of all sizes, high-quality event technology, and a comprehensive service offering, the CCL provides ideal conditions for national and international congresses. Its excellent accessibility and strong ties to science, business, and culture make it a key conference destination in Germany.
The HCC Hannover Congress Centrum is a historic yet modern congress venue with versatile space options for events of all sizes. With state-of-the-art event technology, a sustainable infrastructure, and excellent transport links, it provides ideal conditions for national and international congresses. The combination of historic charm and contemporary facilities makes the HCC a unique event venue in the heart of Hannover.
HALLE MESSE in Halle (Saale) is a versatile event centre, ideal for congresses. With flexible halls and conference rooms that can be individually arranged with seating, stages, and screens, it offers tailor-made solutions for events. Thanks to its modern infrastructure and central location, HALLE MESSE is an attractive venue for successful congresses and conferences.
The ICM – International Congress Center Messe München is a cutting-edge congress venue, distinguished by flexible room concepts, first-class technology, and a capacity for up to 6,000 participants. Directly connected to the Munich Exhibition Centre, it provides ideal conditions for international congresses, conferences, and corporate events. With sustainable infrastructure, top-tier service, and state-of-the-art event technology, the ICM sets new standards in professional event organisation.
The BALLHAUSFORUM at INFINITY Munich is one of the largest event spaces in the Munich area, featuring a 1,340 m² auditorium under an impressive glass dome, providing ideal conditions for congresses and conferences. It offers flexible room configurations for up to 1,400 seated guests in theatre-style seating or up to 2,750 people with 360° tiered seating. The adjoining hotel offers 40 additional event rooms and 439 guest rooms, ensuring seamless integration of accommodation and events.
The Kultur- und Kongresszentrum Liederhalle in Stuttgart combines listed architecture with a modernised conference area, providing an ideal setting for congresses. With 14 flexible meeting rooms and 5 halls accommodating up to 2,100 people, it enables a wide range of events. Its central location in Stuttgart’s city centre, direct hotel connections, and proximity to the Bosch-Areal with shops, restaurants, and bars offer attendees convenience and a variety of leisure options.
Messe Magdeburg is a modern exhibition and conference centre in Saxony-Anhalt, ideal for congresses. With three halls offering a covered exhibition space of 9,000 m² and an adjoining conference centre, it allows for flexible event planning for up to 2,314 people in theatre seating. Thanks to its high-end technical equipment and versatile room layouts, Messe Magdeburg provides optimal conditions for successful congresses and conferences.
Messe Magdeburg is a modern exhibition and conference centre in Saxony-Anhalt that is ideal for congresses. With three halls, which together offer a covered exhibition area of 9,000 m², and an adjoining conference centre, it enables the flexible organisation of events for up to 2,314 people seated in rows. Thanks to its state-of-the-art technical equipment and variable room concepts, Messe Magdeburg offers ideal conditions for successful congresses and conferences.
The Congress Centrum Bremen offers flexible spaces for congresses and conferences of various sizes, with five halls, seven salons, four breakout rooms, and two foyers. Its postmodern architecture and playful details create an inviting atmosphere for professional exchanges. Thanks to its central location in Bremen and direct connection to the Maritim Hotel Bremen, organisers and participants benefit from short distances and a convenient infrastructure.
The Musik- und Kongresshalle Lübeck (MUK) is a multifunctional event venue offering 15 rooms for 10 to 3,500 people, providing diverse options for congresses, conferences, and exhibitions. Its flexible room layout allows for tailored solutions for different event formats. With a total space of 4,000 m² and a capacity of up to 2,000 people, MUK is an ideal location for a variety of events.
The Rheingoldhalle in Mainz is a modern conference centre with a total of 9,000 m² of flexible event space and over 20 meeting rooms, some of which are flooded with natural light and offer views of the Rhine. The largest room, the Kongress-Saal, has a floor area of 1,744 m² and can accommodate up to 2,144 people depending on the seating arrangement. Following its renovation, completed in 2021, the Rheingoldhalle features state-of-the-art technology, sustainable amenities, and flexible room configurations, making it ideal for congresses and conferences.
The RuhrCongress Bochum is a modern event venue in the heart of the Ruhr region, making it an excellent choice for congresses. With its flexible, state-of-the-art spaces, it provides the perfect setting for events of all types and sizes, from business and science to trade fairs. Thanks to its excellent infrastructure, cutting-edge event technology, and well-planned logistics, your vision can be brought to life professionally.
The Schwabenlandhalle in Fellbach, near Stuttgart, is a versatile cultural, congress, and conference centre, ideal for congresses. With a total of nine bright and fully equipped rooms, it offers flexible event spaces for gatherings of all sizes. The largest hall, the Hölderlin Hall, has a floor area of over 1,100 m² and can seat up to 1,400 people in theatre-style seating, making it particularly suitable for large congresses and conferences.
The Tempodrom in Berlin is a multifunctional event venue with impressive architecture, perfect for congresses. Its main space, the Grand Arena, accommodates up to 4,200 guests and features flexible room elements that create adaptable spaces for different event formats, including conferences and congresses. With its central location near Potsdamer Platz and its modern facilities, the Tempodrom offers excellent conditions for successful congresses and events.
The Uber Eats Music Hall in Berlin is a state-of-the-art event hall, ideal for congresses and corporate events. With a standing capacity of up to 4,350 and seating for around 2,250 guests, it offers flexible space solutions for various event formats. The hall features excellent acoustics, optimal sightlines, and cutting-edge event technology, making it a versatile venue for conferences, product presentations, and corporate celebrations.
The myticket Jahrhunderthalle in Frankfurt am Main is one of Europe’s largest private cultural initiatives and offers a variety of congress and conference spaces, including its impressive dome hall and several conference rooms. The dome hall spans 4,800 m² and can accommodate up to 3,000 people, making it ideal for large congresses. Additionally, the venue offers modern technology and flexible space concepts that can be tailored to different event requirements.
Learn more about the possibilities of Oniva event software to take your event marketing to the next level.
Discover exciting articles about creating unforgettable events.
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