Let’s face it: Getting people excited about your event isn’t always a walk in the park. You’re juggling multiple marketing channels, trying to engage your audience, and wondering if anyone will actually show up. Plus, there’s that pesky little thing called ROI that keeps you up at night.
Fortunately, you’re not alone. Even seasoned event planners face challenges when marketing their events. While some studies show high success rates, the reality is that many of us struggle to fill seats and generate buzz.
But here’s the good news: With the right approach, you can dramatically improve your event marketing results.
The secret weapon? A rock-solid event marketing plan.
In this article, we’re going to walk you through eight expert steps to create an event marketing plan that’ll have people lining up at your door. We’ll cover everything from proven strategies to cutting-edge tools that’ll make your life easier. Let’s go!
How an event marketing plan can increase attendance and engagement
An event marketing plan is your playbook for promoting your event. It’s a document that outlines your goals, target audience, key messages, and the channels you’ll use to spread the word.
Think of it as your event’s promotional roadmap, guiding you from the first “Save the Date” to the final “Thank You” email.
The biggest advantages of a solid event marketing plan are that it ensures you’re attracting the right people, spending your budget wisely, and keeping your message on point. Plus, it gives your whole team a clear direction, so everyone’s working towards the same goals.
The result? Higher attendance, better engagement, and an event that leaves people talking (in a good way).
8 expert steps to create an effective event marketing plan
Now, event pros, it’s time to roll up our sleeves and get to work! We’re about to dive into the nitty-gritty of creating an event marketing plan that’ll knock your socks off. Our goals are to drive attendance, boost engagement, and create unforgettable experiences.
1. Define your event’s unique value and target audience
Let’s kick things off by figuring out what makes your event special. Think about it: Why should people choose your event over others?
Maybe you’ve got amazing speakers, exclusive content, or fantastic networking opportunities. Whatever it is, that’s your unique value proposition (UVP).
Your UVP should be easy to understand and make people feel something. Try creating a positioning map to see how your event stands out from others.
Now, let’s talk about your audience. Who are they? What do they want? What problems are they trying to solve? Look at data from past events or customers to spot patterns. Go beyond basic info like age and job title. Create detailed profiles of your ideal attendees.
Use advanced research techniques like conjoint analysis or the Jobs to be Done framework to uncover hidden motivations. Put on your cap, Mr. Holmes, but for event planning!
Once you’ve nailed your UVP and target audience, it’s time to tailor your marketing. Start by creating a website or page just for your event. We recommend using WordPress and choosing Kadence for your theme. You can use an event management plugin like The Events Calendar to showcase your event effectively. If you’re selling tickets or you need people to be able to RSVP, Event Tickets is the perfect companion plugin to The Events Calendar.
2. Set SMART goals and a budget for your event marketing
Now that you know your audience and what makes your event special, it’s time to set some goals. But not just any goals — we’re talking SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).
Look back at your previous events. What worked? What didn’t? This will help you set realistic goals for your upcoming event.
Think about what you want to achieve. Is it a certain number of attendees? More brand awareness? Generating leads? Write these down and make them SMART.
For example, instead of “get more attendees,” try “increase event attendance by 20% compared to last year.”
Don’t stop at basic numbers, though. Consider goals like improving attendee satisfaction or boosting post-event follow-up conversions.
Next, set a realistic budget for all your marketing activities. This includes things like digital ads, content creation, and promotional materials. Having clear goals and a budget keeps your strategy focused and financially sound.
3. Create a marketing timeline and stick to it
A well-structured marketing timeline keeps your efforts focused and your audience engaged as you count down to the big day.
Start by plotting out the key milestones in your promotional journey. When will you launch campaigns? Send emails? Release new content? Get it all down on paper (or in a digital planner).
Remember to assign roles to your team members. This ensures everyone knows their part in the grand performance.
