How to create an event marketing plan?

Whether it’s a conference, tradeshow, convention, or any other professional gathering, hosting an industry event, especially a multi-day, multi-track endeavor, represents a major expense for an organization.  Considering the investment, event organizers are under a lot of pressure to attract the best turnout possible.

Meanwhile, participants have more options than ever when deciding which events to spend their time and money attending.  To overcome this challenging dynamic, organizers must develop a well-thought-out event marketing plan.  The most sensible marketing plans are designed to be implemented over a long enough period and leave little up to chance.

What is an event marketing plan?

An event marketing plan is a detailed strategy for the promotion of a particular event. It considers the nature of the event along with the resources available to market it. The goal of the plan is to maximize the number of attendees.

Every event will have different requirements and constraints, so organizers should be familiar with the most common methods for attracting participants and how to best utilize each one for maximum return on investment (ROI). This post centers on virtual event marketing but nearly all the practices can be applied to in-person or hybrid events.

The importance of creating an event marketing plan

It takes time for word to spread and for people to finalize their registration, so waiting too long to start promoting an event will typically result in a disappointing turnout.  Also, quality marketing requires a lot of work and dedication, yet as the event approaches, a larger percentage of the staff’s time needs to be devoted to running it, meaning that a solid marketing strategy must be in place well in advance.  Generally, for a major event, the marketing should kick off 2-3 months in advance, but the planning needs to start even earlier.

How to create an event marketing plan – a step-by-step guide:

While most of the marketing plan happens in the months leading up to the event, expect to keep the promotional effort going throughout the event itself and then wrap things up with a few, final marketing items after.  The following is a step-by-step breakdown of what to focus on during each phase.

Before the event:

Build a microsite/landing page: Create a dedicated website where attendees can find event details and register. Use clear messaging and compelling calls-to-action to convert visitors into participants. A branded microsite and matching landing page can be created in just a few steps using the Kaltura Events Platform.

Craft a press release: Write a press release targeting relevant media outlets to gain free publicity. Highlight key event features and include high-quality visuals or electronic press kits. Ensure contact information is easily accessible for journalists.

Develop email sequences: Create automated email sequences for event invites and registration reminders. Tailor content to different audience segments, such as existing customers or industry partners. Also, create follow-up emails for registered attendees to provide updates and encourage social sharing.

Execute digital advertising: Launch online advertising campaigns tailored to your event’s scope and budget. Utilize pay-per-click ads, social media promotions, and influencer partnerships. Additionally, create a unique event hashtag for organic social media engagement.

Leverage social proof: Encourage registered participants to share the event with their networks. Offer incentives such as exclusive networking sessions or referral discounts to drive word-of-mouth promotion. Provide prewritten content and event hashtags for speakers to use in their promotions.

Produce video teasers: Create short teaser videos featuring event highlights, speakers, and organizers. Share these videos on social media, the event website, and in email communications to increase engagement and reach.

During the event:

Stream live content: Keep the momentum going by live-streaming interviews, behind-the-scenes footage, and presentations during the event. This maintains excitement and may attract last-minute attendees.

Stay active on social media: Continue posting updates, key takeaways, and speaker highlights across all social media platforms throughout the event. Encourage participant engagement by including photos and interactive content.

After the event:

Send follow-up emails: Express gratitude to participants and provide a survey for feedback. Use survey responses to improve future event marketing strategies and increase registration rates.

Provide gift bags or digital gifts: Consider sending participants branded gift bags or digital gifts as a token of appreciation. Choose items that are visible or shareable online to amplify brand exposure and turn participants into brand ambassadors.

Offer on-demand content: Make edited event presentations available on-demand to reach a wider audience. Include a call-to-action for viewers to join a mailing list for future events.

Analyze post-event data: Review analytics to understand viewer engagement and identify areas for improvement in the marketing plan. Use data insights to refine strategies for future events and enhance overall effectiveness.

By following these steps, you can create a comprehensive event marketing plan that maximizes engagement, drives attendance, and yields valuable insights for future improvements.

Kaltura Virtual Events Platform

The bulk of event marketing can be managed directly from the Kaltura Events Platform.  Starting with the branded microsite which can be fully customized and scaled for any type of virtual event, and continuing with automatically generated registration page, participant management, and communications, Kaltura has all the tools built in to effectively promote an event.

The platform can be used to broadcast live content such as teasers and promos while automatically recording all media to the cloud for use in social media or as on-demand content.  It also provides real-time data and user analytics to better inform the marketing strategy.  Kaltura also offers services for flagship events for content creation, sponsor packages, and all other media needs along with 4K streaming capability and 24-hour, full technical support.

Final Thoughts

Organizing an event is a major undertaking and marketing is just one piece of a giant puzzle.  Having a solid event marketing plan in place gives organizers a roadmap to follow as their attention is increasingly divided between promoting an event and running it.  There will always be variables that can’t be anticipated, and things that can’t be controlled, but coupling clearly defined goals with a comprehensive plan to achieve those goals is, and always has been, the best way to ensure success.