Event Marketing Tips: How to Find Your ‘Why’ and Attract the Right Crowd
If you’ve ever wasted energy fretting over whether anyone is going to turn up to your event, chances are you’re missing a crucial piece of marketing groundwork. Successful events don’t happen by accident, they’re built on a clear purpose that informs every decision you make.
At Barscapades, we’ve seen how defining your why before you book a venue or design a flyer can transform the way you plan, promote, and deliver an event.
Why Event Marketing Tips Start with ‘Why’
Before you start designing posters or picking a menu, you need to know exactly why you’re running the event. Your “why” is your anchor; the thing that guides every other choice.
5 Event ‘Why’ Examples
Here are some clear, purposeful reasons for running an event:
Launch a product - Debut a new beer, menu item, or service.
Reward loyal customers - Exclusive tastings or appreciation nights.
Attract new customers - Introductory offers or open days.
Celebrate a milestone - Anniversaries, grand re-openings, or awards.
Create PR buzz - Partner with media or influencers for coverage.
When your “why” is specific, you’ll naturally make better decisions about who to target, how to promote, and what to include on the day.
When Barscapades worked on the Berries, Beans & Beer festival, my “why” was twofold:
1️⃣ Raise the profile of Offbeat Brewery in Crewe.
2️⃣ Create a more inclusive festival - because you only have to glance around the average beer event to see how heavily men outnumber women.
Those objectives shaped everything: the drinks list, the vendors, the ticketing structure, and the promotional messaging.
Knowing Your Audience in Event Planning
Once you’ve nailed down your “why,” figuring out who you want to attract becomes much easier. Your ideal audience will influence your event design more than any other factor. For Berries, Beans & Beer, we knew we wanted to appeal to more women and non-beer drinkers without alienating the core beer-loving crowd.
With the gin boom at its peak, we added 80 gins, a cider stall, a wine stall, coffee, and of course a wide range of beers in different styles. We offered glassware in halves or thirds to encourage people to try something new, making it more accessible to those less familiar with beer festivals.
That inclusive mindset paid off; not only did we attract a broader demographic, but we also created an event people talked about for months afterwards.
The Impact of a Clear ‘Why’
When your purpose is clear, your marketing becomes sharper. It’s easier to:
Craft messaging that resonates with the right people.
Choose vendors and partners that fit your vision.
Decide on pricing, promotions, and ticket structures.
Keep your team aligned on the event’s goals.
A vague or shifting “why” can lead to mixed messages, poorly targeted advertising, and a crowd that doesn’t match your expectations.
Practical Event Marketing Tips for Breweries and Hospitality Venues
If you’re in the brewery or hospitality trade, here are some quick wins for building your event strategy around a clear “why”:
Write it down early - Before you confirm a date, jot down your core objectives.
Test your idea - Run it past trusted customers or your team for feedback.
Work backwards - Start with your goal, then map the steps needed to get there.
Keep checking in - Throughout planning, ask “Does this serve our ‘why’?”
Promote with purpose - Tailor your messaging and channels to reach your ideal audience.
These steps aren’t glamorous, but they’ll save you sleepless nights wondering if anyone’s going to show up.
Final Thoughts
Event success starts long before the doors open. When you’re clear on your “why,” every decision — from drinks lists to marketing campaigns — becomes easier and more effective. Whether you’re planning a beer launch, a seasonal celebration, or a festival, your “why” is your best tool for attracting the right crowd. At Barscapades, we help breweries, bars, and hospitality venues create events that are rooted in purpose and built for results.
