Event marketing is a valuable marketing strategy that uses in-person and virtual events to create memorable experiences surrounding a brand, product or service!
When event marketing is done well, the benefits are brilliant. It has the power to alter brand reputation, generate new leads, build trust among buyers and even build brand awareness.
Event marketing is versatile! It incorporates many different platforms and experiences that range from brand activations and pop-ups to business fairs and conferences. You may remember brand activations like “Catch the GoGo Squeeze”, have experienced pop-ups like Deliveroo Garden, or have visited events like the National Running Show, where exhibitors range from Nike and New Balance to Mizuno. Each of these is a successful form of event marketing!
In this event marketing guide, we explore the key aspects of a successful event marketing strategy.
Though events are a great tool, the work required for success should not be underestimated. A thorough strategy for proper event planning and execution is necessary for success.
Are you hoping to drive sales or alter perceptions of a brand? Is lead generation a priority, or would you like to increase brand awareness? Defining these goals is paramount as they completely alter strategies moving forward! Here are some examples:
There used to be an old marketing saying: “ If you target everyone, you target no one.” Though this is a cliche, it is very often true when it comes to events! By forming a clear idea of your audience, you can tailor the event correctly.
To start with, will you be marketing to businesses or consumers? The difference in the marketing is vast, so this is important to clarify.
For example, an exhibition stand at a B2B event might feature more reception points, so that businesses can connect with budget holders and generate new revenue streams. In contrast, a stand at a consumer event might require more showcases or fun interactive features to build memorability and make direct sales.
Target audience surpasses B2B and B2C, it’s also about understanding your specific buyer and audience. Create a buyer persona for a stronger vision of your audience’s needs, motivations and behaviours. You should also make note of buyer demographics from social media and your home website, as this will help you choose your event format.
Establishing a clear event budget is fundamental in your event marketing plan. This is the scaffolding for all of your creative ideas and innovation. The budget gives you a base to set realistic expectations, avoid overspending, and plan so you’re not hit by exorbitant hidden costs down the line. Moreover, a clear budget sets a baseline for event profit projections and the target return on investment.
Event costs will likely include, but may not be limited to:
Events come in all shapes and sizes, and the format undoubtedly impacts engagement and return. There are three main event formats.
In-person events are great for creating meaningful and memorable face-to-face connections with clients. These events are perfect when potential attendees are local enough to attend in person. However, exclusively in-person events may not garner as high a return for companies with very remote buyers, as they will not all be able to attend. For example, if you are in the UK, but most of your clients are US-based, you might want to choose virtual events for accessibility.
Virtual event formats are also great if you have a more restricted budget, as with no physical venue or space to hire, costs are often much lower. Where it’s possible to do so, use a hybrid of virtual and in-person elements. They offer the best of both worlds; however, with more moving parts comes a greater need for organisation, so it’s important to be well prepared.
Event branding includes the event name, logo, colour scheme and style, but also the tone of voice. When you look at the branding for any successful event, you will notice it always has a distinctive look, clearly conveys the event function and purpose, has strong messaging and is cohesive across channels and platforms.
Glastonbury, Reading Festival, and Bournemouth 7s are great examples. Each has engaging branding that is recognisable and consistent across their website, social media and physical marketing materials.
Marketing channels are the platforms available to engage with a target audience. These channels can be digital or physical, but they are fundamental in reaching your target audience and generating interest.
Conduct thorough research into the platforms your target demographic prefers. Consider each channel’s reach, effectiveness, and alignment with your allocated budget.
We mentioned buyer persona earlier. Use this again when selecting your marketing channels, as some platforms have more sway with certain generations than others. For example, if your target audience is largely Gen Z, you won’t want to rely on Facebook and X, as you’re more likely to be targeting millennials. Instead, you might focus your marketing on TikTok and Instagram, which younger people prefer.
Try not to lose steam when it comes to promoting your hard work! Promotion is usually about gaining a wide and relevant reach, through a range of channels, including social media, email marketing and physical promotional material where relevant.
Platforms like Facebook, Instagram, and Twitter can be used to run targeted ad campaigns, while email marketing could target a prospective attendee list. Blogs and video content are also great for driving engagement and generating interest surrounding the event. Encourage your company or colleagues to share this content wherever you can.
