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We often think that if create a spectacular event then people will come. However, that is rarely the case. It does not matter how good your product/service/event is, if nobody knows it exists, then nobody will buy it or attend.
Therefore, create an overview, divide, prioritise and communicate. Only when you are getting sick of telling the story, others will start to understand.
This page will provide you with an overview of the steps needed for making your marketing strategy and your marketing plan for your event.
These four topics below are the four essential steps you need to manage your area of responsibility.
Chapter 8 in the event book is about Marketing & PR for events.
The segmentation for the
The marketing strategy is where you, based on analyses results, outline what you are going to do to attract the guests for your event.
Present your target group, persona, your event's position in the market and the overall idea for marketing activities and medias.
The marketing plan is where you show specifically which marketing activities you will use to communicate to the target group. Furthermore this is where you show us when and where you are communicating.
Your marketing plan consists of marketing plans, schedules, content calendars and detailed budgets.
The marketing material is all the materials, posters, designs, content etc. that is a part of your marketing activities.
The budget is crucial for the event organizers as it reveals whether the event is likely to be a success in financial terms. The budget can make or break the entire planning of the event, and functions as a crucial tool for decision-making in all departments across the event organization. After the event, the budget functions as a guide to see whether the event could be judged successful against its financial objectives.
Questions to get you started
Questions to get you started
What is your unique selling point?
What are your target groups' preferences?
Which media strategies do you have for social media, print, and TV?
How do you measure the effect of your marketing?
Which marketing channels and activities do you have apart from typical media?
What is your mix of owned, paid and earned media?
How do you ensure interaction between the different media and platforms?
Who else does business with your target groups? - and how can you benefit from that?
Who are your ambassadors?
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