Event Marketing Plan: A Template For Event Marketing

Event Marketing Plan: A Template For Event Marketing

There’s a lot that goes into marketing a corporate event successfully, and it all starts with creating an event marketing plan.

Needless to say, it can be difficult for event organisers to attract their target audience and achieve high attendance,  without putting significant efforts into marketing the event. However, just like with anything, the success lies in planning – and the same applies to event marketing as well. 

If you are serious about making your upcoming corporate event successful and setting the marketing campaign on the right track from the beginning, you have come to the right page! In this article, we will share with you the basics of creating an event marketing plan, something without which it may be difficult to execute your marketing campaign effectively. But before we dive in, let’s understand what an event marketing plan is and why you need to create one in the first place.


What is an event marketing plan and what is its purpose?

An event marketing plan is an effective tool for laying out the strategy and timeline for event marketing. Think of it as your definitive roadmap for all the marketing tactics and channels you’re planning to employ for marketing your event, in order to achieve the business and attendance goals you’ve set for your event.

The purpose of an event marketing plan is to ensure that the advertising campaign created for promoting the event achieves the set marketing goals and matches the demographics of the target audience, while factoring in the various forms of marketing channels that are suitable for the event type.


Benefits of creating an event marketing plan

In the absence of proper coordination, the outreach and promotions may not achieve the desired results. To plan and organise a successful event, you have to run tailored promotions and effectively target the ideal audience, at the right place and time. Here’s how creating an event marketing plan can help you achieve these goals:

View your marketing schedule on a timeline

By defining the timeline for your event marketing in advance, it becomes easy to visualise the progress of your campaigns. You can also follow or modify the schedule, if required, while being aware of what’s the next important task on your to-do list.

Set the right expectations

As an event organiser, you need to keep all the stakeholders on the same page, be it your teams or the sponsors. Having a well-defined event marketing plan makes your job easier.

Identify the right marketing channels for your promotions

When creating an event marketing plan, you will need to identify the most suitable marketing channels for your promotions (e.g., print, email, social media, etc.), in order to promote your event effectively. As a result, you will also be able to factor in the various types of content that need to be produced to support your marketing efforts.

Spot dependencies and set deadlines

When you have a set timeline for the marketing tasks, you can ensure your teams provide the deliverables, such as the materials required for promotions, well in time. With the help of a central document that outlines the marketing plan, you can ensure everything is taken care of in a timely manner and plan an unforgettable event. Having an event marketing plan will also help you create a calendar tied to each of the goals, which should also include the deadlines and teams or individuals responsible for the tasks. 

It’s important to give your marketing plan a proper structure with the help of a comprehensive template that lets you define the schedule of the promotions and break down the marketing plan into different stages. Once you have the template ready and optimised for the type of events you typically organise, you can plug in the same template into your future event marketing plans, whether you’re hosting a webinar, a single-day event or a conference.


How to create an event marketing plan

The event marketing plan should offer a high-level timeline of event promotions, outlining when each of the different campaign elements will be executed. It can also include the details of the nature of promotions, marketing channels, and the target audience.

In order to create an effective marketing plan, you will need to consider the following details:

The target audiences for the event 

The expected number of attendees 

The budget required for the marketing activities

The most suitable marketing channels for the promotions (e.g.: digital, print, commercials etc.)

Other forms of promotion (calls, direct mail, radio etc.)

Since each stage of your event will require a unique marketing approach, you need to lay out your event marketing plan in the following main stages: 

  1. Pre-event
  2. During-event
  3. Post-event

Before the event, you should spread the word about your event, letting your potential attendees know about it. Tell them about the value your event will offer to the attendees and inspire them to attend the event.

During the event, it’s important to ensure everyone who has signed up for the event is aware of the event’s schedule. It’s also a good opportunity to highlight your speaker lineup and promote the event sponsors. 

After the event, you should follow up with the attendees, giving them a chance to share their valuable feedback and recall the useful content you delivered during the event. This will help spread word-of-mouth for your regular events and inspire more of them to attend your future events.


Event Marketing Plan Example

Let’s take a look at a sample event marketing plan to see all of this in action.

Pre-event marketing plan:

3 months before the event:

Design and publish the landing page

Design and publish the registration page

Design and finalise the event logo

Launch the event website

Finalise and promote the early bird discounts

Publish content introducing the event and why your audience should attend

Share the announcements across social media channels

Outreach to potential event partners, promoters, and sponsors

2 months before the event:

Publish guest posts on relevant, popular media publications to target a new audience segment

Publish blog posts on your website, focusing on the topics to be covered during the event

Share the blog posts with your audience across social media channels

Announce the final round of early bird discounts

1 month before the event:

Publish blog posts sharing success stories from your previous attendees

Share blog posts with your audience across social media

Send out a press release to promote the event in local publications 

Run a paid promotion on social media platforms, targeting users who have read your blog posts but yet register for your event

Create an email sequence to be sent to your potential attendees

1 week before the event:

Announce the end of event registrations on the official event website and across the social media channels

Print the event collateral

Publish the final blog post, attracting last-minute registrations

Plan and schedule the pieces of social content to be shared during the event

During-event marketing plan:

Publish the pieces of social content to be shared during the event

Share the latest updates from the event across the social media channels

Post-event marketing plan:

Outreach to attendees requesting their feedback via email and social media channels

Publish testimonials of happy attendees through the website blog and social media channels


Final Thoughts

Keep in mind that the event marketing plan template we have shared above is just a basic guide and your plan may vary greatly, depending on your event goals. With that being said, you should plan what can be planned in advance and be willing to consider the opportunities as they present themselves during the event life cycle.

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