Social media is influential in event success, as each channel is capable of providing great reach. In order to make the most of your social media, you will need content. Try to plan content that will interest and engage viewers and attract more attendees. Consider implementing a blend of fun and entertaining content, informational posts, and event teasers.
Pre-show, your content should be intended to share information and generate buzz. Countdowns and teasers are particularly effective, alongside video content and imagery of your prep for the event. Invite people to like and share to increase the content’s reach.
Capture as much footage and photography as you can, even of the planning stages, as this can all be useful for social media content down the line. This might not feel important at the time, but it is good to have pre-show, during and post-show content to share to give viewers a taste of the event!
After the event, leverage social media with reflective content about the event’s success, and tease any other events you plan to host or attend.
As part of your event marketing plan, you should incorporate email marketing and automate elements to boost event registrations. Email marketing can be used to target prospective customers, automate elements strategically, remove pressure and boost registration numbers.
First, develop a timeline with key deadlines. From this point, you can schedule welcome emails and automate reminders and follow-ups based on certain triggers or dates.
Introduce potential attendees with a welcome email that includes event details. Following your initial contact, automate reminder emails and send additional information to keep audiences engaged and informed.
Many buyers can spot an automated email from a mile off, so it is worth personalising the content where possible. Even small details like a person’s name can make a difference, though greater personalisation usually warrants greater open and click-through rates.
Don’t underestimate the reach and visibility of paid advertising. Platforms like Google Ads, Meta Ads and even LinkedIn Ads can be used to promote the event and reach relevant groups much more quickly than you would with organic methods. Organic strategies are still very important, particularly for long-term success. However, paid advertising offers quick and efficient visibility and reach, which are all crucial for time-sensitive events.
Retargeting is also very effective, as it focuses on people who have already shown an actual interest in the event. Retargeting leverages website cookies to track which point an individual has reached in their event registration. It can be used to send ads that nudge the visitor to make progress on their booking, or simply remind them of the event. For example, if a prospective buyer filled in their registration form but did not submit, retargeting ads might provide reminders to return and finalise the booking.
In addition to advertising, influencers and sponsors offer an effective way to build excitement around an event, however, you have to be careful about their reliability. You’re putting a face to your event, so you want it to be a positive and trustworthy one. Nonetheless, with proper research, influencers can help you to access new audiences and gain trust. You don’t have to get Kylie Jenner for your influencer marketing to be a success; use people who are engaging and relevant to your event type!
Like influencers, sponsors can provide financial support and access to a valuable customer base. They often promote the event through their social media channels, enhancing visibility and driving engagement. Contact prospective sponsors early, with a detailed event plan and profit projections, for the best chances of a partnership.
Once the event has finished, it is time to follow up and evaluate. Again, you mustn’t lose momentum at this stage, as it allows you to see the value of your hard work, build lasting relationships with your new clients and evaluate the event’s success.
At the start of your event planning, you set goals and objectives for the event. Consider how well these goals and objectives were met, including the attendance numbers and return on investment. As part of this step, identity areas for future improvement.
Next, gather feedback. It’s all well and good reflecting on the event from an organiser’s perspective, but the most important factor is whether the event brought the intended value to your clients or attendees. Request feedback through your email marketing, including feedback forms, surveys and review requests. Try to angle the forms for quantitative or qualitative data, as this is very valuable in your evaluation and provides insights to stakeholders and sponsors. As part of your follow-up email, thank visitors for attending. Mention any future editions of the show to start building a lasting relationship.
Most importantly, celebrate your success! You have worked hard on your event marketing plan, handled all the logistics, and conducted the event successfully; now reap the rewards! Highlight areas where the event excelled and celebrate these achievements with your team to boost morale.
Though planning an event can be hard work, it is highly rewarding. If you have taken all the steps in this thorough event marketing guide, you should be set for success! Don’t forget, we have a range of event marketing courses that can help you along the way.
Get a full walkthrough from Grace as she explains how Event Crowd works, what makes our courses different, and how we can help you build a career in the events industry.
We’ll send a copy of the brochure directly to your email address.
We’ll send a copy of the brochure directly to your email address.
We’ll use your details to send our brochure directly to you.
