10 Essential Tips for Mastering Event Marketing Success

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20-09-2023

In a world that’s increasingly dominated by virtual events, is there still a place for physical gatherings? Yes, absolutely! Physical events offer some unique advantages, providing a 360-degree experience that engages all the senses. They allow for more personal interaction, reading body language, and building strong one-on-one connections. Read on for our top event marketing tips to ensure your event is a success.

Foundations for Event Marketing Success

1. Timing: Choose the timing of your event carefully. Consider seasonal factors and check for potential clashes with other events in your industry or local area.

2. Audience: Who are your target audience and what are their current challenges? Tailor your event to address their specific needs and interests.

3. Outcomes: Clearly define the goals of your event. Is the aim to sell products, secure appointments, raise brand awareness, gather prospects, or maybe something else? Align marketing efforts with your objectives. Set measurable goals and key performance indicators (KPIs) to gauge success.

4. Venue: Select an appropriate venue for your event that offers good transport links and parking. Ensure it has all the necessary facilities and represents your company’s brand. Consider catering arrangements as well as the safety, and accessibility for attendees.

Event Planning & Preparation

5. Planning: Plan well ahead of time for things like ticketing software, event signage, any tech needed at the event, sales and marketing materials, and data capture systems. Create any necessary items like name badges, venue map, programme or event collateral well in advance. Be prepared with essential items like zip ties, tape, pens, notepads, and scissors.

6. Brief: Select and brief any speakers and panelists well in advance. This ensures their talks and presentations are well-prepared, harmonious, and relevant to your event theme and to the industry sector.

7. Design: Develop stage or venue designs, create signage, design programmes, and produce any necessary marketing collateral well in advance, factoring in sufficient time for any production and printing. Also, think about branded merchandise attendees can retain, ensuring long-term brand visibility.

8. Marketing Content: Create a comprehensive event marketing plan that outlines the platforms you’ll use to promote your event. Select appropriate channels like email, websites, social media, or direct mail, and establish a content schedule with key messaging to gradually release content leading up to, during and after your event. If needed, consider developing a brand identity or strapline that works with your logo. Secure interviews, press coverage, and PR attention head of your event to pique interest. Additionally, you could contemplate using a hashtag for enhanced social media engagement.

During The Event

Ensure you have the right people at your event who will create a good impression and represent your brand effectively. Make sure they have a thorough understanding of your company, products, and services. Brief the event team beforehand so everyone is clear about their roles. Additionally, they should understand the purpose of the event and be equipped to answer any questions likely to be asked. Consider whether additional personnel like stewards, car park attendants, or food servers are needed.

Assign team members to document and promote the event in real-time, capturing photos, interviews, videos, and live streams. Also, consider what content you’ll want to use after the event to promote similar events in the future.

After Your Event

10. Follow-Up: Plan your post-event strategy to successfully lead prospects through your sales funnel. Additionally, prepare all relevant collateral in advance so you’re ready to take action after your event. Items such as emails, direct mail, brochures, and product samples. Ensure a well-defined sales follow-up process is in place, including telemarketing or appointment setting, if it’s appropriate.

Need some help? 

As a result of following these event marketing tips, you can maximise the impact of your event and be able to swiftly follow up any warm leads after your event.

If need help with your event planning and marketing, we can help. Contact us today to discuss how we can ensure your event is a resounding success. Get in touch or book a discovery call to find out more.