We’ve written extensively about event marketing in the past twelve months (because not all event planners are natural marketers) in order to equip you with the tools necessary to create a potent marketing plan. To make sure that your events are a resounding success, we’ve rounded up the most important factors to consider when marketing your next event.
A successful event marketing strategy consists of several equally-important factors
Think of your marketing plan as you would a first date with someone you’ve been swooning over for months – every action, and every word spoken – needs to convince them that you’re a perfect match. In order to do this, you have to know as much as you can about the person (read: guests) you want to woo. Establish: who you’re talking to, what they want to hear, what you need to say, and the best way of saying it.
Delving straight into a marketing plan of action isn’t advisable – you need to decide what you want to achieve, and the best way of going about it
In our blog Event marketing ideas: harnessing the power of your corporate events, we discussed the most effective way of approaching the marketing of your corporate event. A tangible, interactive experience makes far more of an impact that a campaign that solely relies on intangible factors. By using your event (a tangible brand touch point) to kick off your entire marketing strategy, you’re able to create something that lasts far longer than merely for the duration of an event. In other words, your event marketing strategy needs to fit seamlessly into the larger marketing picture.
We wrote about how to construct a flop-proof marketing campaign in our blog The six essential ingredients for a potent event marketing plan
Here’s what you need to take into account:
- Your event’s objectives
- Your event’s positioning
- Your promotional plan
- Suitable marketing tools
- Your budget
- Measurable goals
For a full run-down on what each of these factors entails, as well as the best way to go about combining them for a fool-proof marketing recipe, read the full blog here.
Event marketing involves all of your event content – from your invitations, to your social media campaign, to the event itself and importantly, your post-event communication
All communication you have with your guests – both intangible and tangible – needs to work together to showcase your brand in the best light possible, in order to achieve the event’s objectives. The best marketing strategies are: tailored to their audience, emotive and importantly, cohesive.
Once you’ve got a clear goal, an actionable plan and a competent team, you’ll have the right tools with which to implement your marketing campaign
A successful marketing campaign relies on having adequate insight into your market. In order to do this, you need to make sure that you’ve got the tools to collect this data. The quality of the guest list management software you’re using determines whether your marketing efforts succeed or fall flat.