How to Promote Your Event and Grow Attendance

The most successful Luma hosts don't rely on a single channel to fill their events. They use a mix of strategies to reach people who are already interested in what they're doing. Here's how to do the same.

Invite People You Already Know

The easiest guests to convert are people who already know you or have attended your events before.

Send invites through Luma — You can invite people directly from your event page. Luma will send them an email invitation and track who's opened, clicked, and registered. See Inviting and Adding Guests for details.

Invite guests from past events — When creating a new event, you can invite people who attended your previous events. They already know what to expect and are more likely to come back.

Import your existing contacts — If you have a mailing list or contacts from another platform, you can import them to your calendar and invite them to your events.

Send a Newsletter

If you have subscribers on your Luma calendar, newsletters are a direct way to let them know about upcoming events.

When composing a newsletter, you can include your upcoming events so subscribers can register right from the email. This works especially well when you're announcing a new event or reminding people about one that's coming up soon.

Make Your Event Page Stand Out

Your event page is often the first impression people have of your event. Make it count.

Write a clear description — Explain what the event is, who it's for, and what attendees will get out of it. If someone unfamiliar with you lands on the page, they should understand what's happening.

Use a high-quality cover image — Your cover image appears on your event page, in social shares, and on Luma's discover pages. Use a 1:1 image that looks good and represents your event well. See Event Cover Images for tips.

Add host profiles — Make sure you and any cohosts have complete profiles with photos. People are more likely to attend when they can see who's behind the event.

Look at what works — Browse luma.com/discover to see how other successful events present themselves. Pay attention to how they write descriptions, what cover images they use, and how they structure their pages.

Share Beyond Luma

Don't wait for people to find your event — go to where they already are.

Post on social media — Share your event link on Twitter, LinkedIn, Instagram, or wherever your audience spends time. Post when you launch, when you add speakers or updates, and as the event gets closer.

Ask speakers and cohosts to share — They have their own audiences who might be interested. A personal recommendation goes a long way.

Embed on your website — If you have your own website, you can embed Luma's registration button so visitors can sign up without leaving your site.

Use Pricing to Create Urgency

For paid events, pricing strategy can motivate people to register sooner rather than later.

Early bird pricing — Offer a lower price for people who register early, then increase the price as the event approaches. This rewards your most engaged audience and creates urgency for everyone else.

Coupons for specific audiences — Create discount codes for students, members of a community, or people coming from a specific channel.

Limited quantities — If you have limited capacity, showing how many spots are left can encourage people to act quickly.

Let Your Guests Help Spread the Word

After someone registers for your event, Luma gives them a personal referral link to share with friends. When their friends register through that link, you can see who's bringing people to your event.

Check your event's Insights tab to see your top referrers. These are your most engaged community members — consider thanking them or giving them early access to future events.

Learn more about Event Referrals.

Track What's Working

Understanding where your registrations come from helps you focus your efforts.

Check your Insights — Every event has an Insights tab that shows registration trends, top referrers, and where your traffic is coming from.

Use UTM links — When sharing your event on different channels, add UTM parameters to track which posts or campaigns are driving registrations. For example: lu.ma/your-event?utm_source=twitter

Build for the Long Term

Each event is an opportunity to grow your audience for the next one.

Collect feedback — After your event, send a feedback survey to learn what worked and what you can improve.

Grow your calendar subscribers — People who subscribe to your calendar will see your future events and can receive your newsletters. Your past attendees are your best audience for future events.

Stay consistent — Hosts who run events regularly build an audience over time. Each successful event makes the next one easier to fill.