8 Hybrid Event Marketing Strategies to Engage Audiences Everywhere (+ Free Downloadable Checklist!)

If you’ve struggled to market a hybrid event successfully in the past or you’re starting from scratch, you’re not alone!

Hybrid events bring unique challenges: how do you create buzz for both in-person and virtual audiences? How do you convince people to show up (whether that’s in the room or online)?

These are all questions we will answer in this guide. We’ll share eight hybrid event marketing strategies to help you plan and execute a campaign that actually works.

BONUS: We’ve included a free downloadable checklist to simplify the entire process for you!👇

What Are the Challenges of Hybrid Event Marketing?

Before planning your hybrid event marketing strategy, it's important to understand the hurdles that come with it. Identifying and addressing these challenges early on will set the foundation for a successful campaign.

Engaging two distinct audiences

Marketing for a hybrid event means crafting messages that resonate with both in-person and virtual attendees - who often have vastly different expectations:

• In-person audiences prioritize networking, exclusive experiences, and event ambiance.

• Virtual attendees value convenience, interactive digital content, and seamless access.

Failing to tailor your messaging for both can lead to disengagement from one or both groups.

Navigating multi-channel campaigns

Marketing hybrid events requires multiple channels - email, social media, paid ads, and even local outreach.

Coordinating these efforts to target different audience segments effectively can quickly become overwhelming without a clear strategy or the right tools.

Competing for attention in a crowded market

Hybrid events must stand out not just against other hybrid formats but also against fully virtual and fully in-person events.

Digital fatigue is a common problem that makes it increasingly hard to capture attention and convince audiences that your event is worth their time - especially when virtual options feel less exclusive.

Driving attendance and preventing drop-offs

Convincing people to register is tough, but ensuring they actually attend (especially virtually) can be even harder.

Virtual no-shows are common because online attendees often feel less committed and can easily get distracted. This makes pre-event nurturing and retention strategies essential for success.

8 Hybrid Event Marketing Strategies

Creating a successful hybrid event marketing strategy might seem complicated, but it doesn't have to be!

Follow these eight strategies to maximize attendance and engage both audiences:

1. Segment your target audience for personalized campaigns

Hybrid events cater to two distinct groups: in-person and virtual attendees. And each has unique needs.

To maximize engagement, segment your audience early and customize your messaging for each group:

• For in-person audience: Highlight benefits like networking opportunities, exclusive on-site experiences (e.g., product demos or hands-on workshops), and perks such as VIP access or catered meet-and-greets.

• For virtual audience: Focus on convenience, flexibility, and digital-only features (like live Q&A sessions, breakout rooms, or behind-the-scenes access that in-person participants might not get).

Use tools like HeySummit to simplify this process. Event management software lets you customize ticket types and pricing for each audience. This way, they get an experience tailored just for them!

2. Build excitement with interactive teasers

Interactive content is a great way to build excitement and engage your audience before the event even starts. It’s about giving your audience a sense of ownership and involvement in the event.

Here are some examples:

• Polls and surveys: Ask your audience which topics or speakers they want to see. Not only does this boost engagement, but it also helps you refine your event’s content.

• Behind-the-scenes videos: Show sneak peeks of the venue setup, speaker rehearsals, or sponsor contributions. Use these clips in Instagram Stories, YouTube Shorts, or TikTok posts.

• Countdown campaigns and gamified challenges: Post “Guess the Speaker” games or daily trivia about your event theme to keep the conversation alive.

Interactive campaigns also create shareable moments so you can expand your reach organically through your audience’s networks.

3. Partner with influencers and speakers

Speakers, influencers, and even sponsors can significantly extend your marketing reach. Collaborating with these stakeholders creates credibility and exposes your event to new audiences.

Here’s how to make the most of these partnerships:

• Co-branded campaigns: Provide your speakers and sponsors with pre-designed graphics, event hashtags, and content to share across their platforms.

• Referral programs: Equip them with personalized discount codes or exclusive perks for their followers to incentivize registrations.

• Cross-promotion opportunities: Encourage them to host live streams, Q&A sessions, or webinars to drum up interest before the event.

This way, your event will get promoted by voices your audience already trusts.

4. Create a landing page that converts

Your event landing page should be a conversion machine. Make it visually appealing, informative, and urgency-driven to encourage registrations.

Here are some key elements to include:

• A dynamic countdown timer: Emphasize limited-time offers like early bird tickets or free virtual access for the first 100 registrants.

• Impactful visuals and social proof: Use testimonials, quotes from past attendees, or video snippets from previous events to showcase value.

• Tailored content for both audiences: Clearly outline what in-person and virtual attendees will gain, such as access to specific sessions, unique content, or networking tools.

Consider tools like HeySummit or WordPress event templates to build professional, high-converting landing pages with minimal effort.

5. Take a multi-channel approach

To reach your audience, you need to create a cohesive strategy across multiple platforms.

Here’s how to structure a multi-channel campaign:

• Social media: Post visually engaging content, like speaker spotlights on LinkedIn, behind-the-scenes clips on Instagram, and event highlights on TikTok.

• Email marketing: Use personalized subject lines and dynamic content to tailor emails based on your audience segments. Send event reminders, registration updates, and exclusive sneak peeks to keep the momentum alive.

• Paid ads: Use geo-targeting to attract local in-person attendees and interest-based targeting for virtual audiences. Platforms like Facebook Ads Manager and Google Ads offer precise targeting options.

Make sure your branding and tone stay consistent across all platforms so your event’s identity and key messages are crystal clear.

6. Offer exclusive perks for every audience

A hybrid event’s success depends on making both audiences feel valued.

