The Complete Guide to Event Marketing

The Complete Guide to Event Marketing

Regardless of whether you are planning a virtual, hybrid or in-person event, event marketing is key to its success.

Perhaps you have put a lot of effort and dedication into planning your next event. But all that hard work may not be able to generate the kind of results you are hoping for without promoting your event.

In this event marketing guide, we will share with you how you can create a winning event marketing strategy and also some tips for successfully executing it. But before we dive in, let’s understand what event marketing is and why you even need one in the first place.

Event Marketing Basics

Event marketing refers to the execution of a promotional plan aiming to popularise an event and reach a wider audience. It’s best if the promotional plan can be aligned with an effective marketing strategy. Typically, an event marketing plan consists of the following elements:

  • Event website
  • Registration portal
  • Marketing campaign

Steps For Creating An Event Marketing Strategy

Have a well-defined purpose for your event

The first and the most important step in event planning and preparing an event marketing strategy is to know clearly the purpose of an event and the type of audience you are targeting for it. Subsequently, you can decide which marketing channels are the most suitable for your event where you can find your target audience.

Know your goals and budget

By defining the goals and budget for your event you will be able to better determine the kind of event you should plan and the ideal type of marketing plan for it. This way you can ensure your business achieves the set objectives in a well-planned manner and you can effectively measure the success of your strategy.

Set up your event website

It’s important to have your event website set up well in advance, because it will be the primary touch point between you and your potential attendees. The website should contain all the information for your attendees to consider registering for your event, including but not limited to the date and time, location, FAQs, call-to-action, and the cost of attending the event. You will also need to set up a registration portal for attendees to register for your event.

Prepare an email marketing plan

Email marketing is one of the best ways to reach out to your audience that has shown interest in your event. Share about your event agenda, the lineup of speakers and the topics of discussion that may interest them. Use attention-grabbing subject lines in your emails and avoid spamming your potential attendees in order to get the best results from email marketing.

Schedule promotional campaign

In the weeks and days leading to your event, it’s important to remind your audience about your event and the need to register for your event in advance. For this, you should schedule your promotional campaigns across email, social media, and other marketing channels you have chosen for promoting your event.

Advertise your event using paid digital media

There are various forms of paid promotions that can be very effective for marketing your event. You can choose from print and digital media, and also consider some form of direct marketing, if it’s a suitable option for your industry and the target audience. Influencer marketing, content marketing, and word of mouth marketing are also great ways to promote your event and cost less than other popular forms of paid marketing.

Build hype around the event on social media

Social media can be one of the best marketing tools if used correctly. By building a presence on all the popular social media platforms and sharing relevant content with your target audience, you can promote your event with a minimum budget and reach a wider audience.

Final thoughts

Organising events can be expensive which is why it’s important to determine your event marketing strategy. Even though preparing and executing an event marketing plan may seem daunting and costly initially, it’s crucial for the success of your event and achieving your set objectives.

If you are working with a limited budget for marketing your event, consider using sponsorships to support your event marketing and offering discounts to potential attendees. This way you can reduce your cost, gain more interest and increase event attendance.

If you are serious about making your event successful and want to learn more about event marketing, contact our team of event planners today!

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