Here’s a sample timeline to inspire you:
| 12 months before: | – Craft your strategy. – Design an eye-catching theme that aligns with your goals. – Launch your event website with all the essential details. |
| 4–6 months before: | – Kick off regular email updates. – Roll out paid ads on platforms like Google Ads. – Ramp up your social media presence. |
| 2–4 months before: | – Showcase testimonials and speaker profiles. – Provide in-depth info about your sessions. |
| 1–2 months before: | – Build anticipation (e.g., “Only a few spots left!”). – Implement countdown timers and “final call” emails. – Distribute all necessary attendee information. |
Pro tip: Consider using a tool like Asana to orchestrate your timeline. It’s excellent for task management and team progress tracking.
Want to explore further? Check out our comprehensive guide on event planning schedules.
4. Develop a multi-channel promotion strategy
To maximize your event’s visibility and engagement, implement a multi-channel promotion strategy. This approach ensures you reach your audience wherever they are, with a consistent and compelling message. Let’s see how you can create a promotional experience across various channels:
Email marketing: Your direct line to potential attendees
- Craft personalized messages that speak directly to your audience’s interests.
- In a study by Bizzabo, 89% of event software users reported that technology helped them save time when planning events. You can use marketing tools like Event Tickets or Promoter to streamline registrations and build excitement.
- Set up automated email sequences for confirmations, reminders, and follow-ups.
- Maintain regular communication to enhance the attendee experience.
Social media: Where your audience hangs out
- Focus on platforms where your target audience is most active.
- Use scheduling tools like Hootsuite or Buffer to maintain a consistent presence.
- Create shareable content that encourages audience interaction and extends your reach.
Content marketing: Showcase your event’s value
- Publish blog posts, articles, and videos that highlight why your event is unmissable.
- Transform your written content into engaging videos using tools like Lumen5.
- Consider launching a podcast series featuring industry experts or speakers.
Paid advertising: Expand your reach
- Utilize Google Ads and social media promotions to target specific demographics.
- Implement retargeting ads to re-engage potential attendees who’ve shown interest.
- Don’t overlook local ads if your event has a specific geographic focus.
Partnerships: Amplify your message
- Collaborate with industry partners, sponsors, and influencers.
- Create co-branded content or joint promotions to tap into new audiences.
- Offer exclusive perks or discounts through partner channels.
The key to success is ensuring these channels work in harmony. Maintain a consistent core message across all platforms but tailor the content to suit each channel’s unique characteristics. For example, use eye-catching visuals on Instagram, professional updates on LinkedIn, and detailed articles on your blog.
In all this, remember to stay agile. Monitor the performance of each channel using key performance indicators and be ready to adjust your strategy based on real-time data. Tools like Event Tickets Plus can help you gather valuable attendee data, allowing you to refine your approach and create even more targeted, personalized promotions.
Keep testing, learning, and refining your approach, and watch as your event creates a buzz that’s hard to ignore.
5. Create compelling content to attract attendees
It’s time to dazzle your potential attendees with content that speaks directly to their interests and needs. Start by getting inside the minds of your ideal attendees. What excites them? What challenges do they face? Use these insights to craft messages that resonate.
Now, let’s explore some content ideas that’ll have people clamoring for tickets:
- Sneak peeks and teasers: Give your audience a taste of what’s to come with behind-the-scenes glimpses and speaker highlights.
- Social media gold: Create bite-sized, shareable content that spreads like wildfire. Don’t forget to include eye-catching visuals and clear calls-to-action that promote your event.
- User-generated content: Encourage your audience to join the hype. Launch a hashtag campaign or run a contest that gets people talking about your event.
- Success stories: Showcase testimonials from past attendees or case studies that demonstrate the value of your event.
- Video magic: Craft engaging video content like event previews or speaker interviews to bring your event to life.
- Interactive experiences: Spark conversations with polls, Q&A sessions, and live streams on social media.
- Pre-event tasters: Host webinars or live Q&A sessions with headliners to give attendees a sneak preview of the valuable content they’ll receive. Events Calendar Pro integrates with Zoom, Teams, and Google Meet, and supports live-stream embedding through YouTube Live or Facebook Live.
- Audio adventures: Launch a mini-podcast series featuring industry experts to build anticipation.
