How to Create an Event Marketing Strategy

Updated: May 15, 2018

Author: Julian Macleod


After investing a lot of efforts in setting up an event, you then become anxious about how many people are going to show up, as well as how you can assist them to benefit from your event. There is a lot to consider when devising an event marketing strategy, nevertheless, do not despair, the solutions are here. Some of the most important strategies to create your event management strategy are listed below.


Set Your Event's Goals and Budget

Your marketing strategy is based on your event’s goals. Therefore, before you proceed to the next phases, it is necessary to set them. You must introspect, “Do I want my event to accomplish a palpable goal such as attracting 600 attendees, or perhaps an impalpable goal such as fortifying relationships with my business partners or members of my association through the event?" Small or big, you should know the budget earmarked for your marketing effort. Just as challenges will lead to limitations on certain things, they will also bring out the creativity in you where necessary.


Set your Event’s Content Creation and Management Tactics

You have to prepare the marketing content which includes the speaker list, the event schedule, and the crucial messages to underscore (e.g. keynote addresses, fruits of attending the event, testimonials etc.) while keeping in mind the goals set.


Summarize Your Communication Tactics

Engaging audiences is what marketing is all about. Therefore, the essentiality in the need for you to set your communication tactics straight cannot be overemphasized. You have to consider effectively the means to broadcast information about your event to people. You should know that it is much more efficient to make use of both push notifications app and the e-mailing systems.


Develop Personalization Tactics

It is vital to design your messages in a manner that will attract people’s interests. Shall it happen that your invitation will be extended to the previous attendees, you can add pictures or videos and even statistics from the past event. You then add the forthcoming event’s highlights such as the keynote speakers, discounts for early bird tickets, and opportunities to connect and learn from people.


Put Together Your Collaboration Strategy

Your sponsors and you, share similar goals in terms of drawing more attendees to your event as well as increasing the brand visibility. Therefore, utilize this common goal to encourage them to partake in promoting your event.


Establish Last-minute Promotion and Engagement Tactics

In marketing, the last stroll prior to the event is a daunting one as you not only try and woo attendees to go last minute, but also raise the level of excitement for those who are already attending.


Set Your Performance Evaluation Yardstick

In your marketing strategy, identify the exact yardsticks you will employ to assess your event’s performance. This includes social media posts or networking activities, and the number of attendees. You can use the stats to show your stakeholders and your team the successes of your events as well as for Public Relations (PR) purposes.


More Readings:

5 Ways Hosting An Event Can Launch Your Business

Event Planning Mistakes to Avoid

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