As the world is rapidly changing, new trends and challenges have sprouted when it comes to promoting an event. There has been a growing competition offering a variety of value and activities. The world has been loaded with events taking place left and right, thus the challenge now for event managers is no longer just how to make the event run smoothly and effectively, but also how to attract people to attend the event, and not just any people, but their target audience considering the budget on hand. To attract an audience, managers need to be creative and innovative by choosing the right marketing tools whether the need is to promote online or offline.

Another trend not just in Hong Kong but to other places as well, is that people now tends to be more budget conscious, weighing in the value of going to a particular event versus their expenses. Attendees will need to justify if what they are spending is worth the price. If they figured that the event offers more advantages for them considering the expenses and if schedule allows, chances are higher that they will be attending to the event.

Because of the rising costs in visiting Hong Kong for particular events, visitors tend to stay much shorter, thus, as an event manager can make a short yet hectic scheduled itinerary to maximize the time. What the managers can do especially in a place like Hong Kong is to find alternative accommodation or cheaper provider of transfers. Also, they can make the beginning and the last day of the event the main highlight.

There are seven steps for an effective event promotion:

1. Identify target audience.
2. Determine communication objective. 
3. Design the message.
4. Select communication channel (s).
5. Establish budget.
6. Choose communication mix. 
7. Measure result.