Event planning is hard work, but that doesn’t mean you can kick back and relax once you’ve booked your venue and organised your guest speakers. Unless you’re planning a unique event in a very popular industry, your event is not going to market itself. You need a great event marketing plan to get the word out, build buzz, and get people excited about attending.
It can be overwhelming even choosing where to start when it comes to an event marketing plan. This is especially true if you’re running your first event and you have no idea of how popular it’s likely to be.
Just as with any kind of marketing, the key is to have a methodical and considered event marketing plan. When you have a good plan in place, there’s no question about what marketing activities you should be doing on what day – you simply follow the plan.
Careful planning, well in advance, is essential for event marketing success.
Tailor your approach and the marketing channels you choose to your target audience. Remember this might not be the same audience as for your general business.
Don’t forget to set goals and measure the success of your campaigns so you can improve your event marketing plan next time.
1. Define Your Goals for the Event Marketing Plan
Just as your general marketing plan must align with your business goals, you need to think about your reasons for running the event in the first place.
Do you want to raise brand awareness and forge partnerships with others in the industry? Connect and engage with your audience? Drive more sales and conversions?
Events are expensive to plan and run, so you want to make sure you’re at least getting a positive return on investment. Think carefully about how your goals align with your budget.
For example, you might have a goal of selling X number of tickets to make a profit. This is fine if the only purpose of your event is to drive revenue. However, if this is the case, you’re probably missing out on bigger opportunities.
If you’re running a paid event, ideally you’ll want ticket sales to at least cover your costs. However, if your event brings in new clients that go on to make your business tens of thousands of dollars, income from tickets is negligible. Plan your goals for the long-term, and always make sure they tie-in with your overall business goals and plan.