Developing an event marketing plan

A successful event marketing plan helps raise awareness and attract interest in your event.
For your event marketing plan to work, you need to define a clear strategy and identify potential issues that may arise:

  • What are the aims and objectives of your event?
    Is this a fundraising, community, special interest or celebratory occasion? Is it a one-off event, the start of something regular or an annual event held before?
  • Who do you want to come to your event?
    Is the aim to have as many people as possible attend your event? Or are you trying to attract a certain demographic? Appropriate marketing will enable you to pitch your event to the right people.
  • What are the key details for your event?
    When will the event be staged and where, what time does the event start and finish? How much does it cost, if anything, to attend? What services can visitors expect – food and beverages, parking, public transport access can all have an impact on whether or not people will consider attending an event. The message must be clear.
  • Develop a functional event marketing plan that enables you to meet specified needs and targets
    It is recommended that your event marketing plan be short, practical and precise. Include appropriate, relevant facts about your event, brief goal statements and action steps for implementation.
  • Has a marketing and promotions budget for your event been developed?
    There is little value offering a well organised event if the marketing doesn’t draw the anticipated crowds. You need to make sure there are enough funds in your event’s budget for adequate marketing and promotion.
  • Have you allocated appropriate time to plan, implement and manage your event marketing needs?
    An effective marketing plan will help you make every dollar work for you and your event!
  • Who will be responsible for your event marketing?
    Do you have the resources to meet your primary objectives, is there a team member, or a sub committee responsible for marketing and promotions. Or will a contractor be employed to provide support and guidance?
  • What methods will you use to make sure people hear about your event?
    Paid advertising, letterbox drops, roadside signage, billboards, news features, community calendars, etc, can all be used to promote your event?
  • If your event requires pre-sales or bookings, do you have a contingency plan if sales don’t meet expectations?
    Consider various alternatives to market your event, promotion is not meeting your expectations I.e. increase the level of advertising, or undertake a special promotion/bonus deal to attract more customers? If the event is required to be postponed or unfortunately cancelled, how will this be communicated effectively to the community?

Our online Events Marketing Kit offers a number of opportunities linked to these fundamentals to assist in maximising your event to its full potential.

Page last updated: Thursday, 30 July 2020