The organization of conferences and events on various topics is a popular tool for transferring specific knowledge, but it also allows for meeting a specific group of people and creates opportunities to build relationships with a group of people who participate in them. When organizing an event, one must decide on the communication tools with which the organizer will want to reach the group interested in the event. Adequate selection may translate into the number of participants in the event. West Pomeranian Agency for Regional Development SA as part of supporting entrepreneurship in Zachodniopomorskie Voivodeship organizes various events, one of them being the Westpomeranian Day of Financial Instruments. The aim of the article is to present the communication tools used by the organizers in relation to their popularity among the participants of the event and to show the importance of event marketing in building relationships. The article uses own research carried out among conference participants on the day it was held.