Creating And Using An Event Marketing Plan

What is an Event Marketing Plan?

An Event Marketing Plan is a document that you’ll use to keep on track with your event marketing strategy.

It should outline the who, what, when, where and why of your event marketing communications and make it easy to create and deploy event marketing campaigns as you go.

Why should I use an Event Marketing Plan Template?

We’ve all been there: staring at a blank page and feeling overwhelmed about where to begin.

This is especially the case for an Event Marketing Plan, which should be chock-full of useful, straight-forward guidance.

Even better – once you’ve come up with an Event Marketing Plan document that works well for you, your team, and your company – you might consider basing your own Event Marketing Plan Template off of it.

Next time you need an Event Marketing Plan, your very own branded template will come in handy.

How should I build my own Event Marketing Plan template for reuse?

Whilst you will find what works best for you and your company through experience with Event Marketing Plans, there are a few key items that should be in any Event Marketing Plan Template.

We’ve outlined these below.

Identify a niche audience.

Short of cute puppy videos, it’s difficult to be universally appealing. Consider what your event will offer attendees, and to whom this will be of most use.

You need to be timely and relevant to your target audience, so use segmentation to grab the right invitees. (Suite users – head to the Mail House and use Target Query to segment your lists.)

It’s okay to have more than one target audience – for example, you might want to invite both students and CEOs, or international and local delegates.

Just keep in mind that these different audiences might require different styles of communication.

Determine the right tone of voice.

Now that you have a target audience, give some thought to how the members of this group would like to be treated.

Keep your tone and language choices appropriate, and think about the frequency of your communications.

Over-communicating with your audience may irritate and alienate them, but don’t swing too far in the other direction and under-sell.

Find a happy medium and stick to it.

Identify the right communication channels

When and where are your target audience most reachable? Perhaps you’ve identified that your contacts are most engaged via email during work commute hours.

Or perhaps your audience prefers the visual approach on social media platforms such as Instagram.

Knowing your audience will pave the way for deciding which marketing channels to focus on.

Draft up a communication journey to outline all touchpoints

Now that you know who you’re reaching out to, and when and where, it’s time to draft up a flow chart to represent a communication journey, or two.

Why come up with an entire journey instead of simply sending out a marketing campaign or two?

Journeys catch contacts with touch points when they most need it. If engagement is not nurtured consistently, it’s likely potential registrants, attendees and customers will fall through the cracks of your marketing efforts.

Journeys also nurture engagement over time – as not everybody converts the first time they receive a campaign.

Powerful Event Management Software

The benefits of running corporate events, whether you hold physical or virtual events are endless. 52% of respondents asked about the importance of events in their marketing strategy said that events drove more results than other marketing channels.

You can continue to reap the ROI of holding events without breaking social restrictions. Consider managing your corporate events virtually. Use our Virtual Event Planning Guide to help you and also Download our handy virtual event planning checklist.

Looking to make your next event more sustainable or want help with corporate event management and marketing?

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