Your event is planned, the date is set, but now what? How can you take the event from a simple idea to one of the most talked-about events within your target market? When you are working with a small budget, the likelihood of promoting the event yourself means you’ll need to have some strong, do-it-yourself knowledge in event marketing. Below are some of the top things to consider when marketing your event.
Plan: Marketing Plan
A marketing plan serves as a framework of how to go about reaching objective of a successful event. Think of the marketing plan as a compass; a guide that will serve as a how-to in knowing who your target market is, pursuing that market, and engaging them in order to get a response–a positive yes–in attending your event. This is the stage where goals such as attendance and/or sales and other details desired for the event are laid out, as well as any possible barriers to creating a successful event. If you are working with a committee, the committee in charged should likewise foresee the imminent setbacks they may encounter along the way and come up with possible solutions to likely setback, as well as plan for likely success. Planning the financial aspect is integral to the overall marketing plan and should also be setup at this point as well. These are all part of the planning process.
Prospect: Prospective Market
In this phase, it is time to determine the target market for the event. This is relatively easy because it is done by identifying the sectors who are concerned or have an interest in the event. For example a Writer’s Summit would be event of interest for writers; while a Broadcast Journalists’ Summit would be event that should be marketed to a broadcast reporter. The committee should collectively conduct a little brainstorming to determine which market they would like to target, as well as particular interests that target market would have.
Aim: Objective of the Event
Knowing the objective of the event is as important as planning the event and identifying the target market; these go hand-in-hand. They each serve as guide to the course of action which the event organizer needs to consider in order to effectively execute the full plan. For effective planning, the objective should be made definite to ensure that every promotional action is geared towards the accomplishment of the final objective.
Execute: Promoting the Event
Promotion is the stage where the event is actually “promoted” or advertised to the public, but especially the target market. This is done especially to make the public aware of the upcoming event and elicit interest to that relevant sector of the public–your target market–to take part in the holding of a particular event. If the event is relevant only to a particular person, then it is best for one to avoid indiscriminately inviting the public and if possible, limit the invitation to a carefully selected sector. Doing otherwise would lower the image of the event and would make the invitation something that can be easily ignored.