- Virtual reality previews: For tech-savvy events, consider creating VR experiences that transport potential attendees to your venue.
Mix and match these ideas to create a content strategy that’s as unique as your event!
6. Implement personalization tactics for higher conversion rates
With a dozen different engagement platforms and thousands of distractions, one-size-fits-all just doesn’t cut it anymore. In fact, according to McKinsey, 70% of consumers now consider personalization a basic expectation.
People expect to be the main character for everything in their lives, and your event should be no exception. So, here’s how to make your potential attendees feel like VIPs:
- Custom email campaigns: Use tools like Promoter to craft emails that speak directly to each recipient. Address them by name and reference their interests or past interactions.
- Smart ads: Leverage user data to serve up targeted ads that feel relevant and timely.
- Tailored event recommendations: Use attendee data to suggest sessions or networking opportunities that align with their interests.
- Personalized registration forms: With Event Tickets Plus, create custom forms that gather valuable insights. Use this info to cater to individual preferences, from dietary requirements to preferred session tracks.
- Flexible pricing strategies: Offer early bird discounts to newsletter subscribers or create tiered pricing based on attendee type.
- Customized confirmations: Send ticket confirmations that address attendees by name and include personalized event details.
Make each potential attendee feel seen and understood to boost conversion rates and lay the groundwork for an exceptional event experience.
7. Engage attendees before, during, and after the event
Creating a buzz around your event isn’t a one-time thing – it’s an ongoing journey that starts well before the big day and continues long after. Let’s break it down:
Before the event:
- Spark excitement with social media campaigns and interactive content.
- Use Event Tickets to create exclusive content for registered attendees, giving them a VIP experience.
- Host virtual meetups or Q&A sessions to build connections early.
During the event:
- Keep the energy high with live social media updates and real-time polls.
- Encourage attendees to share their experiences using your event hashtag.
- Use a mobile app for easy scheduling, networking, and live updates.
After the event:
- Share highlights, photos, and videos to keep the momentum going.
- Launch retargeting campaigns based on attendee engagement data.
- Create a post-event content series featuring key takeaways and speaker insights.
- Use survey tools like Google Forms to collect feedback and data from your attendees.
Pro tip: Develop a personalized follow-up program that delivers tailored content based on each attendee’s interests and event participation. This shows you’re paying attention and value their individual experience.
8. Measure success and analyze results for future optimization
The curtain has closed, but your work isn’t over yet. Now it’s time to dive into the data and see how your event really performed.
Start by tracking key metrics like:
- Registration and attendance rates.
- Ticket sales (easily monitored with Event Tickets).
- Social media engagement.
- Post-event survey responses.
- ROI (return on investment).
Tools like Google Analytics can help you crunch the numbers and uncover valuable insights. Gather your team for a post-event debrief. What worked well? What could be improved? Use these insights to create an action plan for your next event.
Consider implementing a continuous improvement framework. This means regularly reviewing and adjusting your event strategy based on what you’ve learned. Each event is an opportunity to learn and grow. By consistently measuring, analyzing, and optimizing, you’re setting yourself up for even greater success in the future.
Bonus tip: Don’t be afraid to experiment! Set aside a small budget for trying new ideas at each event. You might just stumble upon your next event marketing strategy.
Take your event marketing to the next level with The Events Calendar
Congratulations! You’re now armed with eight powerful steps to create your event marketing plan and supercharge your event planning.
Having said that, great event marketing isn’t just about attracting crowds – it’s about creating unforgettable experiences that keep people coming back for more. And guess what? The right technology can make this journey a whole lot easier.
That’s where The Events Calendar comes in. Trusted by 800,000+ event management experts, it works hand-in-hand with ticketing, marketing, and event aggregation tools to power over a billion events worldwide.
Hear it from one of our happy users:
“We’ve been using the Events Calendar plugin for several years now, and it’s perfect for what we need as a community arts organization with many monthly events. Appreciate the ease of use and stellar customer service.”
@ocmarketing
This could be you, too. Don’t let your next event be just another date on the calendar. Make it unforgettable with The Events Calendar Product Suite. Get started now!
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