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The 4 critical elements of any event marketing plan

By November 8, 2016 No Comments

The thing I love about events is that, like all good things, they eventually come to an end. So next time you are tasked with event marketing, don’t stress. Just follow these steps when making a plan, and you can be sure that your event will be marketed perfectly. Then sit back, relax, and enjoy a cocktail to celebrate a successful event.

First things first: Establish registration goals
Your goals will obviously be dependent upon the type of event you are marketing. Whether it is a luncheon where you expect 100 people, or a day long conference that may have 500 registrants, it is important to keep your tech stocks realistic and set up milestones along the way.

Goals should not be based solely on the number of registrants, but also who you want to register: prospective clients, targeted organizations, local influencers, etc. These goals will inform which channels you use to promote your event.

You can expect an influx of registrants in the week leading up to the event. It happens every time. There is a smidge of procrastinator in us all.

Next, pick the right channels
First thing you need to do is decide the channels you will use to promote. It is best to take a targeted approach. Here are a few outlets that you should definitely engage when it comes to marketing your event.
Social media. Since 78% of the U.S. population engages a social media platform everyday, posting to Twitter, LinkedIn, and Facebook should be a huge part of your event marketing plan.
Local media. They often have a substantial social following and are willing to post updates on your behalf.
Local event calendars. Figure out which sites and publications have calendars and submit your event to them.
Email marketing. If you have access to an email list, use it!

Then, establish your timeline
When should you start promoting your event? Right away! But first create your timeline. Mark the dates that you will accomplish email campaigns, discounted ticket campaigns, specific social media posts, announcements, etc.

When should you send an email campaign? About a month before and then two weeks out from the event. You don’t want to send too many emails lest your followers unsubscribe. Secure the support of local media as soon as you can.

When should you post to social media about the event? Everyday, but keep the shareable content fresh and relevant to the event. And don’t forget to submit to local event calendars ASAP.

After that, do some research and make some lists!
You will need to make a few running lists. Some lists you may want to consider using to organize your thoughts are:
Relevant social media information. Plan out which hashtags you will use on Twitter and the handles of organizations that are relevant to your event.
Relevant influencers. I suggest doing some research and figuring out some organizations that should inform their members, employees, or supporters, of your event. For example, I recently promoted a luncheon featuring a panel of influential women. So my list of influencers included various female business societies like Network of Executive Women and Ellevate. You will want to reach out to these people directly. Heck, even offer their group a discount code if they help promote the event!
Local Media. Make a list of local media that cover the beat associated with your event. Reach out to them and offer a complimentary ticket, that way your event is well covered.

And of course, when your plan is finished, the last thing to do is execute it. Use your list and  track registrations. Event marketing is fun! Just stick to your plan, and your event will be well promoted, attended, and covered!