Tailor your event’s perks to meet the expectations of each group:

• Virtual event attendees: Offer access to exclusive breakout sessions, downloadable content like eBooks or speaker slides, and digital networking spaces where they can interact with others.

• In-person event attendees: Create unique on-site experiences, such as VIP lounges, physical swag bags, and priority seating.

Promote these perks in your marketing materials to show potential attendees what they’ll gain by attending.

7. Use retargeting ads to re-engage potential attendees

Not everyone will register the first time they hear about your event.

Retargeting ads are an effective way to nurture leads who’ve interacted with your content but haven’t yet committed.

Here are some ways you can use retargeting ads:

• Highlighting social proof: Use testimonials, attendee stats, or clips from previous events to build trust.

• Exclusive offers: Run ads promoting discounts, such as “Last Chance to Save 20%” or “Register Now and Receive Bonus Content.”

• Dynamic retargeting: Tailor ads based on actions users have already taken, such as visiting your landing page or interacting with event posts.

Platforms like Facebook, Instagram, and Google Ads make retargeting simple and cost-effective.

8. Encourage attendees to share their excitement with User-Generated Content (UGC)

UGC is one of the most authentic and powerful marketing tools.

Encourage attendees to generate buzz before, during, and after your event by:

• Creating a unique event hashtag: Promote the hashtag in all your materials and encourage attendees to use it when posting about the event.

• Running a social media contest: For example, “Share why you’re excited to attend for a chance to win free tickets or exclusive perks.”

• Spotlighting UGC: Feature attendee posts on your website, social media, or during the event itself to build a sense of community and inclusion.

UGC not only amplifies your reach but also fosters trust and excitement among potential attendees.

And don’t forget: We’ve made it even easier to implement these strategies by including this free downloadable checklist!

Next step? Now that you’re done with the marketing aspect, it’s time to plan your hybrid event!

Hybrid Event Marketing Best Practices

Once your hybrid event marketing strategy is in place, you should refine it with some tried-and-true best practices.

These tips will help you avoid common pitfalls and keep things running smoothly for both in-person and virtual attendees:

Simplify your process with an event management tool

Marketing AND managing a hybrid event can feel overwhelming! But the right tools can make all the difference.

Event management platforms like HeySummit streamline everything from ticketing to registrations and even branded event pages.

Whether you’re juggling virtual and in-person ticket types or managing schedules, an event management tool helps keep things organized and stress-free so you can focus on delivering a fantastic experience.

Learn more about how HeySummit can help you market (and even plan) your hybrid event here.

Learn from successful hybrid events

Why start from scratch when you can take inspiration from hybrid events that have already nailed it?

By studying what worked for others - like how they engaged audiences or balanced virtual and in-person experiences - you can adapt those ideas to your event.

For some inspiration, check out these hybrid event examples to see what’s possible.

Test everything before launch day

Nothing derails a hybrid event faster than technical issues. Make sure to test all the moving parts of your marketing campaigns and event setup ahead of time:

• Preview your emails to see how they look on desktop and mobile.

• Check that your landing pages work smoothly, especially for ticket purchases.

• Test your ads across platforms to ensure they look great and link correctly.

A little extra prep goes a long way in creating a smooth experience for your audience.

Make your event accessible to everyone

Hybrid events are an excellent opportunity to reach diverse audiences, but accessibility is key.

Make sure your content is easy for everyone to access and engage with:

• Add captions to promotional videos and live sessions.

• Use clear, simple navigation on your event pages.

• If you have a global audience, consider offering translated materials.

These small steps can make a big difference in making your event more inclusive.

Highlight real-time interaction features

Engagement is one of the biggest draws for hybrid events, so make sure your audience knows about all the ways they can connect during the event.

Talk up features like:

• Live Q&A sessions with speakers.

• Virtual breakout rooms for networking.

• Interactive polls or quizzes that include both audiences.

Real-time interaction keeps both in-person and virtual attendees excited and invested, so don’t be shy about promoting it.

Keep an eye on what’s working

Tracking your results isn’t just something to do after the event: it’s essential during the marketing phase too.

Keep tabs on:

• How your emails and ads are performing.

• Registration trends over time.

• Audience feedback leading up to the event.

Tools like HeySummit make it easy to track key metrics and identify what’s working (and what’s not). Use this data to tweak your strategy and improve turnout.

Show off the value of attending

Your attendees need to know what they’re getting out of your event.

Highlight what makes your hybrid experience special, whether they’re attending in-person or virtually:

• For in-person attendees: Emphasize networking, exclusive sessions, or on-site perks like swag bags.

• For virtual attendees: Promote benefits like on-demand recordings, digital freebies, or interactive features.

Make sure your marketing materials spell out the unique value for both groups to drive registrations.

Don’t stop when the event ends

Your hybrid event doesn’t have to be “one and done.”

Use post-event follow-ups to keep the energy going:

• Share event highlights or recordings with attendees.

• Post key moments on social media to attract interest for your next event.

• Ask for feedback via surveys to understand what worked and where you can improve.

Keeping the conversation alive ensures your attendees remember the experience - and makes them more likely to join your future events!

What’s Next? Planning and Hosting Your Hybrid Event

Marketing a hybrid event with the right strategies is essential to engage both in-person and virtual audiences successfully.

Just remember to follow best practices and learn from past events to create a seamless experience that actually drives attendance.

But managing all these moving pieces can be overwhelming!

HeySummit can automate key aspects of your hybrid event marketing and planning. With features that let you create beautifully branded event pages, manage ticket types for all audiences, and track performance with built-in analytics, it takes much of the manual work off your plate.

This gives you more time to focus on engaging your audience and creating an unforgettable experience.

Ready to simplify your hybrid event marketing? Start your 14-day free trial with HeySummit today!