So you’ve been tasked to lead the marketing efforts for your client’s event. There’s a lot to be considered from budget constraints to social media outreach, but don’t be overwhelmed!

While drafting and executing a comprehensive plan can be a challenge, the first task is to create a stellar marketing roadmap for the event.


With the right guidelines in place, your team will be able to identify who is attending the event, communicate and engage prospects effectively, and then spread the word. A good marketing strategy will guide you to effectively increase overall attendance, engagement and most importantly, client satisfaction.


Here are some tasks from AdWeek on how to compile your marketing strategies and create your winning plan from start to finish.


Task #1: Set the Event’s Goals

The event’s goals are what the marketing plan should based upon, so you must absolutely set them before anything else. Ask the client the following: Do you want the event to achieve a tangible goal such as attracting 700 attendees? -or- An intangible goal such as strengthening relationships with association members or your client’s partners through the event? Your client’s answers to those questions will give your marketing agenda its clear purpose.


Task #2: Identify the Target Market

To properly identify the target market, you need to define them through a lens that is relevant to your client’s needs. Demographics such as age, race, gender, marital status, income, education and occupation, as well as psychographics such as lifestyle, personality characteristics, usage of technology, and general interests are all factors to consider. Analyze attendee data collected from previous events to get an idea of their previous successful demographics and psychographics. Also look at your target market’s technology usage as it will tell you what channels and tactics are an effective means of reaching out to them.


Task #3: Establish & Personalize Communication Tactics

A successful event is created through solid interaction and consistent communication with client and attendees. You need to make sure people are well-informed so they’re motivated to go. Once you know how you’re going to communicate with your audience, it is important to tailor the messages you’re going to send to them in a way that attracts their interests. As for communicating with people who are already confirmed (and making sure they’re still excited!) it is much more effective to use both email and push notifications via an event app. By adjusting the content of your emails and promotional material to potential attendees, they will be more likely to see the value in your event and attend.


Task #4: Engagement

The final stretch before the event is a stressful one as you try to increase the number of attendees last-minute and raise excitement for those who are already going. This is why you have to provide for promotion and engagement tactics in your marketing plan. Great ways to reach out to invitees include video links, highlighting speakers and their sessions, interesting event activities and networking opportunities. As for those who have already registered, you can engage them through an event app, providing a digital ‘bulletin board’ to set up things such as ride sharing, and reminding them of important venue information.


Task #5: Performance Evaluation Metrics

Confirm what exact metrics you’ll use to evaluate the event’s performance, such as attendee post-event surveys, networking activities, or social media posts. Use the statistics in a report to show the event’s success to your client, your team and event stakeholders. For example, you can use the data to attract new sponsors, improve certain logistical aspects, and of course, further increase attendees. In addition, you can use this information for additional promotions in a newsletter or press release. The data and the insights you gain will help you make the next event you plan with the same client even better.