An event marketing strategy is an important process of any event planning. However, if you’re new to events or marketing, you might be left wondering what it actually means.
We’re going to quickly run through the definition of an event marketing strategy, why it is important, and a few tips on how to create your own.
What is an Event Marketing Strategy?
Event marketing is the process of promoting an event, usually through a combination of different activities. An event marketing strategy is a plan for any and all of the promotional work to be done for an event.
Although it may sound simple, a marketing strategy essentially encompasses a whole manner of details. From aspects such as what platforms and channels you are going to use to promote your event, and how many times you intend to post promotional materials online, down to factors such as defining who your target audience is.
If you are hosting an event internal to your company, or a party, you don’t necessarily have to worry about identifying and targeting your ideal audience. But no event will sell itself, and no matter what you are planning, you will need to promote it.
Why is Having a Marketing Strategy Important?
Having a marketing strategy is important, as it provides the plans for you to build awareness of your event, and hopefully, sell it out.
Creating a defined marketing strategy is important due to it being the basis of your event marketing. If you don’t promote your event effectively, or at all, you will not reach many people and in turn, your attendance will dwindle. How can anyone attend an event they didn’t hear about?
Using a clear marketing strategy also ensures details will not be overlooked. Even the most organised person can make mistakes if they do not have a plan for a large project. (And promoting an event is a big project!) Having a clear strategy ensures that even if multiple people are creating content to promote your events, such as text messages or emails, they all speak with a unified voice, and all have the correct details.
For example, a simple mistake might be the venue location being absent from a post, simply because it as never defined as an important feature of your marketing messages.
Having a well-defined marketing strategy will also ensure that all content that you produce in your efforts to promote your event is cohesive, and all share your distinct voice and identity.
How to Create an Event Marketing Strategy
There are several key things to consider in the creation of your own event marketing strategy.
- Identify your target audience and ideal reach.
- Decide the channels and platforms you wish to use. (SMS, email, post, social media, etc.)
- Detail what you need to communicate.
- Outline how often you wish to promote your event, and how much you are willing to spend on marketing.
- Specify who will be responsible for each promotional activity.
- Decide if you will have in-person promotions or promotional events, and decide the same for these. (When they will take place, how they will be advertised, etc.)
- Detail how you plan to measure your success.
Each of these factors can, in turn, be divided into many branches of their own. But for the sake of brevity, we have kept to the above seven key points.
You can find out more about how you can implement an event marketing strategy through SMS in our post focused on delivering early event promotion.
An Example of an Event Marketing Strategy
Although it may not be an event in a traditional sense, our recent rebrand provides a good example of an event marketing strategy in action.
Our team gathered together and decided essentially, all of the above. We outlined every possible promotional activity we could use and decided on several that we wished to pursue. We investigated the effectiveness of each of these activities, and from this, planned how many times we would use the channel and in what way.
For example, we decided to send text messages to our subscribers. Therefore, we had to agree on how often we would message them and the content of each message.
We also planned who we would target our promotional materials towards, and this varied amongst methods. The key was to identify what was the most effective method of contacting and promoting to certain groups and individuals.
Rather unsurprisingly, we found that the one method which effectively reached everyone was text messaging. It had the strongest read and response rates of any method of communication. Which only built the case for its importance as part of a successful event marketing strategy.
Creating an event marketing strategy can hold the key to an event’s success. This is due to the power it holds over your attendance. However, it also benefits you by raising awareness of your company and helps to strengthen your brand.
If you’re unsure about creating your own event marketing strategy, you can download our free event planning checklist. It contains every detail you will need to consider when planning your event, including your promotional plans. Use the button below to download the checklist for free today.
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