But it’s not always easy to know where to start. Your event deserves to have a killer promotion plan. Event Marketing Plan Promotion, Promotion, Promotion For instance, marketing your event during COVID-19 was different than any other situation. Timing can impact the event marketing process, so be aware of the environment and industry. By identifying what you hope to achieve, you can plan your promotion and objectives based on that goal.Įvent strategies are wedded to the event marketing process. Really, the event marketing process comes down to the goal of the event. The event marketing process begins by acknowledging that there is an event that can help your organization achieve a goal.Įvents can add to the sales pipeline, help improve morale, promote a product, and more. Your budget, goals, and more will determine what events you plan and the type of promotion you run with. For others, it’s a promotional plan for a specific event that can be broken down into a more manageable plan.Įvents are costly, which is why determining your event strategy is important. If the event marketing you do involves planning a calendar of events that will support your marketing plan, then your strategy and planning process will be more complicated and nuanced. Many marketers believe that, after a website, events are the most effective channel in their “marketing stack,” given the power of in-person and virtual experiences and the ability to forge one-on-one connections. In fact, many companies allocate anywhere from 20 to 50 percent of their budgets to brand experiences, with the predominant portion going to events. In either scenario, whether promoting your events or leveraging events within your marketing strategy, events are powerful.įor many organizations, events represent a large share of their overall marketing spend. So, what is event marketing? It can have different meanings, but by and large, event marketing can mean one of two things: marketing tactics used to promote events or the strategic use of events as a marketing tactic to promote an organization, mission, etc. "Event marketing" is a pretty broad term.
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