The Best Event Marketing Game Plan to Present to your Boss
Every marketer must build good relationship and earn the trust of their prospective buyers or customers. Events such as conferences, webinars and seminar or in-person events play an important role to help boost your marketing campaign. Also, it is a great way to market your business to potential customers.
Most of the consumers nowadays want more than just sales pitch. They are wiser and are more keen to evaluate the product or service first before making a decision to purchase. Attending marketing events provide opportunities for them to interact with different brands and vendors to get firsthand information that’ll help them choose what products or service works for them.
This year, your company is planning to host a marketing event and you are the assigned Event Manager/ Chairman. I’ve outlined the steps that will help you create the best marketing plan for your event.
#1: Set Goals and Objectives
Establish your goal and your objective. Ask yourself these two questions to help you create your goals and objectives.
1.) What’s your purpose of organizing this event?
2.) What do you want to achieve after this event?
- To meet with potential clients and promote new product or service
- To build connections with other business owners within our industry and gain new learnings
#2: Set a date
When setting up the date for new events, give at least 6 months to plan, depending on the nature of the event. Also, be sure to consider the following:
- Be aware of religious holidays.
- Consider the season. Few people will attend during rainy days.
- Coordinate with the chosen participants such as; speakers, presenters, VIP guests, etc. when it comes to their availability.
Take note of other events within your industry.
#3: Organize Your Core Team and Create a Master Plan For Every Assigned Committee
Identify all the personnel involved to handle all the details and take note of their responsibilities. Assign 1 key Event Manager or chairman as well as individual chairperson for sub-committees such as:
- Venue management
- Contracts, permits, insurance, etc
- Catering (if necessary)
- Identify who are your speakers
- Confirm their availability
- Entertainment/ Activities during the event
- Publicity/ Promotion
- Web page and online promotion
- Social media, etc
- Email send out
- Sponsors and Partnership
- Online or on-site sign up
- Payment and tracking, if it’s a paid event, etc
#4: Get Organized
Of course, you want your event to become successful which means, you need to come up with a theme and a name to get attention, especially in social media. Here’s what you can do with your team.
- Brainstorm names: When you are brainstorming for the event name, think about the following:
- how is your event different from other events in your industry?
- what message are you planning to convey through this event?
- Create a Tagline: Create a tagline. More of a branding slogan that describes your event.
- Design a Logo: Have a logo to represent your event. It can also be an effective branding tool. If you want, you can create souvenir items for attendees (such as; T-shirts, mugs, bags, etc.)
Planning for an event in Singapore? Learn more about Callbox Singapore Multi-Channel Event Marketing Process.
#5: Analyze and Review Previous Events (if this is not the first time that you’ve hosted an event)
- Who are your past attendee and why did they attend
- How past attendees heard about the event
- RSVP’s vs tickets sold
- Social media interactions
#6: Build Marketing Plan
Create a strong marketing plan consists of:
- Competitive analysis
- Projected number of attendees.
- Budget and other constraints
- Overall Event Timeline
- Meet with catering partners
- Cut off date for selling the tickets
- When to inform the speakers
- Final list of speakers
- Specific marketing tactics – These includes actions that you will take to achieve your goals, such as a social media contest, press releases, etc.
- Prepare a (SWOT) analysis, Strengths, Weakness, Opportunities and Threats to your event (such as weather, other competing events that weekend, etc.)
#7: Identify your budget
Based on 2012 IDC Tech Marketing Benchmarks Study, ⅕ of the marketing budget is allocated for event marketing.
Event Marketing leaves a brand-focused and a lasting impression to people who are gathered together during the event. Impress your boss/client by creating an event marketing game plan using these tips when you plan for the next event for your company.
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